A Phocuswright Special Project

Shifting Slopes: Navigating the Future of Mountain Travel

Lead the way in understanding the latest trends, behaviors, and preferences of snow activity and mountain travelers

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In partnership with:

By Phocuswright Research and Inntopia

Sponsor pivotal research to elevate your industry standing

Mountain travel is evolving rapidly

Phocuswright and Inntopia are partnering on a groundbreaking project aimed at uncovering the latest trends, behaviors, and preferences of snow activity (skiing, snowboarding, tubing, etc.) and mountain travelers. This study will provide invaluable insights for businesses and organizations serving the ski and summer markets, focusing on how to better cater to the modern ski traveler's needs, as well as how mountain destinations can better tailor their approaches to meet the needs of these travelers, summer and winter.

⬇️ Scroll to see Research Objectives, Key Questions to be Addressed and the benefits of sponsoring like getting the data.

Expected highlights for the mountain travel market

Anticipated findings that will be crucial for stakeholders include: 

A surge in eco-conscious travel decisions among ski and mountain travelers and how resorts and travel providers can adapt

The growing importance of seamless digital experiences, from booking to on-the-slope interactions

Detailed skier and mountain traveler profiles, offering insights into targeting and marketing strategies

The expansion of the market to new demographics, including insights into their needs and behaviors

Research Objectives

On the B2C side

This research will profile skiers and travelers to mountain destinations. It will illuminate their trip planning and booking behaviors, preferences and attitudes, and in-destination behaviors to help businesses and destinations understand and better serve these travelers' needs.

The research will be analyzed by:

Traveler segments
NSAA Region
Summer mountain travelers vs. ski travelers
Type of snow activities

On the B2B side

Uncover trends in the industry from interviews with suppliers and industry intelligence from Inntopia’s DestiMetrics, Commerce, and Marketing Cloud platforms:

Occupancy rates
ADR & Revenue
Booking characteristics
Payment method

Key Questions to be Addressed

For B2C side the study will specifically answer:

Who are ski and mountain travelers and what are their attitudes to ski/snow and mountain trips?
What are the planning and booking behaviors of ski and mountain travelers?
What resources are travelers using in the shopping and booking process?
What are the emerging trends in ski destination preferences and the impact of climate change on decisions?
How is digital transformation reshaping ski traveler behavior?
What is the impact of the sustainable and responsible travel practices on ski travelers?
What role does/could technology have in enhancing the ski travel experience?

What is the role of social media and mobile technology in ski and mountain travel?

For the B2B side, the study will specifically answer:

What are the lodging booking patterns: booking volume, lead time, length of stay, ADR/price points
What are the retail spendings patterns: shifts / trends by category?
What is the status of traditional lodging inventory: volume/inventory, inventory type, use patterns, pipeline assessment?
What are general trends in the Short-Term Rental Market: inventory, rates, town revenue, regulation?

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