The Bergbahnen Destination Gstaad AG (BDG) will be offering dynamic prices next winter, following a Swiss-wide trend.
Next winter, the BDG will introduce a dynamic pricing structure. In future, just like airline tickets, the prices of ski tickets will be based on different factors. These include the season, how far in advance people book, the weather and the day of the week. For example, a day pass won’t be a fixed CHF 65 anymore. Depending on different factors that come into play, it could be up to 25 percent cheaper or 14 percent dearer. So, from next winter, a day ticket will cost between CHF 49 and 74. This pricing model will also apply to multi-day tickets but not to season tickets.
Keeping pace with the times
A working group has been looking at different pricing models for a few months now. "We've always believed in the importance of transparency, capping prices and giving customers a framework for our charges," emphasises Matthias In-Albon, the BDG's managing director. This means that, unlike other regions, the BDG provides information on the highest and lowest prices. The new pricing system is an incentive to buy tickets online. Customers can buy tickets in advance from 1 September 2019. Ski tickets are valid for the entire network where this tariff applies, including the Wasserngrat. Multi-day passes are also valid on the glacier.
Cheaper than other areas
Some ski resorts have had to stand the accusation of endorsing two different social classes on their slopes. People think that only well-off skiers can afford to enjoy their hobby during the holidays and at weekends. This shouldn't happen in Gstaad. "In spite of our dynamic pricing and even the highest prices, we’re still cheaper than some ski resorts that apply fixed daily ticket prices," emphasises Matthias In-Albon. On the contrary: "Skiers who book their winter holidays early can benefit from attractive day ticket prices and multi-day passes."
When customers book their tickets online, they automatically leave a data trail. In the future, the BDG will use this in compliance with the data protection act guidelines to integrate customer relationship management and a loyalty programme. "Customers will be able to collect snowflakes as loyalty points and receive a bonus when they collect a certain number of these," according to the director of the BDG.
Based on AvS/Blanca Burri
Translated by Justine Hewson