Steve Heapy warned agents not to gamble on having a strong January as the industry continues to face uncertainty following the pandemic.
The chief executive of Jet2.com and Jet2holidays encouraged agents to bring forward their booking curve instead of waiting for peaks season and said it would be “foolish” to assume January 2023 will be typical.
He cited the war in Ukraine, the cost-of-living crisis and the explosion in Poland as reasons for global uncertainty which may all impact peaks season.
More: ‘Recruitment greatest barrier to peaks season success’, agents told
He said the value in “creating certainty” with early bookings is more valuable than the money earned in the lates market.
“We are trying to bring the booking curve forward,” he told delegates attending Jet2holidays’ annual conference.
“We don’t like to gamble or take too many risks and we are not gambling on getting a normal January.
“The last three years have been as far from normal as you can get and it would be foolish to assume January can be normal.
“We are working hard in the six weeks in the lead up to peaks to bring forward the sale curve. I would urge everyone to do that – do not gamble on a strong January.
“Although there is money to be made in the lates market, there is less certainty and I would rather bring the booking curve forward to create certainty in the business.
“We are living in an unstable and uncertain world in many respects and I’m not assuming we’re going to get back to normality any time soon.”