La Clusaz SATELC launches Dynamic Pricing

La Clusaz Resort is introducing a dynamic pricing strategy from this 2020/21 winter season. As a pioneer among the French mountain railways, La Clusaz is thus one of the first major ski resorts to launch Dynamic Pricing for ski tickets, laying an important foundation stone for the long-term implementation of its forward-looking innovation and digitalisation strategy.

La Clusaz Resort has decided to implement a dynamic pricing strategy in order to evolve in the changing cable car industry. The new digital possibilities will strengthen customer relations and dynamic pricing will address different customer groups. With the experience of internationally renowned ski resorts such as St. Moritz or Verbier, Pricenow is entering the French market and will start a cooperation with SATELC in the coming season. Pricenow’s dynamic pricing solution is already widely used in the Swiss mountain railway and tourism industry and is continuously being developed: The prices of ski tickets are continuously and automatically adjusted according to various factors.

«Dynamic Pricing gives us the opportunity to address different customer groups and to reach guests with attractive ski ticket prices already in the pre-sales phase. At the same time, the pricing algorithm ensures that our price structure is optimised in a sustainable way», says Jean-Christophe Hoff, Director of SATELC.
After a comprehensive analysis of visitor behaviour and historical data, a precise pricing model was developed for the coming winter season. Dynamic prices are initially set for the main product, the day ticket, as well as the 4-hour ticket. The calculation of each price is based on several external factors and on a fully automated pricing algorithm. However, the cable car company is always in full control and can overwrite the prices at any time independently. The Pricenow Pricing Engine calculates targeted prices that take better account of customer behaviour and demand patterns and can therefore offer optimal incentives. The pricing project includes not only the introduction of dynamic pricing, but also comprehensive price optimisation, which has been developed together with La Clusaz.
«With the introduction of the new pricing strategy in cooperation with Pricenow, we intend to use the latest technological innovations to offer a wider price range and thus provide our customers with more choice. We will also be able to react faster and accelerate our digitalisation process», Jean-Christophe Hoff is convinced and continues: «Innovation is in the DNA of SATELC. The current crisis reinforces our opinion that digitisation and the use of more advanced technological tools is and will be necessary. Our collaboration with Pricenow was an easy decision: they are convincing in their approach and take into account all factors for optimal pricing. This is also reinforced by their proven expertise with key players in the cable car industry.»
The experience already gained with successful projects for dynamic pricing in Switzerland shows that this pricing strategy is beneficial for both the customers and the ski resort. While customers can benefit from more differentiated pricing, the ski resort can strengthen its digitalisation process and attract more customer groups by offering a wider range of different prices. Overall, the results of the last winter season show that ski resorts with dynamic pricing have increased revenues between 5% and 15%.
SATELC and Pricenow are optimistic for the next winter season:
«We are looking forward to this successful partnership. La Clusaz is one of the most important resorts in France with a first class reputation and image. We look forward to supporting La Clusaz with an optimal pricing strategy and digital tools for the next winter season», said Julien Harnal, Market Manager France for Pricenow.

The article «Tarification : La Clusaz suit la dynamique !» as published in Montagne Leaders on 24 September 2020: Read full article (French)