by Mia Taylor
Last updated: 3:15 PM ET, Thu September 3, 2026
The 2025-2026 winter season was especially challenging for the mountain and ski travel industry, with declines in both revenue and the length of traveler visits.
A new analysis from Phocuswright shows revenue for the mountain and ski travel segment declined 5.9% compared to the 2024-2025 ski season. The decline in overall length of stay, meanwhile, was more modest, dropping from 2.68 to 2.51 nights on average between the 2024-2025 and 2025-2026 seasons.
The report also reveals that about 44% of U.S. leisure travelers took an overnight winter sports trip since 2022. By generation, millennials and Gen X are most likely to report recent snow sports trips.
Between 2024-2025 and 2025-2026, the number of millennials who took a winter sports trip increased from 45% to 52%. As for Gen X, their numbers shifted even more significantly between the two winter sports seasons, rising from 39% to 56%.
Where are winter sports travelers going?
While world-class skiing and winter sports opportunities exist around the globe, most travelers flock to the United States for this type of travel. Phocuswright data shows that 66% of travelers most recently took a winter sports trip in the United States. The next closest destination in volume is Canada, with 14% of travelers having taken a winter sports trip there most recently.
Well behind the two North American leaders is Europe at 9%, followed by South America at 6%.
Spending on winter sports trips
Winter sports are not inexpensive. And that reality plays a role in who takes such trips. According to Phocuswright, winter sports travelers are much more likely to have a history of ultra-high trip spend.
“Due to high trip costs, ‘indulgent explorers’ travelers who spend $1500-plus per person, per day (aside from airfare) are much more plentiful among winter sports travelers,” says the report.
The incidence of 'indulgent explorers’ having taken a winter sports trip costing $1,500 per person, per day (excluding airfare) in the past 12 months is far higher at 45% compared to 'other leisure travelers' at 15%.
Snow quality impacts on winter travel decisions
Declining snow quality is also playing a significant role in winter sports travel, including driving shifts in demand and revenue for various regions and destinations.
“The 2024/2025 season was one of the most unreliable in recent memory with poor snow and unpredictable conditions, particularly in the Western U.S.,” says the report.
As a result, demand in the West for 2025-2026 was down 7.9%, and revenue also declined by 5.9%. In the east, meanwhile, demand increased substantially for the season, up 21.1%, and revenue followed suit, increasing by 16.2%.
Moreover, the report shows that traveler insecurity about snow quality is not an issue travel insurance policies alone can solve. For some, the report says, trip insurance offers enough peace of mind to proceed with booking, but for others it doesn’t make enough difference.
For the latest travel news, updates and deals, subscribe to the daily TravelPulse newsletter.
Topics From This Article to Explore
