Living in Colorado, one of the first questions you’ll hear as winter approaches is: “Which ski pass did you get?” And so the great divide begins: Epic Pass (Vail Resorts) or Ikon Pass (Alterra Mountain Company)? These passes, along with their partnering ski resorts, are locked in a long-term battle for skier loyalty.
The pandemic reshaped the landscape for ski passes, moving toward a more customer-centric model. As uncertainty loomed, ski resorts had to rethink their strategies to reassure current skiers while also attracting new customers. One of the most notable shifts was the introduction of flexible refund policies, allowing customers to purchase passes with the assurance that they could be refunded if the season was cut short or if plans changed. These changes ultimately pushed the industry forward as a whole and heightened competition at the same time.
Let’s take a look at some key strategies and tactics Epic and Ikon Passes use to bolster loyalty:
Creating Brand Ambassadors by Tapping into Ski Culture
Epic and Ikon foster a community that creates brand ambassadors who are more likely to recommend passes to others. They also foster long-term loyalty with skiers through tiered pass offerings, rewards programs, and community involvement. Once a customer has committed to a pass, Epic and Ikon intend to keep them.
Here’s how ski culture is a key player in cultivating brand loyalty:
- Ski culture celebrates adrenaline and the love of the mountains. Marketers use images of untouched powder, steep runs, and daring athletes to tap into that sense of adventure, drawing in both seasoned skiers and newcomers eager to experience the rush.
- Skiing is often marketed as more than just a sport – it’s a lifestyle. Marketers can create an aspirational image that draws in adventure enthusiasts and luxury travelers.
- Ski culture is deeply tied to a sense of belonging. Marketing campaigns often emphasize the communal aspect such as annual family trips or skiers reuniting with friends. This sense of camaraderie is used to build an emotional connection, making customers feel like they’re part of a larger community.
- Skiing encapsulates a nature-focused lens, and many brands incorporate sustainability into the messaging. Highlighting eco-friendly initiatives aligns with the values of skiers who are invested in preserving the mountains they enjoy.
In turn, these sentiments can lead to word-of-mouth marketing that can outperform the marketing campaigns themselves.
FOMO Marketing
We’re all familiar with the fear of missing out (FOMO) on unique experiences, but how do these passes play on that feeling of scarcity? By leveraging urgency and exclusivity, it motivates people to act quickly and make purchasing decisions to avoid regret. For example, offering early access to sales makes customers feel like they’re part of an elite group that gets first dibs. These tactics are often deployed via email and social media.
Click here for ‘Ikon-ic’ examples of FOMO in Marketing!
Targeted Marketing: Local vs. Tourist
Ski pass marketing is often tailored differently for locals and tourists, focusing on distinct priorities, preferences, and behaviors. For example, the pass groups emphasize season-long value and convenient local discounts for season passholders. On the other hand, tourists are less likely to buy season passes, so marketing focuses on multi-day or flexible passes. Resorts promote bundle packages, making it easy to plan a complete vacation.
Digital Marketing
Other than personalized email campaigns and influencer marketing, resorts are leveraging user-generated content to amplify their marketing. For example, Epic and Ikon often share tagged photos on social media and also highlight videos filmed via GoPro. This tactic helps skiers to feel valued and also continues to tap into FOMO Marketing.
Although there may never be a clear winner of the ski pass wars, the competition continues to drive innovation, better deals, and enhanced experiences for both locals and tourists alike. The creative marketing strategies behind these passes ensure that skiers are always enticed by fresh opportunities to hit the slopes.
Michaela Coon, Hospital Marketing Manager, iotaMotion
