Dynamic pricing as a marketing tool: The "snow deal" in the Engadin proves its worth
In the Engadin St. Moritz region, ski passes have been sold with dynamic discounts since fall 2018—and it’s now clear that winter sports enthusiasts are taking advantage of the offer.
The Ski pass offer "Snow-Deal" with dynamic prices has been generally well received by guests in Engadin St. Moritz, as the Upper Engadin mountain railroads and Engadin St. Moritz Tourism announced on the occasion of an initial assessment: more than a third of all guests who have purchased day or multi-day tickets have benefited from the Snow Deal with a corresponding early booking discount.
Ski passes can still be booked at advantageous prices for the sports weeks and the spring vacation until Easter. Families in particular benefit from interesting discounts. The tourism organization has also presented the Allegra campaign for spring skiing.
Buyers of day tickets, on the other hand, are less keen to commit to a fixed day and are booking far less in advance. Markus Meili, Managing Director of Engadin St. Moritz Mountains: "The online share of day, half-day and afternoon tickets has so far amounted to 11% and the average price is slightly higher than in the previous year."
After these initial experiences, Markus Meili concludes that "the majority of guests have responded positively to the Snow Deal, but you can't please everyone. Negative guest feedback was within the expected range". In addition to technical questions, particularly regarding the online store, there was also feedback regarding price and weather. It should be noted that the price is determined by demand (i.e. the number of purchases by guests) and that the early booking discount decreases between the 15th and the last day before redemption.
The Snow Deal offer is not a weather-dependent price model, so there are no corresponding discounts due to bad weather.
