“FutureMountain – Effects of leisure trends and lifestyle on ski areas”
Andreas Reiter, ZTB (Future Office, Vienna)
www.ztb-zukunft.com

Leisure in Mountain Resorts is in constant change. The hybrid consumer of leisure is squeezed between fun maximation, chill out and health strategies and the radical search for inner values.

Mountain Resorts turn into holistic Lifestyle Brands, All-Inclusive Resorts which compete more and more on international level. Destinations need constant adaptation to leisure trends and have to innovate new products to gain attention. Future Mountain means Lifestyle creation, both in infrastructure (hotels, mountain trails, waterscapes, transportation by rope etc.) and leisure activities (nordic sports, fun tolls in winter and summer).

Consumers want to be surprised and search for thrills and borderline experiences – more and more frequently let out via the body. Leisure creations become body creations – in winter as well as in summer. A veritable body mania with ever new versions is dispersing in the leisure market – soft sports, body design and better aging strategies are the components of the new lifestyle in the mountains.

Pampering and attention are the key values of future consumers, especially the silver generation. These Best Agers are change agents and turn future Mountain Resorts into Health Resorts. But they do not only demand deceleration and regression, they are in search for their youth and for a young lifestyle. Alpine Wellness will become a strategic mainstream in future leisure.