Vail Resorts, the snow industry’s largest retail customer, released updated information about the surge in season pass sales during an earnings call last week.
The company said pass sales in North America rose 47% in units vs. last year and jumped even further – 76% – when compared to 2019.
Vail’s decision to cut pass prices by 20% drove that growth, and the results “significantly outperformed” original expectations when the company decided to implement the price reduction, the company said.
The most growth in pass sales came in destination markets, particularly in the Northeast, but pass sales were also strong across local markets.
Some other positive signs for the current season include lodging reservations at U.S. resorts are trending ahead of pre-COVID levels, however reservations at Whistler Blackcomb in Canada are lower.
The only other blemish on the season thus far is lack of snow across many markets which is impacting early season visits. However, Vail stressed that the North American season is just getting underway and that the company’s primary earnings period is still ahead.
