As ski resorts look to the future, the potential to enhance the guest experience through data-driven insights is growing. A recent industry survey conducted by accesso and SAM Magazine reveals that resorts are exploring how guest data can be leveraged to improve service and convenience while protecting guests’ privacy. Here’s how accesso is helping ski resorts use technology to shape the future of skiing and snowboarding in a way that delights guests and streamlines operations.
Balancing Data Use with Guest Privacy
Many ski resorts are using data cautiously, focusing on understanding high-level trends rather than targeting individual profiles. The survey found that 41% of resorts currently use guest data to identify patterns in demand, popular amenities, and seasonal behavior. By focusing on trends, resorts can plan for peak times, improve guest flow, and align resources with demand, all while respecting guests’ personal privacy. For the 24% of resorts not yet using guest data actively, this approach offers a clear opportunity to improve services without compromising the guest experience.
Building Unified Guest Profiles for Streamlined Services
Imagine a resort where guests can glide through rentals, lift lines, and F&B orders with a single, unified profile. More than half of survey respondents (53%) see the potential of creating integrated guest profiles that connect services across departments, saving guests time and reducing wait times. By building a centralized profile, ski resorts can meet guest expectations for smooth, efficient service while also freeing staff to focus on more complex guest needs.
Key Insights from the Survey:
- 41% of resorts use guest data to track demand patterns and inform planning.
- 53% of respondents aim to create unified guest profiles for resort-wide services.
- 75% see growth potential in segmented marketing, creating experiences that resonate with different guest groups.
Data Sharing for a Unified Industry Experience
The vision doesn’t stop at the resort level. Some ski resorts are considering data-sharing possibilities across the industry, with 28% of respondents showing interest in collaborating to share guest profiles across different resorts. By creating an ecosystem where data flows seamlessly between resorts, operators could streamline guest experiences on multi-resort trips. This approach could also incorporate public transportation, making the overall journey smoother and providing guests with a memorable, stress-free adventure from start to finish.
Elevating Service Through Privacy-Conscious Data Use
Guest privacy remains a core value for ski resorts. Instead of bombarding guests with automated marketing, operators can focus on enhancing essential touch points. For example, providing real-time trail information, offering wayfinding support, and minimizing promotional messaging ensures guests feel relaxed and in control of their experience. This approach not only respects guests’ space but also reinforces the sense of freedom they seek on the slopes.
What’s Next: A Data-Driven Path to Unparalleled Guest Convenience
The survey results reveal a clear trend: ski resorts that thoughtfully leverage guest data can create more streamlined, enjoyable experiences that keep guests coming back. At accesso, we are committed to supporting ski operators with technology that balances convenience, privacy, and seamless service. From unified guest profiles to enhanced marketing strategies, accesso’s solutions are designed to meet the evolving needs of the ski industry and help resorts shape the next generation of mountain experiences.
Interested in how data-driven solutions could elevate your resort’s guest experience? Connect with us to discover how we can help bring your vision to life.
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