Hotels
Vacation rentals
Airlines
Destinations
Travel agencies
Cruises
Car rentals
Financial institutions
Activities
Use these insights to get ahead of the competition, inform your strategy, and capture increasing year-round demand.
TRAVELER RESEARCH
Summit Seekers: Who mountain travelers are and how they book
Attract this growing audience with elevated insights from Phocuswright into the mountain tourism market and our actionable strategies.
Inside the data
We sponsored a Phocuswright-led traveler survey that reveals the distinct audience traits, preferences, and booking behaviors of mountain travelers.
~2,000
qualified responses from U.S. leisure mountain travelers through a Dynata consumer panel*
2M+
folios of mountain destination guests through Inntopia Data Analytics combined with lodging performance data from the DestiMetrics
Inside the research
The mountain tourism industry is growing, and staying competitive depends on understanding current trends and meeting travelers' needs. This report reveals what mountain travelers care about and actionable ways you can attract them.
Meet the mountain travelers
From winter pro athletes to families on summer break, get a breakdown of key mountain audiences. Learn what they seek in destinations, stays, and transport to tailor your strategy.
Luxe resort or cozy cabin?
Hotel or vacation rental? Understand what drives this key decision, which amenities win travelers over, and how you can optimize your listings to secure their booking.
Trip research and booking
When and where do travelers find their initial inspiration, compare options, and ultimately book? Explore the entire trip-planning journey and learn how to stand out at the most critical moments to win their business.
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*Phocuswright’s Shifting Slopes: Navigating the Future of Mountain Travel 2025