The Fairbank Group Launches Variable Lift Ticket Pricing Online
SAM Magazine—Hancock, Mass., Nov. 20, 2017—The Fairbank Group’s resorts—Jiminy Peak, Mass., Bromley, Vt., and Cranmore, N.H.—are now offering discounted advance purchase lift tickets through an online storefront on each resort’s website. The strategy follows the same concept of “airline-style” variable pricing employed by third-party lift ticket sellers. Discounts of 30- to 50-percent off the window rates represent the largest lift ticket savings ever offered by any of the resorts.
After years of using Inntopia’s Yieldview to sell lessons, lodging, and other products online, this is the first time the resorts have used the service to sell variable priced lift tickets. To help inform the pricing strategy, the group is working with Scott Guyette of Specific Gravity, who specializes in dynamic pricing.
While all three of the resorts have ticket products available on third-party sites, the pricing will be the same across the board. In fact, said a representative from Jiminy Peak, third parties will scrape the pricing directly from the resorts’ websites. In other words, guests won’t find a better deal if they hunt around.
All lift tickets purchased in advance online are non-refundable and non-transferable. Typically, the further in advance that tickets are purchased, the greater the discount.