CWSAA presentation synopsis:

The presentation focused on research into the dynamics of snow school products and business volumes at Whistler Blackcomb.  The research included key informant interviews with Sales, Marketing, and Management personnel at the resort to determine the factors that influence demand for snow school lessons.
The following factors were mentioned during interviews with key informants:

  • Price – often a constraint
  • Geographic Origin – Destination vs. Local
  • Ability level – Beginners more likely than advanced
  • Gender – Females more likely than males
  • Family – families and kids especially
  • Familiarity with the resort – less familiar, more likely
  • Previous lesson experience – more likely if taken before.
  • Socio-economic status – higher incomes more likely

Based on this initial exploration an analysis of transaction records was conducted to determine the statistical relationships between some of these variables and demand for ski and snowboard lessons.  Three of these factors have variable that can easily be measured and compared: Pricing, Geographic Origin, and Familiarity with the resort (based on pass type) were modeled.

The understanding and methodology developed as part of the research is now helping with ongoing program forecasting and strategic planning.

A copy of the presentation is available here:


Strategic sales training

Sales is one of the most important components of tourism development. Developing the skills of your front line sales team is critical to successful guest experiences. Along with the basic understanding of the procedural aspects of conducting a sales call and prospecting, we go deeper and try to understand the motivations for your customers. Research into the constraints to participation in leisure activities allows staff to empathize and respond to objections more effectively. Ultimately, your team should see the guest experience from the outside-in. Organizations that are focused on the customer experience from the outside-in will see revenue increases and cost savings. An on site workshop is an effective way to re-orient your sales system to exceed guest expectations.