Will Vail Resorts Enter Austria In The Near Future?

Vail Resorts, the American ski resort giant, could be setting its sights on getting another ski resort in Europe with its eyes on Austria as Europe is the largest ski market in the world. With nearly 200 million annual skier visits, the Alps present an opportunity for growth. Having already made inroads into Switzerland with purchases in Andermatt (2022) and Crans-Montana (2023), Vail could now be eyeing struggling resorts in Austria and France.One Austrian resort that fits the bill is Heiligenblut, nestled beneath the towering Grossglockner peak. This resort has faced financial struggles for years, relying heavily on overnight stays due to its remote location. The resort's troubles can be traced back to 2001 when it was taken over from the municipality by two local families, Schmidl and Schröcksnadel however, despite their nest efforts, economic issues persisted, culminating in a crisis during the 2023/2024 ski season.

The incredible Heiligenblut town located in the valley below the towering peaks. Credit: Heiligenblut Resort The 23/24 season was a particularly challenging one for Heiligenblut. Operations were only able to continue after a last-minute loan from the local community. Even then, the resort was forced to shut down three lifts to save funds. The situation became so dire that there was serious discussion about dismantling or mothballing some of the lift infrastructure as the resort scrambled to find a solution for the upcoming 24/25 season. A glimmer of hope appeared in July when two new private investors, Thomas Seitlinger and Johannes Böck, purchased a 10% minority stake in the resort. This stake has the potential to grow to 30% over time, though the exact level of investment remains undisclosed. Seitlinger, who owns an investment and real estate holding company, and Böck both have experience in hotel investments - a critical factor given Heiligenblut's dire need for increased accommodation.