The 2023-2024 ski season in the Alpe Huez, Les 2 Alpes and La Grave resorts produced exceptional data in terms of weather conditions, number of visitors and strategic adaptations. This season was marked by one of the best snow accumulations in the last forty years at altitude, and was punctuated by constant climatic challenges, oscillating between periods of cold and heat, which required constant adaptation of safety and security techniques. track management.
These fluctuations underlined the importance of adaptation to climate change in the sector. At the same time, the stations recorded record numbers of visitors, with an impressive daily average of up to 24,000 skiers some days, and outstanding economic results, with a significant increase in turnover. These successes reflect skillful management and an attractive offer, confirming the vitality and dynamism of these destinations in the world of alpine skiing.
Exceptional snow conditions
This season, the domains of Alpe Huez, Les 2 Alpes and La Grave have enjoyed exceptional snow conditions, marking one of the best years in terms of snowfall for four decades. The abundance of high-altitude snow not only enriched the skiers’ experience, but also posed significant challenges for slope management. The climatic variations, which alternated between cold and hot periods, required constant vigilance and the adaptation of safety and slope preparation methods, as well as avalanche risk management.
“These conditions revealed the crucial importance of adapting to climate change, even in a context of high snow accumulation. Management teams had to innovate and adjust their opening preparation and forecasting techniques to ensure safety, while optimizing access to the slopes. These efforts allowed the resort to maintain a high-quality ski offer throughout the season, which contributed to the record number of visitors. In fact, the resort recorded impressive numbers, with daily averages of up to 24,000 visitors, although the start of the season in December was more modest, with about 4,000 skiers a day.Explain Fabrice BOUTETDirector of the SATA Group.
Record figures for the 2023-2024 season
The 2023-2024 season has been exceptional for the SATA Group, which includes the Alpe Huez, Les 2 Alpes and La Grave resorts, and has broken records for the third consecutive yearwhich demonstrates sustained growth in both the number of visitors and economic results.
In terms of the number of days skied, Les 2 Alpes recorded a significant increase, going from just under 1.2 million last year to around 1.4 million this season. Alpe d’Huez also experienced an increase in visitor numbers, reaching almost 1.9 million ski days, demonstrating a constant upward trend with no signs of regression. These figures illustrate a remarkable ability to attract and retain skiers, despite the typical seasonal fluctuations that make the numbers vary, with season starts in December around 4,000 visitors per day, and peaks of an average of 24,000 people per day. day during peak season periods.
Sales followed a similar trajectory of impressive growth, recording a 15% increase over last year, which in turn recorded a 6% increase over the previous year. These financial results are all the more notable as the group has gone from a turnover of €40 million in 2019 to €126 million in 2023, reflecting not only increased footfall but also effective management and capacity. to maximize income.
«These results are the result of an adaptive strategy in the face of climatic and market challenges, which includes an attractive offer of long stays. We have seen the sale of one-day skis grow, but we also have a strong growth in stays, which means that there are decided options on the part of clients at altitude, whether it is the two Alps or Alpe d’Huez. The growing popularity of high altitude holidays, where clients choose to book their weeks with guaranteed snow conditions, has contributed significantly to this success. The resorts have also benefited from a particular attraction to spring skiing, a period during which Les 2 Alpes, for example, has seen its visitor numbers remain high.Explain Fabrice BOUTET.
Consumer trends force us to rethink the tourist offer
Over the past few seasons, the SATA Group has observed several significant trends that are redefining the way skiing is consumed in its Alpe Huez, Les 2 Alpes and La Grave areas. Analysis of visitor and consumer behaviors reveals a marked evolution towards shorter but more intense stays, favored by technological advances in ski lift infrastructure. These innovations now allow skiers to maximize their time on the slopes, completing in four hours what previously took eight, thanks to faster lifts and better prepared slopes.
This new dynamic has changed daily rhythms on the slopes, with skiers starting and finishing earlier, leaving more time for other après-ski activities. This trend has prompted the SATA Group to rethink its offer, focusing on the overall experience of the stay. The diversification of après-ski activities, such as gastronomy, shopping and cultural and social leisure, responds to a growing need for varied and enriching leisure consumption, adapted to customers’ desires to live complete experiences and not just skiing. .
In demographic terms, the distribution of visitors remains balanced between locals and internationals, with 50% French and 50% foreigners. Among the latter, the SATA Group observes that the number of British, Belgian, Dutch and Scandinavian visitors has remained stable, while that of Swiss and German visitors has also increased. This diversification is probably influenced by economic factors, in particular the competitiveness of ski pass prices compared to those of Swiss or Austrian resorts, which attracts new market segments.
“There are big price differences between the 90 or 100 euros in Austria and Switzerland and the 60 euros we offer in our ski resorts, which are often higher than those in Austria or Switzerland”Add Fabrice BOUTET.
The ski season ends on July 7
This season, Les 2 Alpes offers uninterrupted skiing between the opening of the lifts in early December and their planned closure on July 7. This strategic decision not to divide the season into differentiated opening and closing phases, but to maintain a fluid and adapted offer, reflects the resort’s capacity for adaptation and dynamism in response to the evolution of skiers’ expectations.
The arrival of spring brings with it warmer weather conditions, which leads the resort to adapt its ski area, in particular by raising the level of accessible slopes up to 2000 meters on its glacier. This opportunity to ski on the glacier during spring offers a unique experience, allowing visitors to enjoy snow and skiing at times of year when most other resorts have already ceased activities. Thus, spring skiing in Les 2 Alpes is distinguished by snow conditions that are often ideal for winter sports fans who want to extend their season.
Therefore, the July 7 closure is not only the end of a ski season, but also the culmination of a long period during which the resort has offered constant access to its slopes, demonstrating its commitment to maximizing the customer experience. and make the most of its natural environment and resources. This continuous approach not only ensures greater profitability for the resort, but also enriches the experience of skiers, allowing them to savor the mountain from a different angle, well beyond the traditional winter months.
«Altitude 3300»: an ambitious project for Alpe d’Huez
At the heart of this project is the installation of several new lifts to significantly improve the flow of skiers and increase the capacity of the resorts.
In Alpe d’Huez, the SATA Group is making significant investments to modernize and improve access to the station within the framework of the ambitious “Altitude 3300” project. The objective of this project is to remodel the entire access system at altitude, the DMC and its cabins, stations and connections.
The first connection will be a cable car that will arrive directly at the DMC arrival station. A new gondola, called Lièvre Blanc, will replace the old chairlift and will link to the Marmotte 2 area, leaving near the DMC. It will also facilitate access to the Marmotte 3.
At the same time, in the Sarenne gorges, another gondola lift will be built next to the current Herpie chairlift, providing direct access to the summit of Pic Blanc.
These 3 access points will allow visitors to reach higher altitudes, help decongest existing facilities and improve the overall visitor experience.
Regarding execution deadlines, the facilities are scheduled to be operational starting next winter, with the first openings scheduled for December 2024. Work will continue until December 2025, when the final installations will be completed.
Final stretch for Les 2 Alpes
To highlight the investments made in Les 2 Alpes, it is important to note that the station has benefited from important specific efforts to improve its attractiveness and modernity. “At the heart of these improvements, we have carried out a series of major projects to restore and modernize its infrastructure.
Firstly, the incorporation of three new telemix lifts (a mix between a gondola lift and a chairlift) was an important step forward in improving access and fluidity on the slopes. Next, the introduction of a new state-of-the-art gondola and lift system, the “Trois S”, aims to transform the experience of skiers, offering them greater speed and comfort. Another detachable chairlift will soon be installed, which will further improve the station’s ability to effectively handle large flows of visitors,” Explain Fabrice BOUTET.
The beginner sector has been completely renovated with a new snow front, thus affirming Les 2 Alpes’ commitment to all levels of skiers, from beginners to experts. These investments, which affect several aspects of the resort’s infrastructure, aim to restore Les 2 Alpes to its former splendor and consolidate its reputation as one of the most prestigious and welcoming ski destinations in the French Alps.
The “Altitude 3300” project and the 3S of Les 2 Alpes are important strategic investments for the SATA Group, which aims not only improve the quality of infrastructure and the visitor experience, but also reinforce the competitiveness of its resorts in an increasingly demanding ski market. Once completed, these developments will allow the resorts to better host sporting events, clubs and competitions, enriching their service offering and consolidating their position as destinations of choice for ski enthusiasts.
