The 4 Valleys ski area in Switzerland which is dominated by Verbier has responded to the strong Franc and a drop in lift ticket sales by announcing a cut in lift pass prices for 2015-16. The 4 Valleys say they will also move towards more ‘dynamic pricing’ for lift tickets, similar to that employed in other areas of travel, particularly airlines and hotels, with ever-changing ticket prices varying according to demand.
The concept of dynamic pricing first appeared a few seasons ago in North America pioneered by companies like Liftopia. In some cases resorts no longer publish a table of lift ticket prices but ask skiers to type in season dates and stay duration to be delivered a price, which varies according to demand. As with hotel beds and flight tickets, bargains can be had at certain times.
The Verbier / 4 Valleys model so far announced does not seem to be quite so sophisticated, in fact it seems to be more a low season price reduction, common in most major ski nations although less so in Switzerland where prices are often fixed from (at least) Christmas to Easter regardless of how busy it is or how much terrain is open.
The 4 Valleys have initially announced a 10% reduction in pass prices in the low season week after the peak New Year holiday week, and a further 5% discount for booking in advance online. The company says it is a ‘step towards’ more dynamic pricing hinting that there is more to come.