The 4 Valleys, Switzerland's largest ski area, has announced it will cut prices in some quieter mid-season weeks in a bid to attract more business.
The region which links half a dozen ski villages, the largest and best known of which is Verbier, is also considering introducing more 'dynamic pricing' for its lift passes – essentially pricing according to demand as has been the model in the hotel and airline industries for several decades now.
Resort managers told local media that the move is a response to falling lift pass sales and the strong Swiss Franc.
Price cuts so far announced are not particularly spectacular, although they'll no doubt be welcomed by skiers. Reductions announced so far are around 10% on day pass prices during the low season weeks following the peak New Year week.
That period had been enjoying increased business from the Russian market. Celebrating their Orthodox holidays several weeks after the western Europeans, but with the dramatic decline in rich Russian visitors following the Ukraine crisis, it feels more like low season again.
It is not in fact unusual for ski areas to offer discounts in January in many ski nations to encourage demand, but in Switzerland prices are generally fixed all winter regardless of how busy a resort is and how much terrain is open.
Many Swiss resorts have held their prices for several seasons leading to a reduction in real terms for Swiss guests, although with the Franc performing better than most other currencies, prices have still appeared to rise for most non-Swiss nationals.
The 4 Valleys will also offer a 5% discount to tickets bought online in advance.