Top 5 Resort Marketing Insights from the Stash

photo of the author Gregg Blanchard

As we wrap up a summer of Stash topics, we took some time to compile the best of the best from the last six months before we head into the winter season. We’ve covered everything from lodging and length-of-stay to social media and email trends. Here were our favorites.

#1 – Q: Can one email be enough to get past guests back to your resort?
Booking reminders aren’t anything groundbreaking, but we wanted to see how well they worked and how much revenue they generated. Turns out that this one, simple email has a pretty valuable effect.
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#2 – Q: What effect do specific words have on ski resort email open rates?
There are so many words to choose from when writing the subject line of a promotional email, we wanted to see which words let the best open rates. We picked 50 of the most common ones and ended up with a pretty fascinating list.
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#3 – Q: How does ski resort email performance fluctuate throughout the year?
We’ve all seen “day of week” and “time of day” email stats, but what about fluctuations in performance over a year? In the ski industry, the product’s relevance to the guest varies widely, so the results were interesting to see.
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#4 – Q: Do season pass deadlines really influence skier behavior?
Deadlines appear in droves as resorts ramp up season pass sales each Spring. The question we wanted to ask was simply, do they work? To say the answer is “yes” would be an understatement.
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#5 – Q: If someone uses their season pass X times, what’s the likelihood they’ll renew their pass?
Not all passholders are created equal. If one skier uses their’s 4 times and another spends 30 days on the mountain, how do renewal rates compare to these two groups? We wanted to know, so we found out.
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