AI Modernizes Ski Resort Operations

Jackson Hole Mountain Resort is taking a significant step toward modernizing its operations and creating a more connected guest experience by partnering with Snow Cloud. This initiative aims to streamline resort management and improve how visitors interact with the resort, from booking to on-site activities.

The Partnership: Enhancing the Guest Journey

Joe Hession, CEO and co-founder of Snow Cloud, and Doug Parini, CEO of Jackson Hole Mountain Resort, discussed the strategic move on Bloomberg Businessweek. Hession highlighted that Snow Cloud focuses on the experience and processes within resorts, recognizing a gap in technology adoption within the hospitality sector. He noted that many legacy platforms, some decades old, were failing to meet the evolving expectations of guests.

Parini explained that Jackson Hole Mountain Resort sought to 'uplevel' its guest experience. The mountain itself is world-class, but the resort recognized the need for a technology platform that could meet guests where they are and simplify their interactions. "What Joe had going on with Snowcloud seemed like right up our alley," Parini stated.

The full discussion can be found on Bloomberg Podcast's YouTube channel.

From Legacy Systems to Mobile-First Operations

A key change enabled by Snow Cloud is the ability for guests to make purchases directly from their mobile phones. Parini elaborated on this, saying, "We can sell on a mobile phone anywhere they are. We're not tied to a PC, to a POS, a point of sale in an office anymore. Now, it's like we're unleashed and we can go wherever and sell anything we offer almost." This mobility is a significant departure from older systems that required guests to be physically present at a terminal for certain transactions.

Hession further explained the prevalence of outdated technology in the ski industry, noting, "It's It's It's 30-year-old software that's on-prem servers." He added that many resorts have been trying to adapt by using general business software not specifically designed for resort needs, which often falls short.

The Role of AI in Resort Management

The conversation also delved into the integration of AI. Hession explained that Snow Cloud's platform, built on modern cloud infrastructure like Azure, allows for the incorporation of advanced AI models. "I think what we're going to see for us at Snowcloud and working with our resort partners like Jackson Hole... is analytics. The things they can learn about their business, that are they pricing things the right way, do they have the right capacities, are things flowing the right way, staffing."

Hession shared his excitement about AI's potential in predicting skier visits, a project he had worked on years prior. "AI now can can crunch numbers and do all types of of analysis in in ways that we can never, right? Multiple regression models and give you predictive analysis, which then can tie back to staffing levels to make sure that when you're peak you have the right people, the right service."

Beyond operational analytics, AI is poised to enhance the guest experience by personalizing vacation planning. Hession noted the complexity of booking a ski trip, from selecting equipment and lessons to planning daily activities. "It's really great to be able to have, you know, in the future be able to give people the option to, hey, we can customize this exactly to what you need because I think AI allows us to make it extremely customizable for a much bigger group of people."

Future Outlook and Consumer Trends

Despite the recent heat waves, Jackson Hole Mountain Resort remains a year-round destination. Parini confirmed that the resort is seeing significant visitor numbers for summer activities like biking and hiking, situated near Grand Teton National Park. He emphasized that the technological upgrades are designed to make the guest experience smoother, whether visiting in winter or summer.

The discussion concluded with a look at consumer trends, with Hession noting a demand for seamless, personalized experiences that modern technology, including AI, can help deliver. Both executives expressed optimism about the potential of this technological transformation to benefit both the resort and its guests.