VERMONT RESORTS ACTIVELY RECRUIT INTERNATIONAL VISITORS

Bienvenue au Vermont, Bienvenido a Vermont, バーモント州へようこそ, 歡迎佛蒙特

Resort representatives’ and state tourism officials’ time, money and resources are increasingly concentrated on the time, money and recreation of would-be international visitors to Vermont.

Ski Vermont attends five major international tourism events and works with several resorts directly to enhance the Green Mountain State’s presence. Ski Vermont also collaborates with the Vermont Department of Tourism and Marketing (VDTM) to literally span the globe with Vermont’s varied offerings, ideal for the targeted markets.

Consumer Shows: At the London Metro Ski Show, Killington, Okemo, Jay Peak and Mount Snow resorts join together with Ski Vermont in a co-op booth with Stowe Mountain Resort nearby in its own booth. Within Vermont’s representation, the winter emphasis has doubled in size because of the growing interest from partner resorts. Skiing in Vermont is an ideal fit for British skiers and riders because New England is the closest English speaking ski destination. For the British, holidays pair well with a tour of Boston, plus the added convenience of a direct flight from London Heathrow. Another bonus for skiers, there’s no altitude sickness.

Participating resorts conduct sales calls and onsite trainings with U.K. tour operators. Resorts inform the reservation agents on the latest amenities to keep these options top of mind when booking ski holidays for the coming season. Building these relationships has proven to benefit resorts in increased bookings and repeat business.

Trade Shows: The methods for booking travel vary from one culture to another. In the U.S., citizens are highly computer savvy and shop around for the best value via online travel agents and direct booking websites. In countries that are ideal for selling Vermont as a ski destination, citizens seek out travel agents and tour operators for advice and bookings. Therefore, Ski Vermont’s international efforts focus on building relationships with tour operators who sell both direct to consumer and to travel agents. Online booking has increased in recent years, but Main Street storefronts still constitute the majority of travel booking.

The U.S. Travel Association’s International Pow Wow is the travel industry's premier international marketplace. In just three days of pre-scheduled business appointments, more than 1,000 U.S. travel organizations and close to 1,200 international and domestic buyers from more than 70 countries conduct business negotiations that result in the generation of more than $3.5 billion in future travel.

Ski Vermont’s presence at Pow Wow doubled in 2011, with four member resorts and two sets of appointments rather than one the year prior. Killington Resort, Trapp Family Lodge, Stowe Mountain Resort and Jay Peak Resorts held one on one business meetings with tour operators from China, Japan, the United Arab Emirates, Russia, Brazil, the U.K. and the Dominican Republic to name a few. Ski Vermont shares the booth space with the Vermont Department of Tourism and Marketing, which had representatives from Killington Year Round and Basin Harbor Club to focus on Vermont’s warmer months.

At the annual trade show focused on Latin America, La Cumbre, tour operators and press promote U.S. travel destinations. In September, Stowe Mountain Resort and Trapp Family Lodge will join Ski Vermont at La Cumbre in Las Vegas. Ski Vermont meets 30 operators over two days of appointments. Ski Vermont is the exclusive ski destination at the show.

Discover New England is a three day summit with tour operators from Germany, Italy, France, the U.K., Japan and the Netherlands. Ski Vermont is joined by a strong presence from alpine, Nordic and lodging members to promote Vermont as a four season destination.  Alpine members include Jay Peak Resort, Killington Resort, Stratton Mountain Resort and Sugarbush Resort. The Lodging and Associate Members present include The Golden Eagle Resort, The Hawk Inn & Resort, The Inn of Six Mountains, Stowe Area Association, The Stoweflake Resort and Spa, The Stowe Mountain Lodge, The Essex, The Vermont Inn, The Woodstock Inn & Resort, Topnotch Resort & Spa. Nordic Members include Hildene, the Lincoln Family Home and Trapp Family Lodge.

Sales Missions: Japan and Latin America are targeted regions for sales. The Trapp Family Lodge’s fame from the motion picture, The Sound of Music, has re-surfaced in Japan. Stowe Mountain Resort and Trapp Family Lodge will be going on a sales mission to Japan in September with VDTM.

In recent years, Ski Vermont shifted focus from Ireland and Scotland toward pursuing new markets in Latin America. From the connections made at Pow Wow, Ski Vermont will team up with VDTM, Killington, Stowe Mountain Resort and Jay Peak Resort to travel to Brazil and the Dominican Republic for sales missions.

News from the Resorts:

MOUNT SNOW
Mount Snow is looking forward to welcoming more than 450 young men and women from the United Kingdom this winter for a week-long ski and ride program.  This large contingent of youth from across the Atlantic discovered Mount Snow through the efforts of the group sales team, which developed relationships with U.K. tour operators while attending the London Ski and Travel Show over the last couple of years and through aggressive prospecting while state-side. Mount Snow was an easy sell for many of these groups given its proximity to the major gateway airports in Boston and New York, providing a travel day starting with breakfast in the U.K. and ending in time for dinner in West Dover, the resort’s village location. Up to five hours of on-hill instruction by a certified ski or snowboard professional is included in each student’s package along with lodging, meals, activities and lift tickets.

SMUGGLERS’ NOTCH RESORT
International visitors enjoy access to Smugglers’ via convenient airline gateways in Montreal and Burlington, and airport transfer arrangements from Burlington to the resort. For guests wishing to have a car accessible, Smugglers’ offers special rates with Thrifty Car Rental. There is also the opportunity to travel light because Smugglers’ offers winter outerwear sized for children and adults for rent in its 3 Mountain Equipment shop, along with rental equipment including high performance skis. The guest service desk is open 24 hours for guest assistance upon arrival.

STOWE MOUNTAIN RESORT
Stowe’s international sales efforts drive visitors from around the world:

London Ski Show:  Stowe continues to be one of the only stand-alone booths in the USA. Stowe’s brand initiatives over the last 15 years at this show compete with Aspen, Vail, and Jackson Hole, as well as Italian, French, Canadian and Japanese resorts.

Scotland Ski Show: This will be the second year for Stowe at this show, as one of two US companies. Glasgow, Scotland is a great market for Stowe as they have 2 direct flights to Newark every day.

U.K. Sales Calls: Every year Stowe provides sales training for over 100 sales professionals from over 20 Tour Operators in the UK as well as marketing and PR networking events.

Mountain Travel Symposium: This is a dedicated show for the ski industry where Stowe has meetings with prospective and established international ski tour operators from around the world

POW WOW: This show is the largest international tourism show in the US and one that Stowe attends in conjunction with the Ski Vermont and VDTM, sharing 60 appointments yearly.

La Cumbre:This show is a smaller version of POW WOW and concentrates on the South American, Central American and Caribbean markets. Stowe attends this show in conjunction with Ski Vermont.

Japanese Sales Missions: With just over a year in the Japanese market both internationally and through domestic receptive operators, Stowe has made a huge splash in this market with countless groups already on the books. Stowe will also attend a five day mission to Japan in February 2012.

STRATTON MOUNTAIN RESORT
Stratton Mountain Resort is an easy choice for international visitors with a penchant for winter adventure. Conveniently located in the Green Mountains of southern Vermont, the resort is a four hour drive from New York City and three hours from Boston. International guests can enjoy the best of both worlds, spending a weekend in the city and hitting the slopes during the midweek when lift and lodging rates drop as low as $69 per person, per night. Stratton is a complete destination resort with a range of spacious accommodations, a charming slopeside village and scores of activities including lift-served snow tubing. Stratton offers big mountain skiing and riding on more than 600 acres of trails, glades and terrain parks with a three-mile beginner run from the summit of southern Vermont’s highest peak.  With 93 percent snowmaking and top rated grooming, Stratton snow is so good it is guaranteed. 

###