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Ski Resorts Experiment With Dynamic Pricing | Bloomberg Business

(Bloomberg) — On a January Saturday in Utah’s Wasatch mountains, a chairlift whisked Stephen Percassi, an engineer from upstate New York, toward the top of Alta Ski Area. In his pocket was his lift ticket, which would’ve cost $84 that day. Instead, weeks earlier, he’d scored it online for $69.

Percassi’s discount was enabled by the $11 billion ski-and-snowboard industry’s shift toward what economists call dynamic or variable pricing, which makes the cost of a day on the hill less static and more like the moving target of an airplane seat, hotel room or rental car.

Behind the change is Liftopia Inc., a venture-capital-backed San Francisco data and e-commerce company that says it’ll sell 5 percent of paid daily lift tickets this year.

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Ski Resorts Experiment With Dynamic Pricing.

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