Luxury Travel Advisor - December 2007 - (Page 72) LEADERS SPEAK Rob Katz Chief Executive Officer of Vail Resorts Rob Katz was named CEO of Colorado-based Vail Resorts (www. vailresorts.com) in February 2006 and has since put plans into motion to enhance the company’s mountain resort offerings, from state-ofthe-art ski lifts to a brand-new ski school for kids. Here, Katz talks to Luxury Travel Advisor about planning the perfect winter vacation and what it takes to keep up with the demands of Generation Y. What trends do you see in winter travel among luxury clients? In the past several years, our guests have been making ski vacation plans much earlier than in years prior. In order to guarantee their favorite lodge room, condo or suite, they make a reservation for the next year while they are at the resort. Second, they want much more personalized service, hence the increasing popularity of private ski and snowboard lessons at our mountain resorts. Our ski and snowboard instructors have become much more than “teachers” these days— they’re also coaches, guides and even concierges. What are the habits of Gen-Y travelers who visit your resorts during ski and snowboard season? They primarily travel with their families or friends, are predominantly male and nearly 60 percent of them are skiers versus snowboarders. They typically stay from three to seven days and the vast majority stay in paid lodging, as only a small percentage own second homes or vacation-share properties. They consider themselves avid skiers and snowboarders, visiting our resorts at least once a season, if not twice. They come from the largest cities across the country, including New York, Dallas, Chicago, Los Angeles, Washington, D.C./Baltimore, Houston, Atlanta and Boston. They want a variety of activities, both onmountain and off, including restaurant and nightlife options, state-of-the-art spas, high-end lodging and unique shopping options. They’re looking for an “authentic” experience. Is snowboarding a popular activity among your guests? Snowboarding remains very popular with our guests and continues to transcend age. The sport accounts for about 20 percent of our mountain visits and has held steady. Snowboarding has evolved into an activity for the “young at heart,” not just for the younger generations. There’s an interesting phenomenon that has occurred at our resorts over the past several years. We now see parents, and even grandparents, skiing or snowboarding with their kids and grandkids. It’s why we have invested so much into increasing the quantity and size of our terrain parks, the number of features for skiers and ROB KATZ, CEO, Vail Resorts. snowboarders and the transitions from beginner to intermediate to advanced. We’ve even developed programs through our ski and snowboard schools designed to teach families how to safely enjoy the parks. How is the Vail Resorts winter vacation experience unique? Our core mission is “Exceptional resorts, extraordinary experiences.” Whether a guest is visiting one of our five mountain resorts or staying in one of our RockResort properties, what differentiates us is the exceptional experiences we provide in the great outdoors. Look at our collection of resorts and hotels, and you’ll notice that each one is an iconic location in and of itself. We invest millions each year in improving the experience. This year, we’re investing up to $90 million across our five mountain resorts and lodging properties— from a new gondola designed just for kids at Beaver Creek to a new luxury spa in Keystone. 72 LUXURY TRAVEL ADVISOR | December 2007 http://www.vailresorts.com http://www.vailresorts.com
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