How is the Digital Transformation impacting Ski Resorts?

A Customer Experience Study by Atos Consulting

Digital Transformation is impacting every sector. Atos Consulting decided to analyze, for a second year running, the level of digitalization of Swiss ski resorts from the perspective of the customer and compare it with Austrian competitors.

Findings

More tickets online

The amount of resorts offering the option to purchase tickets online has increased, which led to a significantly higher rank of certain resorts. It is notable that Swiss resorts, due to Keycard and SwissPass, lead in this area compared to their international challengers.

Diverse channel strategy

Not all touchpoints are treated equally by all ski resorts. Responsive web sites and native mobile apps are still not an industry standard but widely spread.

Merged resorts, broken UX

Merged ski resorts, like Arosa/Lenzerheide, 4 Vallées or Portes du Soleil still struggle to provide one complete experience. The customer is forced to gather information or purchase tickets on the pages of the sub resorts rather than finding them on the main website.

Continuous improvement

The ski resorts can be classified in resorts that manage their digital properties on a continuous basis vs those that don’t.

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Real-time dialog slowly coming

Live chats and chat bots are on the rise. Allowing customers to address issues in the micromoment directly with ski resort and pivoting the information access from push to pull.

Struggling with customer centricity

Many ski resorts still struggle to put the user at the center of their offering. For example by including preloading ads or unclear information architectures.

Davos Klosters

Zermatt

St. Moritz

Sölden

Flims Laax Falera

Samnaun

Saas Fee

Jungfrau

St. Anton am Arlberg

Arosa Lenzerheide

Portes du Soleil

Gstaad Mountain Rides

Adelboden

4 Vallées

Who won the Atos Ski Resort Study 2018?

Check the Ranking
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