The company sees slightly fewer booked nights ahead of the winter season. Measured in terms of booked nights, demand is 3 percent lower than at the same time last year.
According to Sjöstrand, this is due to a later premiere compared to last year. Then, the season premiere was on November 1 - this year on November 26 - which is explained by the snow situation.
On the other hand, we have both a better booking situation and higher demand from this week onwards until week 10. So, the start of the season looks very good, he says.
The calendar effects are particularly large for the season. The fact that it is a "workers' Christmas" affects the booking situation positively, while the late Easter makes many people wait to book their Easter trip.
At the same time, the snow situation looks positive, even though the snow came later than last year.
We have a fantastic snow situation right now, says Sjöstrand.
Danish market is growing
Skistar sees a continued increase in guests from abroad, not least from Denmark, but also from Germany, England, and the Netherlands.
The Danish market is growing by approximately 7 percent and they account for almost 25 percent of the guest base today.
At the same time, they are losing 7 percent of the Swedish guest base, which is believed to be due to the low-conjuncture.
Many have thinner wallets, but we see that despite thinner wallets, people choose to prioritize the mountain vacation. That's why we have such a strong and stable booking situation as we have.
"There are cheap alternatives"
According to a survey from Länsförsäkringar, a ski vacation for a family with children during the sports break week has increased in cost. Ahead of the season, it can cost around 46,500 kronor, which is 5,000 more than in 2024. Most things have become more expensive, from lift tickets, accommodation, to food and ski rentals.
We, like other companies in the travel industry, work with dynamic pricing. This means that prices move up and down based on demand and macro factors, comments Sjöstrand on the survey.
Sjöstrand emphasizes that as a guest, you can make active choices to access more price-friendly alternatives when it comes to, for example, accommodations.
There are cheap alternatives even with us.
