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In December 2023 I did a quick analysis about how many resorts had already changed their icons from Twitter to X after the rebrand that took place in July of that same year. The results weren’t too surprising, showing about 24% of the 50 resorts in my sample had done so, 52% still using Twitter, and the rest not showing an icon for the site at all.

As the calendar flipped over to 2026, I started to wonder what those numbers would look like two years later so I started to pull the data for the exact same set of 50 resorts I had done previously. This group was a random mix of independent resorts with splashes of random Vail, Alterra, POWDR, PGRI, etc. so everyone was represented.

Now, the change between the two was interesting, but there was something I noticed as I went through the data that surprised me even more.

Let me first share the same stats as before – icon usage on resort websites – before we get into that other insight. Here’s how this data shakes out in January 2026.

Some interesting changes, but noting earthshattering.

• Twitter icons down from 52% to 21%
• X icons up from 24% to 53%
• Essentially the same number of resorts without either.

But then I started to look at the individual resorts’ account and I noticed that icons don’t always tell the whole story. For example resorts like:

• Purgatory that didn’t have either icon but posts regularly.
• Sun Valley that still had the old icon but posts regularly.
• Snowriver that updated their icon to X even though they haven’t posted in nearly 3 years.

The question I was asking, which you’re also asking (partly due to the title of this post) is how many resorts are even active on the platform regardless of what icons they have on their site. For this sample of 50 resorts, the answer is that only 13 (26%) have posted so far during 2026. When I did my analysis in 2023, roughly 2/3 of that group had posted within the last month or so.

Now I can imagine someone asking the same thing I did after seeing that:

“Had the decline already started in 2023 or did it come as a result of the Twitter/X change?”

To get our answer, let’s look at a chart of most recent post dates by year from this group of resorts.

On the right side you can see the 13 resorts who have posted in 2026. Beside that, 10 resorts have their most recent post somewhere in 2025, with another 10 in 2024.

Now, I want to be clear about one thing. Part of the reason the chart bunches around the last couple of years is because resorts aren’t using Twitter/X as a primary channel but they still post if something needs a little extra boost. A few of the resorts whose last post date in 2025, for example, were all posts about pass deadline pushes last fall. When desperation set in around pass sales, they used any and all reach they had to try to move the needle.

But the fact that there are still 15+ resorts from the 2024/25 group who haven’t posted even that sort of update in the last two years even though they’d been active before?

And the fact there is no similar spike before 2023?

I think it’s safe to say that Twitter/X simply isn’t the resort marketing priority it once was. About a quarter of resorts are still active, but the rest have almost completely moved on and are focusing on other channels.

About Gregg & SlopeFillers
I've had more first-time visitors lately, so adding a quick "about" section. I started SlopeFillers in 2010 with the simple goal of sharing great resort marketing strategies. Today I run marketing for resort ecommerce and CRM provider Inntopia, my home mountain is the lovely Nordic Valley, and my favorite marketing campaign remains the Ski Utah TV show that sold me on skiing as a kid in the 90s.