Question · Q1 2026
Jeffrey Stantial asked if the 30% one-month advance discount is a unique, one-off initiative or a transition towards a broader suite of advanced lift ticket discounts and yield management, including the role of AI, and if similar dynamic pricing initiatives could be applied to lodging.
Answer
Rob Katz, CEO of Vail Resorts, clarified that the 30% one-month advance discount is unique for Vail but not anticipated to lead to multiple tiered advance products. He affirmed that AI is used to synthesize data for insights across resorts and products, aiding in pricing and approach assessment, but ultimate strategy and pricing remain business judgments. Mr. Katz explained that lodging already operates under a highly dynamic pricing system, making it a very different ecosystem from lift tickets and passes, and thus, he does not foresee applying the current lift access strategies to lodging.
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