About Snow Dragon
Ski people. Travel people. Here to make ski holidays easier.
The Snow Dragon story
Whether it’s a long weekend in St Anton, a family Easter in Méribel, a multigenerational Christmas in the Dolomites, or 35 colleagues — all in twin rooms — heading to Austria for a work trip, we can help. With tens of thousands of hotels and apartments, and over a thousand chalets and package options, there’s something for everyone.
We offer as much or as little help as you need. Build your own trip and drop us a quick question, or hand over every detail and let us take care of it. Do your research on the sofa on Sunday night and ask our Snow Dragon AI chat a few questions, or send us a WhatsApp on your way into a Monday meeting — we’ll come back with good options to consider over lunch. Ski planning has moved on from just email and phone, so you can reach us by WhatsApp, Messenger or Live Chat too — however works best for you.
We won’t tell you the Off Piste Bar in Saalbach may be the best après experience you’ll ever have, or that the venison ragù at Rifugio Alpino Pralongià is unmissable because ChatGPT said so. We’ll tell you because we know.
We’re not just a booking engine. We’re a team of winter enthusiasts who match the right people to the right resort, at the right time and the right price — then make sure the detail is taken care of before, during and after your trip.
In folklore, the Snow Dragon is a guardian of icy realms — powerful, composed and completely at home in the toughest conditions. We thought it was a pretty fitting name.
Expert when you want us. Invisible when you don’t.
Build it yourself, ask one question, or hand us the whole trip.
We know our skiing. We know our destinations.
What we’re building Snow Dragon around
Practical expertise, flexible help and the reassurance that the important details have been thought through properly.
As much help as you want
Search and build your own holiday, ask us to check something specific, or let the team work through the whole trip with you.
Knowledge that comes from being there
We know the resorts, the skiing, the restaurants, the transfers, the awkward logistics and the small details that make a ski holiday work.
Protection built in
What happens to my money after I pay?
Every travel company should be able to answer that question. Ask them.
We can answer it at every stage of your booking.
Our financial protection is designed to safeguard your holiday from the moment you book until you return home.
Where Snow Dragon came from
Snow Dragon was founded by Tim and Håkon — ski buddies of over a decade — with a straightforward idea: take the expertise, care and attention to detail that makes Firefly Collection, one of the UK’s leading luxury ski chalet and villa specialists since 2011, exceptional and apply it to ski holidays at more accessible prices.
We share ownership, office space and values with Firefly, combined with knowledgeable staff, our own dedicated platform, and an extensive portfolio of chalets, apartments, hotels and package holidays. Our destinations span the Alps, Pyrenees, Norway, Sweden, Finland, Canada and Japan.
From your first enquiry to getting home — and planning the next one — we’re here to make the whole ski holiday easier, safer and more enjoyable.
Our team
Co-founder & Managing Director
Håkon By
The word “ski” is Norwegian — from the Old Norse skíð, meaning a split piece of wood. While the saying goes that “Norwegians are born with skis on their feet”, Håkon didn’t have his first pair strapped on until he was 18 months old.
His childhood winters were spent cross-country skiing, zooming through the woods and building ski jumps in the garden. In his early teens he tried telemarking, until his volleyball coach discouraged it, fearing that endless lunges down a mountain would ruin his already limited vertical leap.
His love for resort skiing really took off during a gap year in the tiny but enormously fun resort of Showdown Montana. He’s since clocked up around 60 resorts across 10 countries and four continents. With a love of facts and statistics, his friends consider him a bit of a ski-resort geek — though they don’t seem to mind when he’s organising their holidays...
Favourite non-ski activity
Golf
Best holiday destination
Val Gardena — any time of year
Got into trouble at school because
He and a friend turned a working lamppost into a functional chimney just to prove it had a hole at the top. It did. No infrastructure was permanently harmed.
Co-founder & Director, Snow Dragon · Founder & Director, Firefly Collection
Tim Latimer
Tim’s relationship with the mountains started on a snowboard in France, but his real education came from managing high-end chalets in Verbier and Méribel — where he quickly learned what separates a good property from a truly exceptional one.
After years in luxury travel marketing, he founded Firefly Collection, and later Snow Dragon, to bring that same standard to a wider audience.
He still spends as much time as possible in the Alps, keeping his resort knowledge current — and, increasingly, trying to keep up with his three kids in the terrain park.
Favourite non-ski activity
Wing-foiling — when not mountain biking
Best holiday destination
Bognor Regis
Got into trouble at school because
Still waiting for the statute of limitations to expire.
Sales and Marketing Manager
Georgina Thorne
Skiing since the age of seven, Georgina has spent two full seasons living and working in Les Gets, along with plenty of time on the slopes across the 3 Valleys, Paradiski, Val d’Isere, Tignes, St Anton and a handful of smaller Austrian and Italian resorts picked up on school trips. At the end of one school year, when her science teacher – who’d been on that year’s ski trip – handed out awards for each pupil, most were science related. Georgina was the exception, walking away with “Best Skier” instead.
The Portes du Soleil holds a special place in Georgina’s heart – not just for the skiing, but for the après scene too, with a genuine soft spot for tracking down the best bars and restaurants on and off the mountain. It was those two ski seasons in particular that sealed the deal, a career that combines work with a lifelong hobby, with winters spent skiing as much as possible and exploring new resorts, chalets, food and après along the way.
Favourite non-ski activity
Running, travelling, and finding a good beach
Best holiday destination
New Zealand’s South Island – Wānaka and Queenstown in particular, though having visited in summer, skiing there is still on the list
Perfect mountain moment
An Aperol Spritz and a tartiflette on a sunny terrace up the mountain
Sales and Marketing Manager
Georgina Thorne
Skiing since the age of seven, Georgina has spent two full seasons living and working in Les Gets, along with plenty of time on the slopes across the 3 Valleys, Paradiski, Val d’Isere, Tignes, St Anton and a handful of smaller Austrian and Italian resorts picked up on school trips. At the end of one school year, when her science teacher – who’d been on that year’s ski trip – handed out awards for each pupil, most were science related. Georgina was the exception, walking away with “Best Skier” instead.
The Portes du Soleil holds a special place in Georgina’s heart – not just for the skiing, but for the après scene too, with a genuine soft spot for tracking down the best bars and restaurants on and off the mountain. It was those two ski seasons in particular that sealed the deal, a career that combines work with a lifelong hobby, with winters spent skiing as much as possible and exploring new resorts, chalets, food and après along the way.
Favourite non-ski activity
Running, travelling, and finding a good beach
Best holiday destination
New Zealand’s South Island – Wānaka and Queenstown in particular, though having visited in summer, skiing there is still on the list
Perfect mountain moment
An Aperol Spritz and a tartiflette on a sunny terrace up the mountain
Head of Office Morale & Primary Ball Handler
Darcy
As a Border Collie/Poodle mix, she takes her heritage seriously. While the rest of the office are discussing piste maps, she’s busy practising her “Collie stare” to ensure no team member loses focus. She spends her days keeping office morale up and making sure no one goes for a lunchtime walk without her.
She hasn’t quite worked out snow yet, but her ability to sniff out a good travel deal — and any stray tennis ball — is unmatched in the industry.
Favourite non-ski activity
Flyball
Best holiday destination
The woods
Got into trouble at puppy school because
The other dogs ran off with the ball and she told them off.
Head of Office Morale & Primary Ball Handlerrector
Darcy
As a Border Collie/Poodle mix, she takes her heritage seriously. While the rest of the office are discussing piste maps, she’s busy practising her “Collie stare” to ensure no team member loses focus. She spends her days keeping office morale up and making sure no one goes for a lunchtime walk without her.
She hasn’t quite worked out snow yet, but her ability to sniff out a good travel deal — and any stray tennis ball — is unmatched in the industry.
Favourite non-ski activity
Flyball
Best holiday destination
The woods
Got into trouble at puppy school because
The other dogs ran off with the ball and she told them off.
From your first enquiry to getting home — and planning the next one — we’re here to make the whole ski holiday easier, safer and more enjoyable.
