JMC is trialling home pick-ups for customers in the latest of its pledges to improve the airport experience.
The operator is working on an initiative with Hallmark Cars, which operates a dedicated telephone number for JMC customers, to ferry holidaymakers to and from airports across the UK.
Brand innovations manager Annie Corcoran said the trial is being limited to direct bookers but will be extended to all customers if it takes off.
“It is one of the most difficult innovations we have worked on because we have to be sure we can deliver,” said Corcoran.
JMC is also in talks with the BAA over providing dedicated areas in airports for children’s play areas.
Meanwhile, marketing director Lindsey Allardyce added that it is also working closely with department chain British Home Stores to build closer links with its customers.
“BHS has a database of 12m names that have an identical customer profile to JMC,” she said. “Operators need to find ways of talking to customers on a regular basis, not just once a year, and this is one way of doing it.”