Crystal Ski has maintained its stronghold in Ireland’s winter sports scene, securing the Ski Tour Operator of the Year award at the 2026 Irish Travel Industry Awards for the eighth year in succession.
The honour, announced at the gala ceremony in Dublin’s Mansion House and organised by the Irish Travel Agents Association (ITAA) in association with MSC Cruises, saw Crystal Ski triumph over finalists including Club Med, Topflight, and Travel Solutions. in a category sponsored by Hertz, this victory—following wins in 2025 and prior years—affirms the operator’s dedication to delivering exceptional ski holidays and robust support to the Irish travel trade.
As part of TUI Holidays Ireland, Crystal Ski specialises in packaged winter breaks to over 150 resorts across Europe, North America, and emerging destinations like Norway. The operator’s programme features flights from Dublin, Cork, and Shannon, bundled with transfers, accommodation, lift passes, and optional ski school or equipment hire—simplifying planning for agents and clients alike. Popular choices include high-altitude French resorts in the Three Valleys or Paradiski, charming Austrian villages in Tyrol, family-friendly Italian spots in the Dolomites, and reliable snow in Andorra or Bulgaria for budget-conscious travellers.
Crystal Ski’s activities in the Irish market centre on strong trade partnerships and agent empowerment. The company collaborates closely with prominent agencies such as Cassidy Travel, Club Travel, Best4Travel, and independents nationwide, offering competitive commissions, intuitive online booking tools, and dedicated account support. Agents praise the team’s responsiveness—often led by figures like Senior Trade Relations Manager Dave Smith—for quick assistance with group bookings, customisations, and last-minute adjustments.
Trade engagement is proactive and varied. Crystal Ski hosts familiarisation trips to key resorts, enabling agents to sample slopes, test accommodations, and experience après-ski atmospheres firsthand. These immersive visits translate into confident recommendations and higher sales. The operator participates in industry roadshows, webinars, and events, providing product training on resort highlights, snow guarantees, and value-added perks like free child places or low deposits. As a sponsor of categories such as Best Ski Agency at related awards, Crystal Ski fosters goodwill and visibility within the trade.
Marketing efforts are tailored to Irish preferences, emphasising ease, value, and variety. Campaigns promote the Crystal Snow Promise—assuring suitable snow conditions or alternative options—alongside deals under €1,000 per person, family packages with kids’ clubs, and short breaks for quick escapes. Brochures and digital platforms detail beginner-friendly areas, advanced off-piste, and non-ski activities like snowshoeing or spa relaxation. Recent innovations include Norway as a new destination, with flights to Oslo connecting to resorts like Beitostølen and Geilo, appealing to those seeking scenic Nordic experiences and cross-country options.
The operator’s appeal spans demographics: families benefit from childcare and gentle slopes, intermediates enjoy vast linked areas, and experts chase challenging terrain. Sustainability features in messaging, with eco-conscious resort selections and responsible travel tips aligning with modern priorities.
Repeat business remains high, driven by consistent quality, reliable snow, and excellent resort representatives who provide local guidance. Agents report strong demand for 2026/27 bookings, boosted by early-bird offers and first-pick access to popular properties.Crystal Ski’s success stems from its hassle-free approach—wrapping flights, transfers, and accommodation into one package—combined with unwavering trade support. As winter sports enthusiasm grows in Ireland, the operator’s innovative programme and agent-focused strategy ensure it remains the preferred choice for unforgettable snowy adventures
2026 awards
Previous winners
