Pursuit Attractions And Hospitalit

To connect people to iconic places by becoming the world’s leading provider of unforgettable experiences.

Pursuit Attractions And Hospitalit SWOT Analysis

Updated: October 6, 2025 • 2025-Q4 Analysis

How to Use This Analysis

This analysis for Pursuit Attractions And Hospitalit was created using Alignment.io™ methodology - a proven strategic planning system trusted in over 75,000 strategic planning projects. We've designed it as a helpful companion for your team's strategic process, leveraging leading AI models to analyze publicly available data.

While this represents what AI sees from public data, you know your company's true reality. That's why we recommend using Alignment.io and The System of Alignment™ to conduct your strategic planning—using these AI-generated insights as inspiration and reference points to blend with your team's invaluable knowledge.

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The Pursuit Attractions And Hospitality SWOT analysis reveals a powerful core business anchored by irreplaceable assets and a highly profitable, scalable attraction model. This provides a formidable foundation for achieving its vision. However, success is constrained by significant operational fragmentation, a weak parent brand, and heavy seasonal and geographic concentration. The strategic imperative is clear: Pursuit must leverage its profitable core to fund a deliberate transformation. This involves unifying the guest experience through technology and branding, diversifying the portfolio to build resilience against economic and environmental threats, and aggressively expanding its proven high-margin concepts globally. The path to becoming the world's leading provider of iconic experiences requires moving from a collection of assets to a cohesive global platform.

Vail Resorts Alterra Mountain Company Xanterra Travel Collection Herschend Family Entertainment Merlin Entertainments

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To connect people to iconic places by becoming the world’s leading provider of unforgettable experiences.

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Strengths

LOCATIONS: Irreplaceable portfolio in high-barrier-to-entry parks.
ATTRACTIONS: High-margin, scalable FlyOver model with global appeal.
PROFITABILITY: Strong post-pandemic revenue and EBITDA growth (Viad Q1'24).
EXECUTION: Proven operational excellence in complex natural environments.
ACQUISITION: Successful track record of integrating new assets and brands.

Weaknesses

SEASONALITY: Heavy revenue concentration in Q2/Q3 for Rockies locations.
BRANDING: Weak consumer-facing 'Pursuit' parent brand vs. property brands.
INTEGRATION: Fragmented tech stack across properties hinders guest journey.
LABOR: Staffing shortages and wage inflation in remote resort locations.
DIVERSIFICATION: Geographic concentration in Western Canada creates risk.

Opportunities

EXPANSION: Aggressive global rollout of the proven FlyOver attraction model.
LOYALTY: Create a unified loyalty program to drive repeat, cross-property visits.
PRICING: Implement sophisticated dynamic pricing and revenue management.
SUSTAINABILITY: Capitalize on growing demand for responsible travel brands.
DIGITAL: Enhance direct booking channels to improve margins and own data.

Threats

ECONOMY: A recession would significantly impact discretionary travel spend.
CLIMATE: Wildfires and extreme weather pose direct operational risks.
COMPETITION: Experience-focused companies (Vail, Alterra) are expanding.
REGULATION: Potential for stricter government limits on park tourism.
COSTS: Persistent inflation in labor, food, and energy costs.

Key Priorities

GROWTH: Accelerate global expansion of high-margin FlyOver attractions.
UNIFICATION: Build a unified brand, loyalty program, and tech platform.
RESILIENCE: Diversify geographically and reduce seasonal revenue swings.
OPTIMIZATION: Deploy advanced revenue management to maximize asset yield.

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Pursuit Attractions And Hospitalit OKR

Updated: October 6, 2025 • 2025-Q4 Analysis

The Pursuit OKR plan is a masterclass in focused execution. It directly translates the strategic diagnosis from the SWOT into a clear, ambitious, and measurable roadmap. By prioritizing the scalable growth of FlyOver (ACCELERATE GROWTH) and the critical need to create a cohesive digital backbone (UNIFY EXPERIENCE), the plan tackles the largest levers for value creation. Simultaneously, the objectives to BUILD RESILIENCE and OPTIMIZE REVENUE address core vulnerabilities and enhance profitability. This is not a laundry list of tasks; it is a tightly woven strategy where each objective reinforces the others, driving Pursuit from a collection of iconic assets toward a unified, global leader in experiential travel.

Vail Resorts Alterra Mountain Company Xanterra Travel Collection Herschend Family Entertainment Merlin Entertainments

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To connect people to iconic places by becoming the world’s leading provider of unforgettable experiences.

ACCELERATE GROWTH

Expand our global footprint with high-margin attractions.

PIPELINE: Secure agreements for 3 new FlyOver locations in target international markets by year-end.
LAUNCH: Successfully open the new FlyOver Chicago attraction, achieving 95% of its year-one revenue target.
ACQUISITION: Close one strategic acquisition of an iconic attraction or lodge that adds a new geography.
PARTNERSHIPS: Sign 2 major partnership deals with airlines or global travel brands to drive bookings.

UNIFY EXPERIENCE

Create a seamless guest journey across all our brands.

PLATFORM: Launch phase one of the unified booking engine, covering 50% of our key attractions and hotels.
LOYALTY: Design and announce a new global Pursuit loyalty program, enrolling 100,000 members in first 6 months.
DATA: Consolidate guest data from 75% of properties into a central data warehouse to enable personalization.
CROSS-SELL: Increase multi-property bookings by 15% through targeted CRM campaigns and checkout offers.

BUILD RESILIENCE

Strengthen our business against seasonality and risk.

SEASONALITY: Increase off-season (Q4 & Q1) revenue in our Rockies locations by 20% through new programming.
DIVERSIFY: Generate 10% of total revenue from attractions located outside of North America by EOY.
CLIMATE: Complete climate risk assessments and develop mitigation plans for our top 5 most vulnerable locations.
LABOR: Reduce seasonal staff turnover by 15% through enhanced training and retention programs.

OPTIMIZE REVENUE

Maximize the profitability of every guest visit.

PRICING: Roll out AI-driven dynamic pricing across all FlyOver and Gondola locations, increasing yield by 8%.
DIRECT: Shift channel mix to achieve 50% of all bookings through our direct website, reducing OTA fees.
ANCILLARY: Increase average ancillary revenue (retail, F&B) per guest by 12% through better bundling.
CONVERSION: Improve the conversion rate of our main booking website by 25% through A/B testing and UX changes.

METRICS

Total Guest Visits: 5.5 Million
Adjusted EBITDA: $132 Million
Guest Net Promoter Score (NPS): 65

VALUES

Inspiration
Stewardship
Integrity
Community

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Pursuit Attractions And Hospitalit Retrospective

AI-Powered Insights

Claude

Gemini

GPT

Viad Corp (VVI) Q1 2024 Earnings Report & Presentation (May 8, 2024)
PursuitCollection.com official website for mission, vision, and team.
Press releases regarding FlyOver Chicago and other expansions.
Analysis of customer reviews on TripAdvisor and Google for key properties.
Hospitality and travel industry reports on market trends (e.g., Skift).

Vail Resorts Alterra Mountain Company Xanterra Travel Collection Herschend Family Entertainment Merlin Entertainments

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To connect people to iconic places by becoming the world’s leading provider of unforgettable experiences.

Toggle Theme

What Went Well

REVENUE: Strong top-line growth driven by pricing and visitation.
FLYOVER: Standout performance from Las Vegas and other FlyOver locations.
PRICING: Successful implementation of pricing strategies to offset costs.
DEMAND: Continued robust leisure travel demand for unique experiences.
EXPANSION: Progress on new developments like FlyOver Chicago is on track.

Not So Well

MARGINS: Adjusted EBITDA margins faced pressure from inflationary costs.
LABOR: Persistent challenges with labor costs and availability in key areas.
SEASONALITY: Q1 results highlight extreme reliance on summer season profits.
LODGING: Some lodging segments may have seen softer performance vs attractions.
CORPORATE: Increased overhead costs to support global growth initiatives.

Learnings

POWER: Significant pricing power exists for unique, iconic attractions.
MODEL: The FlyOver model is highly profitable, scalable, and resilient.
COSTS: Inflationary pressures are persistent and require active management.
INTEGRATION: The need to unify systems is critical for future efficiency.
DIVERSIFICATION: Geographic and product diversification is key to stability.

Action Items

COSTS: Implement new cost control initiatives across all operations.
PRICING: Continue to refine and expand dynamic pricing strategies.
FLYOVER: Accelerate the development pipeline for new FlyOver locations.
TECHNOLOGY: Prioritize investments in unifying the core technology stack.
HIRING: Develop innovative strategies for attracting and retaining talent.

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Organization	SWOT Analysis	OKR Plan	Top 6	Retrospective

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Pursuit Attractions And Hospitalit Market

AI-Powered Insights

Claude

Gemini

GPT

Viad Corp (VVI) Q1 2024 Earnings Report & Presentation (May 8, 2024)
PursuitCollection.com official website for mission, vision, and team.
Press releases regarding FlyOver Chicago and other expansions.
Analysis of customer reviews on TripAdvisor and Google for key properties.
Hospitality and travel industry reports on market trends (e.g., Skift).

Founded: Roots trace back to Brewster Travel Canada (1892).
Market Share: Leading share in specific geographies (e.g. Banff).
Customer Base: International/domestic tourists, families, couples.
Category:
Experiential Travel
SIC Code: 7011 Hotels and Motels
NAICS Code: 721110 Hotels (except Casino Hotels) and Motels
Location: Denver, Colorado
Zip Code: 80202
Congressional District: CO-1 DENVER
Employees: 4500

Competitors

Vail Resorts Request Analysis

Alterra Mountain Company Request Analysis

Xanterra Travel Collection Request Analysis

Herschend Family Entertainment Request Analysis

Merlin Entertainments Request Analysis

Products & Services

No products or services data available

Distribution Channels

Pursuit Attractions And Hospitalit Business Model Analysis

AI-Powered Insights

Claude

Gemini

GPT

Viad Corp (VVI) Q1 2024 Earnings Report & Presentation (May 8, 2024)
PursuitCollection.com official website for mission, vision, and team.
Press releases regarding FlyOver Chicago and other expansions.
Analysis of customer reviews on TripAdvisor and Google for key properties.
Hospitality and travel industry reports on market trends (e.g., Skift).

Problem

Access to iconic natural wonders is difficult
Standard vacations lack inspiration and awe
Travel planning is fragmented and stressful

Solution

Curated attractions in world-class locations
Immersive experiences that create lasting joy
Integrated lodging, dining, and activities

Key Metrics

Total Guest Visits and Revenue per Visitor
Adjusted EBITDA and property-level margins
Guest Satisfaction Scores (NPS, TripAdvisor)

Unique

Exclusive long-term permits in national parks
Proprietary FlyOver immersive ride technology
A portfolio of truly irreplaceable assets

Advantage

High barriers to entry for competitors
Decades of operational experience in parks
Vertically integrated business model

Channels

Direct-to-consumer website and mobile app
Global network of tour operators and OTAs
On-site sales and strategic partnerships

Customer Segments

International and domestic leisure travelers
Families seeking memorable experiences
Independent travelers and tour groups

Costs

High operational labor and maintenance costs
Significant capital for new attraction builds
Marketing, sales, and technology investment

Pursuit Attractions And Hospitalit Product Market Fit Analysis

Updated: October 6, 2025

Pursuit connects people to the world's most breathtaking places through unforgettable experiences. It provides curated access and inspiring adventures—from soaring on FlyOver rides to staying in iconic national park lodges—all designed to turn a simple vacation into a collection of lifelong memories. It makes the extraordinary, accessible and seamless, creating a profound connection between guests and iconic destinations.

ACCESS: We provide curated access to the world's most iconic, hard-to-reach places.

INSPIRATION: Our experiences are designed to inspire awe and create lifelong memories.

EASE: We simplify travel planning with integrated lodging, dining, and attractions.

Before State

Vacation planning is complex and disjointed
Iconic locations feel inaccessible, crowded
Standard tours lack inspiration and wonder

After State

Seamlessly booked, inspiring adventures
Awe-inspiring moments in iconic settings
A curated journey that creates lasting memories

Negative Impacts

Wasted time on logistics, not experiences
Missed opportunities for deeper connection
Unmemorable trips that don't justify cost

Positive Outcomes

Maximized vacation time and enjoyment
A profound connection to nature and place
Trips become stories shared for a lifetime

Key Metrics

NPS

Estimated 50-60

Guest Visits

Strong post-pandemic growth

TripAdvisor Ratings

4.5+ for key attractions

Direct Booking %

Key focus for growth

Requirements

Unified booking and itinerary platform
Exceptional on-site execution and service
Authentic storytelling that connects

Why Pursuit Attractions And Hospitalit

Invest in a unified technology platform
Empower frontline staff to create magic
Integrate local culture into experiences

Pursuit Attractions And Hospitalit Competitive Advantage

Exclusive access to irreplaceable locations
Proprietary attraction technology (FlyOver)
Decades of operational excellence in parks

Proof Points

Millions of annual visitors to our sites
Consistent high ratings on TripAdvisor/Google
Global expansion of our successful brands

Pursuit Attractions And Hospitalit Market Positioning

AI-Powered Insights

Claude

Gemini

GPT

Viad Corp (VVI) Q1 2024 Earnings Report & Presentation (May 8, 2024)
PursuitCollection.com official website for mission, vision, and team.
Press releases regarding FlyOver Chicago and other expansions.
Analysis of customer reviews on TripAdvisor and Google for key properties.
Hospitality and travel industry reports on market trends (e.g., Skift).

Strategic pillars derived from our vision-focused SWOT analysis

Acquire and build high-margin attractions.

Unify the digital and physical experience.

Build a powerful, global Pursuit brand.

Lead in environmental preservation.

What You Do

Operates unforgettable attractions and hospitality in iconic places.

Target Market

Travelers seeking inspiring experiences in world-renowned destinations.

Differentiation

Irreplaceable locations with high barriers to entry.
Unique, high-margin attraction models like FlyOver.

Revenue Streams

Attraction ticket sales
Lodging and accommodation fees
Food, beverage, and retail sales

Pursuit Attractions And Hospitalit Operations and Technology

AI-Powered Insights

Claude

Gemini

GPT

Viad Corp (VVI) Q1 2024 Earnings Report & Presentation (May 8, 2024)
PursuitCollection.com official website for mission, vision, and team.
Press releases regarding FlyOver Chicago and other expansions.
Analysis of customer reviews on TripAdvisor and Google for key properties.
Hospitality and travel industry reports on market trends (e.g., Skift).

Company Operations

Organizational Structure: Decentralized operations with centralized leadership.
Supply Chain: Local sourcing for F&B, global for ride tech.
Tech Patents: Proprietary technology for FlyOver ride systems.
Website: https://www.pursuitcollection.com/

Top Clients

Board Members

See Viad Corp Board of Directors

Pursuit Attractions And Hospitalit Competitive Forces

Threat of New Entry

VERY LOW: Extremely high barriers to entry due to massive capital requirements and, most importantly, exclusive access/permits in national parks.

Supplier Power

LOW-MODERATE: Many suppliers for F&B and lodging goods, but specialized suppliers for ride technology (e.g., FlyOver) hold more power.

Buyer Power

LOW: Individual buyers have little power due to the unique, must-see nature of the attractions. Tour operators have moderate power due to volume.

Threat of Substitution

MODERATE: Tourists can substitute a trip to Banff for another mountain destination, but cannot substitute the Banff Gondola experience itself.

Competitive Rivalry

MODERATE: High competition for tourist dollars from firms like Vail, but low direct competition for specific, iconic asset locations.

Analysis of AI Strategy

Updated: October 6, 2025 • 2025-Q4 Analysis

The Pursuit AI SWOT analysis highlights a classic dilemma: a wealth of proprietary data locked within a fragmented technical landscape. Pursuit's direct access to guest behavior across a diverse portfolio is a powerful, latent advantage. The immediate opportunity is not moonshot AI, but practical application. By focusing AI on solving core business challenges—yield management via dynamic pricing and guest conversion through personalization—Pursuit can generate tangible ROI that funds deeper investment. The primary threat isn't a competitor's killer AI app; it's internal inertia. The winning strategy is to build a unified data foundation, secure quick wins in revenue optimization, and use that momentum to cultivate an AI-native culture. This approach transforms AI from a cost center into a critical engine for achieving its global vision.

Vail Resorts Alterra Mountain Company Xanterra Travel Collection Herschend Family Entertainment Merlin Entertainments

No past cycles

Mission & Vision SWOT Analysis OKR Plan Retrospective AI Strategy Data Acquisition

To connect people to iconic places by becoming the world’s leading provider of unforgettable experiences.

Strengths

DATA: Rich, first-party guest booking and behavior data across properties.
ASSETS: Physical locations are ideal for testing AI-enhanced experiences.
FEEDBACK: High volume of guest reviews provides a massive training dataset.
RETAIL: Opportunity to use AI for merchandising and inventory management.
MARKETING: Existing customer database for targeted, AI-driven campaigns.

Weaknesses

SILOS: Data is fragmented across disparate property management systems.
TALENT: Lack of a dedicated, in-house AI and machine learning team.
INFRASTRUCTURE: Legacy technology infrastructure not built for AI scale.
CULTURE: Decision-making is currently more experience-based than data-driven.
BUDGET: Competing investment priorities may starve necessary AI initiatives.

Opportunities

PRICING: Implement AI-powered dynamic pricing to optimize yield per asset.
PERSONALIZATION: AI can create personalized itineraries and marketing offers.
OPERATIONS: Use AI for labor forecasting, scheduling, and supply management.
SERVICE: AI-powered chatbots can handle routine customer service inquiries.
INSIGHTS: Analyze unstructured guest feedback at scale to guide strategy.

Threats

COMPETITION: Competitors could use AI to create superior guest experiences.
PRIVACY: Navigating global data privacy regulations (GDPR, CCPA) is complex.
BIAS: Biased algorithms could lead to unfair pricing or poor recommendations.
SECURITY: AI systems and the data they use are high-value targets for cyberattacks.
IMPLEMENTATION: Failed or slow AI implementation could waste capital.

Key Priorities

FOUNDATION: Unify guest data onto a single platform to enable AI models.
PRICING: Pilot AI-driven dynamic pricing for key attractions and lodging.
PERSONALIZATION: Launch AI-powered marketing campaigns to increase conversions.
EFFICIENCY: Use AI to optimize labor scheduling in a top 3 location.

Create professional SWOT analyses in minutes with our AI template. Get insights that drive real results.

Get Free SWOT Analysis Template

Pursuit Attractions And Hospitalit Financial Performance

AI-Powered Insights

Claude

Gemini

GPT

Viad Corp (VVI) Q1 2024 Earnings Report & Presentation (May 8, 2024)
PursuitCollection.com official website for mission, vision, and team.
Press releases regarding FlyOver Chicago and other expansions.
Analysis of customer reviews on TripAdvisor and Google for key properties.
Hospitality and travel industry reports on market trends (e.g., Skift).

Profit: Pursuit Adj. EBITDA Guidance: $127M-$137M.

Market Cap: Viad Corp (VVI) Market Cap: ~$550M

Stock Performance

Annual Report: Available via Viad Corp investor relations.

Debt: Viad Corp carries debt; see filings.

ROI Impact: ROI focused on new attraction development.

SWOT Index

Composite strategic assessment with 10-year outlook

/ 100

Category Leader

ICM Index

STRATEGIC ADVISOR ASSESSMENT

Pursuit's Iconic Index reflects its position as a Category Leader with a strong but not yet fully realized vision. Its North Star ambition is high, but achievability is tempered by significant integration challenges. The SWOT factors are balanced, showing powerful assets offset by clear risks. The OKRs are strong and category-shaping. The growth multiplier is modest, reflecting a company in a transition from asset collection to a unified platform, with significant execution risk ahead.

SWOT Factors

Upside: 76.7 Risk: 73.3

OKR Impact

AI Leverage

Top 3 Strategic Levers

Build a unified guest data platform to unlock AI/personalization.

Accelerate the global rollout of the proven FlyOver model.

Solve the brand fragmentation to build loyalty beyond single visits.

AI Disclosure

This report was created using the Alignment Method—our proprietary process for guiding AI to reveal how it interprets your business and industry. These insights are for informational purposes only and do not constitute financial, legal, tax, or investment advice.

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