Pandemic. Energy crisis. Price spiral. P8 Marketing asked 300 people from the target market Germany who had spent a winter vacation in the mountains within the last five years whether they would remain loyal to Austria as a winter sports destination. The study on guest behavior shows: there is a clear willingness to continue spending a winter vacation in the Alps despite price increases and possible sacrifices in the offer.
The coming winter season is marked by general inflation and the energy crisis. The majority of German winter vacationers will nevertheless spend their vacations in the Alps. 56% of potential guests have already planned ski adventures and the like again for this winter, and among regular Alpine vacationers even more than 80%. Only 12% rule out a winter vacation, while a third are still undecided.
The insights into dynamic pricing are interesting in this context - success will depend to a large extent on whether the benefits can be communicated to customers in a tangible way.
The results of the representative study (in German) can be downloaded under the following link:
Markus Bischof
Markus Bischof has been working in marketing for almost 20 years and has specialized in the areas of employer branding and business strategy in recent years. He is a lecturer at MCI Innsbruck and at the University of Applied Sciences Kufstein, Austria.
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