Dynamic prices lead to a significant increase in ski days in Gstaad
The Bernese Oberland winter sports resort of Gstaad has significantly increased the number of ski days this winter thanks to the introduction of dynamic pricing. Compared to the previous year, the luxury ski resort was able to increase that number by 15.3 percent, as reported by the NZZ am Sonntag, citing an initial analysis.
The average advance booking time - the number of days between ticket purchase and the actual ski day - has tripled this season. On average, tickets are booked online more than 20 days in advance. And instead of the previous 3 percent, 15 percent of skiers have now bought their ticket for the area online instead of at the ticket office.
According to Matthias In-Albon, head of Gstaad's mountain railroads, families in particular make use of the flexible prices. "They are generally more price-sensitive and are also able to book ski tickets well in advance." Due to the dynamic prices, consumers tend to book several days of skiing, explained In-Albon. This season, more multi-day tickets with more days of validity have been sold.
According to the report, instead of saving money, lower prices lead to increased consumption. The cut-off date for the interim report was January 31. Gstaad did not yet want to disclose details of turnover. However, this is "clearly" above the previous year.
"Price increase through the back door"
The dynamic ticket prices are criticized by Swiss Consumer Protection (SKS). President Sara Stalder says that they disguise the true price structure. Almost all the feedback she receives is negative. "Many skiers perceive dynamic pricing for what it is: a price increase through the back door.
Various ski resorts are already using dynamic price models. No destination has yet reversed this decision. (hae/SDA)
