Current situation: market assessment based on results
The Winter Sports net transport income increased by 6.5 per cent compared to 2016. However, at 20.7 million Swiss francs, in comparison with the best years of 2007/2008, it still remains at a low level. Demand from the beginning of 2017 until the end of the season in spring 2017 was below average, as in the previous year. The lack of winter conditions in the Swiss Mittelland, with its warm, spring-like conditions, was detrimental to business with daytime visitors. However, thanks to the early snowfall and cold temperatures, Jungfrau Railways was able to start the 2017/2018 winter sports season as early as mid-November 2017 and offer continuous winter sports operations in Grindelwald and Wengen early on.
In the highly competitive and saturated winter sports market, winter sports destinations with snow safety, high quality, varied slopes and plenty of convenience stand out. The course of the winter season 2016/2017 exemplifies how strongly weather and weather forecasts can influence demand. And while thawing and the start of spring are invitations to hike, cycle etc., the visitors stay away, even if there is still a lot of snow in the mountains and the slopes are excellent. The trend towards the short-term and spontaneity has to be countered with new offers and pricing models. The Jungfrau Ski Region has teamed up with the large ski areas of the Bernese Oberland and has launched a seasonally priced season ticket for CHF 666. With the purchase of such a subscription before the start of the season, demand is no longer linked to the factors that influence short-term purchases. The fact that the customer bears the risk for the meteorological conditions and for their spontaneous behaviour justifies the discount of around 33%. The partners agreed to an introductory phase of at least three years. However, budget expectations were already exceeded in the first year.
Less volatile, and therefore very valuable, is the winter sports business with holiday guests. To promote this or to keep up with the worldwide quality standard, the integration of tourism services must be constantly improved. As a specialist provider of transport services and slopes, the Jungfrau Railway Group relies on the performance of third parties to complete the value chain. The greater integration of the catering businesses, which make up an important part of the winter sports offer, is part of the current strategy. DMO [14] also makes an important contribution to integration. Direct partnerships with hotels that provide a sufficient number of beds of the appropriate quality for skiers will gain in importance.
The JUNGFRAU Ski Region benefits from the unique backdrop of the Bernese Alps and the corresponding opportunity to utilise the feeder lifts increasingly with international excursion tourism in winter as well. The new tricable gondola from Grindelwald to the highest point of the ski area, an element of the V-Cableway project, has been designed from the outset for this mixed use.