The French Alps, the new lifestyle by Domosno
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.
Tourist offices have known this for a long time: more than a third of the people who come to the resorts do not ski! However, a profound diversification of activities raises the major question of the economic model, which is currently entirely dependent on skiing. As Pierre Prieur, director of the ESF des Saisies, explains: “Here, activities like snowshoeing or biathlon work very well, but the costs of trail marking, safety, and others are covered by the sale of ski passes, so we may need to imagine another system one day… However, to meet expectations, the resorts highlight a multitude of experiences around skiing, ranging from well-being to adventure, adrenaline, sports, nature, and festivities! While some of the largest resorts are able to provide the entire range, for others, it’s an opportunity to define their identity or showcase their values. For example, Megève plays the card of the pleasure lifestyle, Tignes emphasizes adventure, Brides-les-Bains positions itself as a well-being destination, and Les Contamines-Montjoie focuses on its natural and authentic side.
AN OPPORTUNITY TO ATTRACT A YOUNGER CLIENTELE This diversification also allows the mountain to try to attract urban youth, who have been avoiding the destination. The idea is to use their codes, networks, and create bridges between indoor and outdoor, and between urban and mountain environments, with activities such as yoga, skateboarding, or music festivals. Michaël Ruysschaert, director of the Savoie Mont Blanc Agency, explains his strategy: “We are targeting communities, big brands that appeal to young people, such as the FISE (International Extreme Sports Festival) in Montpellier, where board culture enthusiasts gather. Through operators, we offer them accessible packages to experience the joy of snow sports.”
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.
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.
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