Social Media Marketing for Ski Resorts: Community Playbook

Let’s face it: the world of travel and tourism is more interconnected than ever, and that includes the winter sports scene. Gone are the days when people just looked at a printed brochure or a highway billboard to decide which ski resort to visit. Today, skiers, snowboarders, and winter enthusiasts hop onto Instagram, TikTok, and Facebook to explore their next snowy getaway. In fact, 72% of travelers use social media to share their travel experiences and seek recommendations. For a ski resort, this represents a massive opportunity to showcase epic powder days, scenic mountain views, and a vibrant community of adventurous souls.

But social media isn’t just about posting pretty pictures. It’s a powerful way to build an engaged online community—people who think of your resort as more than just a place to ski but as a brand they trust, admire, and want to return to year after year. With the right strategy, you can harness that community to:

  • Drive bookings and increase revenue.
  • Generate user-generated content (UGC) that amplifies your brand.
  • Foster loyalty and repeat visits.
  • Create a sense of belonging around your resort.

Section 1: Defining Your Audience and Goals

Who Are You Trying to Reach?
Your ski resort might attract a range of different demographics—from adrenaline-fueled teens and college students to young professionals and families looking for a cozy winter retreat. Each of these groups will have different pain points and interests. For example:

  • Families: They often look for kid-friendly slopes, lessons, and activities off the mountain (like ice skating or hot chocolate by the fire).
  • College Students/Young Adults: They might prioritize budget-friendly passes, nightlife, and social events.
  • Luxury Travelers: They’re often drawn to upscale lodging, dining experiences, and top-tier services like ski valets and spa treatments.
  • Seasoned Skiers/Snowboarders: They want advanced terrain, high-quality snow, and minimal lift lines.

Take the time to define these segments clearly. You can even create “customer personas” to represent each group. For instance, “Family-Focused Felicia” might be a mother of two kids, concerned about safety, affordable lodging, and child-friendly lessons. “Powder-Hound Pete” might be an advanced snowboarder in his late 20s who’s always chasing fresh powder and after-dark fun.

Setting Specific Social Media Goals
Ask yourself: what do you want social media to do for your ski resort? Common objectives might include:

  1. Increasing Brand Awareness: Do you want more people to know about your resort across the country or even internationally?
  2. Driving Ticket Sales and Bookings: Are you aiming for more day-pass purchases, season pass sales, or hotel bookings?
  3. Fostering Community Engagement: Would you like your guests to interact more frequently with your posts, participate in online events, and share their own experiences?
  4. Enhancing Customer Service: Social media can also be a channel for quick responses to customer queries about weather conditions, lift operations, or event schedules.

Defining these goals upfront will guide every decision—from which platforms to focus on to what types of content you create.

Section 2: Picking the Right Platforms for Your Resort

Understanding Platform Strengths

  • Instagram: A must-have for visually stunning content. Ski resorts with breathtaking landscapes and action shots can thrive here. Instagram Stories and Reels are also effective for showing behind-the-scenes operations or highlighting live events.
  • Facebook: Great for reaching a broad demographic. Families and older audiences often use Facebook groups and events to plan trips, discuss travel tips, and share experiences.
  • TikTok: The go-to platform for short, snappy videos. If you want to engage Gen Z and younger millennials, TikTok can showcase high-energy ski and snowboard clips, quick resort tours, or comedic behind-the-scenes moments.
  • YouTube: Longer-form videos work well here. Think seasonal highlights, professional vlogs, or instructional skiing/snowboarding tutorials.
  • Twitter/X: Best for quick announcements and real-time updates on weather, lift closures, or last-minute deals. However, it might not be as visually rich as other platforms.
  • LinkedIn: Useful if you want to build partnerships with travel agencies, event planners, or corporate groups. This is more B2B-oriented.

Tailoring Content to Each Platform
While you can certainly repurpose some of your content across multiple channels, each platform has its own best practices. For example, you might post a captivating reel of snowboarders catching air on Instagram, then create a 60-second highlight of the same footage on TikTok with trending music. Meanwhile, on Facebook, you could share a family-friendly event with details, ticket prices, and a photo collage.

Section 3: Crafting Engaging Content That Resonates

The Power of Visuals
Ski resorts are visually rich environments—snow-capped peaks, cozy lodges, and skiers carving perfect turns. High-quality photos and videos are your best friend. Consider investing in a dedicated content team or partnering with local photographers to capture those memorable moments. Action shots, panoramic vistas, and even time-lapses of snowfall can evoke excitement and wanderlust.

Post visual teasers of fresh snowfall or gorgeous sunrises right before the weekend to encourage spontaneous trips. A study by Expedia found that 30% of last-minute travel plans originate from social media inspiration.

Storytelling Through Captions and Live Feeds
Great visuals grab attention, but compelling captions keep people reading. Share an anecdote about how the resort prepared the slopes overnight, or highlight a staff member’s story—like the snow groomer who’s worked there for 20 years. People love to feel an emotional connection, and well-crafted narratives can make your posts stand out in a crowded feed.

Platforms like Facebook Live or Instagram Live allow you to broadcast in real-time. Host a live tour of the resort, show off a behind-the-scenes lesson on snow grooming, or stream a local band playing at your resort’s après-ski bar. Live content fosters immediate interaction and excitement.

Educational and Safety Content
Although fun and adventure might be your resort’s main selling points, you can also create content around mountain safety, lessons, and equipment tips. This not only demonstrates responsibility but also appeals to families and beginners who might be hesitant.

  • Examples:
    • “How to Dress for a Day on the Slopes”
    • “Beginner’s Guide to Skiing: 5 Essentials You Need to Know”
    • “Kids’ Corner: Fun Exercises to Get Your Little Ones Ready for Snow”

This type of content underscores your resort’s expertise and creates trust among your audience.

Section 4: Building and Engaging Your Online Community

Encouraging User-Generated Content (UGC)
One of the most powerful ways to build community is letting your visitors do the talking. Encourage them to share photos, videos, and stories from their trips. Create a unique hashtag—something like #SkiAtMountainPeak—to make it easy for people to find and share relevant posts.

  • How to Encourage UGC:
    1. Run photo contests where visitors can submit their best action shots for a chance to win a free lift pass.
    2. Repost your favorite user content on your official channels (always credit the creator!).
    3. Give special shoutouts or small rewards to top contributors, like a free hot chocolate voucher or a mention in your newsletter.

When guests see their content spotlighted, it boosts their sense of belonging and encourages others to participate, effectively turning them into brand ambassadors.

Hosting Virtual and In-Person Events
Social media can serve as the central hub for announcing, promoting, and recapping events. Consider these ideas:

  1. Virtual Trivia Nights: Host an online quiz about ski culture, your resort history, or winter safety tips.
  2. In-Person Social Meetups: Organize a ski club meetup and broadcast highlights via live streaming to folks who couldn’t attend in person.
  3. Charity Fundraisers: Partner with local nonprofits to support environmental causes or youth sports programs. Use social channels to collect donations or sell tickets for an on-mountain event.

Events are particularly effective in creating a shared experience that resonates online and offline, strengthening the sense of community around your resort.

Engaging Through Polls and Q&A
Platforms like Instagram Stories and Twitter offer built-in tools—polls, quizzes, Q&A stickers—that let you get immediate feedback. Use these to ask followers about upcoming events, new menu items at the lodge, or their favorite trails. Not only does this foster direct engagement, but it also provides you with invaluable data to guide future decisions.

Section 5: Collaborations, Influencers, and Partnerships

Why Influencers Matter
Influencers aren’t just for beauty brands or tech startups. Outdoor and travel influencers can help you tap into new audiences who might not be aware of your resort. According to some marketing reports, influencer campaigns can drive up to 11x higher ROI than traditional advertising. By collaborating with skiers, snowboarders, or travel bloggers who already have a dedicated following, you can showcase the best aspects of your resort to a community that trusts the influencer’s recommendations.

Choosing the Right Partners
When selecting influencers or brand partners, focus on authenticity and relevance. A local ski enthusiast with a smaller but highly engaged following may generate better results than a huge social media star with a detached global audience. Look for individuals who:

  • Already post frequently about winter sports or mountain adventures.
  • Have a history of engaging with their followers through comments and Q&A.
  • Demonstrate shared values with your resort (e.g., environmental sustainability or community support).

Structuring an Influencer Visit
Invite influencers for a “fam trip” (familiarization trip) where they get access to complimentary lift tickets, lodging, or exclusive behind-the-scenes tours. Encourage them to document the trip through Stories, posts, and live streams. Just ensure you have a clear agreement on what content they’ll produce and the timeframe for posting.

Section 6: Creative Promotions and Offers

Limited-Time Deals and Special Passes
Social media is an excellent platform for sharing flash sales or special packages—like a “Weekend Family Bundle” that includes lessons, rental equipment, and lodging discounts. Use urgency (e.g., “Valid for the next 48 hours!”) to encourage immediate action. Make sure to track the redemption or booking codes so you can measure the success of each promotional campaign.

Holiday-Themed Campaigns
The winter season is full of holidays—Christmas, New Year, Valentine’s Day, even National Ski Day in some places. Tailor promotions around these events. Maybe offer a “Valentine’s on the Slopes” package with a romantic gondola ride or a hot cocoa bar for couples. Post about it on social media using event-specific hashtags to broaden reach.

Rewards and Referral Programs
Encourage loyal guests to become advocates. A structured referral program—where they get a discount on future lift tickets or lodging for every new customer they bring—can dramatically increase word-of-mouth marketing. Promote this program consistently on social media, showing how easy it is for users to share a unique referral link or code with their network.

Section 7: Handling Customer Service and Crisis Management

Real-Time Interaction and Transparency
Ski resorts deal with unpredictable conditions—weather changes, lift malfunctions, or unexpected closures. Social media can be your direct line to customers. If a storm is rolling in, or a lift is down for maintenance, post immediate updates. Transparency helps build trust, even when delivering bad news.

71% of consumers who experience good social media customer service are likely to recommend the brand to others.

Responding to Complaints and Negative Feedback
Not every day on the mountain is perfect, and some guests will share their frustrations publicly. Address these concerns head-on and quickly:

  1. Apologize for Any Inconvenience: Show empathy and understanding.
  2. Offer a Solution or Compensation: If a visitor lost a day of skiing due to lift closure, consider offering a partial refund or a discount on future visits.
  3. Move the Conversation Off Public Channels: Provide a direct line or email where they can get personalized support.

By handling tough situations gracefully and transparently, you can turn a dissatisfied guest into a loyal customer who appreciates your responsiveness and integrity.

Section 8: Measuring Success

Defining Key Performance Indicators (KPIs)
You won’t know if your social media strategy is effective unless you track metrics that align with your goals. Some KPIs to consider:

  1. Engagement Rate: Likes, comments, shares, and saves on posts.
  2. Reach and Impressions: How many unique people see your posts, and how many times are they viewed?
  3. Click-Through Rate (CTR): The percentage of people who click on links in your posts—like booking pages or event sign-ups.
  4. Conversions: How many people actually book a trip or buy a lift pass after seeing your content?
  5. Follower Growth: Though not always the best indicator of engagement, it can show brand awareness trends.

Monitoring and Analytics Tools
Almost every social media platform offers built-in analytics (Instagram Insights, Facebook Page Insights, TikTok Analytics, etc.). For deeper analysis, consider using third-party tools like Sprout Social, Hootsuite, or Buffer. They can help you track cross-platform performance, schedule posts, and gather insights into audience demographics and behaviors.

Adjusting Strategy Based on Data
If your Instagram Reels featuring snowboard trick montages garner thousands of views but the scenic landscape posts get fewer views, lean into what resonates. If your TikTok campaigns aren’t converting but your Facebook ads are driving significant bookings, shift more resources to Facebook. Don’t be afraid to experiment and pivot as you learn more about what your audience wants.

Section 9: Sustainability and Community Involvement

Showcasing Environmental Responsibility
Ski resorts operate in fragile ecosystems. By highlighting green initiatives—such as renewable energy-powered lifts or reforestation projects—on social media, you communicate that you care about preserving the mountains for future generations. This resonates with environmentally conscious travelers and can become a significant selling point.

Supporting the Local Community
Partner with nearby businesses—like restaurants, breweries, or artisan shops—and feature them on your social channels. Cross-promotion can benefit everyone involved. You could also share stories of local athletes or employees, shining a spotlight on community success. This creates goodwill and helps your resort blend into the local culture, making it more appealing to both visitors and residents.

Section 10: Planning for the Off-Season

Year-Round Engagement
Social media shouldn’t go dormant when the snow melts. Keep your audience engaged with posts about summer activities (hiking, mountain biking, scenic chairlift rides, and more). This encourages visitors to see your resort as more than a winter-only destination. Off-season events like music festivals, weddings, or corporate retreats can also be promoted effectively through social channels.

Countdown to Next Season
As you gear up for the next winter, ramp up anticipation with teasers and behind-the-scenes looks at trail maintenance, new slope expansions, or improvements in facilities. Potential visitors love sneak peeks that build excitement and keep your resort top of mind.

Conclusion: Turning Your Ski Resort into an Online Community Hub

Successfully marketing your ski resort on social media isn’t just about posting beautiful photos or announcing the latest deals—though those certainly help. It’s about creating a sense of belonging, a story, and a brand identity that resonates deeply with people’s love for the mountains and the joy of winter sports. By defining clear goals, choosing the right platforms, and consistently sharing high-quality, engaging content, you’ll transform casual viewers into a loyal community.

Remember, social media success hinges on authenticity, regular engagement, and a willingness to adapt. The mountains may be timeless, but digital trends aren’t—so be prepared to keep your finger on the pulse of new platforms, features, and content styles. Above all, celebrate the passion, excitement, and camaraderie that make your ski resort unique. When you do that well, you’ll find that your social media presence becomes an extension of what people love most about the slopes: adventure, community, and unforgettable experiences.

By treating your social media platforms as a dynamic community—rather than just marketing channels—you’ll create lasting memories for your guests and a loyal following that returns season after season, ready for their next mountain adventure.