The domain of the Epic and Ikon passes is expanding globally, with a clear focus on international ski destinations, particularly in Europe and Japan. As the U.S. ski market becomes saturated, these major ski pass companies are leveraging their brands in less-explored areas abroad, responding to the growing interest among American skiers willing to travel outside their home country.
Expanding Offerings of Epic Pass and Ikon Pass
This season, Vail Resorts’ Epic Pass has incorporated six new mountains, all based in Austria. This marks a notable increase in Epic’s European options, now totaling 34 ski areas, which also include Vail-owned resorts like Crans-Montana and Andermatt in Switzerland.
Ikon Pass Grows Internationally
Alterra Mountain Co. has also made significant strides, announcing the addition of 19 new resorts to the Ikon Pass this year. This includes three ski areas in Europe: Megeve in the French Alps, Valle d’Aosta in Italy, and Ischgl in Austria. With these additions, Ikon now features 24 mountains in the Alps. Additionally, nine new resorts in Asia are part of this expansion, with seven located in Japan, bringing Ikon’s presence in Japan to nine pass partners, compared to Epic’s eleven.
The Shift Towards International Ski Destinations
Stuart Winchester, a notable figure in skiing media, has observed that both Epic and Ikon are pushing into markets like Europe and Japan to tap into less saturated areas compared to the U.S. ski pass arena. “They are mirroring the strategies of leading American tech firms by adapting their successful North American concepts to emerging markets,” he noted.
Emerging Trends in Ski Travel
The trend is also reflective of changing preferences among American skiers, who are increasingly willing to traverse continents for ski vacations. According to Ski.com, bookings for European ski trips have surged by 30% year-over-year, with Japanese ski trip bookings up by 10%. This comes after a remarkable 51% increase in bookings for Japan last year.
Affordability Influences International Ski Trips
Cat Iwanchuk, vice president of business development at Ski.com, highlighted a key factor behind the rise in international ski trips: affordability. For instance, a package trip from Boston to Val Gardena in Italy for six nights in March—including flights, transfers, and ski rentals—costs approximately $10,700 for two people. Comparatively, a similar trip to Utah’s Deer Valley costs around $9,900, while Montana’s Big Sky charges about $14,600, and Setsu Niseko in Japan offers a considerably lower price of $8,400, assuming travelers have pre-purchased Ikon passes.
Shifting Perspectives on Ski Travel
Iwanchuk shares that what was once deemed a “bucket-list trip” is now accessible to the average skier. “It’s akin in cost to skiing in Colorado or Utah,” he stated. While Japan remains a more exclusive destination for many, there’s a growing trend among Ski.com customers who are exploring less-renowned international ski areas as Epic and Ikon expand their offerings.
International Partnerships and Accessibility
The patterns also indicate a shift in travelers’ willingness to try lesser-known destinations. For example, last year, popular resorts like Chamonix and Zermatt accounted for 50% of Ski.com’s European bookings. This year, that percentage has dropped to 38%, suggesting a diversification in skier choices.
Moreover, the Indy Pass, which features smaller ski areas, is also making strides in international expansion, adding 19 new partners in multiple continents this season.
Unique Cultural Experiences in Europe and Japan
Both Europe and Japan offer unique experiences that are often regarded as superior to those available in the U.S. Winchester noted that skiing in the European Alps is more integrated into local culture, with many ski resorts accessible via rail. Japan, renowned for its light powder and consistent snowfall through January and February, attracts adventurers seeking top-notch skiing conditions.
Navigating the Global Ski Market
In expanding their international offerings, Vail Resorts and Alterra Mountain Co. aim to not only accommodate rising demand from North American skiers but also attract international visitors to U.S. ski resorts. “This strategy creates a more affordable entry point for international travelers looking to explore the U.S. market,” said Winchester, particularly in contrast to high entry costs associated with walk-up lift tickets at many U.S. ski destinations, which can exceed $300.
