It’s finally here! Download the Annual Outlook on Resort Marketing
Welcome to the first Annual Outlook on Resort Marketing, compiled and presented by MMGY Origin and SAM Magazine. The goal of this report is to provide a better understanding of the resort marketing landscape, with the intent of supporting those working within marketing departments at ski areas across North America. We will be conducting this survey and distributing the results annually, allowing us to capture trends over time.
The survey was developed jointly by MMGY Origin and SAM, with feedback and suggestions from a handful of resort marketers. We welcome any feedback that will help improve the next survey and the report. The aim is for the report to be an indispensable resource, so we want to know what you want to know.
In the ever-evolving landscape of resort marketing, the survey reveals intriguing insights into the dynamics of team size, budget trends, and emerging technologies across the industry. The findings indicate a strong correlation between the size of a resort and its marketing team, with smaller resorts obviously operating with leaner teams. Despite this, a significant number of resorts are maintaining the status quo in team size, with content creation and social media emerging as critical areas for potential growth. Budget allocation trends show a shift towards digital and social media, while traditional media sees a decline. Interestingly, while community engagement is a top priority, addressing climate change remains a low focus for many marketing leaders. Additionally, while artificial intelligence is not yet widely adopted, there is anticipation of its growing role in content and image creation.
Please send feedback and suggestions to MJ Legault, mj@originoutside.com; and Dave Meeker, dave@saminfo.com.
