Jet2holidays has launched a new brand aimed at millennials.

Vibe by Jet2holidays includes four categories – Iconic, Pure, Party and Chilled, featuring partner hotels across nearly 50 resorts.

Iconic Vibe includes five premium and well-known hotels such as Ibiza Rocks and Hard Rock Ibiza, while 94 Party Vibe hotels offer “value hotels in the heart of the best party resorts”.

The 31 Pure Vibe hotels feature “pool parties, live performances and daytime DJs” while 47 Chilled Vibe properties offer “sophistication and exclusive extras” which the operator says are “perfect for Insta and poolside lounging”.

The new brand was unveiled at the UK’s second largest operator’s annual conference for 300 independent travel agents, which this year is taking place at the AR Diamante Beach & Spa in Calpe on Spain’s Costa Blanca.


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Its launch comes just over a year after iconic youth brand Club 18-30 was wound down after parent Thomas Cook failed to find a buyer.

Jet2holidays’ head of product Zoe Towers said the new proposition has been specifically crafted for the growing millennial market.

Vibe will focus on younger customers and millennials, but Jet2holidays says it will also appeal to “first-time holidaymakers, bucket listers, and the over-25s experience-driven market”.

Hotels range from two to five-star, and can be booked with the 22kg baggage allowance and £60 deposits offers by other Jet2holidays.

A campaign will be launched to Jet2holidays’ direct customers after its initial trade roll-out – with advertising across TV, video on demand, radio, email, digital and social media. It will have a dedicated website, social media channels and 76-page brochure.

Towers said Jet2holidays brand On Tour, its existing youth brand, accounted for 82,585 sales a year – around 3% of Jet2holidays’ overall business.

She said the company is “under-indexed” with the millennial population, a market she thinks Jet2holidays should be selling 300,000 holidays for.

Towers also said agents were a key sales channel for the younger generation, explaining that 39% of On Tour bookings were made through the trade – compared to 27% of all Jet2holidays bookings.

Towers said Vibe was designed to stand alone from Jet2holidays. She said: “It is not going to hide behind the Jet2holidays brand.

“It’s going to align with brands that are popular with millennials, like Spotify and Boohoo. We’re going to keep it snappy, relatable, fun and engaging.”

Agents can take Vibe modules on Jet2holidays’ Earn Your Wings training programme, webinars and will receive trade emails, social media support, and branded merchandise to promote the new brand. They can also search specifically for Vibe products in Jet2holidays’ booking portal.

Zoe Towers said Jet2holidays existing youth brand, On Tour, accounted for 82,585 sales a year – just 3% of Jet2holidays’ overall business.

She said the company is “under-indexed” with the millennial population, a market she thinks Jet2holidays should be selling 300,000 holidays for.

Towers also said agents were a key sales channel for the younger generation, explaining that 39% of On Tour bookings were made through the trade – compared to 27% of all Jet2holidays trade bookings.

“Vibe is not going to hide behind the Jet2holidays brand. It’s going to align with brands that are popular with millennials, like Spotify and Boohoo. We’re going to keep it snappy, relatable, fun and engaging.”

Agents will be able to search specifically for Vibe holidays in Jet2holidays’ agent booking portal.


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