Grandvalira sold a total of 1,663,876 ski passes over the 129 days of the 2014-15 season. This figure represents a 3% increase over the previous year. The number of skiers rose for the third successive year at the ski resort. Likewise, the growth in consumer spending on services other than winter sports also continued, thus confirming the Domain of Snow as one of the top winter leisure destinations in southern Europe.
The experts at Grandvalira measured a cumulative snowfall of 6.59 m over the entire season. However, due to late and intermittent snows, the ski resort was only partially open for the early December bank holiday weekend. Because meteorological conditions were not as mild as they were in the previous two seasons, operation teams had to work harder and longer. Two of the clearest indicators of this were the 1,070 hours of snow production, almost 50% more than the year before, and the 26,500 work hours of snow groomers that ensured the best ski slope conditions.
The resort overcame the difficulties of adverse weather, the closure of the French border for a few days and the drop of about 49% in Russian visitors and improved on the figures of the 2013-14 season. The main factor tipping the scales in the right direction was the efforts made in attracting more visitors from markets like Spain and other countries.
With regard to the changing nationality of visitors, the Spanish market share grew 17%.. A significant impact came from the 28% increase among the secondary target group and the rest of Spain (Madrid, Valencia, the Basque Country, Alicante, the Balearic Islands, etc.). Thus, Spanish skiers made up more than 55% of the total share for this season.
In tune with the Andorra Tourist Board, the French market received the greatest investment in effort; yet, the number of French skiers remained relatively unchanged from the previous season. Whereas, during the first part of the season, the resort welcomed more French visitors than in previous years (such numbers usually correspond with mid-season totals), the second part saw several closures of the French border on dates that are particularly important for attracting this market. Grandvalira garnered 12% of all visitors from the French market.
Meanwhile, other international markets continued to grow at Grandvalira. Markets on an upswing this season were the British, with an 10% increase, the Portuguese, who altogether added an extra 19,000 days of skiing, as well as the Israelis and Polish. among others.
Importantly, more than 85% of skiers at Grandvalira stayed overnight in Andorra (a 1.3% growth compared to 2013-14). Furthermore, 55.7% of visitors opted for a ski pass entailing a stay of between 3 to 10 days (an increase of 1.6%).
The Managing Director of Grandvalira-Nevasa, Nuria Tarré gave a positive assessment of the season results,, "We are satisfied with attaining our goals and even with gaining a bit extra. It is the culmination of strategy and positioning, which seem well directed at this moment. We must acknowledge the work of everyone in operations, services, sales and marketing during a hectic season in terms of the weather and the drop in Russian visitors.
Reception of new developments and consumer habits
The success achieved by some of the new attractions during the 2014-15 season is shown by the 5% growth in family visitors. The investment in the kids' circuits, such as the new Mon(t) Magic in the Canillo sector, the Imaginarium Park development in the Encamp, Grau Roig and Pas de la Casa sectors, along with the renovated beginners' section in the Soldeu sector, proved fruitful with these particular attractions pleasing first-time and returning families with children. Elsewhere, night skiing on the new lit slope, La Solana, in the Pas de la Casa sector received over 44,000 skiers between its inauguration in December and April 4.
Grandvalira also recorded satisfactory results in relation to the resort's integrated services. Adventure activities achieved a 20% growth in turnover, as did the Ski and Snowboarding School. Meanwhile, restaurants recorded a 10% increase. Ultimately, these figures, along with a 4.5% increase in average spending per visitor compared to the previous year, point to an upward trend in the consumption habits of skiers who appreciate offers outside of skiing.
Successful sporting events
Grandvalira hosted four major sporting events with the aim of raising its image and recognition in the international market: the Freeride Junior World Championships, the Speed Skiing World Championships, the Alpine Skiing European Cup Finals and Total Fight Masters of Freestyle (snowboard and freeski). The success in organizing all these events bodes very well for next season, during which the Domain of Snow will once again be the epicenter for some of the main snow sports competitions. A special focus will be on hosting the Women's Alpine Ski World Cup, which will take place on the Àliga slope in February 2016.
2014-15 SEASON FIGURES
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1,663,876 passes sold
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1,615,321 passes sold the previous year
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A 3% increase in pass sales
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129 days open out of the 135 expected
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Snowfall from December to March: 6.59 m (greatly staggered)
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February snowfall record for the last 5 years
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1,070 snow production hours (1,024 snow cannons). Nearly 50% higher production than the previous year
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26,500 snow groomer hours
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Spanish market growth of 17%
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Within the Spanish market, the Catalan share grew 5.5%, while the secondary target group and the rest of Spain increased by 28%
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UK market growth of 10%
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Portuguese market growth by 19,000 skiing days (+1%)
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French market share stable at 12%
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Russian market plummeted 49%
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Family visitors increased 5%
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More than 44,000 skiers recorded in the first season of night skiing
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Turnover increased by 10% for the Ski and Snowboarding School
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Adventure activity consumption increased 20%
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Consumption at restaurants was up 10%
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Average expenditure by skiers on resort services rose 4.5%
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85.1% of visitors to Grandvalira stayed overnight in Andorra (1.3% up on the 2013-14 season)
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55.7% of customers bought passes for between 3 and 10 days (1.6% increase on the previous year)
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Customer satisfaction was steady with a score of 8.34/10, restaurant satisfaction increased by 0.13, from 7.74 to 7.87 out of 10
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An outsourced company carried out the customer satisfaction survey.Over the entire season, it questioned a total of 14,000 people on their satisfaction, where they came from and their background.
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The latest report (April 2015) by the consultant, Laurent Vanat, points out that Grandvalira remains in the top 20 ranking of world ski resorts according to the number of skiing days (placed at number 19 for the 2013-14 season).