Snow is optional: What moves winter sports travelers when the forecast fails
The 2025/26 ski season split the U.S. in two, and demand followed the snow. Phocuswright’s Mountain & Ski Travel 2026 identifies five traveler personas that decide whether a mountain trip gets booked when conditions are uncertain. The findings show what it takes to win over hesitant travelers and why selling the mountains on snow alone is no longer enough.
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