Vail Resorts Unveils 2025-26 Season Plans: New Lifts, Tech, and Pricing Strategies
Michael Fulton
Vail Resorts Rolls Out 2025-26 Season Strategy
Vail Resorts has released its playbook for the 2025-26 ski season, highlighting infrastructure upgrades, technological advancements, and revised pricing strategies across its global portfolio. While the announcement contains the usual corporate optimism, a closer look reveals both genuine improvements and calculated moves to drive visitation and revenue.
Keystone Resort in Colorado is slated to kick off the North American season in October, weather permitting. Most other Vail-owned resorts plan to open in subsequent weeks, with the season extending into May at Breckenridge and Whistler Blackcomb. As always, these dates are subject to change based on conditions.
Andermatt village in Switzerland. © Andermatt Tourism
The most tangible improvements come in the form of new lifts. Park City will debut the Sunrise Gondola, a high-speed 10-person lift replacing the limited-access Sunrise lift. This should improve flow out of Canyons Village, though time will tell if it meaningfully reduces notorious bottlenecks. In Switzerland, Andermatt-Sedrun-Disentis is adding two six-seater chairlifts to better connect key areas and boost uphill capacity.
On the technology front, Vail is expanding its 'My Epic' app functionality for its Colorado resorts. New features for ski school students and parents promise real-time updates, progress tracking, and digital badges. While potentially useful, the effectiveness and adoption rate of these features remain to be seen.
Vail is also touting its new 'Epic Friend Tickets' program, offering 50% off lift tickets for friends of pass holders. This clever move aims to drive additional visitation while maintaining the allure of season passes. The company has positioned this as a benefit to loyal customers, but it's clearly designed to boost overall revenue and convert more skiers to full pass holders.
The main base area at Park City Ski Resort in Utah. © SnowStash
While Vail's announcements paint a rosy picture of the upcoming season, skiers and riders should approach the hype with a measured perspective. Infrastructure improvements are welcome, but many resorts still grapple with crowding issues and rising costs. The expanded tech offerings and pricing strategies, while potentially convenient, are primarily aimed at increasing Vail's bottom line.
In the broader industry context, Vail's moves reflect ongoing trends of consolidation, technology integration, and dynamic pricing strategies. As major players like Vail continue to expand their reach and refine their operations, independent resorts face mounting pressure to compete or join larger networks.
Ultimately, the 2025-26 season at Vail Resorts properties will likely offer a familiar mix of world-class terrain, occasional crowds, and an increasingly tech-driven experience. Whether these changes genuinely enhance the on-mountain experience or simply pad corporate coffers remains to be seen.