Newsweek Names Vail Resorts One of the Most Trustworthy Companies in America for Third Consecutive Year

Rhea-AI Summary

Vail Resorts (NYSE: MTN) has been named one of America's Most Trustworthy Companies by Newsweek for the third consecutive year in 2025. The recognition is based on a survey of over 25,000 U.S. respondents, evaluating employee, customer, and investor trust.

The company reports significant achievements across key areas:

• Highest return rate of frontline talent in company history due to increased wages and benefits
• Improved guest satisfaction at nearly all destination resorts
• $2 billion invested in capital improvements over 10 years, including 30+ new lifts
• $100 million in snowmaking investments since 2015, extending Rockies resorts season by 12 days
• On track for zero net operating footprint by 2030

Insights

Hospitality & Tourism Analyst

Vail Resorts' third consecutive recognition as one of Newsweek's Most Trustworthy Companies has substantial implications beyond the award itself. The company reports several key performance metrics that signal strong operational execution and strategic advantage in the competitive ski resort industry.

Most notably, Vail has invested nearly $2 billion in capital improvements over the past decade, including 30+ new lifts in just five years. Their $100+ million investment in snowmaking technology since 2015 has extended their Rockies resorts' seasons by 12 days on average - a full week longer than regional competitors. This directly translates to increased revenue opportunities and competitive differentiation.

The company's business model deserves particular attention for creating what they describe as "unprecedented stability" in an industry historically vulnerable to weather fluctuations. This stability enables continuous reinvestment despite climate change challenges, establishing a virtuous cycle that strengthens their market position.

Their employee retention metrics are equally impressive, with the highest return rate of frontline talent in company history. In an industry plagued by seasonal staffing challenges, this represents a significant competitive advantage that directly impacts guest satisfaction, which has improved year-over-year across nearly all destination resorts.

While awards alone rarely move markets, these operational metrics collectively demonstrate Vail's execution of a coherent strategy that balances guest experience, climate resilience, and financial stability - creating meaningful long-term value for shareholders.

Financial Strategist

The operational metrics embedded within this announcement reveal several key financial strengths deserving investor attention. Vail's $2 billion decade-long capital investment program demonstrates disciplined long-term capital allocation, while their $100+ million in snowmaking infrastructure since 2015 represents a strategic hedge against climate volatility.

What's particularly noteworthy is how these investments create tangible financial outcomes: the 12-day season extension at Rockies resorts delivers approximately 13% more operational days compared to regional competitors. This directly impacts revenue potential while spreading fixed costs across a longer operating window, improving margin efficiency.

Their digital innovation strategy has reduced lift line wait times for three consecutive seasons while simultaneously enhancing the guest experience. The correlation between these operational improvements and rising guest satisfaction metrics suggests potential for both improved retention and pricing power.

The company's emphasis on frontline employee retention represents another financial advantage. In an industry where seasonal hiring and training costs can significantly impact profitability, achieving record retention rates creates meaningful operational leverage through reduced recruitment expenses and improved service quality.

Most compelling is Vail's business model transformation toward more predictable revenue streams that reduce weather dependency. This stability enables consistent capital reinvestment regardless of seasonal fluctuations, creating a structural advantage against smaller competitors unable to match this investment pace - effectively widening Vail's competitive moat in the industry.

BROOMFIELD, Colo., April 2, 2025 /PRNewswire/ -- For the third consecutive year, Vail Resorts (NYSE: MTN) was recognized by Newsweek as one of The 2025 recognition is based on an independent survey of more than 25,000 U.S. respondents, and each company's overall score was composed of 80% from the survey results and 20% from social listening analysis. The Newsweek list measures companies based on a holistic approach to evaluating trust with three primary pillars: employee trust, customer trust, and investor trust.

"Our employees – and their passion for our mountains, our guests, and our communities – are the center of our success," said Vail Resorts CEO Kirsten Lynch. "We build trust through our shared passion, by turning challenges into opportunities, and by always listening, learning, and improving." 

Vail Resorts is guided by its commitment to employees, guests, communities, and shareholders– and its progress in the key areas directly impacting these entities.

• Employee Experience – Vail Resorts' frontline team members are key to creating an Experience of a Lifetime. By investing in their experience, the company is investing in the guest experience. Continued investments in wages and benefits have transformed talent into a strategic competitive advantage, leading to the highest return rate of frontline talent in the company's history.
  
  
• Guest Experience - Guest satisfaction has improved year over year at nearly every one of the company's destination mountain resorts. Over the last 10 years, Vail Resorts has invested nearly $2 billion in capital improvements, including more than 30 new lifts in the last five years. Its award-winning digital innovations, such as Mobile Pass, My Epic Gear, and My Epic Assistant have significantly reduced friction in the guest experience and have contributed to a decrease in lift line wait times year over year for the last three seasons.
  
  
• Stability – Ensuring the ski industry not only survives, but thrives, is crucial to Vail Resorts' business, employees, guests, and the communities in which it operates. The company's business model has created unprecedented stability in an industry that used to be ruled by weather, allowing Vail Resorts to continuously reinvest in its mountain resorts even amid climate change. Over $100 million in snowmaking investments since 2015 has enabled Vail Resorts to extend the season of its Rockies resorts by an average of 12 days—a week longer than the industry average in this region. This is complemented by the company's industry-leading sustainability program, Commitment to Zero. Vail Resorts remains on track to reach a zero net operating footprint by 2030.
  
  
• Accessibility – Vail Resorts is the industry leader in inclusive access programming, helping introduce future generations to snowsports and, in turn, ensuring growth of the sport. The introduction of products such as Epic Day Pass provides exceptional value to even the occasional skier or snowboarder, keeping the Epic Pass unparalleled in access and unmatched in value.

In addition to being named one of "America's Most Trustworthy Companies" in 2025, 2024 and 2023, Newsweek named Vail Resorts one of "America's Most Admired Workplaces" for 2025. Other recent company recognition for Vail Resorts includes TIME's "America's Best Mid-Sized Companies of 2024" and Fast Company's "Most Innovative Companies of 2024."

About Vail Resorts, Inc. (NYSE: MTN) 
Vail Resorts is a network of the best destination and close-to-home ski resorts in the world including Vail Mountain, Breckenridge, Park City Mountain, Whistler Blackcomb, Stowe, and 32 additional resorts across North America; Andermatt-Sedrun and Crans-Montana Mountain Resort in Switzerland; and Perisher, Hotham, and Falls Creek in Australia – all available on the company's industry-changing Epic Pass. We are passionate about providing an Experience of a Lifetime to our team members and guests, and our EpicPromise is to reach a zero net operating footprint by 2030, support our employees and communities, and broaden engagement in our sport. Our company owns and/or manages a collection of elegant hotels under the RockResorts brand, a portfolio of vacation rentals, condominiums and branded hotels located in close proximity to our mountain destinations, as well as the Grand Teton Lodge Company in Jackson Hole, Wyo. Vail Resorts Retail operates more than 250 retail and rental locations across North America. Learn more about our company at www.VailResorts.com, or discover our resorts and pass options at www.EpicPass.com. 

 

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SOURCE The Vail Corporation

FAQ

How much has Vail Resorts (MTN) invested in capital improvements over the past decade?

Vail Resorts has invested nearly $2 billion in capital improvements over the last 10 years, including more than 30 new lifts in the past five years.

What is Vail Resorts' (MTN) snowmaking investment impact since 2015?

Their $100 million snowmaking investment since 2015 has extended the season of Rockies resorts by 12 days, exceeding the regional industry average by one week.

When does Vail Resorts (MTN) aim to achieve zero net operating footprint?

Vail Resorts is on track to reach a zero net operating footprint by 2030 through their Commitment to Zero sustainability program.

How has Vail Resorts' (MTN) investment in employee benefits affected retention?

The company's investments in wages and benefits have resulted in the highest return rate of frontline talent in the company's history.

What improvements has Vail Resorts (MTN) reported in guest experience?

Guest satisfaction has improved year-over-year at nearly all destination resorts, with reduced lift line wait times for three consecutive seasons.