Ski Launch 2021 - Session 1 Presentations

O F F I C I A L S K I L A U N C H 2 0 2 1 S P O N S O R
B R E A K F A S T

DEBBIE MARSHALL
SILVER TRAVEL ADVISOR

SILVER SKIERS – MEET THE BOOMERS

FROM CHAIRLIFT ………TO STAIRLIFT

WHO ARE THE BOOMERS?
• Born between 1946-1964 – currently aged mid 50s to mid 70s
Not to be confused with:
• Traditionalists – born before 1945
Nor with:
• Generation X –1965-1980
• Generation Y (millennials) - 1980-1995
• Generation Z – 1995-2011
• Generation Alpha – from 2012

THE CHANGING LIFESPAN
Lager, Aga, Saga, Gaga
70 YEAR LIFE
● 611,000 hours
● Three stage life
● Good health in the main
● Retirement at 60-65
● Company & state pension
● Three generations
● Stay closer to home
100 YEAR LIFE
● 873,000 hours
● Five stage life
● Health concerns
● Work until mid 80s
● Long-term financial planning – save 16%
● 4 or 5 generations
● Travel far & wide – adventurous!

THE BOOMING SILVER “SKIERS”
• 24.4m – 37% of the population is over 50
• By 2040, 25% of the adult population will
be over 65
• 15-20 years of “good” retirement
• 80% of the wealth, 60% of the travel
spend
• Top 50% have 90% of wealth, top 10% have
40%
• Long careers, good pensions, many final
salary
• Capital gains, downsizing & equity release
• 60% own their own home, 78% mortgage
free

75% FEEL 10 YEARS YOUNGER THAN
THEY ARE!

THEY CAN BE ADVENTUROUS
57%
13%
31%
Yes No About the same
Do you consider yourself to be more adventurous
now than when you were in your 30s

AND THEY NEED
INSURING
• Dog sledding
• Storm chasing
• Ice fishing
• Kayaking
• Camel riding
• Zorbing
• Hang-gliding
• Pot-holing
• Heli-skiing

THEY ARE
(MAINLY) SILVER
SURFERS
● 77% of over 65s online
● 65% of over 50s have 3
or more digital devices
● Boomers are Zoomers
● Social media surge for
over 60s especially
Facebook
64%
18%
8%
2% 1% 2%
6%
How often do you use social media?

BUT NOT ALL OF THEM
●33% aged 65-74 do not use the internet
●65+ are “narrow” users – less confident, less skilled, less
likely to click through or share data
●Traditional media still has an important role – print,
direct mail, door-drop, radio, TV

AND WHAT’S
MORE
They have largely emerged
from the pandemic with
pensions and savings intact

BUT …..IS SKIING ON THEIR AGENDA?
• They are buying cars & gadgets
• Health – private operations & cosmetic surgery
• Home improvements & moving
• Funding children & grandchildren – BOMAD,
MOTOMAD
• 1 in 8 have put back retirement due to Covid
• Problems with refunds and cancellations
• Quarantine roulette leading to fear factor & loss of
confidence
• And they have not skied for 2 years….

SATISFACTION AND PHYSICAL ABILITY ARE
NOT ALWAYS ALIGNED
Physical ability peaks at the age of one, is stable from 20 to around 60 and
then inexorably declines.

THE PHYSICAL IMPACT OF THE
AGEING PROCESS
NO NEED TO WORRY ABOUT
• Hair – colour, loss, gain…
• Wrinkles
• Deterioration of teeth

BUT WHAT DOES MATTER….
• Diminishing eyesight
• Hearing loss
• Knees and hips
• Balance
• Memory
• Falling hurts more and takes longer to recover
• The fear factor
• Stamina

THE CHALLENGES FOR THE SKI
INDUSTRY
• More than 2/3 of skiers are aged 45-65
• 238,000 people aged 55-64 skied or boarded in 2016 –
ABTA
• Unless more people come into skiing than leave through
natural attrition, the market will shrink
• Unlikely to attract boomer beginners
• The mature market is maturing – will they return?
"People tend to slow down over 60, and they can no
longer do the whole day at the same pace” – Caroline
Stuart-Taylor

CATERING TO THEIR REQUIREMENTS….
“As we mature, our ski needs start to change: comfort, softer snow, better
piste grooming, easy access, no walking or carrying, activities for rest
days and luxurious accommodation begin to take precedence over the
less pernickety requirements of gung-ho youth”. Louise Hudson

SILVER SKI SOLUTIONS – DEDICATED SPECIALISTS
.
When are you too old to go skiing?
You are never too old to ski. Typically more mature skiers tend to be much more capable on the mountain as
they have the experience of many seasons. Skiing when done sensibly is actually quite a safe sport with low
speed falls tending to be a relatively soft affair. At The Ski Gathering, you won't be on your own — you'll be
sharing with other wonderful over 50's guests who are in the same boat as you.
At Ski Club Freshtracks -our Peak Experience holidays, age is no barrier.
We’re one of the few companies to specialise in designing and hand-picking ski holidays for the over 55s for
our Peakers, from cruisey piste holidays to intensive off piste weeks – and everything in between.

SILVER SKI SOLUTIONS
WHAT CAN RESORTS OFFER?
• Discounted & free senior passes
• Senior weeks – Boomers on Groomers, Bumps for Boomers
• Senior instructors, guides & snow hosts – “I don’t want to be taught by a 20 year
old”
• Senior ski areas – Big White gated areas with slope watchers for safe skiing
• Apres-ski which doesn’t involve dancing on the tables!
Great snow is even more vital as we age. That rutted, over-
skied, re-frozen icy stuff or stodgy wet powder is no good
for post-surgery knees or dodgy backs

SILVER SKI SOLUTIONS –
OTHER ACTION ON AND OFF THE SLOPES
• Cross country skiing
• Ski touring
• Snowshoeing
• Snow limos for non-skiers
• Spas & pools
• Ice skating
• Culture

SILVER SKI SOLUTIONS – MAKING USE OF TECH
• More comfortable boots
• Wider skis
• Elevators not stairs
• Rechargeable battery-heated vests &
gloves
• Smart pants, ski Mojos
• Low tech – bigger font ease of reading

SILVER SKI SOLUTIONS FOR
ALL THE MARKET SEGMENTS
Also consider…
• Solos
• Non-aligned couples
• Multi-generational families
A good baby boomer resort needs pipes and
parks. Not so that we can indulge our inner
aerials but so that all the youthful
snowboarders and twin-tippers can gravitate
towards those athletic attractions, preserving
the powder for us.

85%
14%
Yes No
Do consider yourself more socially-
conscious and aware of responsible
travel compared to age 30?
Less carbon, more fun

TOP TAKE-OUTS TO UNDERSTAND SKI
BOOMERS
• Exceptions do not make the rules
• Take into account the ageing body – be realistic about ability &
stamina
• Don’t make them feel or look like oldies
• They usually want to be with people like themselves and not
stand out
• Quality of accommodation and comfort is very important
• So is safety and not being scared
• Ensure easy access to skiing… and to other activities
• Use appropriate marketing, language, tone of voice & font size!
• Gentle humour is ok but NEVER patronise

The pre paid “3% Cash Back” Mastercard for
the holiday makerand the Travel Industry

Problem
• Spend £100 in UK cost £100
• Spend £100 overseas cost £108
• £62.5 Billion spent on overseas trips in 2019
• Key issue is awareness and inertia
• Hugely profitable market, but historically
customer acquisitions costs are high.
Excessive 8%FX profits for Highstreet
Bank debit and credit cards

2.75% Transaction fee Plus
High Exchange Rate buffer = Av 7.75%
Barclays Debit 5%
Barclays Credit 5.5%
Lloyds Bank 5.6%
TSB 5%
First Direct 5.2%
60%
Spent on personal debit
or credit card
30%
Spent in cash
10%
Spent on foreign
exchange cards
FOREIGN EXCHANGE CARDS ARE LOW COST
BUT NOT FULLY UNDERSTOOD BY THE
TRAVELLING PUBLIC
Traditional banks making “Super Profits” on FX

3% Cash Back Pre Paid Master Card
45
 Same average cost of use as high street Bank
debit or credit Cards
 Cashback message instead of a vague ”low exchange
rate” message
 Simply link normal bank/credit card to CannyApp
 Double cash back discount off next holiday makes it
best travel card in market
Travel “Data Lake” = Ultra low acquisition cost
 We want to partner with Travel companies who know
when people are travelling and where to
 You get Commission of 1% of all overseas spend for
the lifetime of the card
 Simple Communications via Email, Text and Facebook
– NO TECH INTEGRATION!
 1000 cards spend £1000 – you earn £10,000
Elevator View

The Process
.
• POST booking communication with the
holiday maker, circa 28 days pre departure
• 3 stages of card holder status
• Card order
• Card Load
• Card retention
It all happens POST BOOKING!

Andrew Mabbutt- Co-founder
• Successful Start-up Entrepreneur
• Founder of Telco aged 23; Sold successfully to 3i Equity
• Co-founder of Feefo, customer reviews platform, SaaS model, fast growth and very successful exit to
PE
• Substantial Sales and Marketing experience
• Multiple skills-sets – Data, Tech, Digital, International Growth
• Wealth of E-level contacts over many vertical sectors – travel, retail, telecommunications
Jane Atkins –Managing Director
Steve Endacott - Co-founder
• Successful Professional with extensive Travel and Leisure sector experience
• Senior Level positions at Airtours, Going Places,
• Board Level at Co Operative Travel and Shearings Holidays
• Exceptional Business Acumen – building sales teams, driving growth and
profitability, client relationships
• Highly respected within Travel Industry including recognition by AWTE of Top 60
Women In Travel
The Team
• Corporate career. Director from 25-year-old and former COO of MyTravel PLC
• Successful Start-up Entrepreneur, founding Holiday Taxis Group (sold 60.5m) and Rock
Insurance (£10m Valuation),
• Multiple Skill sets - financial, commercial, technology, online marketing and internationalization
experience
• Financial service and regulatory experience with Rock Insurance and Wex Ltd

The pre paid “3% Cash Back”Mastercard for
the holiday makerand the Travel Industry

TikTok, Podcasts and
Digital Marketing Trends
@skipedia
#SKILAUNCH

@skipedia
#SKILAUNCH
“Prediction is difficult, especially
when it’s about the future”

@skipedia
#SKILAUNCH
What is TikTok?

@skipedia
#SKILAUNCH
TikTok was the most downloaded app in
2020

@skipedia
#SKILAUNCH
TikTok was the first non-Facebook-
owned app to reach 3 billion installs

@skipedia
#SKILAUNCH
It was the 7th most used social media
platform (Jan 2021)

@skipedia
#SKILAUNCH
Source: Statista

@skipedia
#SKILAUNCH
Who is using TikTok?

@skipedia
#SKILAUNCH
TikTok’s parent company, Bytedance, is
valued at $100 billion

@skipedia
#SKILAUNCH
‘Shoppertainment’ will bring together
“people, goods and platforms”

@skipedia
#SKILAUNCH
TiKTok Tips for Travel
1. Train/empower your staff
2. Tell a story
3. Use hashtags
4. Add location
5. Include link to other social media
6. Be lucky

@skipedia
#SKILAUNCH
Case Study: TripHacksDC
“TikTok is still the wild west of social media”

@skipedia
#SKILAUNCH
Link at twitter.com/skipedia
Case Study: TripHacksDC

@skipedia
#SKILAUNCH
The Rise of Podcasts

@skipedia
#SKILAUNCH
What is a podcast?

@skipedia
#SKILAUNCH
How many podcasts are there?

@skipedia
#SKILAUNCH
How many UK listeners are there?

@skipedia
#SKILAUNCH
Estimated podcast listeners in the UK in millions (Statista.com)

@skipedia
#SKILAUNCH
An increase of 86% since 2017

@skipedia
#SKILAUNCH
What demographic are podcast listeners?

@skipedia
#SKILAUNCH
Regular (once a week or more) podcast listeners in the UK, according to Ofcom 2021

@skipedia
#SKILAUNCH
What can podcasts offer commercially?

@skipedia
#SKILAUNCH
74% of people listen to learn new things

@skipedia
#SKILAUNCH
• Long form native content

@skipedia
#SKILAUNCH
• Authenticity

@skipedia
#SKILAUNCH
• Authenticity
• Delivered from a trusted source

@skipedia
#SKILAUNCH
Déconfinement means more listeners

@skipedia
#SKILAUNCH
Users are very receptive to messages

@skipedia
#SKILAUNCH
Barriers to entry are remarkably low

@skipedia
#SKILAUNCH
Consistency is everything:
“Can I talk about this topic
for 50-100 episodes?”

@skipedia
#SKILAUNCH
Beware of A.I.

@skipedia
#SKILAUNCH
https://ai.google

@skipedia
#SKILAUNCH
Your Google ‘Account Manager’

@skipedia
#SKILAUNCH
1. Bid Strategy type: Maximise Conversions

@skipedia
#SKILAUNCH
2. Dynamic Search Ads

@skipedia
#SKILAUNCH
3. ‘Exact’ Match

@skipedia
#SKILAUNCH
Some digital trends are always in fashion…

@skipedia
#SKILAUNCH
1. Fast-loading pages

@skipedia
#SKILAUNCH
2. Generating and using reviews

@skipedia
#SKILAUNCH
3. Regular blogging and updating of content

@skipedia
#SKILAUNCH
4. Adding video content

@skipedia
#SKILAUNCH
4. Adding video content
5. Instagrammability

Thank you for listening. If you enjoyed this
presentation, please Tweet and tag @skipedia
@skipedia
#SKILAUNCH

Ski Launch 2021 - Session 1 Presentations

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