WHAT GUESTS WANT

Most ski areas today compete primarily on the basis of the guest experience, rather than product or price. This is a significant change that has been occurring over the past two decades. To increase competitiveness, you should use post-visit survey data to determine which aspects of your guest experience—both rational and emotional—have the greatest impact on satisfaction and loyalty. By focusing more time and resources on what your guests want, you can significantly enhance the overall guest experience, thereby increasing repeat and referral business.

Many businesses and marketers have recognized the importance of the guest experience, not just winter resorts. Harvard Business Review calls it “the latest competitive battleground.” That’s because “customers are no longer buying products and services—they are buying experiences delivered via the products and services,” says Gregory Yankelovich, co-founder of Grapevine Marketing
Solutions, a data-driven sales and marketing firm.