Jet2, the UK’s largest tour operator and third largest airline, has signed a multi-year strategic partnership with Adobe which it is claimed is set to redefine the holiday experience for millions of customers.
The move brings together Jet2’s VIP customer experience and its 10 million myJet2 customers, with Adobe’s CX orchestration technology, to help deliver more personalised, conversational experiences as a major part of Jet2’s activities.
At the heart of the deal is the Adobe CX Enterprise Coworker, which uses agentic AI to help Jet2 staff rapidly deliver on-brand personalised experiences to customers at scale across applications. Adobe technology will enable Jet2 to make offers and recommendations relevant to each holidaymaker based on their travel preferences and booking habits.
Jet2 customers will benefit from more relevant destination ideas, whether it is family-friendly resort recommendations or city break ideas for those wanting to explore, as well as personally curated daily itinerary suggestions for customers when they are on their holidays.
Building on Jet2’s customer-first approach, which has seen it recognised for delivering industry-leading customer service and experience, Adobe will give Jet2 a unified view of each myJet2 customer and help deliver intelligent, personalised offers and messages across supported channels, at the right moment during each customer’s holiday journey.
Jet2 will be able to create on-brand holiday content faster and more consistently using Adobe’s content supply chain tools. With Adobe Firefly Foundry, which enables custom AI models informed by Jet2’s brand assets and approved content, and Adobe Brand Intelligence, which maintains and validates brand standards across workflows, Jet2 will be even better positioned to respond quickly to customer demand, travel trends and changing preferences.
Adobe will also help Jet2 optimise its content for large language models, as holidaymakers increasingly go to AI-search to research their trips.
A pioneering new Jet2 x Adobe Customer Experience Lab will also bring Adobe forward deployed engineers together with Jet2’s digital, customer and technology teams.
Working side by side, combining Jet2’s deep understanding of its customers and their holidays with Adobe CX Enterprise and agentic technology, the teams will be able to rapidly test, build and scale new AI-powered services, such as smarter ways to match customers with holidays that best suit their preferences and travel history.
Jet2 chief customer officer David Hills said: “At Jet2, our customers are at the heart of everything we do. Customers know they will always receive a VIP experience when they holiday with us, reflected in our industry-leading customer satisfaction scores, which are significantly ahead of the market.
“Working with Adobe will enable us to serve our customers even better, using the power of AI to make every interaction more personal, more relevant, more timely and always helpful – strengthening what makes Jet2 different and bringing us even closer to customers.”
Adobe vice president and managing director, UK, Ireland, Middle East and Africa Nathan Hancock added: “Jet2 has built one of the most trusted customer communities in UK travel and our partnership is about building on that foundation.
“Every day, customers expect more relevance and faster responses, whether that’s a recommendation, a personal offer, or a change to their plans. Together, Adobe and Jet2 are creating something that will transform travel experiences.”
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