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