Skiers Are Staying Home This Winter, and the Numbers Are Not Small

The ski industry is heading into winter with soft demand. Inntopia data covering 17 Mountain West destinations shows lodging occupancy for November through February down 5.6 percent year over year as of August. Ski.com, North America’s largest ski vacation packager, reports U.S. destination bookings down 24 percent as of October 6.

Vail Resorts reported Epic Pass unit sales down 12 percent as of September 18, with the steepest declines in day and multiday passes. CEO Rob Katz suggested less committed skiers may be waiting to buy later or paying for daily lift tickets instead. Walk-up tickets at primary resorts are approaching 400 dollars, while buying at least four weeks ahead can save around 30 percent.

Not every destination is struggling. Ski.com reports bookings to Italy, which hosted the 2026 Winter Olympics, up 120 percent, and Canada up 27 percent, led by Banff. The Indy Pass sold out after adding 60 resorts. A strong El Niño has also formed, which has historically favored the Sierras and southern Rockies with extra snow, though forecasts are not guaranteed.

Economics are part of the story. The September Consumer Confidence Index fell to its lowest level since 2014, and wage growth is trailing inflation. Inntopia’s Tom Foley believes even good snow may not fully offset slow preseason sales. For skiers, that points to a possible upside: more flexible pricing and earlier deals as resorts compete for fewer bookings.

Sources: Travel Weekly, Denver Gazette