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Many travel insurance customers are opting for ski package holidays to help with budget planning, it has been suggested.

Increasing holiday costs are influencing consumer behaviour, which in turn is impacting the independent travel marketing, according to the Ski Club of Great Britain.

Speaking at the Metro and Snowboard Show, information manager at the club Al Morgan hinted at why travel insurance customers going on skiing holidays were changing their approach to bookings.

He said: "It seemed as though a great percentage of skiers opted for a package holiday because they wanted to know their costs upfront.

"The increased costs of flying with no frills airlines and the ski carriage charges may have also impacted the independent travel market."

The show celebrates the alpine experience among professional and amateur skiers and snowboarders, showcasing a range of exciting demonstrations to "inspire and amaze".

In particular, there has been a decline in the number of visitors making their way to American and Canadian resorts, as skiers opt for trips to the piste throughout Europe.

Mr Morgan added: "France continues to dominate the market with a 43 per cent share which is equal to last year.

"Austria, however, has grown by two per cent and Italy and Switzerland have seen a one per cent increase in their share."

His comments follow the publication of the Ski Club's annual Snowsports Analysis report, which indicated that 1.27 million people in the UK enjoy snowsports of some variety.

The two per cent rise in the tour operator market now means that it makes up 79 per cent of the overall market, with France remaining the most popular place for UK skiers over the last two years.

This increase in tour operator share is at the expense of the independent sector, which now sits with only 21 per cent of the market.

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