More than 35% of Jet2’s summer 2022 bookings are from customers who are new to the brand, thanks in part to its record on refunds and lack of cancellations, says chief executive Steve Heapy.
He told a Travel Weekly webcast: “We have done a lot to retain our existing customers and also win new customers.
“During the pandemic, our refund record was fantastic. Martin Lewis [Moneysavingexpert], Which?, the CAA highlighted us as the best company for refunds and people have not forgotten that.
“This summer, when people look at disruption and cancelled flights and everything that’s going on, again, they’re looking for the company that seems to be most stable and is likely to provide them with the holiday and they can see Jet2 for flights and Jet2holidays.
“People are going for trustworthiness, stability, our refund record and our record for not cancelling flights and that seems to be attracting customers to us.”
He said another “compelling reason” to book with the sister brands is their customer support teams at airports and in resorts who can help resolve issues for clients.
Furthermore, many holidaymakers prefer to contact staff in person or at a call centre rather than relying on just online channels such as social media, which are offered by other operators.
“My mum and dad do not have on social media on their phone…they want to speak to someone in the resort,” he said.
“Technology has to complement existing channels, rather than replace them.”
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He reiterated his warning that inflation will mean that costs will inevitably rise and urged early booking to fix holiday prices now.
“We have said that we would not impose a surcharge on our customers that have already booked,” he said.
“Customers should book early and try and get their holidays booked for next year.”
Looking at booking trends, most destinations are doing well, particularly those in the eastern Mediterranean such as Greece and Turkey, he added.
“There is some return to normality…summer 2022 is something of a bounce-back year,” he said.
“People have not had a holiday for three years; there was enormous pent-up demand.”
He hailed the support of independent travel agents and said he is looking forward to meeting some of them in London this week, at an event to announce details of Jet2’s overseas conference and at Travel Weekly’s Agent Achievement Awards (July 14), where Jet2holidays is one of the sponsors.
Heapy also said there have been no problems with the tightening of terms and conditions, which was brought in as a result of feedback from agents.
“We are in a better place because of it,” he said.
“The last thing people need is to have a forward order book that looks great…and then people have cancelled but you are not getting the revenue.
“We will continue talking to agent partners and listen to them; we like to get feedback.”