Viad Corp (VVI): ANSOFF MATRIX [Dec-2025 Updated]

After Viad Corp (VVI) made the decisive move to sell GES and go all-in on its Pursuit attractions, the question isn't if they will grow, but how they'll execute that plan to hit the projected 24% revenue growth for fiscal 2025. As someone who has mapped out these pivots for years, I can tell you this matrix cuts straight to the chase: it shows you exactly where they plan to squeeze more out of existing visitors through dynamic pricing, how they'll use the $535 million in sale proceeds to buy new international icons, and the new luxury wellness ventures they are testing. Honestly, this is the clearest roadmap I've seen for a company making such a fundamental shift, so dive in to see the specific actions driving their next chapter below.

Viad Corp (VVI) - Ansoff Matrix: Market Penetration

Market Penetration focuses on increasing market share within Viad Corp (VVI)'s existing markets with its current offerings. This strategy relies on driving higher transaction values and increasing visitor volume across the Pursuit segment's iconic destinations.

The goal to increase same-store revenue per visitor by a specific amount is supported by recent performance. For the second quarter of 2025, lodging Revenue Per Available Room (RevPAR) grew by 9% on a same-store basis compared to the prior year period. Furthermore, attraction ticket prices saw an 11% increase on a same-store constant-currency basis in that same quarter.

Driving cross-selling of lodging and attractions, such as packaging FlyOver experiences with hotel stays, is a key lever. The opening of FlyOver Chicago in March 2024 contributed to Pursuit revenue growth in the second quarter of 2024. The company continues to look for opportunities to acquire assets that offer cross-selling advantages with a combination of attractions and hotels.

Optimizing digital marketing to capture a larger share of existing destination visitors is an ongoing operational focus. The company's overall liquidity stood at $274.4 million at September 30, 2025, with a net leverage ratio of 0.7x.

Expanding high-margin retail and food & beverage offerings at current sites is another component. Management has previously commented on driving growth through investments in upgraded food and beverage and retail offerings across the existing portfolio.

The overall target is to achieve a higher visitor volume to match the projected 24% revenue growth for 2025. Management has raised its full-year 2025 guidance, projecting approximately 24% revenue growth at the midpoint versus 2024. This follows a year where management expected to deliver double digit year-over-year revenue growth for 2025.

Here's a look at the recent Pursuit segment financial performance which underpins this strategy:

To support the market penetration efforts, the following operational metrics are relevant:

• Lodging RevPAR same-store growth in Q2 2025 was 9%.
• Attraction effective ticket price growth in Q2 2025 was 11%.
• Projected full-year 2025 revenue growth at midpoint is ~24% versus 2024.
• Pursuit Q3 2025 Adjusted EBITDA was $117.4 million.
• Total liquidity at September 30, 2025, was $274.4 million.

Viad Corp (VVI) - Ansoff Matrix: Market Development

You're looking at how Pursuit Attractions and Hospitality, Inc. (formerly Viad Corp, ticker PRSU) is using its newly focused capital to expand its existing successful attraction and lodging concepts into new geographic territories. This is the Market Development quadrant in action, funded by a major corporate shift.

The foundation for this market development was the $535 million sale of the GES business, which closed on December 31, 2024. This cash infusion allowed Pursuit to retire significant debt, specifically the Term Loan B of $317 million and the $170 million revolving credit facility. With a substantially improved balance sheet, Pursuit is executing its 'Buy' strategy in new international zones.

The most concrete example of entering a new international market is the move into South America. Pursuit executed the acquisition of Tabacón Thermal Resort & Spa in Costa Rica for a total purchase price of $111 million, which closed on July 1, 2025. This strategic purchase marks Pursuit's entry into its fourth country of operation, adding to its presence in the United States, Canada, and Iceland.

The Tabacón acquisition immediately bolsters the hospitality collection. Prior to this, Pursuit operated 14 world-class point-of-interest attractions and 28 distinctive lodges. As of September 2025, the portfolio stands at 17 world-class point-of-interest attractions and 29 distinctive lodges, now including Costa Rica. The Tabacón asset itself includes 105 luxury 5-star hotel rooms and suites and is expected to contribute approximately $10 million in Adjusted EBITDA for the first twelve months of ownership.

Introducing the FlyOver attraction model to new, high-traffic urban tourist markets globally is another key development vector. The company already introduced FlyOver Chicago, which opened in March. This follows the earlier acquisition of the FlyOver Canada concept for $66.8 million. The strategy is to replicate this proven, multi-sensory experience in new cities.

The overall financial expectation for the newly standalone company, now focused on this growth strategy, is to deliver Adjusted EBITDA greater than $100 million in 2025, even after absorbing approximately $12 million to $13 million in normalized run rate standalone public company costs.

The Market Development activities executed or planned include:

• Execute the 'Buy' strategy by acquiring new iconic destinations outside North America and Iceland, exemplified by the $111 million Tabacón purchase in Costa Rica.
• Expand the Pursuit Collection into new high-growth regions, with Costa Rica providing a counter-seasonal complement to existing North American operations.
• Introduce the FlyOver attraction model to new, high-traffic urban tourist markets globally, such as the recently opened FlyOver Chicago.
• Establish a presence in South America, building on the Tabacón acquisition, which marks Pursuit's entry into its fourth country of operation.

Here's a look at the scale of the portfolio before and immediately after the major Costa Rica market entry:

The GES sale proceeds of $535 million provided the capital base to execute the Tabacón acquisition and retire debt, strengthening the balance sheet to fuel this international expansion through the 'Buy' component of the Refresh, Build, Buy strategy.

Viad Corp (VVI) - Ansoff Matrix: Product Development

Accelerate the 'Refresh' strategy by reinvesting in existing lodges and attractions.

Over the last 10 years, Pursuit completed 13 major Refresh, Build, Buy growth projects, which collectively contributed about $74 million of Adjusted EBITDA in 2023. Specific historical investments included a $76 million acquisition of a majority stake in seven lodging properties in Jasper and a $36 million renovation of the Mount Royal Hotel in Banff. For 2025, Pursuit plans $38 million-$43 million in growth capital expenditures, alongside over $250 million in identified organic investments through 2030. This focus on existing assets is key to achieving a projected 30% EBITDA margin in 2025, excluding public company costs. In the third quarter of 2025, Pursuit welcomed lodging guests across nearly 200,000 room nights.

Develop new, unique point-of-interest attractions within current national park collections.

The launch of the FlyOver Chicago attraction in the first quarter of 2024 resulted in positive EBITDA in its first month. In 2024, ticket revenue for Pursuit attractions grew +25% year-over-year, supported by a +10% increase in visitors. Per capita spend at FlyOver attractions was around $45 in 2024. The company also completed a $15.9 million acquisition that enhanced the Glacier Park Collection during the third quarter of 2024. The 2025 third quarter saw approximately 2 million attraction visitors.

Incorporate more vertically integrated lodging to drive upselling and guest experience.

Vertical integration is being accelerated through the 'Buy' component of the strategy. In 2025, Pursuit invested $111 million to acquire the Tabacón Thermal Resort & Spa in Costa Rica. This acquisition provides counter-seasonal demand benefits to North American operations. Past lodging investments included the $76 million acquisition of a majority stake in seven lodging properties in Jasper. The goal is to support the full-year 2025 adjusted EBITDA guidance range of $116 million to $122 million.

Introduce premium, exclusive guided tours and adventure packages at existing locations.

Premium offerings are driving higher per-unit revenue. In the first quarter of 2025, attraction ticket prices grew 9% year-over-year, and lodging Revenue Per Available Room (RevPAR) grew 9% on a same-store basis. By the second quarter of 2025, attraction ticket prices were up 11%, and same-store RevPAR grew 9%. Pursuit is on track to deliver approximately 24% revenue growth in 2025 compared to 2024 at the midpoint. The third quarter of 2025 saw Pursuit revenue hit $241.0M, up 32.2% year-over-year, with Adjusted EBITDA of $117.4M, up 41.5% year-over-year.

Pilot new digital engagement tools to enhance the guest journey pre- and post-visit.

While specific digital spend is not itemized, the overall strategic shift is supported by the balance sheet. Following the sale of the GES business for $535 million, Pursuit has financial flexibility. Net leverage stood at 0.7x as of the third quarter of 2025, with total liquidity at $274.4 million. The company expects to absorb $12 million to $13 million in normalized standalone public company costs in 2025, freeing up capital for experience enhancements.

Viad Corp (VVI) - Ansoff Matrix: Diversification

You're looking at the Diversification quadrant of the Ansoff Matrix for Viad Corp, which, as of January 2, 2025, operates as Pursuit Attractions and Hospitality, Inc. (PRSU) following the sale of GES for $535 million. This shift means the focus is entirely on new markets or new offerings within the hospitality space, leveraging the strong balance sheet with total liquidity at $274.4M as of September 30, 2025.

The existing business, Pursuit, reported record third quarter 2025 revenue of $241.0M and adjusted EBITDA of $117.4M. Management raised the full-year 2025 adjusted EBITDA guidance to $116M-$122M. This financial strength supports aggressive, new market entry.

Consider the proposed diversification moves. Acquiring a luxury, non-seasonal wellness retreat brand outside the iconic destination model means entering a market segment where the average transaction value might be higher than the existing lodging RevPAR growth of 9% seen in Q2 2025. The $111M Tabacón acquisition in 2025 already signals a move toward high-end, non-traditional destination assets.

Entering the corporate retreat and executive team-building market uses existing lodge infrastructure, like the planned refresh of the Grouse Mountain Lodge to meet demand from the mass affluent market. This targets a B2B revenue stream, which is entirely new compared to the existing B2C leisure focus.

Investing in sustainable, eco-tourism ventures in emerging markets is a new business line. This aligns with the company's stated vision for reducing environmental impact. The company has already earmarked $38 million to $43 million in organic growth capital expenditures for 2025.

Launching a proprietary, high-end travel planning service leverages Pursuit's destination expertise, which currently manages 14 world-class point-of-interest attractions and 28 distinctive lodges. This service could capture margin currently lost to third-party planners.

Exploring small-scale, high-margin urban experiential attractions not tied to nature is a geographical and product diversification. The company has identified over $250M in organic investments through 2030 to fuel its Refresh, Build, Buy strategy.

Here's a look at how these potential new ventures compare to the current operational baseline, using the $116M-$122M full-year 2025 adjusted EBITDA guidance as the benchmark for existing operations.

The Tabacón acquisition, costing $111M in 2025, is a concrete example of the 'Buy' component of the Refresh, Build, Buy strategy, which fuels this diversification effort. The current net leverage stands at 0.7x as of the end of Q3 2025, providing significant capacity for further M&A.

The company is actively refreshing existing assets, such as the Forest Park Hotel Woodland Wing and Grouse Mountain Lodge, to better serve the mass affluent segment, which bridges existing infrastructure with new market needs.

• Acquisition investment in 2025 totaled $124M.
• Full-year 2025 revenue growth projected at midpoint: ~24% vs. 2024.
• The company has 14 world-class point-of-interest attractions.
• The Tabacón purchase price was $111 million.
• Net income attributable to Pursuit in Q3 2025 was $73.9M.

Finance: draft 13-week cash view by Friday.