Tinext Experience and Dolomiti Superski: seven years of digital transformation

Dolomiti Superski, one of the largest ski resorts in the world, celebrates seven years of strategic collaboration with Tinext Experience, embodied in a digital transformation project that has revolutionized the skier experience by innovating a traditionally structured industry through the intelligent use of data and Artificial Intelligence. 

The partnership, launched in 2018, stemmed from a concrete challenge: Dolomiti Superski had access to a vast amount of data generated by ski passes and had deep insight into skiers’ behaviors on the slopes, yet this information could not be linked to individual identities. The first step was therefore the implementation of Salesforce CRM, enabling user recognition and the creation of personalized customer journeys for those using the ski facilities. 

Tinext Experience then developed a one-to-one communication strategy that led to the launch of the My Dolomiti personal area, introducing a new way of experiencing the mountains. Through registration, users gain access to dedicated content and a personalized narrative of their skiing experience, including information on visited ski areas and slopes covered, making each day on the snow more engaging and continuous. 

At a later stage, Tinext Experience led the redesign of the entire resort’s web platform, implementing the Magnolia Digital Experience Platform, structured on two levels: a public area for discovering the resort and accessing information, and a restricted area for registered users, designed to increase engagement and strengthen the digital relationship throughout the entire customer journey. 

In 2022–2023, the e-commerce platform was fully revamped, while in 2024–2025 Tinext Experience developed an interactive conversational skipass configurator. The tool simplifies the complexity of variable pricing—based on days, user types, and other parameters—allowing users to identify the most convenient skipass without consulting complex tables. The digital journey thus becomes seamless and frictionless, from personalized configuration to purchase via e-commerce. 

Thanks to the integrations developed over time, Dolomiti Superski now benefits from a unified and up-to-date view of its customers, enabling personalized communications and targeted marketing campaigns. The solution includes key features such as dynamic user segmentation, tailored messaging via email and in-app push notifications, and automated customer journeys that guide skiers from vacation planning to the on-slope experience and beyond. 

The numbers demonstrate the effectiveness of the digital ecosystem built over these seven years: 

• 2 million profiled users
• 800,000 newsletter subscribers
• From 1% to 45% of revenue generated through the online channel
• 40% conversion rate on personalization campaigns
• 360-degree customer journey

“The project represents a virtuous example of how technology can have a strong impact on traditional sectors such as travel and outdoor sports, enhancing the territory through innovative digital tools,” comments Daniel Senoner, Digital Marketing Manager at Dolomiti Superski. 

And innovation continues: in recent months, an Artificial Intelligence project has been launched as an extension of the Salesforce platform, with the adoption of an AI Agent – Agentforce – for customer service, designed to support user relationships and assistance. 

The introduction of an AI agent now makes it possible to autonomously handle simpler and repetitive requests in a high-quality manner and without frustration for end users, while simultaneously accelerating more complex requests, which remain under the responsibility of human operators in an increasingly consultative role, freed from low value-added activities. 

“Evolving a complex digital ecosystem such as Dolomiti Superski requires a concrete approach across every aspect of the strategy, from data governance to the adoption of Artificial Intelligence,” concludes Luella Gianforti, Consulting Director at Tinext Experience. “Today everyone talks about AI, but applying it effectively means starting from well-defined, measurable use cases tied to clear KPIs. Only in this way is it possible to understand what generates real value and to support clients in a path of continuous growth, where technology empowers people and genuinely improves the overall experience.”