AI is Already Bringing Changes to Ski Resorts
Photo by Igor Omilaev on Unsplash
You may not see it, but AI is already playing a significant role in your skiing experience.
Thanks to the folks at Ski Area Management, I recently attended a Zoom meeting with over 40 resort marcomm and IT specialists. They were discussing how to custom build chatbots, defined as a program designed to simulate conversations with humans, for customer service applications. Ski resorts are utilizing AI to optimize operations, engage customers, and increase profitability.
Let’s investigate how AI is transforming ski resorts today. Here are some applications with real-world examples.
Dynamic Pricing & Revenue Optimization
Aspen Snowmass is using AI-driven pricing models that employ AI-based pricing algorithms to adjust lift ticket costs. Ski resorts maximize revenue by adjusting lift ticket prices in real time based on demand, weather conditions, and booking trends. This maximizes revenue while rewarding skiers who book early with lower prices.
The Benefits
- Maximizes revenue without deterring customers.
- Encourages early bookings for better planning.
- Adjusts for weather conditions to optimize attendance.
Personalized Guest Experiences
Vail Resorts’ EpicMix App uses AI to analyze a guest’s data, such as runs and achievements, and provides personalized recommendations for ideal trails, food stops, and après-ski options tailored to their experience level. Resorts also use AI-driven mobile apps to send real-time alerts about upcoming events and exclusive deals. How does it work? AI tracks skier activity by using RFID lift passes and mobile apps. Data analysis provides customized recommendations based on skiing skill level, past trails used, and in-resort spending habits.
The Benefits
- Enhances guest satisfaction by offering relevant recommendations.
- Increases in-resort spending through targeted offers.
- Improves skier safety by guiding them to suitable terrain.
AI-Powered Snow Forecasting & Management
Alterra Mountain Company uses AI-powered weather forecasting tools to help optimize snow production efficiency, to reduce unnecessary snow production, and to reduce the environmental impact. AI collects real-time weather data and predicts natural snowfall amounts. Resorts use this data to determine where artificial snow is needed, optimizing water and energy use. Smart snow guns adjust automatically based on conditions which helps reduce costs.
The Benefits
- Reduces environmental impact and energy costs.
- Ensures better snow conditions throughout the season.
- Enhances sustainability efforts for eco-conscious travelers.
Ski Lift Efficiency & Crowd Management
Jackson Hole Mountain Resort is using AI-driven cameras and sensors to automatically optimize ski lift operations by analyzing lift line congestion. Resorts adjust lift speeds and open additional lifts based on real-time demand and crowd patterns thereby reducing wait times. Foot traffic around the resort is also monitored to improve operations.
The Benefits
- Reduced wait times and improved skier experience.
- Optimizes lift operations, reducing operational costs.
- Improves overall traffic flow across the resort.
Chatbots & Automated Customer Service
At Whistler Blackcomb, AI-powered chatbots handle customer inquiries about lift tickets, weather, resort services, lift conditions, snowfall reports, booking changes, FAQs, and real-time resort updates. Machine learning enables the chatbot to improve responses based on past interactions. Available 24/7, the need for human staff for common inquiries is reduced.
The Benefits
- Improved customer service efficiency.
- Provides instant responses to common questions.
- Frees up human staff to handle more complex issues.
Computer Vision Provides Safety & Security
In Zermatt, AI-powered surveillance cameras and computer vision help identify accidents, monitor skier behavior, and prevent unauthorized lift access, fraud or lost pass misuse. Skier safety is enhanced by detecting accidents. AI-powered cameras scan ski runs to detect unusual movements that could indicate an accident. When an accident is detected the system sends an automated alert to the ski patrol in real-time.
The Benefits
- Speeds up ski patrol response time for injuries.
- Improves skier safety by monitoring risky behavior.
- Prevents ticket fraud and lift misuse.
Enhanced Marketing & Customer Engagement
Park City Mountain Resort is using AI to analyze guest preferences and past behavior to send targeted promotions and offers. They use AI-driven email marketing to suggest the best ski packages based on user preferences. This helps ski resorts boost revenue through targeted marketing campaigns based on customer behavior. They can even use previous visitor data to predict which guests are likely to return and send personalized emails and promotions for ski packages. AI also up- sells, offering deals on lodging, lessons, rentals, and dining.
The Benefits
- Increases revenue with targeted promotions.
- Encourages repeat visits.
- Provides relevant offers instead of generic ads.
A Brave New World
The AI revolution in the ski industry is in its nascent state yet it’s already optimizing revenue, enhancing guest experiences, improving safety, and increasing sustainability. From personalized recommendations to smart snowmaking and lift management, these innovations are making ski resorts more efficient and customer friendly. Given how AI is likely to accelerate and permeate our lives forever more, I wonder how this new power will transform skiing in the future.
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Thanks for sharing this with us.
Bryan
Hello Bryan,
You’re very welcome. I’m glad you enjoyed the piece. It’s an ever changing story. Watch for updates on how AI is being used at resorts during the season.
Happy trails Bryan.
Good reporting. When I hear that ticket pricing is adjusted in real-time I get nausea. Can you imagine that your ski buddy shows up to the window (let’s make believe we decided to go skiing late the night before) and he pays X and you show up at the window and you pay Y and then at the end of the day a conversation starts up at the bar at the base lodge. Others lean in and a larger conversation happens.
These are the reasons why many of us loathe the consolidation of ski areas by large companies. I am fine with using AI for all the other reasons mentioned. Maybe I’m naive, but I interact all day with technology and skiing has always been a place of refuge from that world. Real-time ticket pricing just smacks of something that on an instinctive level just feels wrong.
Again – good reporting.
Thank you Charles. I’m glad you enjoyed the piece. I dislike the whole idea of “dynamic pricing”, too. I often wonder about this when flying. I paid X for my seat but did the person sitting next to me 1/2 of X or 2-times X? AI is pretty much still in its infancy as applied to ski resorts. Many more, and perhaps more dramatic, changes will be coming. I’ll update this story from time to time this season. Thanks again.
Awful scary stuff. Letting technology determine what you’re offering skiers? A great part of skiing is going to different resorts that are unique, with ‘soul’ for lack of a better word. with different strengths, that appeal to different types of skiers. afraid it’s now easier and more profitable to depend on AI to maximize profits but create a homogenized, cookie cutter type product. . Giving discounts based on booking early? That benefits the ski company, but seems to penalize the skier who’s not wealthy and demeans the experience of a ski vacation