Elbrus Resort
Elbrus Resort

The Elbrus All-Season Tourist and Recreational Complex (ATRC) is located in the Elbrus region of the Kabardino-Balkarian Republic and has been a popular destination on Russia's tourist map for over half a century. Tens of thousands of athletes and winter sports enthusiasts from around the world flock here. They are drawn by the high-altitude observation platforms, ski slopes, snow park, hiking eco-trails, and the opportunity to climb Elbrus, the highest mountain in Russia and Europe. Elbrus boasts the highest cable car in the country, at an altitude of 3,847 meters. Its uniqueness is confirmed by the Russian Book of Records. The resort boasts a well-developed infrastructure: 19.5 km of maintained ski slopes, 7 ski lifts (including 3 modern gondola lifts), over 65 km of nature trails, and approximately 800 accommodations of varying comfort levels. The resort offers skiing opportunities even in spring and summer. The ski season continues until July, with training camps for regional and national Russian alpine skiing and freestyle teams, and all-Russian alpine skiing competitions taking place.

Elbrus has launched a loyalty program for resort guests.

Now, every purchase on the website or in the mobile app earns points that can be used to pay for future purchases.

The number of points earned depends on the total amount spent since registering for the program. The more a guest purchases at the resort, the more points they earn. These points can be used to pay for the entire purchase; there are no restrictions, such as only half the purchase being covered with points and the remainder being paid in rubles.

"Based on a tourist experience study we conducted last season, more than 10% of guests noted a discount system or loyalty program as one of the changes they would like to see at the resort," commented Rustam Tapayev, Deputy General Director of Kavkaz.RF.

On December 1, 2025, Elbrus became the first ski resort in the Caucasus to introduce cashback for payments made through the SBP. The promotion was run in conjunction with the National Payment Card System: when purchasing a ski pass on the resort's official website and paying through the Fast Payment System, guests received a 10% refund to their card.

"The launch of the lifetime loyalty program is a continuation of our more flexible pricing policy and another step toward encouraging guests to return to Elbrus more often: after all, vacationing at the resort is becoming not only interesting but also profitable. This is especially true given that points are valid for a long time, over a year: even if a guest only visits the resort once a season, they can use their points without them expiring," explains Marketing Director Olga Kravchenko.

Currently, the program is only available for online purchases of ski passes and walking tickets. Future plans include incorporating services from SEZ residents (instructors, rental shops, cafes, and hotels), as well as expanding the program to other resorts managed by Kavkaz.RF.

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