Laax Ticketing - The Future Is Digital

These are challenging times, but those who do not shy away from them and approach them proactively can grow. This was also shown in LAAX: Thanks to a new, digital application that predicts the number of visitors and the switch to online only ticket sales, the winter sports area was able to meet the challenges of the winter season at an early stage and provide its guests with a safe mountain experience. 
As a future shaper of the tourism industry, Destination LAAX relies on innovation and the constant expansion of the digital offering in order to create real added value for guests. In the course of the 2020 summer season it became clear that the upcoming winter would not be an ordinary one, so it was necessary to identify the upcoming challenges and proactively address them using digital solutions. This became possible with the development of a new business intelligence application in cooperation with the independent consulting and software company Pricenow AG. 
Through online sales and ticket allocation for a better mountain experience 
For the Weisse Arena Gruppe - as the operator of the LAAX winter sports area - it was already clear in the summer months that in the coming winter season there could be self-selected or cantonal capacity restrictions. The right precautions had to be taken in advance for this. One of them was the conversion of ticket sales for day and half-day tickets to online only. This is to prevent winter sports enthusiasts from arriving in the event of a quota to find disappointed at the valley station that they can no longer get a ticket. Thanks to this digital solution, winter sports enthusiasts can also get to the mountain faster and more safely, because contact points are reduced to a minimum. 
At the start of the season in autumn 2020, LAAX decided to allocate half-day and day tickets. This in order to be able to adequately meet the challenges posed by COVID-19 and the associated restrictions and still enable guests to have an optimal mountain experience. But in order to be able to make an appropriate allocation, a tool is required that allows precise statements about the sale and its distribution. This control element was developed together with the industry leader Pricenow. 
Markus Wolf, CEO of the Weisse Arena Gruppe, is convinced of the cooperation with Pricenow: “In Pricenow we have found a partner who not only has in-depth expertise in pricing & data analytics but also has a comprehensive understanding of the industry. This facilitates the cooperation, which we will strengthen in the future. "
Development of the business intelligence application with Pricenow 
The precise and appropriate control of limits requires an application that analyzes ticket sales down to the smallest detail in order to anticipate the number of guests and to determine a corresponding contingent of tickets. This is a particularly complex undertaking in the winter sports sector, as there are a large number of different tickets and an unknown and variable number of season ticket holders must always be taken into account. Real-time viewing and graphical processing of the data are therefore required. Such a digital tool was developed together with Pricenow. The so-called Business Intelligence application analyzes and visualizes all ticket sales in LAAX. It thus offers a data-based basis for decision-making, which, among other things, enables capacity control in the winter sports area. In this way, it can be tracked in real time how many people have a valid lift ticket for a certain day - including multi-day tickets - and how many half-day and day tickets can still be released for sale. It also provides information on how guests' booking behavior is changing in view of the current external conditions. On busy days or, as is currently the case, during the sports holiday season, this database makes it easier to make decisions about limits and also enables resources to be optimized. how many people have a valid lift ticket for a certain day - including multi-day tickets - and how many half-day and day tickets can still be released for sale. It also provides information on how guests' booking behavior is changing in view of the current external conditions. On busy days or, as is currently the case, during the sports holiday season, this database makes it easier to make decisions about limits and also enables resources to be optimized. how many people have a valid lift ticket for a certain day - including multi-day tickets - and how many half-day and day tickets can still be released for sale. It also provides information on how guests' booking behavior is changing in view of the current external conditions. On busy days or, as is currently the case, during the sports holiday season, this database makes it easier to make decisions about limits and also enables resources to be optimized. 
Reto Trachsel, CEO of Pricenow, also appreciates the work with the Weisse Arena Gruppe: “For us, this project is another milestone and shows how information can be made available to management and employees by analyzing digital data. In this way, we create a transparent and reliable basis for decision-making for the company. With an innovative partner like LAAX, it is easy to venture into such new subject areas. " 
Only thanks to this real-time view of sold tickets can the contingent be correctly set in order to make the mountain experience accessible to as many winter sports enthusiasts as possible and still not have too many guests on the mountain. Because in this way, despite the restrictions caused by COVID-19, the quality for the guest is kept as high as possible. 
About Pricenow: Pricenow AG is an independent consulting and software company. Since it was founded, the dynamic and rapidly growing company has offered a wide range of digital tools to optimally implement pricing, data analytics and e-commerce activities. With innovative software solutions and a high level of industry expertise, Pricenow paves new paths for its customers in the leisure and tourism industry and successfully supports them in digitization. 
With its holistic dynamic pricing solution, Pricenow has already won the “MILESTONE Premiere Award 2020” from the htr hotel revue, one of the most recognized tourism awards in Switzerland. 

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