Promoting family activities at ski resorts requires a strategic public relations approach that puts safety, accessibility, and fun at the forefront of all communications. PR professionals and resort marketers face unique challenges in attracting families to winter sports destinations while addressing common parental concerns about skill levels, safety measures, and entertainment options for all ages. According to the National Ski Areas Association (NSAA), family groups make up approximately 46% of all ski resort visitors, making them a vital market segment for sustained business growth. A well-executed PR strategy focusing on family-friendly amenities, beginner programs, and multi-generational activities can significantly boost resort bookings and create lasting relationships with family guests.
Highlighting Beginner Slopes and Family-Friendly Terrain
The presentation of beginner slopes and family terrain sets the foundation for successful family-focused PR campaigns. Research from the NSAA shows that 85% of first-time skiers who receive proper instruction on appropriate terrain return for a second visit. This statistic underscores the importance of effectively communicating terrain accessibility to potential family visitors.
Media kits and press materials should feature detailed maps and visual guides that clearly mark family zones and learning areas. Professional photography and video content showing families enjoying gentle slopes creates relatable marketing assets that resonate with parents considering their first ski vacation. These visuals should demonstrate proper safety measures, including helmet use and appropriate supervision ratios.
Social media campaigns can spotlight daily grooming reports for beginner areas, ensuring parents know conditions are maintained for optimal learning experiences. Regular updates about snow conditions on family runs, coupled with easy-to-understand difficulty ratings, help parents make informed decisions about slope selection.
Creating Effective Ski School PR Campaigns
Ski schools represent a critical component of family-oriented resort marketing. The Professional Ski Instructors of America (PSIA) reports that children who participate in professional lessons are 60% more likely to continue skiing long-term compared to those who learn informally.
PR materials should highlight instructor certifications, teaching methodologies, and specific programs designed for different age groups. Press releases can feature instructor profiles, showcasing their experience with children and teaching philosophy. This personal approach helps build trust with parents who may be hesitant about leaving their children with instructors.
Success stories and testimonials from families who have completed lesson programs provide powerful social proof. These narratives can be distributed through local media outlets, parenting blogs, and resort newsletters. Video content showing children’s progression from first-time skiers to confident beginners creates compelling storytelling opportunities.
Leveraging Parenting Influencer Partnerships
Social media influencers with strong parent followings can significantly impact family vacation decisions. According to a 2023 study by Influencer Marketing Hub, parent-focused content creators generate 3.7 times higher engagement rates than general travel influencers when promoting family destinations.
When selecting influencer partners, focus on those who align with your resort’s values and have experience creating authentic family content. Look for influencers who can document real experiences, from ski school drop-offs to family meals and evening activities. Their content should address common parental concerns while highlighting positive experiences.
Establish clear guidelines for influencer partnerships that emphasize safety messaging and accurate representation of resort amenities. Provide influencers with specific talking points about family programs, but allow creative freedom to maintain authenticity in their content delivery.
Statistics show that 30% of family members visiting ski resorts may not ski at all, making alternative activities crucial for family appeal. PR campaigns should highlight the full spectrum of winter activities available to non-skiing family members.
Create content series featuring different daily itineraries for families, incorporating both on-snow and off-snow activities. Press materials can showcase:
- Tubing parks and their safety features
- Ice skating rinks with family skating sessions
- Indoor activities and children’s programs
- Family-friendly dining options with kids’ menus
- Evening entertainment suitable for all ages
Developing Multi-Generational PR Materials
Multi-generational travel continues to grow, with the Family Travel Association reporting a 30% increase in extended family ski vacations since 2019. PR materials should reflect this trend by featuring content that appeals to all age groups.
Create press releases highlighting special programs for grandparents and grandchildren, such as multi-generational ski lessons or family history programs. Develop photo opportunities that capture three-generation family moments on the slopes or during resort activities.
Safety Communication Strategies
Parents consistently rank safety as their top concern when planning ski vacations. PR materials must address these concerns directly while maintaining an inviting and exciting tone.
Develop regular safety-focused content that includes:
- Updates on snow conditions and grooming operations
- Information about ski patrol services and emergency response
- Details about equipment fitting and maintenance
- Guidelines for weather preparation and appropriate clothing
Modern family-focused PR requires strong digital integration. According to Google Travel Insights, 70% of family vacation planning begins online, often three to six months before travel dates.
Create downloadable family planning guides, virtual resort tours, and interactive content that helps families prepare for their visit. Maintain an active blog featuring family-focused articles, tips, and seasonal updates. Use email marketing to nurture relationships with family guests, providing relevant content throughout the year.
Measuring PR Campaign Success
Track key performance indicators specific to family-focused initiatives:
- Family booking rates and return visit statistics
- Ski school enrollment numbers
- Social media engagement on family-oriented content
- Media coverage in family and parenting publications
- Influencer campaign reach and conversion rates
Conclusion
Successful family-focused PR for ski resorts requires a comprehensive approach that addresses safety, accessibility, and entertainment for all ages. By implementing these strategies, resorts can build strong relationships with family visitors and create lasting memories that encourage return visits. Start by assessing current family programs and identifying opportunities for enhanced communication. Then, develop a coordinated PR plan that incorporates multiple channels and touchpoints to reach family decision-makers effectively. Remember to regularly collect feedback from family guests to refine and improve PR efforts continuously.
PR professionals should focus on creating authentic, informative content that helps families plan and enjoy their ski resort experience. By maintaining consistent communication about family-friendly amenities, safety measures, and varied activities, resorts can position themselves as premier destinations for family winter vacations.
