Trends & Insights

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. …

Q: How do click rates compare between social media and email messages?
Q: How do click rates compare between social media and email messages?

If I send an email to 50,000 people and I post a the same message to my 50,000 Facebook fans or Twitter followers, how many clicks will I get from each source? Will the inbox and "unread" features of email give it the edge or will sharing, algorithms, and constantly watched streams make social …

Q: How many of your social media fans were destination guests in 2011/12?
Q: How many of your social media fans were destination guests in 2011/12?

For this week's Stash we set out to answer one, simple question - how many of your social media fans and followers were destination guests in 2011/12? More than just male vs. female, not old vs. young, we want to know who these fans are offline and, more importantly, on the balance sheet. …

Q: Can your resort's email subject lines be too long or too short?
Q: Can your resort’s email subject lines be too long or too short?

It's a simple thing, but one that is directly applicable to every email campaign you'll ever create: do recipients prefer a long, medium, or short subject line? Does the number of characters influence the likelihood someone will open your email? Does it make no difference at all? That's the question we wanted …

Q: Did more skiers cancel their ski vacations because of a low-snow year?
Q: Did more skiers cancel their ski vacations because of a low-snow year?

The Stash rolls on this week with another analysis of guest behavior during 2011-2012. This time around, we're going to look at cancellations. Did Mother Nature's habit of avoiding the mountains inspire resort guests to follow suit? Here's what we found. The Setup We looked at data from 23 resorts for 2009/10, 2010/11, and 2011/12. …

Q: Did resorts give more discounts in 2011/2012 to combat low snowfall?
Q: Did resorts give more discounts in 2011/2012 to combat low snowfall?

After publishing the list of subject line keywords and their impact on open rates, we couldn't help but wonder how these numbers might fluctuate over time. Two weeks ago we looked at guest behavior during low-snow years, but what about marketers? Did they offer more prices at less than 100% because of snow …

Q: Which site influences skiers' decisions the most: Facebook or Twitter?
Q: Which site influences skiers’ decisions the most: Facebook or Twitter?

When we first released our social survey data a few months ago, we knew this was a question we wanted to answer. All social media sites are not created equal and each has their own strengths and weaknesses. So, when we put Twitter and Facebook head-to-head, which would skiers say was most influential …