Planning a ski holiday for winter 2026? Here are the key trends shaping the season. Expect more authentic alpine villages and a bigger focus on comfort on the slopes. Wellness is also becoming a bigger part of many trips, with more travellers choosing resorts that offer spa and relaxation facilities. Après-ski is still part of the fun, but it’s evolving, and sustainable choices on the slopes are becoming more important. Whether you’re a seasoned piste pro or planning your first ski holiday, these are the trends to watch this winter.
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Authentic Villages Are Gaining Popularity
While the big ski resorts are still hugely popular, more and more skiers are choosing smaller, characterful villages within the same well-known regions. Places like Saalbach-Hinterglemm, Mayrhofen and Gerlos remain firm favourites, but there’s a growing shift towards staying just outside the busiest areas. Villages such as Fügen in the Zillertal or Bad Hofgastein in Ski Amadé give you easy access to a large ski area, but with a more laid-back atmosphere and often better value for money.
In France, we’re seeing the same trend. Alongside big names like Val Thorens and Les Deux Alpes, travellers are increasingly opting for charming villages such as La Rosière, Morzine or Valmeinier. You’re still right in the heart of the region, but you keep that cosy village feel.
Skiing Is Becoming More Comfortable and Smarter
In 2026, the modern skier isn’t just looking for a challenge, but also convenience. Fast lifts, ski-in/ski-out accommodation where you can step straight onto the slopes, and well-organised ski areas are more important than ever. Resorts such as Ski Amadé, Les Trois Vallées and the Zillertal fit this trend perfectly.
At the same time, ski passes are getting more expensive in many resorts. The good news is that you’ll often see that investment reflected directly on the mountain. Ski areas are upgrading snowmaking for more reliable conditions and installing faster, more modern lifts, sometimes even with heated seats. That means more comfort, warmer legs on cold days, less time waiting around and more time skiing.
Wellness Becomes Part of the Ski Experience
Skiing is no longer the only focus of a winter-sports holiday. In 2026, wellness is playing a much bigger role. Destinations such as Bad Gastein, Bad Hofgastein and Kirchberg offer spas, wellness hotels and relaxation facilities. After a day on the slopes, many skiers now like to wind down in a sauna or thermal bath as part of their break.
This trend is also growing in France and Italy, with more and more places to stay combining luxury and relaxation with direct access to the piste.
Après-Ski Is Here to Stay but It’s Changing
Après-ski is still a big part of the appeal, especially in Austrian favourites like Saalbach, Gerlos, St. Anton and Ischgl. But in 2026 it’s becoming more varied, with less focus purely on partying and more on the overall atmosphere. Think great food, live music, wine bars and cosy mountain huts where you can settle in after a day on the slopes. This wider mix makes these resorts just as tempting for couples and families as they are for groups of friends.
Take Saalbach, for instance. Iconic party venues are balanced by welcoming mountain huts and good restaurants in the village. Mayrhofen is tapping into the same vibe too, combining lively bars with quality dining and a friendly village centre.
More Sustainable Skiing Is on the Rise
Finally, sustainability is moving higher up the agenda. Winter sports travellers are increasingly drawn to resorts that invest in modern lifts and sustainable tourism initiatives. Many ski areas where Sunweb operates, across Austria, France and Italy, are already making real progress here, which helps keep them attractive for the years ahead.
In the Zillertal, for example, investment in modern, energy-efficient lifts has been ongoing for years, alongside smart snowmaking systems designed to use less water and energy while still keeping piste conditions reliable. In France, resorts such as Les Deux Alpes and La Plagne are leading the way with more sustainable lift infrastructure and better public transport around the ski area, so visitors can leave the car behind more often. Sustainability is also increasingly visible in the Dolomites, where green energy is widely used for lifts and accommodation, and nature conservation and landscape protection play a central role in local tourism policy.
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