Ski Resort Guest Satisfaction Research

The foundation of any good listening or feedback program for ski resorts is a comprehensive satisfaction and loyalty measurement and diagnostic system. Such a system for skiers and riders must:

Measure in real time the satisfaction of a representative sampling of guests; our surveying utilizes an online survey with high completion rates realized
Accurately measure guest satisfaction with all relevant aspects of the guest experience, overall and by key customer and demographic segment, ski/ride, skiing ability, etc.
Measure the Net Promoter Score (“NPS”) for the Likelihood to Recommend and all attributes
Track Promoter and Detractor percentages
Utilize a sophisticated survey design with branching and “if-then” probing
Provide easy access to the performance ratings, marketing information and guest comments in a state-of-the-art, online Management Reporting System (“M.R.S.”)
Enable the resort to make changes in its product delivery each week of ski season based on the prior week’s guest feedback
Provide the diagnostic information to address specific areas needing improvement
Compare the resort’s performance ratings to the prior year and to the goals it may set
Benchmark the property's performance to that of similar-quality ski resorts
Enable the ski resort to assign responsibility for corrective actions, track the completion of those actions and hold individual staff members accountable
Enable a review of the performance ratings and marketing information for any specified date range
Facilitate a quick email response to guests, when appropriate
For those ski resorts with Summer operations, measure guest satisfaction year-round
For those ski resorts with lodging, measure guest satisfaction of overnight lodging guests as well as day skiers and riders
Serve a dual purpose as a marketing information system
Include optional "Satisfaction Drivers Analyses" to identify the key drivers or determinants of overall satisfaction, as well as satisfaction with different components of the guest experience. Increasing the ratings for these key Drivers will generate the largest gains in overall satisfaction.
Include complimentary consultative support to maximize the value of the feedback to the property
Increase the number of positive reviews on the online travel review websites

Our Ski Resort Guest Satisfaction Research has been carefully designed with our ski industry partners over the past six years to meet each of these requirements and provide the necessary feedback to help ski resorts increase their revenues and profits. This is achieved by increasing guest satisfaction and loyalty, which, in turn, boost repeat business, referral business and skier expenditures.

Importantly, clients that have utilized our research to guide their product and service enhancements have enjoyed significant increases in their Net Promoter Scores, revenues and profits.