For too long, selling ski holidays in the GCC felt like pitching snow to sand. While regional partners report significant growth in ski bookings, this represents only a fraction of the affluent market's potential. As outbound travel diversifies and affluent travellers seek more curated experiences, it’s time we reframe the narrative. After all, ski holidays aren’t just about slopes - they’re about stories, and the nuances matter.
An excellent presentation by Sébastien Doussin, Senior Vice President Global Travel Services & Destination Management Supplier Relations at the recently held Ahlan Arabia Mountain and Ski Roadshow breaks ice of what can be a complex product sell. From the choice of resort to the style of accommodation, the devil is in the detail - and so is the delight.
First, consider the segmentation, explains Doussin. GCC travellers aren’t a monolith. Families with young children need ski-in/ski-out convenience and childcare facilities. Couples may prefer boutique chalets with spa access. Groups of friends might lean toward self-catered apartments with proximity to après-ski. The presentation rightly highlights the importance of tailoring offers to these distinct profiles.
Then there’s the matter of altitude and access, Doussin explains. Not all ski resorts are created equal. Some are better suited to beginners, others to seasoned skiers. Some offer direct flights and short transfers, while others require a logistical ballet. Travel counsellors must be fluent in these distinctions - not just to sell, but to inspire confidence.
Accommodation, too, demands nuance. The Ski France portfolio spans hotels, chalets and apartments, each with its own rhythm. A catered chalet offers intimacy and indulgence, while a hotel may provide the structure and services some travellers crave. Understanding these preferences - and the cultural expectations behind them - is key.
And let’s not forget the emotional arc. For many GCC travellers, a ski holiday is a novelty, a chance to experience snow for the first time. That means the stakes are higher. The experience must be seamless, from gear rental to ski school. A misstep here isn’t just inconvenient - it’s a memory marred.
The presentation also hints at a broader opportunity: to position ski holidays not as niche, but as aspirational. With the right storytelling, counsellors can turn altitude into allure. Think curated itineraries, influencer-led campaigns and bilingual content that bridges cultural gaps.
In short, selling ski holidays isn’t just about brochures and booking engines. It’s about empathy, expertise and elevation - of both experience and expectation.