Trends & Insights

Q: Skiers love their snow, but do storms actually influence skier behavior?
Q: Skiers love their snow, but do storms actually influence skier behavior?

Without snow, the ski industry wouldn't exist. Diehards live, pray, and dream of the white stuff, but does the fact it's snowing at your resort today and not tomorrow impact the way skiers behave on any given day? A challenging question, but one we certainly weren't going to back down from. Here's what …

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 …