In Brief: Mountain destinations face pressure to offer flexible booking terms, easier access and activities that do not depend on snowfall as travelers weigh weather uncertainty, limited vacation time and transportation costs.
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Mountain Resorts Look Beyond Skiing as Travelers Weigh Weather Risks – Image Credit Unsplash
Regional Snowfall Divides the Market
The 2025-26 ski season produced sharply different operating conditions across the U.S. Resorts in the Northeast had an average of 93.4% of their terrain open, compared with 62.6% in the West, based on Inntopia Business Intelligence data cited in Phocuswright’s Mountain & Ski Travel 2026 study.
Travel demand followed those conditions. Western mountain destinations saw declines in demand and revenue, while Eastern destinations reported double-digit growth.
Resort operators can’t control the weather, but they can influence whether travelers still see a mountain trip as worthwhile under poor snow conditions. The Phocuswright research examined which travelers are prepared to book when forecasts are uncertain and which policies or services might encourage hesitant customers.
Winter Travelers Spend More but Represent a Narrow Market
Winter sports travelers generally spend more than the broader leisure market. Forty-five percent reported taking a trip during the previous 12 months that cost at least $1,500 per person per day, excluding airfare. Among other leisure travelers, the comparable share was 15%.
Luxury lodging has captured much of this spending. During the past three years, luxury properties in mountain markets led in average daily rate and revenue per available room. Economy properties declined on both measures.
The customer base is concentrated among experienced participants. Advanced and expert athletes make up the largest share of winter sports travelers, while beginners make up the smallest. Seventy percent of advanced athletes said they would take on debt to travel, compared with 34% of beginners.
Gen Z winter sports travelers took fewer trips in 2025 and early 2026 than during the preceding three years. Millennials and members of Gen X increased their travel over the same period, adding to the industry’s challenge of attracting beginners and younger travelers.
Weather Uncertainty Splits Travelers
Travelers often prioritize aspiration over price when choosing a destination. Most respondents said they would choose a more expensive place they had long wanted to visit rather than a cheaper destination that interested them less. Advanced athletes showed an even stronger preference for aspirational trips.
Views were more divided when weather risk was factored in. About half said they would wait for a favorable snow forecast and book a ski trip at the last minute. The remainder preferred to reserve a warm-weather vacation well in advance.
Travel insurance generated a similar split. Half would buy coverage that lets them cancel or postpone a ski trip because of poor weather. The other half would choose a nonrefundable beach trip instead. Refund protection can reassure some customers but does not address every traveler’s concerns.
Five Groups Have Different Booking Barriers
Phocuswright grouped winter sports travelers into five personas based on what could encourage them to book during an uncertain season.
Nervous Nellies, the largest group, respond to several measures rather than one solution. Their priorities include flexible cancellation, lower lodging prices and indoor activities.
Access Focused travelers are mainly concerned about transportation. Better flight options, improved routes and lower travel costs could influence their decisions.
PTO Scarce travelers are reluctant to use limited vacation time when snow conditions are uncertain. Nearly half have 10 or fewer paid days off each year.
Security Cravers want insurance that provides partial or full refunds when snow conditions are poor. This group is the most likely to respond directly to suitable insurance products.
International Driven travelers include skiing as part of broader overseas trips. About one-third of winter sports travelers took their most recent trip outside the U.S., with Canada and Europe the leading destinations.
Destinations Can Sell More Than Skiing
Natural beauty was the leading reason travelers considered a winter mountain visit appealing. Peace and quiet ranked second, followed by physical activity, cozy experiences, dining and beverages.
These preferences give destinations options when snow conditions are weak. Resorts and local businesses can present mountain travel as a broader seasonal experience rather than one dependent entirely on skiing. Lodging providers, restaurants and indoor attractions may benefit most from that approach.
Flexibility and Access Remain Priorities
Flexible cancellation, competitive lodging prices and alternative activities work best when offered together. Insurance can support bookings, but it appeals to only part of the market.
Transportation also affects demand, making access an issue for airlines, resorts and destination marketing organizations.
Longer term, the industry faces the challenge of attracting beginners and younger travelers. Promoting scenery, calm surroundings, food and non-ski activities could broaden demand beyond experienced skiers and favorable forecasts.
Discover more at PhocusWire.