With Snowfall at Historic Lows, Vail Is Betting Gen Z Will Show up for a Better Deal

With snowfall at historic lows, Vail is betting Gen Z will show up for a better deal

Vail Resorts said its targeting Gen Z to ensure the future of skiing.Mauro_Repossini/Getty ImagesVail Resorts lowered its 2026 outlook, citing the "worst" weather conditions in years.CEO Rob Katz says Vail's appeal to price-sensitive Gen Z is crucial for the future of skiing.The company reported a nearly 12% decline in visitors this season.Vail Resorts CEO Rob Katz explained what's behind the ski giant's recently announced effort to attract Gen …

Whistler Blackcomb offering discount passes if you’re Gen Z

Whistler Blackcomb's Epic Pass is now roughly $300 cheaper for Gen Z visitors and locals to purchase. The discount is across Vail Resorts, with the pass including access to all of their owned-and-operated mountains.