Summit-seekers: 4 essential insights to attract the modern mountain traveler
A new wave of travelers is looking to trade screen time for summit views, presenting a massive, year-round opportunity for travel advisors.
The latest Expedia Group trends report, Summit Seekers: Who mountain travelers are and how they book, based on comprehensive Phocuswright research, reveals the habits, values, and preferences of the modern U.S. mountain traveler. To help you tap into this lucrative market, we’ve distilled the data into four key insights and practical tips you can use to craft the perfect mountain getaways for your clients and boost your bookings.
1. The opportunity extends beyond the slopes
Last year, the winter sports market hit over 16.7 million U.S. leisure travelers spending $85 billion on overnight trips. But thinking of mountain destinations as only winter playgrounds is a missed opportunity. The research shows a significant—and growing—demand for mountain towns throughout the year. In fact, summer travel is booming, with ADRs (average daily rates) rising faster than in winter over the last decade. Non-winter sports travelers also represent a valuable segment. While they spend slightly less per trip, they tend to stay longer (6.4 days on average), giving you more opportunity to book extended stays and activities.
Tip:
For travelers who find winter prices steep, a summer mountain trip is a fantastic, high-value alternative. Promote the shoulder seasons, which offer pleasant weather and fewer crowds, by curating itineraries focused on hiking, wildlife viewing, or even local festivals.
2. Experienced mountain travelers prioritize the perfect stay
60% of winter sports travelers consider themselves advanced or experts in their sport. And for these travelers, the right accommodation isn’t just a place to sleep — it’s central to the entire experience.
Experienced mountain travelers tend to spend more (an average of $3,060 per trip for advanced/expert athletes) and are more likely to have specific lodging needs. Showcasing how the right lodging will elevate the traveler's trip is key to securing their booking.
Tip:
Use Expedia TAAP's extensive filters to quickly find hotels, and/ or vacation rentals with the amenities that matter. Highlight properties like chalets with breathtaking mountain views, fireplaces, hot tubs, and easy access to activities. Showcasing how the right lodging will elevate the traveler's trip is key to securing their booking.
3. They're going global for the perfect experience
This is especially true for valuable segments like luxury guests (53%), families (48%), and winter sports travelers (44%). Willing to travel farther in search of the ultimate experience, and driven by a desire for better snow conditions and a different natural scenery - these travelers' top destinations included:
- Canada (52%)
- France (25%)
- Germany (20%)
- Italy (20%)
- Spain (13%)
- Switzerland (13%)
- Japan (11%)
Tip:
Use your travel advisor expertise to handle the more complex logistics of international travel—from flights and transfers to lift passes—to prove your value and secure a higher-value booking.
Need inspiration? Take a look at our ski-trip free marketing assets to help you craft the perfect campaign.
4. The booking journey is a prime opportunity for packages
Mountain travel logistics can be complex, and travelers are split on how they tackle them. The report reveals a nearly even divide between booking flights or lodging first.Furthermore, while 55% fly to their destination, a significant number also drive or require a rental car upon arrival. This fragmented booking process creates a perfect opening for you to step in and add value.
Tip:
Bundle flights, accommodation, and/or car rentals to save clients money and simplify their booking. What's more when booking a package on Expedia TAAP you get commission for the total cost of the trip, including flights - a great way to earn more.
Learn how to book a package on Expedia TAAP with our step-by-step guide.