With climate change and hotter winter weather impacting the length of the ski season, ski resorts and hoteliers are appealing to a wider consumer base by actively promoting the mountains as a year-round destination.

“Visitors looking for fresher climates who want to avoid the sometimes-stifling heat of more traditional vacation destinations, are increasingly seeing the Alps as an attractive summer option,” says Subit.

Hotel websites are emphasizing healthy warm weather pursuits such as yoga, hiking, watersports and cycling. Some ski lifts are open, and free, for hikers returning to towns on the valley floor. There are even new sports complexes popping up, such as Aqualudique Paradisio in La Plagne and Aquamotion in Courchevel, offering everything from waterslides, indoor surfing and spa treatments, to climbing walls.

It’s starting to pay dividends, with L’Agence Savoie Mont Blanc confirming a substantial average annual increase of 6.5% in 4-star and 5-star room nights during the summer season.

“With limited new ski resort supply, recent upscale transformation and wider diversification, the market is well-positioned for further growth,” says Subit. “In the coming years we expect activity in the core Alps region to remain dynamic, thanks to its enduring charm, strong fundamentals and good balance between risk and return.”