telling us that their ski experience is no longer what it used to be. While it’s always good, it’s not always great. If your ski area’s ratings mirror the industry’s declines, it’s time to increase the focus on enhancing the guest experience and reverse these trends. SUGGESTIONS FOR SKI AREAS Some suggestion to help enhance ski areas’ guest experience: 1. If not already measured, add questions to the guest survey to measure both NPS and Overall Visit Satisfaction. The focus should be on boosting those out- come scores by improving the scores for the other satisfaction and emotion attributes that are highly correlated with the two outcomes. 2. Since emotional engagement is criti- cal to guests’ loyalty and NPS, ski areas need to measure guests’ emotions. Add these two emotion questions to the guest survey at a minimum:
“Happiness with the Visit” and Over- all Level of Fun. Increasing the fun guests have will make them leave happy, and happy guests will return and recommend you to their friends and colleagues. 3. Ski areas that are unable to compare their Likelihood to Recommend and Overall Visit Satisfaction ratings to a competitive set should compare their ratings to the Kottke Report ’s national and regional scores. If your 2024-25 scores mirror national declines or are lower, the data should be dissected to determine the reasons. (For more on this, see “Is Lower Guest Satisfaction & Loyalty the New Normal?” SAM , May 2024.) Net Promoter® and NPS® are registered trademarks of Bain & Company, Inc., NICE Systems, Inc., and Fred Reichheld. Net Pro- moter ScoreSM is a service mark of Bain & Company, Inc., NICE Systems, Inc., and Fred Reichheld.
A Worrisome “New Normal” » from page 55
decisions with logic. (See “How Does that Make You Feel?” SAM, March 2024, for more on this topic.) The primary dif- ference between Promoters and Passives is emotional engagement; Promoters are emotionally engaged with the ski area, while Passives and Detractors are not. Emotions—in particular, happiness and fun—are among the leading driv- ers or determinants of both Likelihood to Recommend and Overall Visit Sat- isfaction, along with the Overall Ski/ Snowboard Experience. For these rea- sons, we track up to six specific emotion attributes in our guest surveys, and we continue to urge NSAA to measure emo- tional engagement with its guest surveys as part of the National Guest Experience and Demographic Study conducted by RRC with the results summarized in the Kottke Report . For four years, our guests have been
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