Ongoing economic problems and new product have led to a growth in trade sales for Crystal Ski during the last season.
Although Mathew Prior, Crystal’s managing director, would not specify the exact growth, speaking at the launch of this year’s Crystal Ski Industry Report 2010 he said trade sales had improved and was confident this seaon would prove strong too.
The growth was in stark contrast to the overall market which fell by 11% across all sectors last season with 956,300 Brits going skiing during the 2009/10 season.
He admitted much of the change had been driven by a change of heart for the operator, adding: “In the big days in the naughties we were thinking direct. Now, we don’t mind who sells the holidays as long as they’re sold.
“It is quite a big part of our plans to drive third party sales.”
Prior added Crystal’s agent sales had been boosted by last year’s Ski for Free incentive which saw agents given a free ski holiday every time they sold 30 ski packages. He said the operator is considering a similar incentive for this year although final plans are yet to be confirmed.
He said agents had also improved sales following the introduction last year of the Crystal Ski Plus which focuses on putting together the most basic package, including flights, transfers, accommodation, equip[ment hire and lift passes, at the lowest possible prices.
“Certainly the Crystal Ski Plus is very well received by the trade, predominantly because it’s easier to sell,” Prior said. “Any agents who are slightly concerned about selling ski should have a look at that product.”