Smart Pricer Publishes Strategy Study 2024/25 – Unleashing Value Creation, New Ways To More Success And Experience In Winter Sports
The central theme of the study is the potential of innovative pricing models for mountain railways. Dynamic pricing models are now fully established in all areas of the tourism ecosystem (e.g., air travel, hotel services). Despite high customer acceptance, not everyone in the mountain railway industry is yet taking advantage of the optimization potential.
- 60% of ski customers surveyed are open to or even prefer dynamic pricing for ski tickets. Early bird discounts are particularly popular – 84% of skiers would be willing to secure discounts by booking early.
- The results show that the majority of winter sports enthusiasts have had little contact with flexible pricing for ski passes – 75% in Germany and 81% in Austria have not yet had any direct experience with it. With the right communication, the benefits of flexible pricing systems can also reach customers.
This presents significant opportunities for mountain railways: Intelligent price differentiation not only increases capacity utilization and customer loyalty, but also generates added value for customers through targeted price advantages and cancellation insurance – encouraging more guests to book early. A significantly higher online share generates customer data and reduces operational dependence on weather conditions for mountain railways.
VALUE FOR MONEY IS A DECISIVE FACTOR.
Over 70% of skiers prioritize value for money over absolute price. Acceptable day ticket prices are over €70, with excessive price increases from winter to winter significantly reducing the likelihood of purchase.
NEW TARGET GROUP APPROACH: THE SOCIAL ASPECT OF SKIING
93% of guests prefer to spend their day skiing with family, partner, or friends. But while family offerings are well established, the potential for groups of friends often remains untapped.
- 90% find a discounted “friends ticket” attractive.
- Group travelers spend an average of 10–15% more.
- With suitable offers, mountain railways can not only appeal to new target groups, but also increase revenue per guest.
DYNAMIC PACKAGING: NEW REVENUE POTENTIAL THROUGH ADDITIONAL SERVICES
Guests expect personalized experiences and are willing to pay for them:
- Fast-lane access: 37% of ski guests would pay for this
- Early access to the slopes: 33%
- Included equipment rental: 32%
- Supplementary insurance: 31%
- 45% would pay more than €10 for priority access, and 53% would pay more for insurance. Mountain railways can tap into new revenue potential and increase added value for guests with clever dynamic packaging.
CONCLUSION: SETTING STRATEGIC COURSE FOR THE FUTURE
The 2024/25 strategy study makes it clear: The winter sports market remains stable, but guests' demands are changing. Those who adapt in a timely manner can secure clear competitive advantages. Key areas of action for mountain railway operators include:
- Targeted customer loyalty: Retain semi-loyal guests long-term with tailored offers.
- Flexible pricing strategies: Make targeted use of dynamic prices and early bird discounts.
- New ticket models: Supplementing the day ticket with pay-per-use options.
- Strengthening the community experience: further developing offers for groups and circles of friends.
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