Laax tourism company invests in technology start-up
To harness the potential of digitalization, the mountain railway company Weisse Arena Group Laax is investing in the technology startup Inside Labs. Its first product is the «Inside Laax» app.
Inside Labs aims to enable new directions in the tourism industry and create customer-centric, digital solutions. This process was successfully initiated with the launch of the "Inside Laax" mobile app. The high number of downloads of the app of over 55,000 since November 2016 shows the relevance of the digital offer of a ski resort. Unlike conventional winter destination apps, "Inside Laax" is not just an information platform, but focuses on user engagement and ease of use.
For example, their daily performance on the mountain is displayed in their own profile. Gimmicks such as the leaderboards or collecting badges motivate guests to spend more time on the slopes, discover the ski area, and share their experience with friends. Those who want to can collect points with lift or slope kilometers covered via the integrated loyalty program. Innovative solutions such as "mobile ordering" in selected restaurants and the ticket store, which eliminates the need to stand in line at the ticket office for a lift ticket, simplify guests' stay.
Promising figures
Since December 2016, the app has around 31,000 active users per month and generated over CHF 2.7 million in net sales for the Weisse Arena Group. In addition, the app enables the company to learn more about the sports and vacation behavior of its guests and to adapt its offering accordingly. So winter sports enthusiasts in Laax can look forward to seeing how Inside Labs will shape the experience in the mountains in the future.
Company goals
In April 2017, this earned it second place in the "Marketing" category of the "Best of Swiss Web Awards". The company is targeting a global market with its technology-driven approach. In the long term, this digital service is intended to provide a basic platform from which other ski destinations can benefit in order to be geared to the needs of the digitally active guest in their own area as well. Kristian Paasila, CEO of Inside Labs, says: "We are the first company in the winter sports sector to build a digital tool that offers tourism operators an understanding and instrument to take care of the guest during his stay." Further, Inside Labs does not want to focus only on the ski tourism market. With its digital know-how on the topic of destination management, the company aims to win additional customers, and initial consulting meetings have already taken place.
