In an aim to attract more guests during low traffic times, Sun Peaks Resort has launched a new dynamic online pricing program for day tickets.
The new system, introduced on Nov. 26, will reward guests with lower prices for booking tickets in advance. The discounts will be based on supply and demand, so tickets for quieter days will likely be cheaper than busy days.
“A Wednesday in early December, for example, will have a much lower price than a Saturday over Christmas holidays,” said Aidan Kelly, director of sales and marketing for Sun Peaks Resort LLP (SPR). “The goal there is to try and push some additional skiers and visitation during our slower periods, get more people up here to enjoy the mountain during quieter times.”
The tickets will be offered in a tiered system with a certain amount available to purchase at each price. When one ticket price sells out, it will be bumped up to the next price tier. So, the further in advance tickets are purchased, the greater the savings. The ticket price will max out at the full day price, currently $86.
The dynamic pricing is only available for Alpine tickets, but Kelly said he is already working to expand the program to include Nordic tickets.
“It works well for us here at the resort from the standpoint of we’re getting committed skiers that are coming up to Sun Peaks, and it also works for the guests because they’re getting a good deal on a good price by purchasing in advance,” Kelly said.
Sun Peaks partnered with Liftopia for the program, which is similar to what some other resorts have implemented to increase their e-commerce traffic, although Kelly did not know of any others in Western Canada.
“There’s a number of other resorts in North America that are following a similar model, we’re not pioneers in this by any stretch, but it’s definitely something new for our customer base,” Kelly said.
Kelly also stated in a press release the new program is an effort to manage the rising costs in the ski industry while still providing value to guests.