Audience Segmentation for Ski Resorts: A Comprehensive Guide to Personalized Guest Experiences

Audience Segmentation for Ski Resorts: A Comprehensive Guide to Personalized Guest Experiences


In today's ultra-competitive hospitality and leisure industry, it's no longer sufficient for ski resorts to offer just beautiful slopes and comfortable lodging. With guests having more options than ever, they expect personalized experiences that cater to their unique needs and preferences. Audience segmentation is the answer to this burgeoning demand for tailored services. It allows you to divide your audience into different categories based on various attributes, letting you create targeted marketing strategies and service offerings that resonate with each segment.

1. Participants vs. Visitors


For active participants, providing a smooth and memorable experience is crucial. Consider implementing a fast-track system for lift passes or offering premium equipment for rent to enhance their time on the slopes. Live weather updates, trail conditions, and snow reports can be made easily accessible through resort apps.


For those coming just to enjoy the ambiance, focus on providing leisure activities that don't require extensive outdoor effort. Cooking classes, wine-tasting sessions, or art installations can add value to their stay. Promote these via brochures, and ensure your staff is well-versed in explaining these offerings.

2. Skier vs. Snowboarder


Skiers often appreciate historical and technical insights into the sport. Hosting special guest speakers, authors, or documentaries on the subject can be a unique offering for this segment.


Consider creating a dedicated snowboarding zone complete with jumps, rails, and other features to attract this audience. Collaborate with snowboarding brands for sponsored events or competitions.

3. Experience Level


Remember, for beginners, the resort experience can be intimidating. Personalized assistance from the moment they arrive can help mitigate this. Consider offering shuttle services from the parking lot, friendly staff to assist with equipment, and even a welcome pack with basic necessities like lip balm and sunscreen.


Offer special "Level Up" packages that include intermediate level lessons coupled with video analysis of their technique. 


For this segment, you might offer exclusive early morning access to freshly groomed runs or private heli-skiing adventures to untouched terrains.

4. Frequency of Visits

First-time Guests

These guests may not be familiar with what your resort has to offer. A guided tour, either virtual or in-person, can help them discover all your amenities.

Occasional Visitors

Leverage data analytics to identify patterns in their visits and offer personalized deals that align with their timing and preferences.


For these guests, consider a VIP program offering benefits like priority bookings, dedicated concierge services, and special invites to exclusive events.

5. Lodging Preferences

On-site Lodging

Consider offering a "stay and play" package that offers in-room amenities geared towards skiers or snowboarders, such as boot warmers or complimentary hot cocoa and snacks delivered to the room.

Off-site Lodging

For guests staying off-site, consider partnering with local accommodations to offer shuttle services to and from the resort.

6. Travel Group Composition


In addition to family-friendly activities and childcare services, consider offering an “all-inclusive family package” that simplifies the booking process and offers something for everyone at a discounted rate.


Enhance romantic packages by collaborating with local photographers to offer couples the chance to document their getaway with professional photos.

Solo Travelers

Offering communal dining tables or group activities can provide solo travelers with the opportunity to meet like-minded individuals.


For corporate groups, consider building out a comprehensive conference facility with state-of-the-art A/V equipment, fast Wi-Fi, and catering services.

7. Duration of Stay


Day-trippers are looking for a quick but fulfilling experience. Consider offering an "express package" designed to let them make the most of their limited time.


Tailor weekend packages to suit different segments. For couples, offer a 'romantic weekend getaway' package, while families might appreciate a 'weekend adventure' package.

Extended Stay

Offer services like grocery deliveries or even a personal concierge who can organize local excursions, book dinner reservations, and more.

8. Purpose of Visit


Offer a variety of activities and relaxation amenities.


Facilitate training areas, professional coaching, and event spaces for competitions.


Provide guided tours, scenic gondola rides, and photography sessions.

9. Spend Behavior

Luxury Seekers

For guests who prefer the finer things, offer premium services like private ski instructors, gourmet dining, and high-end spa treatments.

Budget Travelers

Offer affordable packages, group discounts, and off-peak pricing to attract this segment.

10. Engagement with Technology


Invest in a user-friendly app for bookings, resort maps, and real-time updates.


Provide high-quality printed maps, face-to-face customer service, and traditional booking options.


Audience segmentation is an effective approach to meet the diverse needs and preferences of your ski resort guests. From the type of activities they engage in to the duration of their stay, understanding these variables can unlock countless opportunities for personalized services and targeted marketing. Employing this strategy will not only enrich your guests' experience but will also make your marketing efforts more efficient and impactful, setting you on a path to success in this highly competitive industry.


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Frequently Asked Questions

If you are hesitating, do not worry - we are here to explain
everything you might want to know. Let us help!

What is the Alpine Media Platform and why would I need this at my resort/park?
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The Alpine Media Platform is a simple to use yet comprehensive guest engagement (and staff communication) platform that helps ski resorts, theme parks, amusement parks, water parks, museums, aquariums, and other attractions build, launch, simplify, measure, and maximize their guest engagement strategy.

The Alpine Media Platform is a leading resort software and app solution with a range of tools, including event planning, real-time operations reporting (e.g. lift & trail status or attraction status), base area maps with POI details, F&B menus, live vehicle/shuttle tracking, emergency alerts, notifications, and much more. The Alpine Media Platform consists of a custom mobile app specific to your resort (Android and iOS), digital signage (ranging from a 10in ticket window display to an LED 'jumbotron' of any size) and an intuitive, easy-to-use content management system (CMS) to control all your content.

We already have a mobile-responsive website, why would I need this?
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Mobile responsive websites are awesome and every organization should start there, but what happens when you need to get an urgent message out to all of your on-site guests? Is all the content on your website accessible when guests do not have an active internet connect? Do you have full control over the content on your website or do you have to rely on your web developer?

Moreover, we all know that every guest is different and how they decide to interact with your organization/brand varies widely. The Alpine Media Platform automatically 'pulls in' existing information about your resort and distributes it to additional channels (digital signage, mobile app, and text [coming soon]) for guests to consume wherever and whenever they want. In addition, our APIs make is simple for your team to 'pull' information from the Alpine Media Command Center CMS and show it on your website. You decide if you want to manage content through your website or through the Alpine Media CMS.

Synchronizing all of your resort information across the various channels should not require duplicate entry; it shouldn't require someone running all over the place updating USB thumb drives; and it definitely shouldn't require waiting in the IT queue for content change requests.

How long will it take you to get my resort set up?
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We make every effort to get your resort activated within 2 weeks.  Most of the time, we'll have your digital signage solution up and running within 72 hours from receiving all the necessary resort information including contact information, design guidelines, logo, existing data feeds, and admin users.  As soon as we activate your resort, you will have the ability to add and control all of your content and more.  From there, it's up to you how quickly you want to roll it out to various locations. In fact, many of your resort partners start with general information displays across their resort and then continue to customize and add additional locations (e.g. F&B menus, ticket pricing & availability, in-room media for on-site lodging locations).

How much does the platform cost?
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We offer four different plans, Green (digital signage only), Blue (digital signage + custom mobile app), Black (digital signage + custom mobile app + shuttle tracking and point of sale integration), and Double-Black (full customization of the platform). Plans start as low as $500/mo depending on the scope. The best part about the pricing of our software solutions is that there are no limits on the number of users and virtually all of the new features we develop are added to your plan at no additional cost. We hate getting "nickel and dimed" and we promise not to do it to you.

Schedule a demo to see the complete platform and get a customized proposal.