Swiss Resorts Criticised for Dynamic Pricing on Lift Passes
15th January 2025
The report says the prices of many ski resorts are not clear.
It also claims the reimbursement of accidents, illness and operational restrictions is very inconsistent.
Switzerland seems to be leading the way on dynamic pricing as it grows in Europe.
It’s thought that as many as half of the major Swiss resorts are using the model this winter.
We have reported on it earlier on PlanetSKI:
Swiss Consumer Protection has investigated 12 destinations with dynamic prices in terms of price transparency and refund conditions.
Zermatt, Engadin St. Moritz and the Chäserrugg are singled out.
They do not specify the maximum price or view a refund or an exchange.
The survey shows that six areas do not even announce what their minimum and maximum prices are.
Dynamic pricing changes the cost of a lift ticket depending on the main or low season, day of the week or booking date.
Weather forecasts can have an impact.
There is a suspicion that the destinations are only using the dynamic system with different prices depending on demand to make as much profit as possible.
The Swiss Cable Car Association says that pricing is a matter for the individual companies.
In an international comparison, the largest ski resorts in Switzerland are not overpriced, even on peak days, it said.
Many Swiss ski resorts still rely on fixed prices and people therefore have alternative options said the Association.
In France there is some dynamic pricing.
In Sainte Foy in the Tarantaise the daily lift pass price is set at €40, though last Wednesday it was €28 as there was little demand on a mid-week and cloudy day.
Sainte Foy, France. Image © PlanetSKI
PlanetSKI was visiting the resort last week.
Val Thorens in France has said that for a big resort like itself, then dynamic pricing doesn’t make sense.
“We operate at high levels of occupancy – nearly 90% for last season – so the risk of upsetting people is not worth the small possible gains,” said the head of the tourist office, Vincent Lalanne, to PlanetSKI.
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