Decision tree models for profiling ski resorts’ promotional and advertising strategies and the impact on sales

•We profile online and mobile technologies used by ski resorts on two segments.•Segments include millennials and non-millennials (greater than 35).•Decision tree models show that ski resorts use specific strategies for these segments.•Findings reveal the impact that technologies and services have on resort sales.•It is a novel use of decision trees to profile promotional and advertising strategies.

Based on survey data, this paper builds decision tree models to profile the online and mobile technologies and services that ski resorts use for their promotional and advertising strategies for two important segments, namely millennials (less than and equal to 35) and non-millennials (greater than 35). The technologies and services include resort websites, microblogging services, and online coupon services. The decision tree models reveal that ski resorts use specific strategies for these segments. Also, the paper reveals the impact that the technologies and services have on resort sales. The impact is positive and both immediate and sustained in nature. The research is the first of its type in the ski industry and represents a novel use of decision tree models for profiling promotional and advertising strategies.