Travel & Tourism

A Slalom to Success for Dolomiti Superski

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Plenty of potential

Founded in 1974, Dolomiti Superski is one of the most important ski networks worldwide. Its footprint, the largest in Italy, covers a broad range of peaks and valleys in the Dolomites, with a total of 1,200 km of different pistes over 450 of the most sought-after locations in 12 ski zones.

AN ANALOGUE SKI-CIRCUIT

Dolomiti Superski was looking to increase tourism to its 12 ski valleys and add users to its already-existing programmes. Daily or weekly Skipasses were already offered, but Dolomiti Superski lacked the tools to collect relevant data on buyers. In addition, though a newsletter was being sent to an email list, the messaging was without customisation.

What Dolomiti Superski lacked in marketing tools and market advantages, they certainly made up for in potential. The natural beauty of the landscape is unrivalled, and their offering covered an expansive consortium of lift operators in varied locations, as well as partnerships with local tourism boards, hotels and restaurants. However, this information wasn’t making its way to the consumer through more engaging, customised, multi-channel messaging.

Salesforce, customised emails and client training

With a clear-cut challenge and plenty of great potential to work with, Tinext set out to increase Skipass sales and offer correlated services through a direct to consumer strategy that highlighted the entire ski experience.

The project made use of the Salesforce platform to manage client/visitor relationships and communications in a way that was entirely original. To start, all information about customers was centralised, so DSS could create personalised emails to build individual customer journeys. In addition, social media platforms, advertising, mobile, customer services, ski stat apps, checkouts and the online shopping portal all became active touch points in order to offer a superior digital experience to users.

Tinext provided DSS with its expertise in a start-to-finish project, going from benchmark analysis and competitor analysis to the configuration of the platform and training sessions.

Results

+38%

Users with a completed profile

+97%

Newsletter subscriptions

+50%

Increase in online sales

+31%

Registered skipass

39%

Open Rate
vs 17% industry average

0.10%

Newsletter unsubscribed 
vs 0.19 indusry average

Thanks to Tinext, we’re now fully engaged with our users, with a bump in ski-pass sales that has allowed us to boost their enjoyment on the slopes.
The entire Tinext team of professionals was here to guide us every step of the way, while listening to our questions and concerns.

Daniel Senoner –
Marketing Automation Manager

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