With snowfall at historic lows, Vail is betting Gen Z will show up for a better deal

Vail Resorts said its targeting Gen Z to ensure the future of skiing.

Mauro_Repossini/Getty Images

• Vail Resorts lowered its 2026 outlook, citing the "worst" weather conditions in years.
• CEO Rob Katz says Vail's appeal to price-sensitive Gen Z is crucial for the future of skiing.
• The company reported a nearly 12% decline in visitors this season.

Vail Resorts CEO Rob Katz explained what's behind the ski giant's recently announced effort to attract Gen Z, as...