For a few years, resort captains have been sluggish and regular with funding in expertise. The behind-the-scenes stuff — wi-fi networks, point-of-sale and lodging reservation techniques, on-line ticket gross sales — usually was overshadowed by flashy tasks involving new chairlifts and terrain.
The coronavirus turbo-charged ski resort curiosity in decidedly unsexy expertise, which is now a high precedence. After a yr of resorts doing all the things they may to restrict crowding with reservations, early buying, touchless retail interactions and cellular apps, the 2020-21 season will mark the second the U.S. resort business leaped into the trendy world.
“We at all times had these plans for funding in expertise, however COVID accelerated all the things,” stated Erik Forsell, head of promoting for Alterra Mountain Co., the Denver-based operator of 15 ski locations. “We took a multiyear course of and did it in like 5 months.”
The embrace of expertise unfold to each demographic and each business through the pandemic. Consumers who perhaps had been reticent about on-line buying rapidly realized the ropes of e-commerce. The ski resort business rode that wave with improvements that can stay a fixture within the ski expertise.
Learn extra via The Colorado Sun.