Vail Resorts Reflects on the Shift to Later Season Ski Visits: A New Trend in North American Ski Tourism in 2025

Published on January 16, 2025

In January 2025, Vail Resorts, Inc. released its latest ski season metrics, reporting a 0.3% drop in total skier visits for the period ending January 5, 2025. The data, which covers North American mountain resorts and ski areas, excluding those in Australia and Europe, shows a mixed performance for the winter season thus far. While total skier visits were slightly down, revenue from lift tickets, ski schools, and dining experienced growth, indicating positive developments in certain areas despite the slight dip in overall visitation.

Impact of Season Pass Programs and Skiing Trends

Vail Resorts’ season pass program proved instrumental in stabilizing the company’s performance, contributing to a 4.5% increase in lift ticket revenue. Despite a decrease in total skier visits, the growth in season pass revenue highlights a shift in consumer behavior, with more travelers opting for pre-purchased passes. This trend reflects the increasing preference for season pass options, which provide better value for frequent skiers and allow for easier access to a variety of resorts.

Kirsten Lynch, the CEO of Vail Resorts, commented on the company’s performance, pointing out that while the results were impacted by several external factors, including the timing of the Thanksgiving holiday and weather conditions, the overall performance was in line with expectations. A key takeaway was that while there was a reduction in destination guest visitation at certain resorts, local visitation grew significantly. The company experienced a stronger local turnout, particularly as early-season conditions improved, offering more reliable terrain for skiing and snowboarding.

For the travel and tourism industry, this report underlined the growing importance of season passes and local visitation patterns, with an increasing number of tourists choosing to visit ski resorts later in the season. This shift is changing how resorts plan for the winter season, encouraging them to enhance local offerings and adjust their marketing strategies to cater to guests who visit later in the ski season.

Weather Conditions and Their Role in Shaping Ski Tourism Behavior

Weather conditions are an essential factor influencing skier behavior and, subsequently, resort revenues. The 2024/2025 season saw improved early-season conditions, which led to an uptick in local visitation compared to the previous year. However, destination guest visitation at western North American resorts was lower than in the prior season, which Vail Resorts attributes to a continuing shift in destination guest behavior. Many skiers are now choosing to travel later in the season, a trend that was exacerbated by challenging early season conditions in previous years.

This behavioral shift represents a key trend in the ski tourism industry. As destination visitors become more flexible and choose to travel at different times, resorts are adapting by ensuring that they can accommodate this later influx of guests. This is important for the travel industry, as it allows for a more sustainable model that helps resorts manage resources and provide a more consistent experience for travelers.

Ski School and Dining Revenue Growth Amid Challenging Conditions

While total skier visits may have declined slightly, Vail Resorts saw a 1.1% increase in ski school revenue and a 6.6% increase in dining revenue. These figures reflect a trend where tourists, particularly local visitors, are spending more per visit on services such as lessons and dining experiences. Ancillary spending, including these categories, remains a strong pillar of the resort’s revenue model. The ski school and dining sectors are benefiting from an increasing emphasis on enhanced guest experiences, with resorts offering more comprehensive services to complement the primary draw of skiing and snowboarding.

For the travel and tourism industry, these figures highlight the importance of creating a diverse range of offerings for visitors. As the ski tourism market evolves, resorts are diversifying their services to cater to a broader demographic, which includes not only avid skiers but also those looking for other leisure experiences. This shift in traveler expectations reflects a broader trend across the tourism industry, where guests increasingly seek more than just the traditional experience associated with ski vacations.

Projections for the Remainder of the 2024/2025 Ski Season

Looking forward, Vail Resorts expressed optimism for the remainder of the 2024/2025 ski season. With a large base of pre-committed guests and booking trends indicating strong demand, the company expects performance to improve as the season progresses. Lynch noted that the company’s overall performance was likely to fall within the Resort Reported EBITDA guidance range set in December 2024, assuming normal weather conditions for the rest of the season.

For the broader travel industry, these projections highlight the growing importance of advanced booking and the ability to attract pre-committed guests. Ski resorts are increasingly focusing on offering early-bird deals, such as discounted season passes, to lock in future bookings and ensure a steady flow of visitors throughout the season. This focus on securing early commitments also underscores the changing dynamics of the tourism market, where consumer behavior is becoming more predictable, allowing companies to plan and manage resources more effectively.

Labor Agreements and Their Impact on Resort Operations

One of the notable developments for Vail Resorts in 2025 is the successful resolution of the Park City Mountain patrol union dispute. The agreement was aligned with the wage structure across the company’s mountain resorts, ensuring consistency and stability in the workforce. This was particularly important given the disruptions caused by the strike and the need for resorts to provide safe and reliable services for guests.

The resolution of labor issues is a critical aspect of the travel and tourism industry, especially in destinations that rely on seasonal workforces. Ski resorts, in particular, depend heavily on temporary labor during the winter months. The success of these negotiations demonstrates the importance of employee satisfaction and the role it plays in maintaining high-quality services for travelers.

Global Impact on the Travel Industry

The trends highlighted in Vail Resorts’ performance report have significant implications for the global tourism industry. As ski resorts adapt to changing consumer behavior, including shifts in destination guest patterns and increased local visitation, the industry as a whole must adjust its marketing strategies to accommodate these changes. Ski tourism is no longer just about high-volume, destination visits during peak seasons; it is increasingly about offering flexible, year-round experiences that attract visitors at various points throughout the season.

The winter tourism market is expected to continue evolving as more tourists seek value beyond the ski slopes. This shift is expected to drive innovation in the leisure travel sector, encouraging resorts to invest in new attractions, services, and experiences that cater to a wider range of interests and preferences.