Ever since the current winter season, the Zermatt Bergbahnen AG, has offered variable prices for individual trips, depending on the season and capacity. Beginning in the 2018-2019 winter, the prices for ski passes will be dynamically set. Factors such as supply, demand and time of purchase are included in these calculations. Therefore, three seasons (pre-season, off-peak season and peak season) are introduced. The prices then vary up or down during the course of the season depending on capacity. The aim of the new price model for ski passes is to optimise utilisation during the winter and to attract guests during low-demand times through cheaper prices. Known discounts for children and adolescents remain. In addition, the new price system rewards early bookers and online bookers with lower prices. So, if one buys early via partner or online through the Webshop, the least expensive price is ensured.