Wealthy Skiers Pay Big to Chase Snow for Luxury Vacations

Climate change is making reliable snowfall harder to find, forcing wealthy travelers to book last-minute trips and eat costly deposits.

Mar. 24, 2026 at 10:29am

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As climate change makes reliable snowfall increasingly difficult to find, wealthy skiers are going to extreme lengths to chase the best snow conditions, even if it means booking last-minute trips or eating large deposits on nonrefundable hotels. Skiers are willing to pay premiums to ensure they get good snow during the limited number of weeks in the winter they can ski, with some even booking two ski trips and canceling one at the last minute if the snow isn't good.

Why it matters

The trend of "snow chasing" highlights the growing impact of climate change on the ski industry, as warming temperatures and less reliable snowfall force skiers to be more flexible and willing to pay a premium to find the best conditions. This puts pressure on ski resorts to adapt, while also raising questions about the long-term viability of the ski industry in certain regions as the climate continues to change.

The details

Wealthy skiers are increasingly booking last-minute trips or eating deposits worth thousands of dollars to chase the best snow conditions. One skier from New York, Scott, visited Aspen in December only to find "horrible" snow conditions, so for his next trip in February he waited until a few days out to book a trip to Courchevel in France when it was clear they were getting heavy snowfall. Scott said the last-minute booking likely increased the cost of the trip by 20-25%, but he was happy to pay the premium to ensure good snow conditions. Travel planners and concierge services that help skiers find the best snow have also seen an uptick in demand from both wealthy skiers and "ski bums" willing to be flexible on their destination.

  • In December, Scott visited Aspen and found "horrible" snow conditions.
  • In February, Scott booked a last-minute trip to Courchevel in France when heavy snowfall was forecasted.

The players

Scott

A diehard skier from New York who has had to adjust his ski vacation plans to chase the best snow conditions.

Erica Jackowitz

The founder of the Reve Travel Club, who advocates for her ultra-high-net-worth clients to book multiple ski trips and cancel the one with worse snow conditions.

Rob DelliBovi

A luxury travel planner and owner of RDB Hospitality Group, who has seen his wealthy clients cancel nonrefundable hotel bookings worth up to $7,000 to book last-minute trips to better snow conditions.

Steve Conney

A snowboarder based in Utah who has been chasing powder for 50 years and created the Powderchasers website and concierge service to help skiers find great snow.

Russ Schumacher

The Colorado State Climatologist and director of the Colorado Climate Center, who says warming temperatures are "squeezing the snow season" and impacting the quality of snow for skiing.

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What they’re saying

“I'd rather pay a premium, given that there's only so many weeks in the winter you can ski, to make sure you get good snow.”

— Scott

“True luxury is about having options. They'll pay for two experiences and not expect money back when they choose one over the other.”

— Erica Jackowitz, Founder, Reve Travel Club

“The longer you're willing to wait, the better the odds are of you scoring powder.”

— Steve Conney, Founder, Powderchasers

“Clearly, there's a trend toward warming here in Colorado and globally. It's squeezing the snow season in the fall, and the spring meltout is happening earlier.”

— Russ Schumacher, Colorado State Climatologist

What’s next

As the ski industry continues to grapple with the impacts of climate change, ski resorts and destinations will likely need to further invest in snowmaking technology and diversify their offerings to cater to skiers willing to pay a premium for reliable snow conditions.

The takeaway

The trend of wealthy skiers chasing snow highlights the growing challenges the ski industry faces due to climate change, as unpredictable snowfall forces skiers to be more flexible and willing to pay higher prices to find the best conditions. This raises questions about the long-term sustainability of the ski industry in certain regions, and the need for resorts and destinations to adapt their operations and offerings to meet the evolving demands of skiers.