Why ski resorts have year-round appeal

The Alps are changing. Rising temperatures on the beaches of the Mediterranean have heightened the summertime appeal of fresh mountain air. And less predictable snow conditions in winter mean that ski resorts are reinventing themselves as year-round destinations for visitors and property owners alike. 

This growing trend is highlighted in the Savills Ski Report 2025-26, the 20th annual survey of mountain property markets. “In response to climate pressures, the ski industry is increasingly pivoting towards a ‘four seasons’ model, with destinations investing in infrastructure that supports a year-round community,” says Jeremy Rollason, head of Savills Ski.

This investment involves more than simply adding a lift every year, says Guy Murdoch, a director of Savills Ski. In order to develop year-round appeal, lifestyle infrastructure must also be upgraded, giving active visitors of all ages compelling opportunities to enjoy the great outdoors. That might include sporting and leisure options, from hiking, swimming and cycling to climbing, canyoning and racket games. Cultural events broaden the appeal, as do crowd-pleasing international gatherings such as Gstaad’s summer tennis tournament and Hublot Polo Gold Cup. 

“While those buyers focused solely on intensive dawn-to-dusk winter skiing will always gravitate towards higher resorts with excellent snow resilience – Val d’Isère and the Trois Vallées resorts in France, for example – those seeking a year-round Alpine lifestyle will look at lower resorts, which are easier to reach and ideal for spending extended periods in the summer,” Murdoch says. He cites Morzine in the Portes du Soleil as a good example. “It’s a centre for cycling in summer, and by ensuring that restaurants are open from June to October and delivering a full calendar of summer activities, local authorities have created a hugely popular destination, despite not being the most snow-sure in the Alps.”

World-class international schools and reliable transport infrastructure have helped several Swiss resorts to excel at year-round living. They include Verbier, a resort that is consistently in the Savills Ski Report’s top 20 for ski resilience, and this year features in the top 10 for both prime and ultra-prime property prices. Its strong year-round record is based on hosting summer events ranging from an acclaimed classical-music festival to endurance racing and high-profile cycling races. It also acts as a satellite venue for 67 Pall Mall, an elite London private members’ club. An hour away in Crans-Montana, another Swiss ski resort with a permanent year-round population, the annual Omega European Masters golf tournament attracts top-flight players and avid spectators.

“I know several former residents of Geneva who have chosen to relocate to Verbier because of its year-round lifestyle,” says Murdoch. “It doesn’t shut down from May to December, as some Alpine resorts do, and consequently it appeals to both international and domestic buyers.”

The Savills Ski Report highlights the growth of luxury as a dominant theme across prime ski markets over the past 20 years. In turn, this has encouraged high-end hoteliers, retailers and wellness providers to move in. The mountain resort experience is synonymous with healthy, active living – and, along with clean air, green space and high-quality sports facilities, buyers value the elite private health clinics and exclusive spas that are opening.

Aspen, the US ski resort favoured by entrepreneurs and celebrities, sets the gold standard for year-round mountain life against a backdrop of raw natural beauty. The town is Colorado’s supreme wealth hub, offering world-class winter sports and an exceptional summer social calendar. Combine these attributes with a secure snow record – it is fourth on the Savills Ski Resilience Index this year, and tops the Savills Ski Prime Price League for the fifth consecutive year – and it’s little wonder that many other resorts aspire to “do an Aspen”. It also appears in ninth place in the Savills HNW Hotspot Index.

“Ski resorts are no longer just winter playgrounds, but have become permanent fixtures in the portfolios of globally mobile high net worths, valued for their privacy, stability and long-term potential,” Rollason concludes. “At the core of their popularity is quality of life.”

JEREMY ROLLASON, HEAD, SAVILLS SKI
JRollason@savills.com

GUY MURDOCH, DIRECTOR, SAVILLS SKI
GMurdoch@savills.com