Case Study 2: Vail Ski Resorts Goes High Tech For High Touch

Case Study 2 Vail Ski Resorts Goes High Tech For High Touch

Case Study 2 Vail Ski Resorts Goes High Tech For High Touch

Vail Ski Resort is the largest single mountain ski resort in the United States, offering extensive skiing and a range of customer amenities such as fine dining, spas, ski valets, heated boots, and loyalty programs like PEAKS Rewards. The resort utilizes advanced systems including RFID lift tickets integrated with social media and streaming alerts to monitor lift lines, optimize crowd flow, and enhance guest experiences. They also employ social media platforms like Witter and EpicMix to provide real-time updates, track skier statistics, and facilitate sharing photos and achievements, fostering emotional attachment and customer loyalty. Additionally, Vail resorts leverage SAS Customer Intelligence software to consolidate customer data, enabling targeted marketing campaigns and personalized engagement. The adoption of these technologies supports operational efficiency, improves guest services, and informs decision-making processes related to crowd management, marketing strategies, and personalized guest experiences.

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Vail Ski Resorts has integrated a variety of sophisticated technological systems to enhance operational efficiency and improve the overall guest experience. These systems can be broadly categorized into operational management tools, customer engagement platforms, and data analytics systems. The operational management systems include RFID lift tickets and ski passes, which are scanned at lift bases and linked to the EpicMix application. This allows the resort to monitor lift line flow in real-time and disseminate accurate, up-to-the-minute information via social media, streaming alerts, and the resort’s Witter account. By providing real-time updates, Vail effectively reduces wait times and minimizes crowding, thus improving operational efficiency and guest satisfaction.

The customer engagement platforms employed by Vail include the EpicMix social media program, which allows skiers to track their skiing activity, compete in races, earn pins and virtual awards, and share photos through Facebook and Twitter. The integration of GPS and RFID technology facilitates automatic photo uploads, enabling guests to capture and share their experiences effortlessly. The EpicMix Racing program, which includes competitions against friends and professional skiers, further enhances participatory engagement, making the skiing experience more interactive and personalized. This continuous engagement not only boosts customer loyalty but also transforms the visit into a memorable event that guests want to share and replicate, thus promoting brand loyalty and repeat visits.

On the data analytics front, Vail Resorts employs SAS Customer Intelligence software to compile customer data into a centralized database. Previously, data were scattered across multiple unrelated systems, limiting strategic insights. With integrated data, Vail can analyze customer preferences, behaviors, and engagement patterns comprehensively. These insights enable targeted marketing campaigns, personalized offers, and better customer segmentation—enhancing the effectiveness of promotional activities and fostering long-term customer relationships. The ability to predict customer needs and preferences via predictive analytics supports strategic decision-making across various aspects of resort management.

The systems described facilitate better decision-making in multiple domains. First, they support crowd management decisions by providing real-time lift line data, allowing staff to optimize lift operations and direct guests to less congested slopes or dining areas, thus enhancing safety and guest satisfaction. Second, the marketing team can craft highly targeted communication strategies based on customer data, leading to more efficient and personalized marketing campaigns that increase conversion rates and customer loyalty. Third, the resort management can utilize predictive analytics to forecast guest demand, inform staffing levels, optimize resource allocation, and develop seasonal strategies, ultimately improving operational efficiency and profitability.

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