SAM Coverage
Scott Hannah
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A Worrisome “New Normal”
Ski areas are experiencing lower guest satisfaction and loyalty. They should not be complacent about it. For the fourth year in a row, the…
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The Challenges of Selling Summer
Guests really enjoy summer in the mountains. So why don’t they return more often?
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How Does That Make You Feel?
Emotional engagement, a new guest experience research frontier. Emotion is the new frontier in guest experience research and management. Resorts, and businesses of all…
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The Voice of Our Guests
A deeper dive into the guest experience feedback from winter 2021-22. In the May issue of SAM, Guest Research, Inc., previewed how ski area…
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Embracing Unhappy Guests
By identifying dissatisfied guests as soon as possible, resorts can turn detractors into their biggest promoters. Microsoft founder Bill Gates once pointed out that…
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What Do Guests Really Want?
Yes, guests want great snow, quality food, and cheap tickets. But these aren’t necessarily what drives their likelihood to return or recommend. A…
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Are Millennials Really That Different?
Along with their unique attributes and concerns, Millennials display encouraging signs of satisfaction and loyalty. Resorts are counting on the Millennial generation, poised to…
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Statistical Disarray in 2018
SAM has been encouraging greater coordination of industry data for 35 years. How much has changed? Thirty-five years ago, a Speak-Out by SAM founding…
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Increasing Beginner Conversion
Research and recommendations to help understand your learn-to audience and fine-tune your offerings for it. Increasing the conversion rate of first-timers and beginners into…
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How Effective is Your Staff?
Engage frontline employees in the guest experience to drive more visits and greater revenue. To guests, frontline staff are the face of the resort.…
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The Evolution of NPS in the Ski Industry
Resorts are finding new ways to use the Net Promoter System, applying it to employee relations and capital spending—not just guest loyalty. The number…
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The Guest Experience is the New Marketing
Focus on raising your Net Promoter Scores and watch your profits grow. One of the biggest business trends today, across the entire Western world,…
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Raise the Bar
Plan ahead and wow your guests during periods of peak demand. First in a series of articles about using Net Promoter Scores to enhance the…
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Circle of Trust
Which is more important for financial excess: guest loyalty or employee loyalty? As it turns out, the two are inextricably linked. Loyalty has replaced…