The French Alps, the new lifestyle

The incredibly high level of satisfaction of people who came to the mountains during the last three winters, despite the ski lifts sometimes not being open, has served to confirm a growing trend: it’s no longer all about skiing! This is evidence that mountain stakeholders are taking into consideration by promoting other activities. At the same time, this could resonate with a new audience.

The French Alps After Covid: It’s No Longer Just About Skiing

Over the last three winters, visitor satisfaction in the French Alps has remained remarkably high — even during periods when ski lifts were partially closed or snow conditions were inconsistent. That alone tells you something important: the mountain economy is evolving beyond skiing.

France remains the world’s largest ski market by skier visits, with roughly 50–55 million skier days annually in strong seasons. Yet a growing share of visitors is no longer coming primarily for downhill skiing.

According to regional tourism data, more than one-third of winter visitors to Alpine resorts do not ski at all. In some mid-altitude or family-oriented resorts, that figure can approach 40%. These visitors are spending on accommodation, restaurants, spas, guided experiences, and events — but not lift passes.

That changes everything.

A Model Built on Ski Passes — Under Pressure

Historically, the Alpine economic model has been lift-driven. In many resorts, ski passes account for 35–50% of total direct resort revenue and underpin the financing of infrastructure, grooming, snowmaking, safety services, and even maintenance of alternative activities.

As Pierre Prieur, director of ESF Les Saisies, has pointed out:

“Activities like snowshoeing or biathlon work very well, but trail marking and safety costs are covered by ski passes. We may need another system one day.”

This is the structural challenge. Resorts are successfully diversifying experiences — but the funding system still assumes skiing as the financial backbone.

Through these partnerships, events, festive venues, and other initiatives to rekindle the interest of young people, the mountain sector seems to be paying more attention to the younger demographic. These stakeholders are aware that if one does not encounter the mountain environment during their youth, there is little chance they will return later on.

The Youth Challenge: Rebuilding the Pipeline

Another major issue is demographic renewal.

The average age of traditional alpine skiers has been gradually rising. Meanwhile, urban youth — especially under 30 — have shown declining engagement with classic ski holidays, often citing:

• Cost (a full ski week can exceed €1,500–€2,500 per person)

• Climate concerns

• Preference for shorter, experience-driven trips

• Competing leisure options

To respond, destinations such as those promoted by the Savoie Mont Blanc Agency are targeting youth communities directly.

Partnerships with events like the FISE (International Extreme Sports Festival) — which attracts over 600,000 spectators annually in Montpellier — allow resorts to speak the language of board culture, music, and freestyle communities.

Urban codes are being integrated into the mountains:

• Snow skate parks

• Winter music festivals

• Pop-up food events

• Influencer-driven experiences

• Short-stay, flexible packages

The strategic logic is simple:
If you don’t capture visitors in their twenties, you probably lose them for life.

When The Après-Ski Takes Priority Over Skiing

Changing Trends: In recent years, the concept of après-ski has taken precedence over skiing for both urban youth and older generations.

Fusion of Gastronomy and Entertainment: Ski resorts now offer a blend of bistronomy and cabarets right on the slopes, creating a vibrant party atmosphere.

The Pioneer – Luc Reversade: Luc Reversade, renowned for his famous Folie Douce concept, is a trailblazer in the French après-ski scene. He launched it back in 1990 in Val d’Isère and has since expanded it to seven other resorts.

Strategic Investment Shift: Reversade emphasizes shifting investments towards “festive hotels” to address the issue of accommodations during peak seasons. On the restaurant front, he envisions additional services like childcare, boutiques, and ski lessons.

Growing Influence: With heavyweight players entering the high-altitude entertainment sector, the festive trend in mountain resorts is far from slowing down. In Megève, for instance, 2021 witnessed the opening of five festive establishments under the Famose group. Simultaneously, the prestigious Paris Society group introduced mountain versions of its popular ‘Piaf’ and ‘Bambini’ venues in the heart of this upscale resort.

The French Alps are not just about skiing anymore; they’re becoming a hub for unforgettable après-ski experiences and entertainment.

• Domosno: Your Ski Property Experts
• Specialisation: Domosno is a leading specialist in ski properties located in the picturesque French Alps.
• Extensive Expertise: With years of experience in the real estate market, Domosno offers in-depth knowledge of the region’s property landscape.
• Exclusive Listings: Domosno provides access to a curated selection of exclusive ski properties, including luxury chalets, new projects, and ski-in/ski-out apartments.
• Tailored Solutions: They understand that every buyer has unique preferences and requirements. Domosno offers tailored property solutions to match your specific needs.
• Local Insights: With partnerships with the best local experts, Domosno has insider knowledge of the best ski resorts, neighbourhoods, and investment opportunities in the French Alps.
• Full-Service Approach: From property search and selection to legal and financial assistance, Domosno offers a comprehensive range of services to ensure a smooth buying process.

The Bigger Question: Economic Sustainability

There is, however, a fundamental issue.

If lift revenue declines structurally — whether due to climate variability, shorter ski weeks, or more non-skiers — resorts must redesign their financing model.

Snowmaking infrastructure alone can represent tens of millions of euros in capital expenditure per major resort, while annual grooming, staffing, and safety costs remain high regardless of skier volume.

Diversification is necessary.
But monetisation mechanisms must evolve too.

Domosno: Ski Property Specialists with Long-Term Vision

Domosno has been active in the French Alps for over two decades. That long view matters.

We focus on:

• Prime ski-in/ski-out apartments

• New-build developments

• Luxury chalets

• Resorts with strong four-season positioning

Because today, buying in the mountains is no longer about snow reliability alone.
It’s about investing in destinations that understand where the Alpine economy is heading.

If you’re considering buying in the French Alps, we can help you identify resorts with:

• Strong year-round appeal

• Solid infrastructure investment

• Clear brand identity

• Long-term growth potential

The mountains are evolving.
The smartest investors evolve with them.