With ski season underway, thousands of tourists are heading to snowy destinations to chase the ultimate adrenaline rush.
But it seems thrill seekers are spending less time on the slopes than you’d expect, as a new survey revealed that skiers only devote on average two hours per day to skiing.
According to the new research by luxury holiday provider Scott Dunn, holidaymakers now crave relaxing moments on the mountains, with nearly half (46%) saying they’d enjoy indulging in a spa day.
Relaxing in a hot tub closely follows, with 45% saying they would want this from a winter resort.
On the flip side, UK travellers crave excitement too, with over a third (38%) eager to try sledding and 34% would be keen to give dog sledding a go.
When asked where their 2025 travel priorities lie, 13% said they’re looking for a destination that is quiet and relaxing however, 12% are looking for somewhere with adventure.
The study found that two fifths (40%) now want to learn to ski, yet one in six (15%) said their inexperience of skiing would put them off going to a winter resort.
But with the study showing only two hours per day devoted to skiing, and tourists now seeking simultaneous relaxation and adventure, the travel experts are revealing the best destinations, resorts and chalets that offer it all.
The best ski resorts for non-skiers
With tourists now seeking simultaneous relaxation and adventure, Josh Peacock, Head of Product for Europe at Scott Dunn shares his recommendations for resorts, based on your needs…
France – Best for multi-generational groups, looking for fun and family time
“France remains the top choice for ski holidays in 2025, with 90% of our bookings made to France in 2025 being to the slopes.
“Courchevel has now overtaken Val d’Isère as our most-booked resort, and for families, Portetta Courchevel stands out. As our most-booked French ski hotel for two seasons running (up 20% year-on-year for 2023-24) it’s a firm favourite for its ski-in/ski-out access, alpine charm, and exclusive Explorers Kids Club.
“Whether it’s long lunches at Fire & Ice, teens conquering the Three Valleys, or little ones mastering their first turns, Courchevel offers unforgettable experiences for all ages.”
Switzerland – Best for spas and relaxation
Swiss wellness is drawing in more British travellers with ski trip bookings to Switzerland rising 28% year-on-year for the 2023-24 ski season.
Josh says, “Switzerland isn’t just about pristine slopes – it sets the gold standard for alpine wellness. Zermatt, our most-booked Swiss ski resort, embodies this perfectly, with The Mont Cervin Palace offering the ultimate retreat.
“Guests can unwind in the 5,500-square-foot spa, soak in the heated outdoor pool with Matterhorn views, or indulge in world-class treatments. Swiss spas take wellness to another level – think world-class spas, outdoor hot tubs with panoramic views, and cosy mountain lodges.”
Italy – Best for local cuisines and exploring the towns
Josh says, “Skiing in Italy is as much about the flavours as the fresh snowfall. The Dolomites, our consistently most-booked Italian ski region, offers some of the world’s best mountain dining, blending Italian, Austrian, and Ladin influences.
“From handmade pasta and venison stews to cosy mountain huts (known locally as rifugios) serving indulgent lunches with stunning views, every meal is an experience.
Hotel Tyrol provides easy access to both skiing and charming villages, while Ciasa Salares is a foodie’s dream, boasting a cheese room, chocolate cellar, and extensive wine selection.”
Austria – Best for spending time with friends and family
Josh says: “Austria’s ski resorts are made for togetherness, perfect for families and friends creating unforgettable moments on and off the slopes.
“St Anton, our most-booked Austrian resort in 2024, offers superb skiing and a lively atmosphere, with Chalet Artemis as the top choice for a luxury stay.
“This exclusive six-bedroom chalet combines indulgence with sociable spaces, with a private cinema, indoor pool, sauna, and fireside lounge for après-ski relaxation.”
What’s relaxing about a ski resort?
Hugo Snell, Ski Specialist at Scott Dunn added “Ski resorts are often thought of as just places to hit the slopes, but they’re packed with a wide range of activities for everyone, whether you’re an experienced skier or not.
“Many resorts now offer curated experiences that cater to both adventure seekers and those looking to unwind, making them perfect for mixed ability groups or multi-generational trips.
“It’s about discovering the full spectrum of mountain life, where everyone can find something to enjoy, on or off the snow.”
“Whether you’re seeking adrenaline-fuelled snow sports, quality time with family and friends, or pure relaxation, the mountains offer something for everyone.
“From world-class skiing and cosy chalets to indulgent spas and incredible dining, winter resorts are more than just a place to ski – they’re a complete escape.”
To find out more about Scott Dunn’s latest Travel Trends Index, or for more tips from the specialists on how to achieve your dream ski break, visit: https://www.scottdunn.com/inspiration/travel-trends/reports/2025/spring
About Scott Dunn
Scott Dunn is one of the world’s most experienced luxury tour operators, voted the No.1 Best Travel Specialist in the world for the 11th time in the Condé Nast Traveller Readers’ Choice Awards 2023. With offices in the UK, the US and Asia, its global team of travel specialists offer guests round-the-clock support, arranging bespoke holidays and honeymoons designed to elevate travel out of the ordinary. With an insatiable appetite to discover the world pivotal to the company’s ethos, Scott Dunn relish the planning and revel in the detail – knowing it’s the smallest touches that make the biggest difference. As well as creating tailor-made itineraries filled with unique experiences, Scott Dunn also operate their Explorers Kids Clubs for children aged 4 months to 11 years in select destinations throughout the world. The tour operator launched an exclusive, ‘invitation-only’ platform for its most discerning travelers, Scott Dunn Private, at the start of 2021.