Case Study: How Mt Baw Baw Alpine Resort Transformed Visitor Communication With AI Convo

Case Study: How Mt Baw Baw Alpine Resort Transformed Visitor Communication With AI Convo

A human story about peak-season pressure, a CALD-dominant audience, and a virtual assistant that changed everything

Mt Baw Baw Alpine Resort has always been one of Victoria’s most accessible and family-friendly snow destinations. But accessibility comes with its own set of challenges. The mountain attracts a large number of day visitors—many making decisions at the last minute based on weather, road conditions, snowfall, or simply whether the kids are ready for a day in the snow. The resort also welcomes a high proportion of visitors from culturally and linguistically diverse (CALD) backgrounds, many of whom prefer clear, direct communication and rely heavily on official sources like the website or a phone call.

This created a perfect storm: a small visitor services team, sudden spikes in enquiries, and thousands of people wanting accurate information all at once.

For years, the team did their absolute best to keep up with demand. But during peak periods, the numbers became impossible to manage—up to 700 phone calls a day, with many going unanswered simply because there were not enough hands to pick up the phone.

That’s when the resort introduced the AI Convo Virtual Assistant, an AI-powered communication tool now embedded on the Mt Baw Baw website. What followed was one of the most significant operational improvements the team had seen in a decade.

And nobody understands that better than Sally Brook, Mt Baw Baw’s Head of Visitor Services, who has been at the frontline of guest communication for over ten years.

1. The Resort’s Communication Challenge

To understand why the AI Convo Virtual Assistant made such an impact, you first need to understand the unique characteristics of Mt Baw Baw’s visitor base.

Most guests are day trippers, deciding the night before—or even the morning of—whether to come. When a cold front moves through Melbourne or the resorts announce fresh snow, enquiries spike instantly. Families want to know: Is there snow today? Is it safe to drive? What’s the weather doing? How much are tickets? Do I need chains? Where do I park?

At bigger resorts with larger teams, these questions are challenging but manageable. At Mt Baw Baw, the small visitor services crew carries the full weight of those interactions.

Adding to this is the resort’s strong CALD audience. Sally and her team have always welcomed guests from a wide range of cultural backgrounds. But this diversity also changes the communication patterns. Many visitors prefer phone calls over social media and rely heavily on the website for trustworthy information. In practice, this meant social channels were not easing communication load the way they might at other destinations. Instead, almost everything flowed directly into the phone lines.

During peak periods, it wasn’t unusual for the team to be overwhelmed within minutes of opening. Phones rang nonstop. Voicemails filled quickly. Visitors who couldn’t get through would continue calling repeatedly. Others would call after already reading information online, needing reassurance or clarification.

The team always wanted to provide the best service possible, but physically couldn’t answer hundreds of calls an hour. Unanswered calls meant missed opportunities, frustrated guests, and a visitor experience that wasn’t as smooth as the team wanted it to be.

Sally described it simply:

"Before AI Convo, our phones never stopped. On the busiest days we’d hit 700 calls, and it was impossible to keep up."

Something had to change.

2. Introducing the AI Convo Virtual Assistant

When Mt Baw Baw began exploring solutions, the goal wasn’t to replace human service—it was to relieve pressure and make sure visitors always had access to accurate, up-to-date information.

The AI Convo Virtual Assistant offered exactly that.

It sits on the resort’s website, ready to answer the most common questions anytime, day or night. It draws from the daily snow report, meaning it can provide live conditions, weather updates, lift status, pricing, and even basic trip-planning guidance in real time.

What made it especially powerful for Mt Baw Baw was how quickly the system could be trained on the resort’s specific environment. Within a short period, the bot was fully informed on road conditions, ticketing, activities, parking, resort access, equipment hire, safety advice, and all the nitty-gritty details that usually clog up the phone lines.

Visitors loved it immediately. They could ask questions at 6am, midnight, or while planning their trip with family members—and get instant clarity. The assistant didn’t get tired, didn’t miss details, and didn’t need to juggle multiple calls at once. It simply delivered reliable answers consistently and instantly.

For the first time in many years, Sally’s team could breathe.

3. The Transformation: What Happened After Launch

The impact of the AI Convo Virtual Assistant was immediate and dramatic.

During the 2025 snow season, the assistant handled over 6,000 visitor interactions. Each of those was a real conversation that didn’t require a staff member to drop what they were doing to answer the phone. More importantly, it meant visitors received answers exactly when they needed them.

The most striking result was the change in phone call volume. On comparable peak days in past seasons, calls would climb as high as 700. After the assistant was introduced, the busiest day topped out at just 200 calls.

For a small team, this wasn’t just helpful—it was revolutionary. A 70% reduction in calls meant staff could focus on the more complex or urgent enquiries that genuinely required human attention. They could give better service because they finally had the time to do so.

Sally described the shift:

“The Bot is able to give real-time conditions and information, sourcing data directly from our daily snow report. This ensures accurate information is provided, and our team noticed a huge drop in questions about pricing and weather. For us, that was huge—those were the calls that used to come in nonstop.”

By automating these repetitive questions, the assistant didn’t just reduce workload; it improved the visitor experience too. Day-trip visitors who needed to make quick decisions no longer had to wait on hold. They got clarity immediately and could plan their day with confidence.

Families making their first snow visit—often anxious and unsure—felt supported. CALD visitors were able to consume information in a clear, friendly, and conversational way. The assistant could rephrase or simplify answers as needed, reducing confusion and frustration.

And Sally’s team? They were finally able to operate sustainably during peak periods without burning out.

4. A Human Impact Behind the Technology

Numbers tell one part of the story, but speaking with Sally reveals the deeper transformation that took place.

As Head of Visitor Services, she has seen just about every communication challenge an alpine resort can face. She has weathered storms, closures, heatwaves, peak weekends, and curious guests who ask every imaginable question.

Yet when she reflects on the changes brought by the AI Convo Virtual Assistant, her words are strong:

“With a small workforce, the AI Convo Bot has been the most significant introduction to our communication channels in the ten years that I have been Head of Visitor Services.”

This isn’t just a commentary on operational efficiency—it’s a statement about wellbeing, sustainability, and the quality of guest interactions at the resort.

When phone lines are overloaded, staff don’t get the luxury of meaningful conversations. They simply try to survive the onslaught. Every question becomes something to clear as quickly as possible. Every missed call is a moment of guilt. Every complaint is a reminder of the limitations of manpower.

With the AI assistant absorbing the bulk of repetitive enquiries, the tone of work changed. The team could be present, calm, and attentive. They could give proper attention to guests with real concerns or unusual situations. They could deliver hospitality—something Sally and her team take immense pride in.

And visitors felt the difference.

5. A Better Experience for CALD Visitors

One of the most important aspects of this transformation is the effect on CALD visitors. Because this audience relies heavily on the website and prefers direct communication over social channels, the AI assistant meets them exactly where they are most comfortable.

Guests who might normally struggle with complex text or unclear phrasing can now converse naturally with the assistant - in their preferred language. They can ask follow-up questions, check their understanding, or request information in simpler terms. This reduces confusion at the resort, improves safety outcomes, and creates a more welcoming environment for everyone.

For a destination with a culturally diverse and family-oriented audience, this capability has been invaluable.

6. Setting a New Standard for Tourism Communication

Mt Baw Baw’s experience demonstrates something important: AI-powered communication isn’t just a futuristic idea. It’s a practical, real-world solution that solves immediate challenges for tourism operators.

The resort’s journey provides a blueprint for other businesses dealing with:

• High volumes of repetitive enquiries
• Seasonal surges in demand
• Small teams with limited capacity
• CALD audiences
• Visitors needing real-time data
• Fast-changing operational conditions

The AI Convo Virtual Assistant doesn’t replace human service; it supports it. It handles the questions that once overwhelmed staff, freeing them to provide much better service where it truly matters.

And for visitors—especially day-trippers planning in uncertain weather—it removes friction, hesitation, and the need for frustrated phone-chasing.

For Mt Baw Baw, it has become an essential communication channel.

7. Sally Brook’s Recommendation

After seeing the results firsthand, Sally has become one of the strongest advocates for AI-enhanced visitor communication. She summed it up with a clear message to other businesses:

“I would recommend an AI Convo virtual assistant chatbot to any business, and in particular those that experience high volumes of phone calls.”

Her perspective carries weight not just because she runs visitor services at an alpine resort, but because she has lived the before-and-after experience. She knows what it means to be drowning in enquiries, and she knows the relief of finally having a tool that can keep up with guest demand.

Conclusion

Mt Baw Baw Alpine Resort’s adoption of the AI Convo Virtual Assistant marks one of the most significant operational improvements in its recent history. What began as a solution to overwhelming phone volumes has evolved into a core part of the visitor experience.

The assistant’s ability to deliver real-time conditions, simplify communication, support CALD visitors, and alleviate pressure on staff has had a ripple effect across the entire resort ecosystem. Visitors get faster answers. Staff deliver better service. The resort runs more smoothly.

And perhaps most importantly, Mt Baw Baw has demonstrated that even small regional tourism operators can harness AI in a way that feels human, helpful, and completely aligned with their values.

Sally’s final endorsement says it best:

“The AI Convo virtual assistant has been the most significant introduction to our communication channels in the ten years I’ve been at the Resort. With over 6,000 interactions during the 2025 snow season, it has resulted in a 70% reduction in peak season phone calls and emails. I would recommend an AI Convo virtual assistant to any business, especially those that experience high volumes of phone calls.”

Chat to Frosti on the Mount Baw Baw Alpine Resort website at www.mountbawbaw.com.au

Contact AI Convo now to build a custom chatbot for your tourism or hospitality small business.