Club Med’s First Snow Report for Singapore shows “a notable shift” post-lockdown for more adventurous experiences, in particular for snow holidays, which has “surged remarkably”.
Olivier Monceau, general manager Singapore & Malaysia Markets, who shared the findings last week, said: “Astonishingly, we have nearly doubled the number of ski enthusiasts from Singapore, showcasing the growing interest in snow-filled adventures compared to the pre-pandemic era.
“This evolving trend has inspired us to introduce this report, providing valuable insights into consumer behaviour within this developing holiday category.”
He added: “I am delighted to say that snow holidays have gained a prominent position within our business strategy.”
The report dovetails with Club Med’s ambitious development plan and the December opening of its fourth mountain resort in Japan, Club Med Kiroro Grand in Hokkaido, which joins Club Med Sahoro, Club Med Tomamu and Club Med Kiroro Peak.
Club Med Kiroro Grand, billed as a hidden white powder paradise with unspoilt nature for skiing, snowboarding and snow trekking, compliments the experience with wellness – soaking in an outdoor hot bath or onsen – and tours to discover the culture of the indigenous Ainu first settlers in Hokkaido.
The family-friendly all-inclusive resort offers facilities for children two years and older, and its four restaurants serve international, Asia-themed and Japanese speciality meals.
Evening entertainment includes stage performances and games at main bar Yotei.
According to the report, Singapore families make up 70 per cent of snow holiday seekers and 67 per cent have children.
The report stated: “Singaporeans are no strangers to snow holidays and one in two will stay between seven to 10 days.”
To a Singaporean, “beautiful views” and “snow-related activities” were the top two descriptions of what a snow holiday is, and “favourite destinations” are Japan, Switzerland, China, South Korea and France.
At 66 and 55 per cent respectively for “having ski and/or snowboarding experience” and “possessing intermediate or advance skills”, “Singaporeans are winter sports enthusiasts” based on the report.