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Travel, Ski Industries Turn To Interactive Media

By J.D. O'Connor
July 24, 2006

The medium is the message, alright, and these days that medium is the Internet.

Few industries have been quicker to embrace this new technology, said Jerry Nichols, executive vice president of Internet solutions for Resort Technology Partners (RTP), of Avon, Colo., than the ski industry.

"They (ski) are embracing it but they also want more information and how to apply it to their brands," Nichols said. "The travel industry has also been early adopters of cutting edge technology."

Nichols should know. RTP counts 16 of the Top 25 North American mountain resorts as its clients. It provides cutting-edge resort and recreation management software for resorts from Alpine Meadows to Vail, and builds interactive Web sites for top resorts and destinations across the country.

With commercial television reaching its "tipping point" of endless, largely ignored advertisements a savvy viewing public knows it can silence with a click of their remotes, the ski industry is searching for new ways to get their message out to the masses.

"Interactive Media (virtual experiences such as tours, grooming maps, interactive maps/terrain parks), integrated Content Management Tools (self-publish), RSS Feeds, Video and better branding," said Nichols. "Integration into operations - from the consumer facing side to business processing (accounting). It needs to be seamless. From a consumer standpoint, it needs to be an amazing experience. We recommend to our clients that they don't do it for the sake of doing it. Technology needs to be seamless to the consumer or the experience gets jeopardized - which is bad for the brand."

Although some resorts were quicker than others when it came to utilizing the seemingly "black magic" powers of the Internet, most quickly learned that the medium lent them a competitive advantage, improving customer service and experience.

"Back in 2000, we sat in a meeting with some of the Beaver Creek executives, who insisted that their customers would never book a $10,000 - $20,000 vacation online," Nicholls said. "Today over 50 percent of their bookings come through their Web site, and all their advertising and promotions drive viewers to their Web site to book today."

As for advertising in the age of "New Media," Nichols said the ski industry is advertising in the form of partnerships, with a Range Rover or Jaguar serving as the "Official Car of Resort X."

"We don't really see ski resorts letting the advertiser dominate on the branded site due to the fact that it will compete with their brand," he said. "We will probably see more on-mountain integrated marketing campaigns, but I suppose it's not out of the question to have a sponsored video spot on a ski site. That model is already happening on other Web sites that rely on selling media to fund the site."

Many areas fight the common ailments of a poorly conceived and executed Internet marketing plan, Nicholls said: illogical Web site navigation, structure and e-commerce, and/or lack of content or current information about a resort.

And the future?

"In terms of Web technology, we expect more interactivity and more access, direct to the desktop, at kiosks at retail locations, direct to your pda or mobile phone," Nichols said, and the ski industry is sure to be at the head of the rush.

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