How Frias Properties Weathered a Difficult Ski Season

9/29/2026

The 2025-2026 ski season brought historically low snowfall to Aspen Snowmass and put vacation rental operators to the test. But Frias Properties entered the winter ahead of pace and ultimately outperformed the broader market, relying on a strategy built around early bookings, repeat guests, thoughtful revenue management, and strong guest service.

In this episode of the VRMA Arrival podcast, Alexa Schlosser talks with Ben Wolff, general manager of Frias Properties, about how his team navigated one of the toughest ski seasons in recent memory without resorting to steep rate cuts. Wolff shares how technology helped Frias respond to changing demand, why repeat and direct business provided an important foundation, and how the company worked with guests and homeowners as conditions deteriorated.

The conversation also looks beyond the ski market at lessons any vacation rental manager can apply when facing circumstances outside their control—from hurricanes and wildfires to economic uncertainty—including the value of travel insurance, monitoring booking pace early, and building guest loyalty long before a difficult season arrives.