NEWS
UNVEILS VIBE BRAND
Jet2holidays unveiled a new brand aimed at millennials during its annual conference in Spain this week. Vibe by Jet2holidays has
four categories – Pure, Iconic, Party and Chilled – and features partner hotels across nearly 50 resorts. Iconic Vibe includes
Peter Andre joined conference delegates on the
Jet2.com flight to Spain and provided the evening entertainment
Jet2holidays to grow Atol and trade sales
Ben Ireland
Jet2holidays’ Partners2Success Conference, Spain
Jet2holidays plans to bolster its Atol licence by more than half a million passengers in the next year and increase sales through the trade. Chief executive Steve
“There is no reason why that can’t grow to more than 30%.” Trade sales fell from 32% to 25%
STORY TOP
Heapy said the operator was “closing in on Tui”, the UK’s largest Atol-holder, which has a licence to carry 5.55 million passengers a year. Jet2holidays’ Atol licence allows
it to carry 3.9 million passengers, but Heapy said this would grow to up to 4.6 million. He said the proportion of trade sales had grown from 24% to 27% in the last year, and added:
travelweekly.co.uk
in 2018 after Thomas Cook and Tui stores stopped selling the operator. The demise of Thomas Cook, which carried about 2.5 million package customers, provided an opportunity for Jet2holidays and independent agent
partners, Heapy said. Addressing 300 agents at the
operator’s conference in Spain this week, he said: “Our agent business accounts for [more than] a quarter of our sales [worth around £700 million]. “We want to increase that. Unlike
other operators, we have no ambition to drive direct sales. We want more agent bookings – there is no upper limit.”
He said trade sales grew by 31%
in the last year, outpacing the growth of overall Jet2holidays sales, which increased at a rate of 21%. But Heapy admitted responses
to his lobbying for more support of the high street from government – something he called for at last year’s trade conference – had been “muted”. He said the company’s balance
sheet – it has more than £1.2 billion in cash – gave travel agents the peace of mind that they could book Jet2holidays without any concerns. Heapy said Jet2holidays was
signing contracts with hotels previously contracted by Thomas Cook, but said he was in “no rush” and vowed to stay loyal to existing
hotel partners. i Steve Heapy: The Interview, page 12
28 NOVEMBER 2019 5
premium hotels such as Ibiza Rocks and Hard Rock Ibiza, while Party Vibe offers “value hotels in the heart of the best party resorts”. Pure Vibe hotels feature “pool parties and daytime DJs”, while Chilled Vibe offers “sophistication and exclusive extras”. Hotels range from two to
five-star, and can be booked with a 22kg baggage allowance and £60 deposits. Jet2holidays will launch a campaign to direct customers after its initial trade rollout – with advertising on TV, video-on-demand, radio, email, digital and social media. Vibe will have a dedicated
website, social media channels and a 76-page brochure. Agents can take Vibe
modules on Jet2holidays’ Earn Your Wings training programme and watch webinars. They will also receive trade emails, social media support and merchandise to promote the new brand.
JET2
PICTURE: Thomas Reader
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