Increasing Beginner Conversion

 Increasing the conversion rate of first-timers and beginners into core skiers has long been a major aim for resorts continent-wide. Yet despite continued capital investment, manufacturers’ improvements in gear and clothing, and enhanced teaching methods, the U.S. conversion rate for adult lesson-takers has barely edged up, from 15 percent to 17 percent, over the past two decades, according to research firm RRC Associates (conversion rates for non-lesson-takers and children are not known). This rate has failed to reverse the declines in both total skier visits and the number of unique skiers and riders over the past several years. We’ve all heard it before: If we are to significantly increase trial and conversion, we must not only attract more newcomers, but also enhance their experience.

The variety of research findings below, which includes ways to enhance the learning experience and increase the conversion rate, offers some insights on what can be done. All are based on our analysis of clients’ guest survey data, as well as feedback from the resorts.