Trends & Insights

Q: How many Facebook fans should a resort like yours have?
Q: How many Facebook fans should a resort like yours have?

Benchmarks. A word you probably know all too well. Benchmarks give you a better idea of where you stand, what to shoot for, and context for your performance. So, with social media a major focus for many resorts, and fan or follower counts a key number marketers are watching, we decided to try …

Q: Age vs. length-of-stay: the older the guest, the longer they stay?
Q: Age vs. length-of-stay: the older the guest, the longer they stay?

A lot of things can change with age - jobs, vacation days, income, marital status, and children are just a few. To start the analysis of age, we decided to tackle one simple question: what effect does age have on how long a guest stays at your resort? You may be able to …

Q: What happens when you send too many emails to your resort guests?
Q: What happens when you send too many emails to your resort guests?

How many emails is too many emails? Where does the number of interactions you have with a guest start to feel over the top and what price do you pay in reduced email performance once you pass that point? Well, I'm glad you asked because we may have an answer. The Goods For this analysis …

Q: What's the prime time for resorts to send newsletters and one-time emails?
Q: What’s the prime time for resorts to send newsletters and one-time emails?

A few weeks ago we covered what time was optimal for sending snow reports, but immediately the question came up of when prime sending time is for newsletters and other one-time messages. So, we ran the numbers again - leaving out snow reports and other recurring, morning messages - and found a couple interesting …

Q: Spring pass sales are up for many, will annual pass sales follow suit?
Q: Spring pass sales are up for many, will annual pass sales follow suit?

For many resorts, spring pass sales are up over last year, but does that mean what we think it means? Are Spring pass sales a solid indicator of annual sales or is it like starting a marathon faster than your normal pace? You'll hit your first milestones earlier, but that may not translate to a …

Q: When is the best time to send email snow reports each morning?
Q: When is the best time to send email snow reports each morning?

Some resorts send at 4:30am, others closer to 9:00, but overall, when is that golden window where email snow reports get the most opens? Or does the time matter at all? That was the question we had this week, so, as you probably guessed, we dug into the data to find an answer. The …

Q: Do season pass deadlines really influence skier behavior?
Q: Do season pass deadlines really influence skier behavior?

It seems the month of March is like a green light for the next winter's season pass sales to begin. Prices are chosen, copy is written, buzz is built and deadlines are set. Speaking of deadlines, that's the one thing almost every resort uses: buy before this day for the best deal. …