Young people from the upper middle class are particularly enthusiastic about winter vacations. This was revealed in a study last year by youth researcher Bernhard Heinzlmaier. Recently, he delved deeper into this group to understand their motives and motivations. The findings show that for young urbanites, aged 14 to 29, surveyed in Hamburg and Vienna, après-ski is a thing of the past. Instead, they prioritize nature experiences, adventure, and health, with little concern for climate protection.
“We are often dealing with highly stressed city dwellers who want to escape their daily lives and vacation in the mountains. They expect untouched nature to heal and regenerate their stress symptoms,” Heinzlmaier explained on Thursday during a media event held by the “Winter Network,” a platform representing cable car operators, the ski industry, ski instructors, and tourism professionals, in Kaprun. “These are young people who are not looking for a wild party vacation but a cozy, nature-oriented winter getaway with some adventure.”
A central motive for this group is physical activity. “They want to enjoy the skiing, the mountains, and the natural experience. This also means early to bed, early to the slopes. It’s a strong new trend.” Of course, there are still groups that value après-ski, but, Heinzlmaier added, “Young spring-break tourists typically don’t belong to the upper middle class.” Instead, sensory experiences, such as cozy mountain hut visits and activities in nature, are in demand. “Even a walk through a snowy forest fits the bill.”
Heinzlmaier described these young people as “stressed young academics and startup victims” who seek tranquility and time with their families. “They want to recharge, regenerate, and reconnect with themselves. That was the consistent feedback,” he said. The study, commissioned by Austria’s cable car operators and the Winter Network, found that these individuals are mindful of their physical and mental health even at a young age. They seek vacation experiences that help them recover and rejuvenate.
Discussions about the future of winter sports within this group are shaped more by personal experiences than by media narratives. “They dislike seeing bare landscapes off-piste or slushy, unsightly snow,” Heinzlmaier noted. For Generation Z, aged 15 to 29, the aestheticization of life is crucial. “Young people don’t want ugly visuals.” Interestingly, while climate protection and environmentally friendly travel are of little concern to them, preserving the visible beauty of nature is important. “They want nature to remain visually untouched and beautiful.”
Notably, successful ski athletes or events like the Ski World Cup do not inspire this group to take up winter vacations. “None of the people we interviewed knew the overall World Cup winner Marco Odermatt or Manuel Feller, last year’s slalom champion,” Heinzlmaier revealed. However, names like Lindsey Vonn and Marcel Hirscher were somewhat more familiar. “What this group watches are action-packed freeriding or snowboarding videos, often in the Red Bull style.”
Even financially well-off segments of this group are becoming more cost-conscious and acknowledge that skiing has become more expensive. “But they approach this differently. Parents tell their children: if you’re coming with us, we want you to ski—not just once or twice, but every day.” Heinzlmaier highlighted the importance of early exposure to skiing. “The earlier young people start skiing, the more likely they are to remain connected to the sport long-term. For those who start later, the bond with the winter sports experience is not as strong. That’s why it’s important to ensure children learn to ski at three, four, or five years old,” the youth researcher recommended.
