Industry News
For the third consecutive year, Vail Resorts was recognized by Newsweek as one of America’s Most Trustworthy Companies. 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. We build trust through our shared passion, by turning challenges into opportunities, and by always listening, learning, and improving,” said Vail Resorts CEO Kirsten Lynch.
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 almost $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 decreased lift line wait times year over year for the last three seasons.
- Stability – Ensuring the ski industry survives and 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 the sport’s growth. Products such as the Epic Day Pass provide 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 recognitions for Vail Resorts include TIME’s “America’s Best Mid-Sized Companies of 2024” and Fast Company’s “Most Innovative Companies of 2024.”
