Trends & Insights

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 …

Q: Social + RFM: Are your most valuable guests active on social media?
Q: Social + RFM: Are your most valuable guests active on social media?

Our recent social media research brought up some interesting points. It put the social marketing movement into perspective but also set a baseline for the resort industry so we can track these trends going forward. Sitting on this data, we couldn't help but ask deeper questions. Seeking a relationship between social activity and RFM …

Q: What effect do specific words have on ski resort email open rates?
Q: What effect do specific words have on ski resort email open rates?

Now almost two months in, the Stash is really starting to take us in some interesting directions. We're going to step away from the email stats starting next week, but before we do, there's an extremely insightful one to share. Originally, the idea was to analyze email length to find a …

Q: What influences opt-outs and how do those trends compare?
Q: What influences opt-outs and how do those trends compare?

Piece-by-piece, the Stash is starting to paint a more complete picture of marketing. We're finding that each question we come up with builds on the questions before. Last week we analyzed click and open trends, day-by-day, for the entire year. This week we're putting opt-outs under the magnifying glass to see when …