Strategies of small ski areas to ensure their future viability

Summary of this study

Small ski resorts are facing various challenges. These include environmental changes such as less snow and shorter ski seasons, but also social developments such as an ageing population among skiers. At the same time, these small areas are under increasing pressure from large ski areas and ski alliances that offer more variety and a wider range of activities. Due to their limited size, small ski areas have strategic disadvantages. It is therefore particularly important for them to position themselves clearly and create special added value for their guests.

The study examines how small ski resorts respond to these challenges. Particular attention is paid to how different organizational forms - so-called governance structures - influence their strategies. Case studies were used to compare two small ski resorts: one in the USA and one in Europe. The researchers collected data through nineteen in-depth interviews with stakeholders, archival material and on-site observations.

The results of the study reveal three key differences in the strategies of the two ski resorts:

• Technology and innovation: both ski areas rely on artificial snowmaking, but take different approaches. The US resort invests heavily in modern snow systems and digital processes. The European resort is also expanding its offering to include summer activities such as hiking and mountain biking.
• Market positioning: Both appeal to similar target groups - primarily beginners and families. However, they have different focuses, for example in terms of ticket offers, additional services or how they address guests.
• Communication and cooperation: The European ski resort works closely with local partners. The US-American resort is more interested in exchanging ideas with industry associations and other ski resorts in order to obtain new ideas.

Both ski resorts are pursuing a differentiation strategy in order to hold their own against the competition, but are adapting to climate change in different ways and shaping their offers in their own way. The study shows how important innovation, clear market positioning and cooperation with key partners are for small ski resorts. It also shows that many of those involved are very aware of sustainability and the effects of climate change.

Findings from this study

• Small ski resorts benefit from appealing to families and beginners, as these target groups prefer the safe and familiar atmosphere of smaller resorts.
• Innovations such as modern snowmaking systems and digital processes are crucial to maintaining competitiveness despite climatic challenges.
• Cooperation with local partners such as ski schools and educational institutions is an important strategy for small ski resorts in terms of customer loyalty and market positioning.
• Climate change adaptations, such as the expansion of summer activities, are necessary for the long-term existence of small ski resorts.
• Public ski resorts play an important role in the local community and ensure their support through initiatives such as free lift passes for school children.