A bigger winter economy
Europe's ski season is becoming an important period for premium travel and lifestyle spending. Beyond lift passes and accommodation, international visitors are spending on restaurants, entertainment, shopping and other experiences during their time in the mountains.
Visa Consulting & Analytics reported a 22% year-on-year increase in ski-related spending across major resorts in nine European countries during the 2025/26 season. The analysis was based on VisaNet payment transaction data covering Austria, Finland, France, Germany, Italy, Norway, Poland, Sweden and Switzerland.
The growth was higher than the overall increase in card spending across Europe, highlighting the strength of the winter travel market. International visitors are an important part of this activity. Visa found that people travelling abroad for skiing spend a larger share of their budgets on restaurants, après-ski venues, entertainment and shopping than domestic visitors.
The difference also appears in daily spending. Average daily card spending on international ski trips was approximately $100 per card, compared with around $45 for domestic ski trips.
This is not simply a market built around skiing. It is an economy of accommodation, dining, leisure, shopping and premium experiences concentrated into a relatively short holiday.
Source: Visa Consulting & Analytics – Following the Spend: Inside Europe's Ski-Season Travel Economy, 24 March 2026.
Premium travellers are an important part of the market
Visa's analysis also identified a clear premium spending segment. Around one in four ski travellers displayed higher-end spending behaviour. On average, this group spent approximately 56% more per ski trip than other ski travellers.
They were also more likely to travel internationally and spend more on hotels and restaurants.
For luxury businesses, this is an important audience. These travellers may already be spending considerably on accommodation, dining, private experiences and shopping. Their expectations often extend beyond the individual service they purchase: they value convenience, discretion and a consistent standard across the different parts of their stay.
The opportunity is not limited to hotels or ski operators. It also reaches businesses involved in private transportation, close protection, concierge services, private aviation and other premium travel arrangements.
What travellers value when choosing a winter holiday
Spending decisions are also shaped by what people expect from their holiday.
The 2026 Iglu Ski survey, conducted with winter sports retailer Ellis Brigham, found that 78% of surveyed skiers ranked snow reliability as a leading factor when choosing a destination. Value for money followed at 56%, while the size of the ski area was important to 46%.
The survey also found that 56% valued the convenience of a local airport and 54% valued a quick transfer to the resort. These factors ranked above simply choosing the cheapest option, which was selected by 49%.
The findings suggest that travellers do not make decisions on price alone. They consider the quality of the experience, the destination and how conveniently they can enjoy their time there.
For premium travel providers, this creates an opportunity to offer services that fit naturally into the wider holiday experience.
Sources: PlanetSKI – Iglu's 2026 Ski Survey and InTheSnow – Survey Finds Snow Reliability Tops Price and Ski Area Size. The survey was conducted in May 2026 with 992 respondents.
The commercial opportunity beyond the slopes
A premium winter holiday can involve several independent purchases: accommodation, airport transfers, private chauffeurs, restaurant bookings, private aviation, close protection and personal assistance.
Travellers may arrange these services separately, often through different providers. For businesses serving this audience, there is an opportunity to build relationships with clients beyond a single booking.
This is where a coordinated membership model can offer a different approach.
Rather than treating every request as an isolated transaction, Sterling Protection Partners establishes a relationship with members and reviews their requirements before coordinating suitable services. Depending on the request and provider availability, this may include private transportation, close protection, travel assistance and selected lifestyle services.
How Sterling membership and charges work
Sterling's model separates membership from the cost of individual services.
Members pay an annual membership fee to establish their relationship with Sterling and access the applicable membership arrangements. Services requested during a stay are assessed separately, based on the requirements, destination, provider and agreed scope of work.
For example, a member planning a winter stay in the French Alps may request airport transportation, local protection support and additional arrangements during the visit. Sterling reviews the request and coordinates suitable providers. The member is then charged for the approved services under the applicable terms.
For eligible services, Sterling's Deferred Settlement Privilege allows payment to be settled within an agreed period of up to 30 days, subject to the membership agreement and applicable service limits.
This means the member is not paying one unexplained package price for every possible service. The membership and the actual services are treated separately, with charges based on what has been requested and agreed.
A different approach to premium winter travel
The growth in ski-related spending shows that the winter season brings together a valuable audience of international travellers and premium lifestyle consumers.
Sterling's approach is to support that audience through an established membership relationship and a network of suitable service providers. Members can request assistance across different parts of their journey without having to treat every requirement as an entirely new relationship.
For those planning a winter stay in Europe, Sterling offers a coordinated way to arrange selected travel, protection and lifestyle services, with transparent service charges under agreed terms.
Contact Sterling Protection Partners to discuss your destination, travel dates, transportation requirements and any additional protection arrangements. Alternatively, contact Sterling through WhatsApp: +33 7 56 97 66 87
Discover the story behind our 30-year journey and learn more about Sterling's history and experience. Sterling Protection Partners - Prepared Before You Need Us. Visit our Frequently Asked Questions page for more information. Card issuance, validity, suspension, replacement and verification are subject to Sterling's membership terms and applicable procedures.*
