SOME bullish pricing strategies from a couple of Aussie ski resorts despite rampant travel industry discounting.
Perisher Valley is leading the way, listing its adult day rate at $102 for both high and low season despite the big seasonal variations in the number of lifts running. In other words, the product is very different yet you pay the same price. I can’t think of any other industry where this would happen. Thredbo has also adopted this flat rate policy on its day rate but is priced marginally lower at $99.
Both resorts say they run spot specials on the day rate throughout the early season. For example for the first week or so Perisher had a special adult day rate of $85, but a quick check today (June 29) shows both are now fully priced.
The Victorian resorts do have early bird day rates that are set in stone until the July school holidays, and Mt Hotham gets kudos for some smart early season marketing including lift, lesson, lunch, equipment hire and resort entry in a package costing $76. It seems like the smart thing to do given the intense competition now in evidence for the holiday dollar.