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Grandvalira landscapes
20/04/2017 - 12:15

Grandvalira closes the winter season having increased its ski pass sales

Grandvalira experienced a 2% growth in the sale of ski passes throughout the 143 days of the 2016–2017 ski season. This growth trend places it among the world's 15 ski resorts with the highest influx of skiers. During the 2016-2017 season, strategic foreign markets such as the French and British markets were consolidated while the resort experienced a considerable increase in the number of foreign visitors. Furthermore, Grandvalira continued to develop new markets such as Belgium and Scandinavia, yielding positive results. Likewise, The Domain of Snow regained the Russian market, whose influx had decreased for the past few seasons resulting from the country's economic situation.

Even though the season began with irregular snowfall, the Andorran resort ensured that skiers were able to practice winter sports from the very first day and throughout the entire season, amidst the largest ski resort in the Iberian Peninsula. This was made possible thanks to the hard work of Grandvalira's operations teams: snow production was higher than in previous seasons, which highlights the investments made over the past few years to guarantee that there are enough snow cannons to cover 65% of the resort's skiable surface. Other factors that contributed to the quality of the snow were the snowfall that began in the month of January and the work carried out by the snow-grooming team, who logged a total of 27,026 hours, more than 5% more than in the previous season.

It is also worth noting that the month of February afforded excellent snow conditions and a favourable calendar in terms of holiday opportunities in many of Grandvalira's potential markets. In fact, influx figures were so good that 2017 yielded the best results seen in the month of February in the past 6 years.

A busy Easter holiday and final stretch

During Easter holidays and the final stretch of the ski season (the period from 8 to 17 April), more than 100,000 visitors chose Grandvalira as their destination. The dates of this year's Easter holidays didn't affect holiday-goers' resolve to choose Andorra over seaside destinations and enjoy the good snow conditions along with the broad range of services and activities provided by Grandvalira during the last days of the snow season.

Investments resulting in customer satisfaction

This season The Snow Domain invested €13 million euros in improving its customer experience, with the installation of new ski lifts, the preparation of new slopes, improvements to services and a wider and improved range of cafés and restaurants. These investments help to explain the positive results achieved in our customer satisfaction surveys (16,800 surveys for the 2016–2017 season). Grandvalira received an overall rating of 8.37/10 for services and the Ski and Snowboarding School; the marks for cafés and restaurants were also above 8 out of 10.

Alfonso Torreño, Managing Director of Grandvalira-Nevasa, viewed the return on the investment very positively: “The investments that we've made were well received by skiers, who are aware of the efforts that we make, season after season, to make sure that their visit to our resort is a memorable experience. Customer service is the cornerstone of our strategy and we intend to make new investments to guarantee that the services that we provide never cease to improve ”.

Grandvalira also closes its 14th season with improved brand awareness, as reflected by the 2,859,149 visits to its website (+9.03%). These figures consolidated the resort's website as the 3rd most popular site on the Alexa ranking (which measures daily scope, traffic and content accessed), among those devoted to snow and winter sports, in the whole of Spain. The resort's strategy of further developing online channels resulted in a total of 1.6 million visits to the mobile website, which is 17.90% more than in the previous year. On the other hand, it is worth pointing out that Grandvalira's App is the top-ranked ski resort App in the Sports category for both Spain and Portugal (Top 40 on iTunes and Top 100 on Google Play).

Likewise, Grandvalira comes in seventh, worldwide, in terms of followers and interactions on social networks. The resort has stepped up one place on the ranking when compared to last season.

Top 15 among more than 2,000 resorts worldwide

Another one of the milestones achieved by The Snow Domain was to climb one position in the prestigious study published by Swiss consultant Laurent Vanat, which analyses the international snow sector. Grandvalira currently holds the 15th position in terms of the number of days of skiing per season, ahead of other well-know resorts like Val d’Isère, Les Deux-Alpes or Zermatt, among others. In just 2 years, Grandvalira has gone up 4 positions in this classification, which compares more than 2,000 ski resorts worldwide. In addition to that, the Andorran resort is also one of the 50 largest ski resorts in the world that receive more than one million visitors per year, which make Andorra and Grandvalira leading destinations on the global scene.

The year of culinary excellence

This season Grandvalira maintained its commitment to cuisine as part of its goal to become a benchmark in terms of on-piste dining.  Over the past 5 years, The Snow Domain has invested more than €10 million in new infrastructure and has brought the leading culinary trends of the world's capitals straight to the Principality, adapting them to the snow sector. The implementation of its strategic plan for cafés and restaurants over the past few years has resulted in an overall customer rating of 8.09. Customers particularly appreciated the friendliness and professionalism of the resort's staff, giving these aspects a rating of nearly 9 points out of 10.

Sports in our DNA

The competitions calendar was also successful in each one of the sporting events that were hosted at the resort. In February the world's best aspiring young freeriders gathered at Grandvalira for the third edition of the Freeride Junior World Championship.  One month later the resort hosted the Total Fight Masters of Freestlye, in which women participated in the snowboarding event for the very first time. Last but not least, not only did the sixth edition of the Speed Skiing World Cup take place at The Snow Domain, but the Riberal slope's speed record was beaten, as speeds of nearly 200 km/h were reached. Grandvalira is already organizing the next important sporting events for the 2017–2018 and 2018–2019 campaigns.




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