Vail Resorts Revamps Marketing and Pricing Strategies Amid Declining Visitation and Flattening Season Pass Sales
ByAinvest
Friday, Feb 6, 2026 8:32 pm ET1min read
MTN--
Vail Resorts is revamping its marketing and pricing strategies to address declining visitation and flattening season pass sales. The company is shifting spend towards social media and influencer campaigns, while adjusting lift ticket and season pass prices to narrow the gap. This move comes as investors reassess the company's recent share performance and longer-term return profile.
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