According to the National Ski Areas Association, without drastic changes, snow sports participation could decline 2.5% every year for all ski areas. The main reason for this decline is millennial participation.
Millennials represent the largest group of snowboarders and skiers, but they also have the fewest number of days per season. The figures show that the industry will need to increase the frequency of the millennial participant to match that of the exiting baby boomer.
“For every Boomer who retires from skiing, two Millenials are needed to replace the income generated by the older skier.” – Cheddar
Ski areas are looking into ways to attract millennials which generally speaking like to plan spontaneously, prefer to travel with friends and prefer healthy food options. In order to attract millennials resorts are building easy-to-navigate websites and offering free Wi-Fi.
WKBW TV | Buffalo, NY heads to Holiday Valley to look at why fewer Millennials are taking up skiing than the previous generations.