The operator (formerly ITC Luxury Travel) will not issue a standalone printed brochure for the product, but will instead offer a range of content online covering resorts in France, Switzerland and Austria.

The ski programme has been selected by David Pointer, senior product manager at ITC Travel Group, who said: “With this expansion into the luxury ski market, we can now cater to those who treasure a week in the mountains as much as a fortnight on a tropical island.”

Ski queries from clients were previously handled “on a reactive basis”, with no particular destinations or products proactively promoted, the operator said.

The focus will be on luxury ski chalets across six of Europe’s most exclusive resorts: St Anton in Austria; Courchevel, Meribel and Val d’Isere in France; and Verbier and Zermatt in Switzerland.

The current range of chalets sleep up to 14 people each, and are all offered on an exclusive-hire basis, as opposed to by the room.

The options include Chalet Alpaca in Meribel, which sleeps up to 14 people and has a games room, indoor climbing wall, cinema room and wellness suite.

Pointer added: “The standard of the accommodation and the immaculate service available within our ski portfolio is on a par with our most high-end luxury beach resorts and we look forward to working with agents to create bespoke European ski packages for their clients this winter.”

While North America ski product isn’t featured on the website, ITC will also be able to book holidays there; all ski product will be available through agents and commissionable.

Separately, ITC Travel Group chief executive Jennifer Atkinson stated recently that the company would be interested in acquiring ski specialists, as it continues on its business expansion path.