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Seasonal SEO and Online Marketing for Ski Resorts
Ski resorts have it tough. Not only do they operate in a hugely competitive global industry, but they’re seasonal, operating for skiing and snowboarding for just 4 to 6 months of each year.
For ski resorts, the peak winter months are obviously vital. The weeks leading up to opening day are just as important, as these are the weeks where they must aggressively promote and secure a large chunk of their business. But at the end of each ski season, ski resorts typically experience an extended period of down time and most will close until early autumn.
For some resorts however, this down time signals the push to promote their summer activities. Resorts such as Whistler in North America position themselves as ‘all season’ mountain resorts, catering to both winter and summer mountain pursuits. In winter it’s all about the skiing, snowboarding, snowmobiling, snow-shoeing and dog-sledding, while in summer, the focus turns to mountain biking, hiking, 4WD tours and golf.
So how does this seasonality impact on online marketing efforts and in particular SEO?
Whether they’re all-season or just winter focused, ski resorts have a fairly difficult task in promoting themselves effectively online. Resorts have an endless number of important announcements and updates to communicate, and these change dramatically from season to season.
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Ski resorts have it tough. Not only do they operate in a hugely competitive global industry, but they’re seasonal, operating for skiing and snowboarding for just 4 to 6 months of each year.
For ski resorts, the peak winter months are obviously vital. The weeks leading up to opening day are just as important, as these are the weeks where they must aggressively promote and secure a large chunk of their business. But at the end of each ski season, ski resorts typically experience an extended period of down time and most will close until early autumn.
For some resorts however, this down time signals the push to promote their summer activities. Resorts such as Whistler in North America position themselves as ‘all season’ mountain resorts, catering to both winter and summer mountain pursuits. In winter it’s all about the skiing, snowboarding, snowmobiling, snow-shoeing and dog-sledding, while in summer, the focus turns to mountain biking, hiking, 4WD tours and golf.
So how does this seasonality impact on online marketing efforts and in particular SEO?
Whether they’re all-season or just winter focused, ski resorts have a fairly difficult task in promoting themselves effectively online. Resorts have an endless number of important announcements and updates to communicate, and these change dramatically from season to season.
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