Jet2holidays reports increase in booking value through agents

Jet2holidays has reported a £100 year-on-year increase in the average booking value achieved by agents.

During the operator’s annual VIP conference for independent agents, taking place from November 27 until November 30, delegates heard that the average selling price rose from £842 last year to £942 in 2023.

Lloyd Cross, general manager for trade sales, said trade sales for 2023 totalled a gross figure of £1.5bn – an 8.1% rise on last year – with 1.5m passengers booked.

More: Jet2 reports surge in summer half-year profits

This led to £200m being paid out in commission, Cross said.

Four-star and five-star bookings have grown to 60% of sales, up from 57% last year, while family bookings have risen from 41.2% of sales to 43.2%.

Stays of eight to 13 nights have seen a “big increase”, Cross said, but 14-night trips have tapered off.

The top destination continues to be the Canary Islands, but Turkey and Greece are among those which have recorded “significant” growth.

Late bookings in 2023 accounted for 30% of sales, Cross said, which is down from 33% last year.

“This shows the trade are fantastic at selling further out, but there’s also a huge opportunity for lates, which protect that critical cash flow,” Cross added.

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