How did Vail Resorts change its marketing strategy?

Vail Resorts increased spending on paid media and social/influencer channels, moving away from traditional email.

What were the results of Vail Resorts' new marketing strategy?

Pass sales for the post-Labor Day period increased to 6% year-over-year.

What is Vail Resorts' focus for the current winter season?

The company is concentrating on driving lift ticket visitation to enhance long-term guest value.

Home / Business and Economy / Vail Resorts Shifts Marketing, Boosts Pass Sales

Vail Resorts Shifts Marketing, Boosts Pass Sales

12 Dec, 2025

•

Summary

Marketing shifted to paid media and social channels.
Post-Labor Day pass sales increased to 6% year-over-year.
Focus now on driving lift ticket visitation for winter season.

Vail Resorts Shifts Marketing, Boosts Pass Sales

Vail Resorts reported on its fiscal 2026 first quarter earnings, highlighting a strategic shift in its marketing approach. The company pivoted from traditional email marketing to increased investment in paid media, social platforms, and influencer collaborations.

This strategic adjustment has demonstrated early success, as evidenced by a notable turnaround in pass sales. Following Labor Day, sales increased by 6% compared to the previous year, a significant improvement from the 1% growth recorded prior to the holiday, despite challenging early season weather.

Looking ahead to the winter season, Vail Resorts is now concentrating on initiatives designed to enhance lift ticket visitation. The company views this segment as a vital component for cultivating enduring guest loyalty and lifetime value.

Disclaimer: This story has been auto-aggregated and auto-summarised by a computer program. This story has not been edited or created by the Feedzop team.