Directski.comhas become the first UK ski tour operator to switch to 100% online booking forits range of European ski holidays. Following the completion of a six monthdevelopment project, the independent operator has re-launched its website tohelp customers find the right holiday quicker. “We reached a cross roads in ourbusiness where we needed more resources to cope with the demand for booking ourholidays,” explained sales and marketing director Neal Collins. “Increasing thesize of our call centre didn’t match with our ethos of keeping our cost baselow and our ski holiday prices more affordable. Instead we have invested in ourwebsite search engine and we now know on a daily basis what is being searchedand can match our product and price point precisely to our customers’requirements. The conversion rate through our website is now much higher thanit was through our call centre, which is great news, because it means ourcustomers are finding what they are looking for.” Established at the start ofthe 2000 ski season, Directski.com has just marked its 10th anniversary andoperates three consumer brands, Directski.com, Ski McNeill and Ski Beat.