The leading holiday organiser for Scandinavia. Operates Mountain Resorts, Hotels as well as Property Development & Exploitation.
SkiStar is the leading holiday organizer for Scandinavia with an offer and an efficient organization, which in the long term provides continuous growth with stable profitability.
Thanks to an increased demand for active leisure and sustainable activities at home, SkiStar is expected to strengthen its position in the Scandinavian market.
To meet the increased demand for simplicity and clarity among customers, sales have been gathered on skistar.com and in the SkiStar app, where guest engagement is gathered, and we are continuously working on continued digitalization development. This means that SkiStar gets a direct relationship with the guest, which creates a competitive advantage.
SkiStar has large real estate assets in the various destinations, and is actively working to identify new interesting land areas for further development. Through work on real estate development and exploitation, the company generates capital gains, while strategically important projects contribute to expanding the number of beds in the destinations, which is a key part of the effort to enable guests in the core business.
Shareholders with at least 200 SkiStar shares receive a discount on all SkiStar destinations. The discount applies, among other things, to Ski and BikePasses, ski and bike rentals as well as to SkiStarShop.
The basis of SkiStar’s offer is to generate sales before the guest arrives at the destination. 73% of SkiStar’s sales take place onskistar.com, which is the largest sales channel and the most vital component of the business model.
A multifaceted segment encompassing a range of services and products from ski passes, accommodation, and equipment rental to ski schools, retail operations, property services, and adventure sports.
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Our guests is the engine of our growth and development. Providing memorable mountain experiences is the promise we make to our customers. In addition to offering accommodation, activities, products and services of the highest quality all year round for our guests, our aim is to constantly improve and develop together with our guests and in step with changes to our operating environment.
Our guests in 2024:
To strengthen our position as the leading holiday organiser for Scandinavia, alpine skiing will remain SkiStar’s main focus when creating memorable mountain experiences. During the financial year, we continued to invest even more in the summer and autumn seasons, thus creating new sources of revenue.
To increase the number of skier and activity days and thus boost revenues, the key is to attract more guests to our destinations who are more satisfied with their experience and more guests who return year after year. It is also important to strengthen the destinations’ competitiveness, with key factors being the product range, development of ski systems, summer activities and offering accommodation that meets the guest's expectations. As people’s lifestyles and holiday habits are shifting, with them moving in recent years towards more active holidays spread over different periods of the year, work is under way to review how we can meet demand for adapted opening times, lift-assisted summer activities and guaranteed snow. At the same time, we are continuing to make investments in our mountain resorts, such as new lifts and skiing areas with plans to implement several new lifts to weatherproof and windproof Åre.
SkiStar wants to be at the cutting edge and further develop operations with a focus on increasing the number of guests and activity days at our destinations and driving sustained profitable growth. Sales of our SkiPass are at the heart of our revenue. Based on this successful product, we have since developed new sources of revenue in the form of ski rentals through SkiStarshop, our snowman Valle and Valle's Ski School, the SkiStar Living accommodation concept and much more.
Another important part of finding new sources of revenue is to even more efficiently base our actions on guests’ behaviours, purchasing patterns, satisfaction and preferences through the customer data we have from skistar.com, guest surveys, but also through memberships in SkiStar Member, using an updated strategy and development programme. By linking our sustainability target of seven million skier and activity days to the new SkiStar Member (as each skier day or activity day will give entitlement to a bonus), we are linking our guests and members closer to our sustainability targets within ‘activity and recreation’.
Guests also receive all the benefits of being both loyal guests and members over time, such as bonus points on all purchases in the SkiStarshop, be it in physical stores or online, as well as on bookings and rentals via skistar.com. To put it simply – it should pay to be active.
For SkiStar, it is important for all land exploitation and property development in the Scandinavian mountain world to be sustainable. An important goal for us is to see a positive performance in the value of our exploitable land. This is achieved by active detailed development plans, which lead to new projects being launched more quickly.
Another vital aspect of the strategy is to ensure a strong performance in the value of the property portfolio by developing and enhancing the efficiency of properties owned by SkiStar, not least in terms of energy efficiency and systematic maintenance.
For SkiStar, digitalisation means developing our destinations and digital platforms based on customer insight and data analysis with the concepts of simplicity, satisfaction, accessibility and the safety of our guests serving as a guide.
Over the past year, SkiStar has continued to develop a number of products and services – everything from the SkiStar app to digital check-in and check-out at our accommodation. The Valle app is being developed into a ‘digiphysical’ tool as part of our efforts to give more children a sense of adventure and a love of the great outdoors.
Digital business development will continue over the coming years with a focus on further guest-centric adjustments. It is a question of being at the forefront of digital interaction with guests, to create a memorable and carefree alpine experience before, during and after their trip.
Based on our brand and existing assets, we identify, analyse and generate future business through ongoing business development, thus reinforcing and intensifying our pace of innovation.
The pace of development was high during the year, particularly relating to the all-year-round initiative, with more attractions being developed over a three-year period, including climbing parks, Mountain Coasters and adventure arenas.
The overall goal is for the value of shareholders’ capital to increase sustainably over the long term.
SkiStar’s Board of Directors decided to revise the financial targets for the medium term in the first quarter 2023/24 to the following:
SkiStar's Board of Directors is headed by Chairman Anders Sundström.
Principal education and professional experience:
Four years of university studies. Previously Chairman of the Board of Swedbank and KF. Many years of operational experience in both industry and the financial sector, including as Managing Director of Folkham. He held several ministerial posts and other political assignments.
Other significant professional committments:
Chairman of Medicon Village Fastighets AB, NMI Group AB, Kaunis Iron AB, Nordion Energi AB and Ekhaga Utveckling AB. Director of SCA.
Holding:
With family and companies: 21 800 B shares
Principal education and professional experience:
University studies and SEB Higher internal bank training. Extensive experience in consumer and services market through her role as founder and owner, and previously CEO and executive chairman of listed Collector AB and Collector Bank, now Norion Bank.
Other significant professional committments:
Chairman of the Board of Directors of Redlocker AB, NordicCredit Advisory AB and NordicCredit Sweden AB and member of the Board of Directors of Dragon Invest AB, Helichrysum Gruppen AB, and of 17 Nätverk Ekonomisk Förening.
Holding:
10 000 B-shares.
Principal education and professional experience:
Secondary education. Experience as CEO and Director of Kranpunkten Skandinavien AB and Ekhaga Utveckling AB.
Other significant professional committments:
Managing Director and member of the Board of Directors of Kranpunkt Skandinavien AB and Ekhaga Utveckling AB. Chairman of the Board of Bjäre Invest AB and board member of Peab AB, Medicon Village Fastighets AB and Mats Paulssons Stiftelse and Stefan Paulssons Cancer Foundation.
Holding:
Fredrik Paulsson with relatives:
Principal education and professional experience:
MBA. Many years of broad experience from the experience industry. Former CFO of Scandic Hotels, Cision, Parks Resorts Scandinavia, Mandator and TUI Nordic.
Other significant professional committments:
Board member of Ambea AB (publ), NCAB Group AB (publ), Scandic Hotels Group AB (publ) and Svenska Rymdaktiebolaget.
Holding:
With family: 1 900 B-shares.
Principal education and professional experience:
BA in Business Administration. Former CEO of ICA Sverige AB and Deputy CEO of ICA Gruppen AB, and Director of Svensk Dagligvaruhandel Ekonomisk förening and ICA Banken AB. Former Senior Vice President of Arla Foods Consumer Nordic and CEO of Arla Foods Sweden, various roles at Procter Gamble Nordic and Procter & Gamble UK, including Logistics Manager Nordic and Sales Manager Sweden.
Other significant professional committments:
Chairman of the Board of Stadium AB, Cibonum Group AB and Road Mobility Services Group (RMS GROUP) AB. Board member of Svenskt Näringsliv, Midsona AB, Nicoya AB (publ) and Reocean AB.
Holding:
3 000 B-shares.
Principal education and professional experience:
MSc in Economics and Master of International Business from the Norwegian School of Economics (NHH), former CEO of Norwegian Property ASA.
Other significant professional committments:
CEO of Fabege AB (publ).
Holding:
0.
Principal education and professional experience:
Law degree. Former director and CEO of Handelsbanken, where she has been employed 1986-2024 in a variety of different managerial positions with results responsibility.
Other significant professional committments:
Member of the Board of Holmen AB, Intea Fasiliteit AB (publ), Fastpartner AB, IVA's Business Council and the World Childhood Foundation.
Holding:
1 250 B-shares.
Principal education and professional experience:
Senior high school. Employed by SkiStar since 1998.
Other significant professional committments:
Holding:
SkiStar's Group Management is led by CEO Stefan Sjöstrand.
Principle education and professional experience:
Marketing Diploma IHM. 13 years of experience from IKEA, inter alia from positions as Commercial & Digital Manager for Ingka Centres (IKEA), Commercial Manager for IKEA Group and member of Group Management and the Management Board, CEO of IKEA Canada, Deputy CEO of IKEA France and Business Area Manager at IKEA of Sweden (IKEA’s product development company in Älmhult). Stefan also has experience from various CEO and management roles at Weibulls, OLW, Malaco and Marabou.
Significant professional commitments outside the company:
Chairman of the Board Bertegruppen AB. Member of the Board of Directors of Clas Ohlson AB and of the Stockholm Chamber of Commerce.
Holding:
40 600 B-shares.
Principle education and professional experience:
Principle education and professional experience: Master of Science in Economics. Former senior advisor for Avonova, where she worked as CEO and CFO during the years 2020–2023. During the years 2016–2020 she was CFO at Aleris and prior to that she has held various leadership roles within accounting and controlling at SAS.
Significant professional commitments outside the company:
Holding:
-
Principle education and professional experience:
Degree of Master both in Economics and Tourism and Hospitality Management. CEO of Hotel Diplomat and Villa Dagmar during the years 2012–2022. Prior to that, active in the group of Clarion Hotels, with responsibility for sales and operations. Also experience from Langley Travels with responsibility for hotel operations in the Alps, Corsica, and Crete.
Significant professional commitments outside the company:
Holding:
586 B-shares.
Principle education and professional experience:
Marketing Diploma IHM. Various management positions within the SkiStar Group.
Significant professional commitments outside the company:
Holding:
22 460 B-shares.
Principle education and professional experience:
Master of Laws. Former associate and lawyer at law firms Lindahl and Ramberg Advokater, district court service as law clerk.
Significant professional commitments outside the company:
Holding:
2 400 B-shares.
Principle education and professional experience:
Bachelor of Economics. Former Nordic Marketing Manager Fritidsresor, Sales and Marketing Manager Langley Travel.
Significant professional commitments outside the company:
Holding:
17 769 B-shares.
Principle education and professional experience:
Personnel and working life program, Stockholms Folkuniversitet, marketing economist IHM Business School. Previous experience from Ving within the foreign organization as well as various management and leadership positions within the SkiStar Group.
Significant professional commitments outside the company:
Holding:
2 413 B-shares.
Principle education and professional experience:
Behavioral scientist. Former advisor through own consulting company, Head of Property Management Diös, Regional Manager Norrland Akelius Fastigheter.
Significant professional commitments outside the company:
Holding:
-
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