The ski holiday has long been shorthand for winter travel, but modern travellers are increasingly seeking cold-season escapes with a greater emphasis on luxury, non-skiing activities and exclusivity.
Whether it’s driving Porsches on shimmering ice tracks or festive exploration of cosy European cities, winter travel now means far more than skiing alone. Kick off your ski boots and join us as we explore unique winter holidays that go beyond the slopes.
Image: Adobe Stock
Why luxury winter travel is evolving beyond the slopes
While ski holidays will always have their charm, it’s becoming more common to take winter holidays without skiing or snowboarding. Even those who do visit ski resorts are reportedly spending less time on the slopes, with travel industry research showing British skiers take to the pistes for an average of just two hours per day.
This reflects a broader shift in luxury travel – away from single activities and towards holidays that offer variety, a sense of immersion and emotional reward. Travellers and luxury seekers are now craving unique winter holidays that blend festive magic with culture, cuisine, wellness and new experiences.
Instead of acting as a simple backdrop for skiing, winter itself has now become the main attraction for its atmosphere, stillness, romance and sense of escape.
Image: Schloss Elmau
Why Europe’s Alpine regions are the perfect destinations for unique winter adventures
When considering where to travel in winter for luxury adventures, Europe’s alpine regions reign supreme. Areas including the Swiss Alps, Bavaria and Austria are true winter icons, boasting chocolate-box villages, soaring peaks and distinctive culture built around cosy vibes.
In winter, these areas also tend to be among Europe’s most reliable for snow. Where better to enjoy fresh powder, roaring fires and hot chocolate than Central Europe?
Yet what truly defines a meaningful winter adventure is not the destination alone, but what you do when you arrive. Finding activities, accommodation and dining experiences that blend luxury and authenticity can elevate good European winter experiences into something truly unforgettable.
Outdoor adventure
Fortunately, Central Europe is not short of options for luxury winter experiences and activities. For example, snowshoeing in the middle of a silent alpine forest is the perfect way to embrace a peaceful morning. Or head to areas such as Leogang, Saalbach-Hinterglemm and Kitzbühel (all in Austria) for a fat-tyre biking session, offering a novel way to explore winter landscapes. Alternatively, dogsledding or sleigh rides allow you to enjoy snowy scenery with less exertion on your part.
City exploration
If boutique shopping, grand five-star hotels and twinkling festive markets appeal more than the snowy wilderness, Europe’s cities are particularly festive in winter. We love raising a stein at Munich’s charming Christmas markets, strolling Salzburg’s Baroque streets, and wandering the alpine setting of Innsbruck. Elsewhere, Vienna’s historic buildings and fairytale markets offer the refined winter elegance that go hand-in-hand with high-end winter holidays.
Wellness spa experiences
In winter, wellness spas become an experience in themselves, offering indulgence and restoration combined. There’s something deeply enriching about stepping into a bubbling outdoor hot tub as snow gathers around you. Inside, saunas and steam rooms loosen muscles and offer moments of calm after cold, hectic days. While Europe is brimming with winter spas to choose, the renowned Aqua Dome in Längenfeld is a striking and comprehensive spa resort with epic views of the snow-covered Austrian Alps.
Ice hotels
As incredible as traditional five-star hotels can be, spending one night of a European winter experience in a luxury ice hotel offers something even more extraordinary. In Austria, Iglu-Dorf Kühtai in the Tyrolean mountains offers a cosy sub-zero experience, with intricately carved snow art, warm cheese fondue, and even outdoor hot tubs. Staying in an ice hotel feels less like accommodation and more like an immersive adventure in itself.
Ice driving
If you crave adrenaline, ice driving turns winter into the ultimate playground. Taking the wheel of a specially equipped sports car, you can tackle meticulously engineered circuits sculpted into frozen lakes, learning how to drift, brake and corner on sheer ice. Whether you’re refining your winter driving skills or simply chasing a little exhilaration, it’s an intoxicating way to engage with the elements.
Festive atmosphere
Beyond organised experiences and outdoor adventure, part of the magic of being in Central Europe during winter is doing absolutely nothing but absorbing the atmosphere. Mornings begin with frosty windows and hot coffee, while afternoons invite slow wandering through timber-lined streets with mugs of mulled wine. As daylight fades, alpine life becomes even cosier, with candlelit dinners and crackling fires. Few places on the planet compare to this slice of Europe in winter.
Image: HunterMoss
Discover the winter tour with more of what you love
Seamlessly combining adventure, luxury and relaxation, our one-of-a-kind European winter tour is the most enriching way to experience the magic of Bavaria and Austria. Immersed in a winter paradise, each day offers special experiences and upscale comfort with every last detail managed by our dedicated team.
Your specially curated getaway begins with a sublime evening at a five-star historic hotel in the heart of Munich’s old town, before three days of traversing breathtaking alpine scenery in a fleet of extraordinary super-SUVs from leading marques, including Ferrari, Aston Martin and Bentley.
In between cross-country driving, you’ll spend two days at the sprawling Salzburg Snow Space, where you can take the wheel of a specially equipped fleet of Porsches – including Boxsters, 911s and GT3s – as you master the thrilling ice circuits. Alternatively, enjoy skiing the pristine slopes around Salzburg or a wellness experience at a luxury spa.
Each drive and adventure is punctuated by indulgent evenings in five-star spa hotels with a mix of traditional Austrian and Bavarian cuisine and refined continental dining amid breathtaking views. Tying everything together, our attentive on-the-ground team will preemptively cover your every need. Luxury winter holidays don’t come much more rewarding than this.
Experience the pinnacle of luxury winter travel with HunterMoss
If you’re ready to experience alpine winter escapes at their most unique and meaningful, join us for our luxury winter tour, where Germany and Austria become your winter playground.
If you want to learn more about our luxury tours through every season, speak with our friendly travel concierge team today.
Share Article
