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Leading Ski Operator Reports 125% Jump In Bookings

Patrick Thorne

22 Jul 20

Crystal, the UK’s biggest ski holiday company, has reported a big jump in bookings over the past few weeks.

The company says it has seen a 125% jump in sales of 2020-21 ski holidays since the UK Government announced a relaxation of travel restrictions.

“In the weeks since the relaxation of air travel we’ve had a whopping 125% increase in customers booked with us – this is a great indicator that demand for ski holidays is still there,” said Chris Logan, Managing Director of Crystal Ski Holidays.

 

Crystal hasn’t said how figures compared to normal levels for this time of year but did say website visits were also up 35% compared to visits in June.

Commenting indirectly on speculation that there’d be a jump in bookings for self-drive holidays to self-catering accommodation by skiers keen to travel away from fellow skiers, Crystal say they’re not really finding that to be the case:

“Ski package holidays have become even more appealing following the pandemic and whilst there is good demand for self-catering chalets, the most popular holiday type is half board. Italy, France and Austria remain the most popular countries,” a company statement claims.

 

Chris Logan also thinks that in an era of travel uncertainties he reassurance and value of an ATOL protected package has had a positive impact on bookings.

 “Our research has also told us that financial protection is of paramount importance during these times, so an ATOL protected package holiday is a lot more appealing in the current climate than a ‘DIY’ ski holiday. Value is also really important.  We have currently got a 2-for-1 lift pass deal which will save customers hundreds of pounds which is proving to be a very strong incentive,” Mr Logan said, adding, “Many of our customers lost their time on the mountain last winter, as the pandemic forced us to cancel our entire programme in March. We are delighted to see that skiers and snowboarders are itching to get back on the slopes in just a few months. Things will undoubtedly be a bit different, with health and safety measures being introduced to protect our customers and staff, but by the time our season launches we’ll have had a year since the crisis hit and we are now used to a ‘new normal’.  …there’s a huge amount of work going on to get ready for a safe and enjoyable return to the slopes.”