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The Sports Tour operating business (skiing and snowboarding combined) in the U.K. is a mature niche within the overall travel industry with a modest yearly growth rate, which is a sub-segment of the U.K. package holiday market. The company would be recommended to launch skiing as a new product.
The skiing business is highly seasonal in nature. The actual ski season lasts from mid-December through to April if it is short. It lasts from the weekend before Christmas day to the end of March. In terms of pricing various factors are put into consideration such as: -
This is the period between September and January. January is the back to school period, which ushers the start of the peak ski holiday booking period. September is the start of operator's main marketing programs.
This is between February and April. Many operators discount to fill the later shoulder season dates of March and into April. Easter falling in April helps to extend the ski season, while Easter falling in March tends to shorten the ski season although Easter dates in March will tend to sell better because of the perception of better show in March than in April.
This is the period between May and August. It sees a trickle of bookings with operators offering special deals and bookings in centers to get as many early bookings as possible. This period will also be used to focus on the supply side of business as well as finalizing marketing campaigns. ...
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