The ski industry is experiencing a paradigm shift as major ski passes in North America turn their gaze toward international destinations. With a large concentration of top-tier ski resorts in the U.S. and Canada already linked to prominent ski passes, companies like Epic and Ikon are increasingly expanding their reach to Europe and Japan to meet the growing demand.
Expansion of the Epic Pass
This year, Vail Resorts has added six new mountains to its Epic Pass, all situated in Austria, boosting Epic’s total European portfolio to 34 ski areas. Notable mentions include Crans-Montana and Andermatt, both located in Switzerland. This expansion is part of a strategic effort to cater to skiers eager for international experiences.
Ikon Pass Expands to Europe and Asia
Similarly, Alterra Mountain Co. has enhanced its Ikon Pass by incorporating 19 new resorts, which include three European destinations: Megeve in the French Alps, and two additional resorts in Italy and Austria. With this expansion, Ikon now features a robust selection that includes 24 ski areas across the Alps. Additionally, the Ikon Pass has added nine resorts in Asia, predominantly in Japan, bringing its total there to nine partners.
Market Trends and Skier Preferences
Industry experts note a significant shift in skier preferences, highlighting a greater willingness among U.S. snow enthusiasts to travel abroad for their winter sports experiences. Stuart Winchester, a contributor to the Storm Skiing Journal and Podcast, underscores this trend. “Epic and Ikon are acting like leading tech companies, leveraging successful models in less-saturated international markets,” he explains.
Rising Popularity of International Ski Trips
The shift in skier behavior is illustrated by a notable increase in bookings for European ski trips. According to Ski.com, the largest ski vacation packaging service in the U.S., there has been a 30% year-over-year uptick in European bookings. Meanwhile, trips to Japan increased by 10%, following a staggering 51% rise the previous year. Domestic bookings have also seen a 7% increase this season.
Affordability Drives Travel Choices
Affordability plays a crucial role in this trend, making international ski trips more accessible. Data from Ski.com indicates that a package trip from Boston to Val Gardena in the Dolomites for two people costs approximately $10,700, which is competitively priced compared to domestic destinations. A similar trip to Utah’s Deer Valley costs around $9,900, while an excursion to Montana’s Big Sky reaches $14,600. In contrast, a package to Japan’s Setsu Niseko is roughly $8,400, especially for those who have pre-purchased Ikon passes.
Broader Skiing Experiences in Europe and Japan
Though many U.S. skiers still view Japan as a unique travel experience, there is a trend towards exploring lesser-known ski areas as Epic and Ikon continue to expand their offerings. Notably, last year, Chamonix and Zermatt—both Ikon destinations—made up 50% of Ski.com’s European reservations; this year, that figure has dropped to 38%. This indicates a growing curiosity among travelers for diverse ski experiences.
Furthermore, the intrinsic cultural integration of skiing in Europe, coupled with Japan’s famed powder snow, offers distinct advantages over many U.S. ski resorts. Winchester notes that skiing is more ingrained in the European lifestyle, with many resorts easily accessible by rail. In Japan, skiers are often treated to light powder and reliable snowfall, particularly in January and February.
Impact on U.S. Ski Resorts
By expanding their international reach, Vail and Alterra are also positioning themselves to attract more international visitors to their U.S. resorts. This strategic move offers a cost-effective path into the U.S. skiing market, particularly against the high prices of lift tickets in destination ski areas, which can exceed $300. In comparison, lift tickets in Europe and Japan are often significantly lower, making them more appealing.
