Jordane Juschka, Director of the Tourist Office ofOrcières MerletteIn an interview with us, he looks back on the summer season and looks ahead to the coming winter season.
How would you sum up the summer of 2024?
We had a good season, with satisfactory summer visitor numbers. After the Covid period, the momentum continued to build. The resorts in the Southern Alps had their best season ever, with more visitors than last year. The average occupancy rate rose by 1 %, reaching more than 50 % during the summer months. The high season, particularly in August, culminated in an occupancy rate of 50.7 %, with peaks around 15 August, when average occupancy reached 85 %. While July was more timid than last year, August compensated by being more dynamic.
"Some businesses, particularly restaurateurs, are reporting more mixed results due to the fall in purchasing power.
Overall, attendance and occupancy slightly exceeded the 2023 figures, which is positive. At the same time, commercial activity, particularly via the central reservation system, was up 19 % on summer 2023, with more and more customers booking via this channel. The ski lifts, the ski area, the Palais des Sports and the mountain restaurants recorded an increase of 5 %. However, the results for some businesses, particularly restaurants, were more mixed due to the fall in purchasing power, which affected the economic impact.
How do you explain the difference between July and August?
The trend shows that visitor numbers extend further into August, lasting until the end of the month rather than just until 15 August. This can be explained by a number of factors: a very poor spring, affecting both the coast and the mountains, particularly in the south. This put a brake on bookings at the start of the season, particularly in July. In addition, certain legislative constraints affected two weekends at the start of the season, delaying bookings.
Finally, the Olympic Games also had an impact on the situation. In addition, the heavy snow cover at higher altitudes at the start of the summer limited the hiking options, particularly in the Six Lacs area, where we had to close for the first two weeks of July. The top of the bike park was not accessible either because of the snow at the beginning of July, which reduced the attractiveness of our offer.
How do you see the summer season developing in Orcières Merlette?
Customers appreciate Orcières for its identity, its DNA, and the diversity of activities on offer (paragliding, swimming pool, ice rink, tree climbing, hiking, mountain biking, cycling, etc.). They're delighted with their holidays because there's so much they can do. This summer, we launched a strategy with the Pass Horizon, an attractive multi-activity pass (€49 for 6 days for adults). This pass includes unlimited access to the bike park, ski lifts, sports centre, swimming pool and ice rink. Customers get real value for money.
"We plan to redesign the estate's signage and create relaxation areas with panoramic terraces and picnic areas".
We also offer a wide range of hiking activities, including the Six Lacs ski area, a natural area on the edge of the Écrins National Park, accessible by ski lift. We've also designed the Six Lacs area to be fun and contemplative, using natural elements such as wood and stone. It's proving very popular, and visitor numbers are rising all the time. Cycling, with a high-quality, well-maintained bike park, is also booming. We are building customer loyalty and capitalising on hosting major events such as the Tour de France.
What new products are you looking forward to this winter?
Initial trends are encouraging, with bookings off to a good start. We've launched online sales of season passesas well as early booking offers for stays. It is due to open on 14 December and close on 13 April 2025. We're continuing to get involved with events such as the European Alpine Skiing Cup. We are also planning some musical surprises, with electro and family concerts.
As far as the ski area is concerned, we are going to install a conveyor belt instead of a ski lift on the snow front. We'll also be optimising grooming and snow production with machines equipped with snow measurement systems, to better manage areas of excess or shortage. This is part of a sustainable approach. We will also be reworking the Nordic ski slope on the Rocherousse plateau, to compensate for the lack of snow in the valley. Finally, we're planning to revamp the area's signage and create relaxation areas with panoramic terraces and picnic areas.
And in the medium term?
For the winter of 2025-2026, we will be in the middle of a major works phase on the Les Drapeaux snow front, with the creation of a new detachable 6-seater chairlift. This will enable us to rationalise operations by dismantling three lifts and keeping just one, thereby reducing the number of cables and pylons and optimising skier flow.
What are Orcières Merlette's main assets in setting it apart from other winter resorts?
The diversity of activities available in summer also extends to winter, which is a real asset. Our visitors enjoy skiing as much as they do the après-ski and related activities. Last year was a record-breaking season, thanks in no small part to the ski pass, which now includes both skiing and activities. Skiing in the sun at 1850 metres with a fantastic view over the mountain balconies, in an unspoilt environment, is also very popular. And we have a rich programme of events every weekend, adding to the appeal of the destination.