Vail Resorts, the owner of Whistler Blackcomb, has earned a spot on Newsweek’s list of America’s Most Trustworthy Companies, marking the third consecutive year the Colorado-based ski giant has received the distinction, the company said in a press release.
In addition to the Newsweek trust ranking, the company was also named one of America’s Most Admired Workplaces for 2025, and earned spots on TIME’s “America’s Best Mid-Sized Companies” and Fast Company’s “Most Innovative Companies” lists in 2024.
The 2025 ranking, developed in partnership with market research firm Statista, surveyed more than 25,000 U.S. residents and analyzed social media and online reviews to evaluate companies across three categories: employee trust, customer trust, and investor trust.
Vail Resorts CEO Kirsten Lynch credited the company’s workforce for the continued recognition. “Our employees – and their passion for our mountains, our guests, and our communities – are the center of our success,” Lynch said in a statement. “We build trust through our shared passion, by turning challenges into opportunities, and by always listening, learning, and improving.”
The company pointed to several initiatives it says have strengthened trust across stakeholders. Among them: increased investment in wages and benefits for frontline employees, enhancements to the guest experience through technology, and efforts to stabilize business operations despite the volatility of climate change.
Vail Resorts said it had invested nearly $2 billion in capital improvements at its ski areas, including installing more than 30 new lifts. It also touts digital tools like Mobile Pass and My Epic Assistant as factors in improving visitor satisfaction and reducing lift line wait times. The company also highlighted its “Commitment to Zero” sustainability initiative, which aims to eliminate its net operating footprint by 2030.
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