Mammoth Lakes, CA – June 1, 2026 – Mammoth Mountain, a jewel of California’s Sierra Nevada, has announced an extended spring skiing season, thrilling late-season enthusiasts with the promise of fresh turns until June 7th. This decision, driven by favorable weather conditions and robust snowpack, underscores the resort’s commitment to maximizing the winter sports experience for its patrons. Meanwhile, in a significant move for the luxury ski travel sector, VIP SKI has officially opened bookings for its 2027/28 winter season, an unprecedented early launch reflecting surging demand for premium alpine holidays. However, the industry also faces challenges, as highlighted by reports from Switzerland where ski hotels are reportedly being undercut by online booking platforms, leading to pricing pressures and a potential loss of control over distribution.
Mammoth Mountain Defies Season End with Extended Spring Skiing
Mammoth Mountain’s decision to prolong its operational period into the first week of June is a testament to the resilient nature of its high-altitude terrain and the resort’s proactive approach to snow management. The announcement, made by the resort, stated, "In true Mammoth fashion, we’ll keep skiing and riding as long as conditions allow." This sentiment was further elaborated by resort officials who confirmed that cold temperatures, a solid snow base, and fresh snowfall forecasts for the current week were the primary drivers behind extending lift operations through Sunday, June 7th.
Following the traditional Memorial Day weekend, Mammoth Mountain had initially planned to scale back operations. However, by continuing to spin lifts, the resort is offering access to approximately 40 of its 180 designated trails, serviced by six operational lifts. This is a reduction from the mid-May period, when the resort reported nine open lifts and 70 open trails, indicating a strategic focus on core terrain to maintain optimal skiing conditions. The extension provides an invaluable opportunity for skiers and snowboarders to enjoy the mountain’s iconic landscapes and challenging runs for an additional week.
Emily Van Greuning, Communication Director for Mammoth Resorts, recently discussed the extended ski season with FOX Weather, providing insights into the operational aspects and the positive reception from the skiing community. While the exact depth of the snowpack at various elevations was not detailed, the resort’s ability to extend its season into June is a strong indicator of substantial snow accumulation throughout the winter and spring months. This extended season not only benefits local and visiting skiers but also provides a boost to the regional economy, extending the tourism season for the Mammoth Lakes area.
VIP SKI Sets New Benchmark with Unprecedented 2027/28 Winter Bookings
In a bold move that signals a robust demand for high-end ski holidays, VIP SKI has opened bookings for its 2027/28 winter season. This early release, significantly ahead of industry norms, offers discerning travelers the opportunity to secure their preferred luxury chalets, resorts, and travel dates with ample lead time. This initiative is a first for the ski industry, demonstrating a proactive strategy to cater to a clientele that values meticulous planning and early access to exclusive accommodations.
The decision follows a period of "unprecedented demand" for VIP SKI’s offerings, with the company reporting that 50% of its chalets and luxury ski hotels across four prime French ski resorts are already sold for the winter 2027 season. This remarkable sell-through rate underscores a growing appetite for premium ski holidays, particularly during the highly sought-after peak weeks such as Christmas, New Year’s, and the February half-term. The trend suggests a discerning traveler base prioritizing quality, exclusivity, and predictable snow conditions, often associated with higher-altitude destinations.
A statement from VIP SKI articulated the strategic advantage of this early launch: "By opening bookings earlier than many operators, VIP SKI offers guests the chance to plan ahead with confidence, lock in the most sought-after chalets and avoid the increasingly competitive rush for availability at peak periods." This approach directly addresses the challenges faced by travelers attempting to book prime accommodations during peak seasons, where availability often diminishes rapidly.
VIP SKI’s portfolio is strategically located in high-altitude Alpine resorts, including Val d’Isère, La Plagne, Arc 1950, and Avoriaz. This geographical concentration is a direct result of a ten-year objective set by VIP SKI Managing Director Andy Sturt to elevate all properties above 1,800 meters (approximately 5,900 feet). The company proudly notes that the average altitude of its chalets now stands at an impressive 1,967 meters (approximately 6,450 feet).
This commitment to high-altitude positioning is not merely a matter of prestige; it is intrinsically linked to the operational advantages it provides. Higher altitudes generally ensure greater snow reliability throughout the winter season, extending the skiing period and minimizing the risk of early thaws or insufficient snowfall. This elevation benchmark allows VIP SKI to guarantee its guests access to the best possible snow conditions, from the opening of the season to the final days of spring skiing. Furthermore, it often translates to quicker access to the slopes, enhancing the overall convenience and enjoyment of a ski holiday. In an era where climate change is increasingly impacting snow reliability in lower-lying resorts, VIP SKI’s focus on elevation positions it as a provider of consistently high-quality alpine experiences.
The early release for the Winter 2028 season enables guests to plan their holidays with precision, securing not only the best accommodation and locations but also the most convenient travel dates before limited availability becomes a constraint. VIP SKI can be contacted at 0203 892 4060 or via their website at www.vip-chalets.com. The image accompanying this announcement features ‘Graciosa,’ a chalet in La Plagne, showcasing the luxurious accommodations offered by VIP SKI.
Swiss Ski Hotels Grapple with Online Travel Agency Pricing Pressures
In a contrasting development from the Swiss Alps, the hotel industry is facing significant challenges related to online booking platforms. Hotelleriesuisse, the industry body representing Swiss hotels, has raised concerns that numerous hotels are experiencing their room rates being undercut by online travel agencies (OTAs), often without the hotels’ explicit consent. This practice is reportedly eroding profit margins and creating a competitive imbalance within the market.
Data from 2025 indicates that approximately half of the 171 hotels surveyed by Hotelleriesuisse reported being affected by this issue, an increase from 40% the previous year. Alarmingly, in a staggering 83% of these cases, the hotels had not approved the lower prices being offered on these third-party platforms. This suggests a significant lack of transparency and control for many hotel operators regarding their own pricing strategies.
Christian Hürlimann, Director of Hotelleriesuisse, highlighted the detrimental effects of this trend. "Price cuts can force hotels to lower their own direct rates to stay competitive, creating a downward spiral," he stated. This downward spiral not only impacts individual hotel revenues but can also devalue the perceived worth of hotel stays in general, potentially affecting the long-term profitability and sustainability of the sector.
Beyond immediate financial implications, hotels also risk gradually losing control over their pricing and distribution channels. While direct bookings remain the most significant revenue stream for many businesses, accounting for 59% of bookings according to the survey, online travel agencies continue to wield considerable influence. For a substantial number of hotels, these platforms serve as their primary digital distribution partners, making it difficult to disengage even when facing unfavorable terms.
The online travel agency market is also characterized by a high degree of concentration. Booking.com reportedly dominates the landscape, accounting for over 70% of all online bookings, with Expedia holding a significant, though smaller, share of around 15%. This duopoly means that hotels have limited alternatives when seeking to distribute their inventory online, often leaving them with little leverage to negotiate favorable terms or prevent unauthorized price reductions.
The implications for Swiss ski resorts are considerable. As a prime destination for winter tourism, the hotel sector forms a crucial component of the overall visitor experience. Uncontrolled price competition driven by OTAs could lead to a reduction in the quality of services offered as hotels struggle to maintain profitability, or it could deter investment in property upgrades and guest amenities. Hotelleriesuisse’s concerns underscore a broader debate within the global hospitality industry about the power of OTAs and the need for greater regulatory oversight to ensure a fair and balanced digital marketplace. The image associated with this section depicts Zermatt, Switzerland, a renowned ski destination that, like many others, would be susceptible to these market dynamics.
