Hochkönig Targets Families and Senior Skiers with New Value-Focused Winter Packages

Austria's Hochkönig ski region is strengthening its appeal to two of the winter tourism industry's most important customer groups, families and active older skiers, through a series of promotional packages designed to extend stays and boost visits during key periods of the 2026-27 season.

Nestled within the vast Ski amadé network, the Hochkönig region has increasingly focused on experience-led holidays that combine extensive skiing terrain with accommodation offers aimed at attracting repeat visitors. The latest initiatives continue that strategy, placing particular emphasis on value, convenience and inclusive experiences.

Among the headline offers is the Hochkönig Best Ager Week, targeted at skiers aged 60 and over. Available between 5 and 23 December 2026 and again from 13 to 20 March 2027, the package includes seven nights in selected accommodation, a complimentary six-day ski pass and guided gourmet ski experiences. The programme is designed to appeal to a growing demographic of active senior travellers who continue to represent one of the most resilient segments of the European ski market.

The popularity of skiing among older participants has become an increasingly important factor for Alpine destinations. Improvements in lift infrastructure, modern equipment and wellness-oriented resort services have helped many experienced skiers remain active well beyond retirement age. Resorts across Austria, Switzerland and Italy have responded with tailored packages that combine skiing with culinary, wellness and cultural experiences.

Hochkönig is also placing a strong emphasis on families through its Family Spring Deals, running from 13 March to 4 April 2027. Under the promotion, all children aged up to 15 receive a free ski pass when accompanied by at least one parent purchasing a ski pass valid for four days or more. The offer is available across accommodation providers throughout the region, broadening access for visiting families.

The initiative reflects a wider industry trend as ski destinations compete to reduce the cost of family holidays. Rising travel and accommodation expenses have increased pressure on resorts to provide added value, and complimentary lift passes for children have become one of the most effective incentives for attracting spring bookings.

According to the destination's accommodation platform, the Family Spring Deals package combines stays of five or seven nights with four- or six-day ski passes, positioning the offer as a season-ending attraction during one of the most popular periods for family skiing.

The Hochkönig region, which connects the villages of Maria Alm, Dienten and Mühlbach, is renowned for its extensive winter sports infrastructure, panoramic mountain scenery and direct access to one of Austria's largest ski networks. The region's signature"King's Tour" ski circuit and broad mix of groomed pistes have helped establish it as a destination for both recreational and experienced skiers.

For Alpine tourism operators, the dual focus on families and senior skiers is a logical move. Both demographics typically travel for longer periods than younger adults and are more likely to seek comprehensive holiday packages that combine accommodation, lift access and additional experiences.

With winter bookings becoming increasingly competitive across the Alps, Hochkönig's latest promotions underline how destinations are adapting their offers to meet changing visitor expectations while encouraging longer stays and greater value throughout the season.