“Everything’s close. You never have to drive on the resort; all accommodation is close to the pistes, you just have to walk out the door and you can start skiing,” says Mikael Elford, head of sales and marketing at Branäsgruppen, the group that owns and runs Kungsberget. “Moreover, everything’s modern, everything’s easy. There’s Wi-Fi pretty much everywhere, all accommodation has drying cabinets, kiddie beds and highchairs. There should never be any fuss or hassle – everything should just be smooth sailing.” Kungsberget’s positioning is crystal clear: it is all about skiing the easy, uncomplicated way.

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