Montage Scales Luxury Brands Purposefully

Park City, Utah — August 14, 2023

In short: Montage resorts’ sales teams are personally assisting guests with ski gear during peak hours.

Montage Sales Teams Providing Direct Guest Assistance

The News

According to Montage Hotels & Resorts, sales managers at Montage Deer Valley, Pendry Park City, and Montage Big Sky are voluntarily joining guests in the morning to help with ski boot fittings and initial on-snow instructions. This hands-on approach is part of the brand’s culture of immersive service, moving beyond scripted interactions to authentic guest engagement.

Industry Context

This practice aligns with the hospitality industry’s trend toward experiential service models, where staff roles extend beyond traditional front-desk functions. While similar programs exist at other luxury resorts, Montage’s implementation—where sales managers proactively engage guests rather than react to requests—demonstrates a unique commitment to personalized, morning-focused service.

Key Details

• Montage Deer Valley, Pendry Park City, and Montage Big Sky are the three properties involved.
• The initiative is not mandated by management; it is a cultural choice embraced by the sales staff.
• The program is active during peak seasons, specifically targeting the morning rush period when guest needs are highest.

What Travel Professionals Should Know

For TMCs and travel trade partners managing corporate accounts in the Rocky Mountain region, this initiative underscores the value of personalized, proactive service in differentiating luxury experiences. It suggests that direct, hands-on guest assistance can be a competitive advantage, particularly in high-demand periods. Travel professionals may consider how their own properties could incorporate similar cultural elements to enhance guest satisfaction and loyalty.

Frequently Asked Questions

What is this program?
Montage resorts have implemented a culture-driven program where sales managers personally assist guests with ski gear and initial on-snow instructions each morning.

Which travel trade segments does this affect?
This directly impacts luxury resort sales teams and travel trade partners operating in mountain resort destinations, particularly those managing accounts in Utah and Montana.

When does this take effect?
The program is ongoing during peak seasons, though the source does not specify a start date.

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