In the winter tourism sector, certain signs are unmistakable. As the 2025-2026 season draws to a close, tour operator Sunweb is reporting strong momentum in ski holidays. But behind this growth lies a profound transformation in customer behavior. Between January skiing, April skiing, and more flexible holidays, the traditional ski model is clearly evolving. And for tourism professionals, these trends are definitely worth paying close attention to.
Summary
Sunweb confirms a solid season for ski holidays
According to information published by the professional media outlet L'Écho touristique, the tour operator Sunweb has drawn up a very positive assessment of the 2025-2026 winter season.
When questioned by the media outlet, Cécile Revol , Sunweb's French director, explained:
“We can almost speak in the past tense because 98% of the season is already over. Overall, across all our markets and ski destinations, we are at +6% in the number of passes sold, for approximately 400,000 customers, and at nearly +10% in revenue. This means that the average spend has increased by about 5%.”
This increase in turnover is mainly due to a rise in the average basket size and last-minute bookings stimulated by the good snow conditions observed in recent weeks.
Another interesting indicator: the French market continues to grow.
“If we look at the French outbound market, we are at +4% in number of packages and +5% in turnover,” explains Cécile Revol.
For France as a destination, the increase is slightly more moderate at around +3%. Some competing destinations are performing better, notably Italy with +17% and especially Switzerland with an increase of +30%, which has become more attractive in terms of price.
January and April are becoming the new peak months for skiing
This is probably the most interesting lesson for tourism professionals: ski holidays are no longer concentrated solely on the February holidays.
As Cécile Revol explains:
"The most striking trend is the rise in January holidays, which have been increasing by around 15% per year for the past two years. This is due to the price effect, with families choosing to take their children out of school to travel outside of school holidays.". »
This phenomenon is largely explained by price inflation during school holidays. Some families are now choosing to travel outside of school holidays to reduce the cost of their stay.
Direct consequence:
"Today, January has become our top month for bookings, ahead of February."
Another notable development: the rise of spring skiing.
"Another strong trend: the increase in skiing in April, with bookings up another 20% this year compared to last year."
April skiing is appealing for several reasons: fewer people on the slopes, a more relaxed atmosphere and often more attractive prices.
The stations that are doing well at Sunweb
In terms of destinations, the major resorts remain the driving force behind ski holidays.
According to Cécile Revol, the best-selling resorts remain La Plagne, Val Thorens, Les Deux-Alpes and Alpe d'Huez.
But the strongest growth is in smaller stations.
Les Orres, Châtel, Valmeinier and La Rosière have shown the strongest growth this year.
In Maurienne, Saint-Sorlin-d'Arves and Le Corbier, in the Sybelles area, also continue to weigh heavily on the tour operator's sales.
Sunweb is increasing its investments in the Alps
To support this momentum in ski holidays, Sunweb continues to strengthen its accommodation offering.
Cécile Revol explains:
"Our main investment this season has been in La Plagne, with the takeover of the management of the Les Cîmes hotel (formerly VVF), which represents approximately 450 beds."
The group also plans to add new capacity for next winter:
"For next winter, we will also be taking over the management of a new residence in Saint-Sorlin-d'Arves, the Les Bergers residence, representing nearly 300 additional beds."
The objective is clear: to cover both the major resorts of Tarentaise and more accessible resorts located in Maurienne or in the Southern Alps.
Sunweb is also focusing on the flexibility of its holidays
Another major transformation in the ski holiday market: flexibility.
“38% of bookings are no longer Saturday-Saturday, a trend that continues to grow,” explains Cécile Revol.
To adapt to this evolution, Sunweb has strengthened several systems:
- free exchange guarantee up to six weeks before departure
- option to change up to two weeks before departure
- payment in three or four installments
These solutions are proving very successful, particularly with last-minute customers.
Comparison of new trends in ski holidays
| Tendency | Observed evolution | Impact on tourism professionals |
|---|---|---|
| Skiing in January | +15% per year | Development outside of school holidays |
| April skiing | +20% increase in bookings | Spring skiing season |
| Flexible stays | 38% excluding Saturdays | Package adaptation |
| Average basket | +5% | Promoting ski offers |
Questions that tourism professionals are asking themselves
Is the 2025-2026 ski season a good one for Sunweb?
Yes. The tour operator announces a 6% increase in packages sold and nearly a 10% increase in revenue.
Which months drive the growth in ski holidays?
January and April are now the most dynamic months.
Why do customers travel more outside of school holidays?
Mainly for price reasons, as school holidays are much more expensive.
Are booking habits changing?
Yes. Stays are no longer systematically from Saturday to Saturday.
Which stations perform best at Sunweb?
La Plagne, Val Thorens, Les Deux-Alpes and Alpe d'Huez remain the best-selling resorts.
A concrete example of innovation: Val Cenis
Sunweb is also strengthening its presence in Val Cenis in Haute-Maurienne with the Les Terrasses de Termignon residence (400 beds).
The resort has established itself as a true laboratory for commercial innovation. In particular, it was the first French resort to introduce dynamic pricing for ski passes in 2019.
Other initiatives followed: a multi-resort pass allowing skiing in six neighboring resorts, or a weather guarantee allowing a refund in case of bad weather.
What I take away for tourism professionals
- Ski holidays continue to grow at Sunweb.
- January becomes the first month for filling.
- April skiing is emerging as a new trend.
- Customers are looking for more flexibility.
- Medium-sized stations are making strong progress.
Why these trends should alert tourism professionals
Looking at these figures, one thing becomes clear: the traditional model of ski holidays is changing. The single peak in February is giving way to a more spread-out, flexible, and segmented season. For agencies, tour operators, and resorts, this clearly opens up new business opportunities… provided they adapt their products.
In short
- Sunweb announces a growing ski season.
- Sales increased by +6% with 400,000 customers.
- January becomes the first month for ski trips.
- April skiing is progressing strongly.
- Stays are becoming more flexible.
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Sources
https://www.lechotouristique.com/article/cecile-revol-sunweb-les-sejours-au-ski-progressent-fortement-en-janvier-et-en-avril
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