Whistler, B.C. -- Vail Resorts will place a greater emphasis on customer experience in the coming years, rather than on expanding its portfolio of ski area holdings.
"We feel very proud of our 42 resorts across the globe. And what I would say is I think you'll see us from a growth perspective really love up those resorts and really focus on those resorts in a way that we haven't in a little while," chief revenue officer Celeste Burgoyne said during an on-stage interview on April 16 at the Mountain Travel Symposium.
The annual event is run by Northstar Travel Group, Travel Weekly's parent company.
The world's largest owner of ski areas, Vail last acquired a new mountain in 2024 when it closed on Crans Montana in Switzerland. The Crans acquisition was Vail's 31st since 2010.
That rapid portfolio expansion played a crucial role for Vail in its expansion of the pioneering multi-mountain Epic Pass. By locking in sales early through season passes, Vail has been able to achieve a measure of revenue certainty each season that it couldn't have relied on through more weather-dependent day ticket passes.
But this year, the company began placing a renewed emphasis on non-pass lift ticket sales, the prices of which have rocketed to more than $300 at its most expensive mountains. Of particular note, Vail began offering day-pass discounts of up to 30% off walk-up rates for tickets purchased at least 30 days in advance, but only after Epic Passes went off sale in early December.
A renewed focus on service
Burgoyne, who Vail Resorts hired from the clothing brand Lululemon in November, said that the company will now lean into its service offering as a primary strategy for growth.
"I think we do know that growth for us and the industry won't come from pass products alone," she said. "That was obviously an incredible innovation in the ski and ride industry, and has been really important for many people's business models, not just ours. But now it is about ensuring our resorts really get to show off as powerfully as they can and they get a real opportunity to grow by leaning into the most incredible resort experiences out there."
Burgoyne didn't offer specifics about steps Vail might take at its properties. In terms of the guest experience, she said that the company will improve its digital offerings, including within its app.
She noted that the Epic app doesn't have integrations that allow for purchases of services offered by Vail partners, such as sightseeing tours or ski gear shipping.
"Today that digital experience is really untapped," she said.
Vail is often a target of criticism in the mountain towns in which it operates, especially those towns into which the company moved during its buying spree over the past 15 years. Burgoyne didn't address that issue directly, but she did say that local partnerships, as well as partnerships with the travel trade, will be key in building the company further.
Vail, she said, has a "continued desire to lean in and listen to feedback."
Catering to the next generation of skiers
The new chief revenue officer also spoke about Vail's strategy to engage more Gen Z and beginner skiers. Aging demographics is a longstanding and problematic trend for the ski industry.
For 2026-27 Epic Passes, Vail introduced a 20% discount for skiers ages 13-30.
"It won't be our only strategy to go after this group," Burgoyne said.
She also said Vail is about to launch a beginner bundle product in Australia, though she didn't provide details.
The bundle, she said, "is another interesting test for us to see if there are different ways to look at entry into the sport and how can we support that from a value perspective."