In Aspen, ski instructors were already swamped with lesson requests for the winter season as early as summer. With 1,350 instructors in the upscale mountain destination, the top talents were fully booked long ago, according to Aspen Skiing Company’s representative. During the busiest time of year, from Christmas through New Year’s, booking even the most laid-back instructors has become impossible, with aspiring skiers finding that even well-connected locals can’t secure a lesson.
Deer Valley, Utah, another hotspot exclusively for skiers, saw a similar scramble for private lessons, priced at $1,490 for a full day during high season. The resort opened bookings after the Fourth of July, and quickly, its roster of 600 instructors filled up. A manager at the ski school noted that Deer Valley often experiences one of the highest rates of ski school participation during peak times, underscoring the demand for skilled instruction.
The influx of luxury brands setting up in premier ski locales over the last five years has only fueled this high-stakes competition for elite instructors. With guests accustomed to first-class treatment, finding a seasoned instructor has become as much a status symbol as an activity. While there’s no documented evidence, it’s widely suspected that guests occasionally try to slip cash to reservation staff or even approach instructors directly, offering incentives to keep them available. However, any off-the-books arrangement would risk the instructor’s position, as resort policy strictly requires all lessons to go through official booking channels.
Interestingly, the highest-tier instructors prioritize long-term client relationships over a quick cash grab. Much like Ivy League universities, these elite instructors value loyalty and tradition. Many returning guests book the same instructor year after year, with some instructors skiing with multiple generations of a single family. In places like Aspen, these longstanding connections add a layer of exclusivity that’s nearly impossible for new clients to break into.
At Big Sky Resort, an instructor with over a decade of experience shared that most of her clients are repeat bookings, preferring her services annually for certain dates. Private sessions here start at $1,195 and increase based on the timing. To secure her time, clients go through the official resort channels, but they also know the importance of tipping generously. Instructors, after all, often only see a fraction of the fees charged for a full day’s lesson.
One of Colorado’s top instructors has seen the loyalty factor at play for years. Having taught at a prominent ski school since the late ’80s, he’s now one of the resort’s most sought-after pros. While his phone lights up with booking requests daily, it’s the clients who show “financial recognition” who get priority. For these clients, it’s all about consistency and respect—not just the price of admission but a recognition of the years it takes to master the art of ski instruction at the highest level.
