The 2024/25 winter season in the Alpine region presented a mixed picture. After a euphoric start in December and January, characterized by strong demand and positive results, momentum slowed noticeably in the second half of the winter. March, in particular, saw a significant decline in demand, somewhat diminishing the overall positive results. Nevertheless, the season concluded with a slight increase in occupancy and overall stronger price enforcement compared to the previous year.
This trend emerges from an analysis based on data from around 500 hotels in the Alpine region. While the first two winter months benefited from above-average booking numbers and encouraging price developments, demand stabilized from February onwards and was unable to maintain the high level seen at the start of the season. In February, average hotel occupancy was 71 percent, a slight decrease of one percentage point compared to the previous year. The average room rate (ADR) rose by 3,8 percent to €350 this month, likely due to the shift in peak holiday seasons to March.
In March, demand then weakened significantly, particularly in lower-lying regions with less snow-reliable conditions. Despite a 4,5 percent increase in the average room rate, price penetration was rather low outside of the peak holiday season in March, as bookings declined noticeably in the remaining weeks. Experts emphasize that for many businesses, responding flexibly to the changing demand in the second half of the season was crucial in order to stabilize their earnings. Overall, however, the 2024/25 winter season in the Alpine region is estimated to be more successful than the previous one, even if the initial enthusiasm could not be sustained throughout.
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