national preliminary report 2018...male 52% 52% 52% female 48% 48% 48% average* 40 43 38 < 17...

© 2018 Ipsos

2018 CANADIAN SKI COUNCIL

NATIONAL CONSUMER PROFILE, SATISFACTION &

SEGMENTATION REPORT

NATIONAL PRELIMINARY REPORT

© 2018 Ipsos 2

03 Methodology

Who are the Skiers?06

Key Takeaways05

Table of Contents

Skier Profile09

Visit Profile13

19 Media Profile

Segmentation23

Experience and Participation Perception

21

Satisfaction Experience27

Importance of Performance Criteria

32

© 2018 Ipsos 3

Week Weekend

68% 32%70% 30%

67% 33%

• Web survey among skiers and snowboarders who have visited participating ski areas

• Recruitment and iPad kiosks on the site at the ski resorts: November 28th 2017 to April 9th 2018

• 18 minutes on average

Recruitment period

Data collection

Methodology

Month of visit

December January February March April

14% 34% 25% 25% 2%

22% 27% 24% 21% 6%

17% 38% 21% 21% 2%

12% 32% 27% 27% 3%

Day of visit

2017

* The recruitment period influences the skier profile.

© 2018 Ipsos 4

Results

• 6,633 respondents (margin of error 1.2%, 19 times out of 20)

• 32 ski areas participated throughout Canada

iPad kioskFace to face

recruitmentWebsite Total

4,739 1,680 214 6,633

Methodology

• Weighting was done 1) On ski area regions* 2) On gender, age, season pass holders, and the origin of recruits for the 6 ski areas

who did on-site recruitment.

• The symbols represent season pass holders respondents (n=2,312) and ticket holders respondents (n=4,321) at the ski area.

• Underlining is used to highlight significant differences between those two sub-groups.

Weighting and symbols

* Data from Skier Visits & Stats 2016-2017

Some of this year’s results (sociodemographic, satisfaction, etc.) are influenced by the change of methodology :

online following the visit vs paper survey during visit.

Also, please note that the results for each season are influenced by the results of participating ski areas in each season.

Results are more reflective to a visits profile than a visitors profile.

5© 2018 Ipsos

3 Key Takeaways

1

2

3

The Canadian skier sector is in good shape in general :

- NPS score is stable, with almost 70% who can be considered promoters of the sport and only few detractors.

- High degree of attachment to the ski area by season pass holders, with 64% loyal and 19% favourable.

- Ski areas perform well on the most important criteria to skiers (snow quality, wide selection of slopes, etc.).

Digital communication efforts by ski areas seems to be effective, especially among season pass holders.

- Advertising was seen, read or heard mainly through social media, followed by online initiatives (advertising, e-mail newsletter)

and posters or billboards.

- Ski area website is the most consulted source to search for information pertaining to their stay or visit.

A lot of enthusiastic skiers have hit the slopes this year…

- 55% are regular skiers and participate every season

- 44% skied 15 times this past season or more

- 36% have been participating in the sport for over 20 years

…the “Passionate” segment is therefore logically overrepresented.

6© 2018 Ipsos

WHO ARE OUR SKIERS IN

CANADA

TotalPass

holders

Ticket

holders

Male 52% 52% 52%

Female 48% 48% 48%

Average* 40 43 38

< 17 y.o. 5% 7% 4%

18-24 14% 11% 15%

25-34 19% 12% 23%

35-44 24% 21% 25%

45-54 19% 19% 19%

55+ 19% 31% 14%

English 62% 57% 64%

French 32% 38% 29%

Other 6% 5% 7%

Household with children 41% 40% 42%

Couple, no children 20% 15% 22%

Single, no children 18% 14% 20%

Household where children are

no longer at home 14% 22% 10%

17 years or younger 7% 9% 6%

Who are the skiers?G

en

der

Ag

eL

an

gu

ag

eC

ate

go

ry

Pla

ce o

f re

sid

en

ce*

7

* Varies in function of participating ski areas each season

The symbols indicate that the % of participating ski

areas is higher or lower than the Canadian population.+ -

TotalPass

holders

Ticket

holders

Quebec 28% 35% 25%

British Columbia 27% 31% 24%

Ontario 19% 16% 21%

Alberta 14% 8% 16%

Atlantic 4% 4% 5%

Sask./Man. 2% 1% 2%

United States 2% 0% 3%

Elsewhere in the world 4% 6% 4%

+

-

-

+++++

* Average calculated on mid point values from 6 different age categories.

TotalPass

holders

Ticket

holders

White/Caucasian 88% 91% 87%

Other 12% 9% 13%

Employed 69% 61% 73%

Student 14% 12% 15%

Retired 11% 21% 6%

Other 6% 6% 6%

Secondary or less 18% 21% 17%

College/Cegep/Technical school 30% 29% 30%

University 52% 50% 53%

Owner of a ski residence 11% 18% 8%

Average* 116K 126K 116K

<50k 17% 15% 19%

50-99k 22% 22% 22%

100-149k 18% 18% 18%

> 150k 20% 20% 19%

Refusal 23% 25% 22%

Who are our skiers?

8

Ori

gin

Em

plo

ym

en

t

sit

uati

on

Ed

ucati

on

Ho

useh

old

an

nu

al in

co

me

* Average calculated on mid point values

from 7 different income categories.

9© 2018 Ipsos

SKIER

PROFILE

© 2018 Ipsos 10

50% 49% 46%

41% 41%41% 41% 43%

44% 46%

9% 10% 11%15% 13%

2014 2015 2016 2017 2018

46%

41%

13%

Skier Profile2018

Seaso

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Type of equipment Ability Level

73%

25%

Advanced/Expert

Intermediate

Q16. What equipment were you using during your visit to this ski area? Q17. What is your ability level on that equipment?

79%

70%

Beginner

20%

27%

7%

16%

49%

36%

44%

47%

74%66%

78% 75% 73%

22%29%

19% 22% 25%

2014 2015 2016 2017 2018

Other 2%

© 2018 Ipsos 11

Yes, 1st

experience

Yes, but

not 1st

experience

23% 35%

20% 34%

25% 35%

Ski Profile

Number of years participating

Q11. Including this season, how many years in total have you been skiing/snowboarding? Q9. Which of the following statements best describes your participation habits in skiing/snowboarding? Q10. In the past 5 years, has there been a period of one year or more when you dropped out of skiing/snowboarding? Q11a. As a child, did you participate in a School Ski Trip?

Skier profile this season In the past…

Total

Average 19 21 17

< 6 years 21% 16% 23%

6 to 10 years 19% 17% 19%

11 to 15 years 12% 13% 12%

16 to 20 years 12% 11% 13%

21 to 30 years 17% 17% 17%

> 30 years 19% 25% 16%

2018

Seaso

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Total

Just started participating 9% 5% 11%

Just started back again this season 12% 7% 14%

Ski occasionally for several years 25% 15% 29%

Regular skier and participate every season 55% 73% 47%

Dropped out of

skiing in the

past 5 years

As a child,

participate in

a School Ski

Trip

37%29%

41%

46%34% 32% 32% 37%

2014 2015 2016 2017 2018

© 2018 Ipsos 12

Ski Profile

Number of ski/snow days this season

Q7. How many days do you expect to ski/snowboard this season, including skiing you have done to-date?

In general

Total

Average 18 29 12

1 to 4 18% 1% 26%

5 to 9 20% 6% 26%

10 to 14 19% 14% 21%

15 to 19 11% 14% 9%

20 to 29 15% 26% 10%

> 30 18% 39% 8%

2018

Seaso

n

© 2018 Ipsos 14

Local residents Day visitors Overnight visitors

38% 29% 33%

59% 20% 21%

28% 33% 39%

Visit ProfileType of visit

33%

38%

33% 30% 33%

38%

36%

37%

44%38%

29%26%

30%26%

29%

2014 2015 2016 2017 2018

Q2. The next section covers the type of visit you made to this ski area. Are you a/an... Q3. How many nights are you staying in the area for this trip? Q4. How many days did you ski/snowboard on this trip?

Number of nights

Number of ski days

1 night 14% 8% 16%

2 nights 27% 26% 28%

3 to 4 nights 30% 21% 32%

5 to 7 nights 16% 12% 17%

8 + nights 13% 34% 7%

2018

Seaso

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luti

on 1 day 27% 9% 31%

2 days 32% 27% 33%

3 days 17% 16% 17%

4 to 7 days 17% 20% 16%

8 + days 8% 28% 3%

► Rented accommodation: 19%

► Secondary residence: 8%

► Friends/Family: 7%

6% 25%

13% 5%3% 9%

© 2018 Ipsos 15

Visit Profile

Reasons behind decision to go to the ski area on the ski day

Q1. What were the reasons why you decided to go this ski area that day? Q13. Have you previously visited this ski area in the…?

TOP REASONS Total

Felt like doing some outdoor physical activity, play outside 37% 38% 37%

Already committed (ticket purchased in advance, season tickets, etc.) 31% 62% 16%

Vacation / School break 24% 14% 29%

Influenced by friends, partner or another family member 24% 16% 28%

Fresh snow fall 17% 21% 16%

Needed to let go, relax 16% 16% 16%

Cottage near a ski resort 9% 11% 7%

2018

Seaso

n

Previously visited the ski area in…

Summer Winter

43% 86%61% 96%

34% 82%

© 2018 Ipsos 16

Visit Profile

Type of ticket/pass

Q14. What type of lift ticket/pass were you using when you visited this ski area? Q12. Do you personally own a season pass? (At any ski area) Q15. Which channel did you use to purchase your lift ticket?

33%

67%

Lift ticket or other

Season Pass at the ski area

28% 32% 28% 24%33%

72% 68% 72% 76%67%

2014 2015 2016 2017 2018

Own a Season

Pass (at any ski area)

45%

2018

Seaso

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vo

luti

on

19%

Litt tickets 57%

Single-day 41%

Multi-day 8%

Half-day/Hourly ticket 4%

Night ticket 4%

Frequency card 7%

Other 4%

How did you purchase your lift pass?

Onsite at the

ski areaSki area website

67% 13%

In-person at a

retail storeOnline retail store

6% 4%

Other

10%

© 2018 Ipsos 17

40%44% 42% 45%

40%

31% 30%34% 32%

37%

8% 7% 9% 10% 9%

2014 2015 2016 2017 2018

Friend(s)Spouse/

significant other

Family members/

relatives, including

children 12 or younger*

Family members/


children 18 or older*

Family members/


children 13 to 17*

Alone

40% 37% 30% 15% 14% 9%

45% 38% 32% 13% 14% 14%

38% 37% 29% 15% 14% 7%

Visit Profile

Q18. Who were you with during your visit to the ski area? (Select all that applies)

Accompanying individuals during the visit

2018

Seaso

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vo

luti

on

Other : 3%

* New choices, no evolution.

© 2018 Ipsos 18

91%

9%

Visit Profile

Q19. During your visit to the ski area, were you: Q24. On a scale where 0 is "Not At All Likely," 5 is "Neutral," and 10 is "Extremely Likely," how likely would you be to recommend taking a lesson at this ski area to a friend or colleague?

Wearing a helmet Took a lesson during the visit Equipment rental

Yes

No

86% 87% 86% 88% 90%

2014 2015 2016 2017 2018

90%

2018

Seaso

nE

vo

luti

on

10% 9%13% 14%

9%

2014 2015 2016 2017 2018

94%

88%

93%

90%

7%

10%

82%

18%

Yes

No

6%

24%

94%

76%

Would recommend taking a lesson at this ski area to a friend or

colleague (% 8-10)

75%2017 : 75%

18%22% 23%

26%

18%

2014 2015 2016 2017 2018

19© 2018 Ipsos

MEDIA PROFILE

© 2018 Ipsos 20

Media Profile

Sources used to search for information for their stay / visit

76%Have seen, read or heard

advertising about the ski area?

Q5. Where have you seen, read or heard ADVERTISING about this ski area? Q6. Which source(s) did you use in your search for information for your stay/visit? (Check all that apply)

Source of information where the advertising was seen, read or heard

Total

51% 56% 49%

28% 28% 28%

24% 28% 21%

24% 39% 15%

21% 23% 20%

18% 18% 17%

12% 17% 10%

10% 11% 10%

9% 11% 8%

5% 6% 5%

3% 4% 2%

TOP SOURCES Total

Ski area website(s) 59% 57% 60%

A weather website 27% 28% 27%

Recommendations from friends and family 17% 12% 20%

Social media websites (Facebook, etc.) 14% 17% 13%

Accommodation website (hotel, resort, etc.) 9% 4% 12%

Ski Area Association website 5% 4% 6%

None 20% 26% 17%

86%

71%

Online

advertising

Social media

Tourist leaflets/

brochures

Television

Newspapers

Radio

E-mail

newsletters

Magazines

Printed mail

Posters or

billboards

21© 2018 Ipsos

NET PROMOTER SCORES

© 2018 Ipsos 22

NPS Score for Ski/Snowboard Participation

Sport recommendation

score (NPS)

63

Q30. How likely is it that you would recommend the sport (skiing or snowboarding) to a friend or colleague?

69

60

Detractors Passives Promoters

100 1 3 4 5 6 7 8 92

Net Promoter Score % Promoters % Detractors

What is the Net Promoter

Score?

How likely is it that you would recommend the sport (skiing or snowboarding) to a friend or colleague?

6773

62 62 63

74% 79% 71% 69% 69%

7% 6% 9% 8% 6%

2014 2015 2016 2017 2018

23© 2018 Ipsos

Segmentation

© 2018 Ipsos 24

2017 CSC Segmentation– In a Nutshell

* For complete segment definition, see the 2017 CSC segmentation report

Segment Profile

THE NEWBIETHE DIGITAL

ADVENTURER

THE

IDEALIST THE FAMILYSKI THE PASSIONATE THE SOCIALIZER

• Quality family time

• Resort adapted to

families : welcoming

staff, easy and groomed

slopes, minimal

crowding and line waits

• Mostly weekend days,

half day of a few hours

• All about pleasure,

staying active

• Skis mostly with friends

• Good skiing : short lift

line waits, natural snow,

wide selection of slopes

• Fun ambiance : après-

ski, dynamic

atmosphere

Sociodemographic Profile

• + Female

• 44 y.o. on average

(more 45-54 y.o. than

any other segment)

• Worker or retired

• Revenue > 50k

• + Male


(more 55 to 64 y.o.

than any other

segment)

• Worker

• Revenue > 100k

PALS &

PLAYGROUNDS

• Night skiing among

friends

• More snowboarders

• Resort = his

“playground”

• Modules, snowpark

• Dare-devil

• + Male


(high representation of

15 to 34 y.o.)

• Worker

• College or less

• Revenue < 100k

• Pushed by social circle

• Skis for fun

• Wants to feel safe

• Easy slopes, learning

area, quality lessons

• Beyond ski: food,

activities, services,

facilities

• + Female


(high representation of

15 to 34 y.o.)

• Worker or student

• Revenue < 100k

• College or less

• Unconventional skiing:

non-groomed slopes,

off-piste, terrain park.

• Wants to live unique

moments

• Season pass holder

• Social media junkie

• + Male


(more 15 to 34 y.o.

than any other

segment)

• Secondary residence

near a ski resort

• Worker

• Revenue < 100k

• Multicultural

• Expert skier

• Skis for the challenge

and the exhilaration

• Full day on the slopes

• Optimal conditions :

snow quality, powder,

non-groomed slopes

• + Male


(more 65+ y.o. than

any other segment)

• More present in BC

and AB


• University

• Revenue > 100k

• Typical occasional skier

• Ideal conditions only:

snow quality, wide

selection of slopes, low

crowding and line waits

• Really price-sensitive

• Skis with family or

spouse

• Male or female


(more 35-44 y.o. than

any other segment)

• More present in Qc


• Revenue > 50k

25© 2018 Ipsos

Segments at Ski Areas and their Satisfaction

13%5%

13% 12%

25%16% 16%

More satisfied than the average skier Less satisfied than the average skier

% Scores 8 to 10

THE NEWBIETHE DIGITAL

ADVENTURERTHE IDEALIST THE FAMILYSKI

THE

PASSIONATETHE SOCIALIZER

Overall satisfaction Quality of snow conditions

Lift line waitsLevel of crowding on trails

Number of slopesSufficient number of easy slopes

Quality of liftsFriendliness of the lift operators

Friendliness of food service employees

Restroom cleanlinessHospitality of customer/ticketing

serviceQuality of overall ski area

facilities Ticket line wait

Ease of finding your wayTicket sales process

AccommodationsEmployee service

Equipment rental / Lesson

PALS &

PLAYGROUNDS

Friendliness of the lift operators

Hospitality of customer/ticketing service

Ticket line waitTicket sales process

Equipment rentalLesson

Lift line waitsTicket line wait

Ease of finding your way

Value for price paid The terrain park(s)

Social aspect/entertainmentAccommodations

Food and beverageVariety of activities on site/nearby

Discounts and promotionsVariety of food choices

Quality of the food

Quality of snow conditionsGlade skiing

Social aspect/entertainmentAccommodations

Food and beverageQuality of the food

Quality of snow conditionsSocial aspect and

entertainment

The terrain park(s)Quality of lifts

Equipment rentalLesson

Variety of activities on site/nearby

Glade skiing

Lesson experience

© 2018 Ipsos 26

Segments in Ski Areas - Comparative

15%

39%

8% 8%5%

8%

17%13%

5%

13% 12%

25%

16% 16%

2017 CSC segmentation *

Canadian Ski Areas participating

Comparative

11%6%

11% 12%

25%

16% 18%13%

5%

14% 12%

25%

16% 15%

Pass holders vs

Ticket holders

NEWBIEDIGITAL

ADVENTURERIDEALIST FAMILYSKI PASSIONATE SOCIALIZER

PALS &

PLAYGROUNDS

* Differences between the segmentation (data from the 2017 CSC segmentation report) and ski areas survey results may occur, since the segmentation is based on a visitors perspective and includes skiers through all parts of Canada, and the ski area survey is based on a visits perspective and represents 32 ski areas throughout Canada.

© 2018 Ipsos 28

77%

57%

80%

66%76%

52%

Overall experience Value for price paid

Total ski resorts 2018

Pass holders 2018

Ticket holders 2018

2018

Seaso

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Satisfaction - Experience

Satisfaction Degree of attachment

81% 84% 84% 85% 77%

61%67% 69%

62%57%

2014 2015 2016 2017 2018

Overall experience*

Value for price paid

« Net Loyalty Score » % Loyal % At risk

Appreciation of the participation (ski/snowboard) at the ski area

The degree of attachment is a combination of results from these

3 different measures:

Intention to return to the ski area next season

Intention to recommend the ski area

Q28. Please rate your overall satisfaction of your experience at this ski area.Q29. Please rate your satisfaction with the overall value for price paid of your experience at this ski area.Q22. How much do you enjoy skiing/snowboarding at this ski area. Q23. How likely is it that you would recommend this ski area to relatives or friends? Q24. On a scale where 0 is "Not At All Likely," 5 is "Neutral," and 10 is "Extremely Likely," how likely would you be to return to this ski area next season?

64%

19%

17% Loyal

Favourable

Vulnerable64

At risk

47%

20%

31%

1%

46

% 8-10

* Overall experience at the resort in 2018 vs Overall skiing/snowboarding experience in the previous years

New methodology

© 2018 Ipsos 29

% 8

-10

Satisfaction – By CriteriaThe Mountain Experience

Lift line waits* 59% 57% 61%

Number of slopes 57% 61% 56%

Sufficient number of easy slopes 56% 60% 54%

Sufficient number of difficult slopes 56% 57% 55%

Level of crowding on trails* 56% 56% 56%

Quality of snow conditions 54% 57% 53%

Quality of lifts 49% 45% 51%

Glade skiing 43% 44% 42%

The terrain park(s)* 36% 36% 35%

*Evo

luti

on

76%

81%

77%

70%

59%

74%75%

73%

77%

56%

56%

69%67%

64%

36%

30%

50%

70%

90%

2014 2015 2016 2017 2018

Total

Q25. Please rate your satisfaction with the following aspects of the ski area experience at this ski area.

Score from 1 to 10. Among skiers / snowboarders who have experienced the criteria.

New methodology

* Criteria that are shown in the evolution graph. Colour of the % indicate the colour of the evolution line.

Satisfaction results are directly influenced by the change of methodology. In previous years,

the skier might not have finish completely his experience when answering paper survey and

some bias could have occurred since some survey where answered with a staff member.

© 2018 Ipsos 30

The Services and Facilities

% 8

-10

Satisfaction – By Criteria

*Evo

luti

on

Friendliness of the lift operators* 72% 75% 71%

Ease of finding your way around at the ski area 71% 76% 69%

Hospitality of customer/ticketing service 69% 70% 68%

Sense of on-mountain safety* 67% 69% 67%

Ticket sales process 64% 61% 65%

Friendliness of food service employees * 63% 67% 62%

Ticket line wait 63% 56% 66%

Quality of overall ski area facilities 61% 60% 61%

Restroom cleanliness* 53% 54% 53%

Surface/road/traffic conditions of ski area parking 51% 51% 52%

Accommodations 47% 42% 49%

Social aspect/après-ski/on-site events/entertainment 43% 47% 40%

86%88%

85% 86%

72%

80% 81%79%

81%

63%

82%84%

82%

86%

67%

68%69% 69% 69%

53%

50%

70%

90%

2014 2015 2016 2017 2018

Total

Q26. Please rate your satisfaction with the following aspects of the services and facilities at this ski area.


New methodology


© 2018 Ipsos 31

General Experience (discounts, service, amenities)

% 8

-10

*Evo

luti

on

Overall employee service* 67% 69% 67%

(If taking lessons) Overall lesson experience* 59% 63% 56%

(If renting equipment) Overall equipment

rental experience*56% 54% 57%

Overall food and beverage* 43% 43% 43%

Quality of the food 41% 41% 40%

Discounts and promotions offered 38% 42% 35%

Variety of activities on site or nearby, other

than skiing 37% 38% 36%

Variety of food choices 34% 35% 34%

82%

85%83%

90%

67%

63%

69% 69%68%

43%

70%

81%

75%

80%

56%

72%

83%

79%

84%

59%

40%

60%

80%

2014 2015 2016 2017 2018

Total

Q27. Please rate your satisfaction with the following aspects of this ski area.


Satisfaction – By Criteria

New methodology


© 2018 Ipsos 33

% 8

-10

Importance of Criteria

Snow quality on the slopes 78% 81% 77%

Price of ski tickets 72% 67% 74%

Wide selection of slopes 67% 70% 65%

Lift line waits 63% 64% 62%

Natural abundance of snowfall (powder) 61% 62% 60%

Level of crowding on trails 60% 62% 60%

Friendliness of the staff 60% 64% 58%

Discounts and promotions offered 58% 51% 62%

Resort’s proximity (easy to get to the resort) 56% 60% 54%

Welcoming aspect of the ski area 46% 49% 44%

Q20. What importance do you give to the following when choosing one ski area rather than another? (Score of 1 to 10)

Top 20

Total

Many groomed slopes 42% 46% 40%

Resort’s reputation 42% 44% 41%

Sufficient number of difficult slopes 42% 48% 39%

Appeal, the challenge of trying a new ski area 38% 35% 40%

Eco-friendly ski area 34% 37% 32%

Quality of food at the ski area 33% 35% 31%

Variety of food choices at the ski area 30% 30% 29%

Availability of accommodation nearby 30% 26% 31%

Availability of free Wi-Fi 30% 31% 30%

Dynamic Atmosphere 30% 33% 28%

State-of-the-art facilities (chalet, cafeteria, etc.) 30% 32% 29%

Total

© 2018 Ipsos 34

Performance of Participating Ski Areas - Interpretation

Ski a

rea p

erf

orm

an

ce o

n

these c

rite

ria

-

+

Importance of criteria +

This matrix links the

performance of the ski

area in terms of satisfaction

on each criterion (vertical

axis) with the importance of

these same criteria in the

choice of a ski area.

This results in four

quadrants, each involving

strategic actions.

KEY AREAS FOR

IMPROVEMENTCriteria are important to the skier. The

ski areas are not performing well.

MAINTAIN

PERFORMANCECriteria are important to the skier.

The ski areas are performing well.

MONITOR FOR SHIFTSCriteria are not important to the skier.

The ski areas are performing well.

NON ISSUECriteria are not important to the skier.

The ski areas are not performing well.

© 2018 Ipsos 35

Sufficient number of easy slopes

Sufficient number of

difficult slopesLevel of crowding on trails

Lift line waits

Quality of lessons

Discounts and promotions

Snow quality on the slopes

Snow/terrain park

State-of-the art facilities

Accommodation nearby Quality of food

Additional activities on-

site or nearby

Wide selection of slopes

Variety of food choices

Performance of Participating Ski Areas

Sk

i a

rea

perf

orm

an

ce

on

these c

rite

ria

-

+

Importance of criteria +

36© 2018 Ipsos

How to use your results to help improve your ski area business...

✓ Prioritize vulnerable elements for

your skiers (important but

unsatisfactory elements).

✓ Understand where to put effort to

improve satisfaction (quality of

snow, customer service, related

services, etc.)

✓ Know where to focus

your advertising

efforts and whether

they have worked.

✓ Know the visiting habits of

your visitors that you can offer

them the appropriate offers and

/ or promotions.

✓ Use certain indicators (overall satisfaction, value for price paid,

degree of attachment to the ski area, etc.) as a means of

measuring the ski area's performance over time as a result of

certain strategic initiatives.

© 2018 Ipsos 37

Your contacts at Ipsos & the Canadian Ski Council

Katia SzpiczakDirector

[email protected]

514 904 3184

Julie Dussault RémillardSenior Account Manager

[email protected]

514 904 4340

Paul PinchbeckPresident & CEO

[email protected]

705 888 1891

Natalie DalzellOperations Manager

[email protected]

416 951 0205

national preliminary report 2018...male 52% 52% 52% female 48% 48% 48% average* 40 43 38 < 17...

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