skip to main content

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 that was less than 100%?

The Setup
To find an …

Read the full post →

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 on their decisions?

The Theory: Visual vs One-on-One
Our best guess was …

Read the full post →

Q: Did affluent destination guests change their habits during a low snow year?

It’s hard to be optimistic about a season with so little snow for so many resorts, but there are plenty of lessons to learn about skier behaviors. Today, we’ll look at habits of the most wealthy destination skiers. We’ll define them as guests with household income over $250,000 who booked lodging during the season.

We weren’t quite sure what to expect from this analysis. …

Read the full post →

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 is one of them.

The RFM Breakdown
RFM stands for recency, …

Read the full post →

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 correlation between copy length and click rates. While we may revisit that topic in …

Read the full post →

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 they spike, when they drop, and if anything correlates to these events.…

Read the full post →

Q: How does ski resort email performance fluctuate throughout the year?

After our recent “day of the month” question, Eric Hoffman, from Park City Mountain Resort said, “would be much more interested to see a month to month comparison, leading into and over the course of the winter, perhaps even week by week.” Your wish is our command, Eric. In fact, we went one better and ran these stats by day.

There are two things to …

Read the full post →

Q: If someone uses their season pass X times, what’s the likelihood they’ll renew their pass?

This is a tough question to answer. Right now, you may have a Gold, Silver, and Bronze pass with youth, senior, family, employee, and student pricing that all changes three times at price increase deadlines. Next year, any of those elements could be tweaked, creating dozens, if not hundreds, of varieties.

Not one to shy away from a challenge, we dug deep and found some …

Read the full post →

Q: Does day of the week impact ski resort email open & click rates?

Ski industry day of the week…
There’s a lot of data out there that tries to answer this question. Unforuntately, none of the samples are industry specific. For this week’s “Stash” we’re going to dig deep into our database to answer this question specifically for resorts.

The Theory
Now, this may depend on your personal history, but many email marketers have been trained that Thuesday-Thursday …

Read the full post →

Q: Does day of the month impact ski resort email open & click rates?

Avoiding Bill Paying Times…
The idea behind this question is simple and, intuitively, makes sense to ask: wouldn’t the large amount of bills, mortgage payments, and spending that come at the beginning and end of each month mean marketing is LESS effective and make sending emails mid-month MORE effective?

The Theory
So, if this is true, for the clicks per send rate we would expect …

Read the full post →

A better way.

Inntopia gives resorts, attractions, and hospitality providers a better way to market and sell their products.

/   About Us /   Careers /   Case Studies /   Clients /   Integration Partners /   Annual Conference /   Contact Us
Privacy Policy

Save on the 2020 INSIGHT Conference
(Two Days Only)

An unnamed internet retail giant has turned July 15-16 into an international shopping holiday, and we’ve decided to join in.

For two days only, you can register for the 2020 Insight Conference at Hotel Talisa at Vail, CO for only $575 $499/person.

Just click here –
Register Now →