It’s the most wonderful time of the year!
Last year we launched our Weekly Market Report with the goal of unearthing unique insights for the industry from our network of data. As winter became spring, the weekly market report was replaced with an industry pre-season report, showcasing customer intent data for the upcoming ski season. With snow on the ground again, we’re ready to release our 19/20 market report, refreshed and updated for the new season.
The market report kicks off with an overview of what’s happening across the Liftopia.com marketing channel and Partner Direct sales via Cloud Store. The map in the center displays week over week changes in bookings by geographical location across the platform. Below that, we provided some useful definitions for the metrics used in the report.
The next several sections focus on the e-commerce funnel, taking you through searches (when customers are looking to ski), demand capture (conversion for those dates), and guest days booked (the result of searches and conversion). From these charts, you can understand how searches, demand capture, and guest days vary by day, as well as observe changes in these metrics over time.
After looking at average yield ratios on the platform for dates in the past and upcoming, you’ll find three charts focused on booking pattern behavior. These charts highlight how searches, revenue, demand capture, and ticket yield, progress as booking windows approach trip dates.
Next we share some regional metrics, focusing on booking window, order size, and ticket yield ratio for the past 7 ski dates. We also show regional RevPASS performance for the previous 7 ski dates, and how each region compares to the 50th, 75th, and 90th percentile of the platform.
Finally, we saved the best for last. Want to know how you stack up against the competition? Don’t miss the last section of the report which shows RevPASS rankings for Liftopia.com and Cloud Store for the top 15 performers in each category over the last 7 ski dates.
Soon, we’re going to launch this report at the partner level so you can see similar data focused solely on your resort and relevant benchmarks.