Millennials are out-skied by their parents

Oct 18, 2017

Credit Catherine Aeppel

Millennials aren’t skiing or snowboarding as much as their parents, which is a problem for many ski areas. The Aspen Skiing Company is trying to attract people in their twenties and thirties.

Student loans and career demands are among the myriad of reasons why millennials are being out-skied by their mothers and fathers. However, their parents were also skiing more when they were in their twenties and thirties.


Jeff Hanle, the director of public relations for SkiCo, said one thing to keep in mind about millennials is they like variety and adventure. This is the reason for the Mountain Collective Pass, where customers get two days at 16 different resorts across the U.S. and Canada; AspenSnowmass is one.


Hanle said another way of luring millennials is the mountain’s new marketing campaign: The Aspen Way, which emphasizes social justice. The campaign wasn’t meant to target millennials. Young people, nonetheless, are drawn to companies with values they identify with.