The biggest ski resorts in the West are wondering: Where did all the happy skiers go?
A recent poll by National Ski Areas Association shows skier satisfaction is the lowest in a decade, falling 8% in back-to-back seasons. The survey covers 2022-2023, the most recent data available.
Losing the most goodwill are large and extra-large ski areas in the Rockies, tumbling 12% in two years. That covers Breckenridge, Keystone, Copper Mountain, Vail and Beaver Creek.
“This suggests a dramatic decline in ski area guest satisfaction and loyalty, and the question is whether the declines are transitory or the beginning of a new normal,” the NSAA writes in its summary.
What’s to blame? Skiers are frustrated with pricing, big crowds, and unreliable services.
Just look at lift tickets. In two seasons, from 2019-2020 to 2021-2022, the average rate for a day ticket jumped 38 percent. This does not include a 36% hike in three years for season passes, which were deeply discounted in 2020-2021.
“The record skier visits the last two seasons—aided by record snowfall in the Rocky Mountain and Pacific Southwest regions—led to increased crowding on weekends and holidays, despite the fact that 64% of ski areas ‘limited the number or set maximum capacities on the number of lift tickets sold,’” NSAA writes.
NSAA is challenging resorts to reverse the trend through brand loyalty – showing skiers they can still have a great time, even when the times are changing.