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

Source: Business Insider

Vail Resorts said its targeting Gen Z to ensure the future of skiing. Mauro_Repossini/Getty ImagesVail 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.