Jet2 partners with Adobe to bring more personalised holiday experiences to customers

Jet2 is to use new artificial intelligence and customer experience technology from Adobe to make its holiday experience more personalised, with customers set to receive more relevant recommendations, offers and information based on their individual travel preferences.

The multi-year partnership brings together Adobe’s customer experience technology and Jet2’s growing digital customer base of more than 10 million myJet2 customers. The aim is to make interactions with Jet2 more useful and relevant throughout the holiday journey, rather than simply relying on the same offers and information being presented to everyone.

For passengers and holidaymakers, one of the most noticeable changes could be the way Jet2 recommends destinations, activities and experiences.

Someone planning a family holiday, for example, could receive recommendations more closely matched to travelling with children, while a customer interested in city breaks could be presented with ideas more suited to exploring a destination.

Once customers are on holiday, Jet2 says the technology will also allow it to provide personally curated daily itinerary suggestions, potentially helping travellers discover things to do and places to visit based on their individual preferences.

The partnership will use Adobe CX Enterprise Coworker, an agentic AI system designed to help Jet2 employees create personalised customer experiences at scale. Rather than replacing the customer-facing experience with a completely automated system, the technology is intended to help Jet2’s teams deliver more relevant content and communications across its existing channels.

That could mean customers receiving information that is more closely matched to where they are in their holiday journey and what they are likely to be interested in, rather than being presented with generic messages.

Jet2 will also have a more unified view of each myJet2 customer, allowing the company to use information about travel preferences and booking habits when creating offers and recommendations. The stated objective is for customers to receive relevant messages at the right point during their holiday journey.

For customers, the potential benefit is therefore less about the technology itself and more about reducing the amount of searching required to find something useful.

Instead of a traveller having to work through a long list of destinations, excursions or activities, Jet2 could increasingly be able to suggest options that fit their previous choices and current holiday.

The system will also allow Jet2 to respond more quickly to changes in travel trends and customer preferences, while Adobe’s technology will be used to ensure content remains consistent with the Jet2 brand. The company also plans to optimise its content for large language models as more holidaymakers turn to AI-powered search when researching their trips.

A new Jet2 and Adobe Customer Experience Lab will support the development of these services. Teams from both companies will work together on new AI-powered services, including ways of matching customers with holidays based on their preferences and travel history.

For Jet2 customers, that could ultimately mean a more joined-up digital experience from the moment they start looking for a holiday through to the time they return home.

The company says the technology will be used to make interactions “more personal, more relevant, more timely and always helpful”, building on its existing customer service approach.

The important point for holidaymakers is that this is not simply about Jet2 using AI behind the scenes. The partnership is intended to turn the information Jet2 already holds about its customers into more useful recommendations and communications, potentially making it easier for travellers to find a holiday that suits them and make the most of it once they arrive.

Jet2’s Chief Customer Officer David Hills said the partnership would enable the company to use AI to make interactions with customers more personal and relevant while maintaining its focus on customer experience.

As AI becomes an increasingly common part of how people research and book travel, Jet2’s move reflects a wider shift towards holidays being marketed and managed around the individual traveller rather than a one-size-fits-all approach.

For customers, the real test will ultimately be whether that technology translates into something genuinely useful: better holiday suggestions, more relevant information and a smoother experience before, during and after the trip.