Mountain & Ski Travel 2026

Summary

Demand for mountain and ski travel remains resilient even as unreliable snow conditions test traveler confidence, with winter sports travelers continuing to book at a pace that defies any simple "revenge travel" narrative. Destination choice, spend and loyalty vary sharply by generation, family status and athletic level, and a growing share of trips carry luxury pricing and elevated spend. Decision-making has become more psychological than seasonal, with travelers weighing timing, destination and booking commitments against conditions they cannot control.

This report is based on a survey of leisure travelers in the U.S. who took an overnight mountain or snow trip since 2022 that included skiing, snowboarding, snowmobiling, snowshoeing, snowtubing or dogsledding. It examines how travelers research, choose and book trips, including the roles of destination, spend, financial behavior and decision-making under snow uncertainty in shaping travel behavior and future intent.