Introduction:
In an era dominated by online booking platforms and AI-driven holiday apps, it may seem counterintuitive for a leading UK tour operator to double down on bricks-and-mortar travel shops. But Jet2holidays is doing just that — launching a groundbreaking initiative to help independent travel agents open their own retail stores across the UK.
Announced in March 2025, this new move reinforces Jet2holidays’ long-standing commitment to its agency partners. As part of its broader Partners2Success strategy, the company will provide substantial support to travel agents who want to expand from digital or call centre sales into high street visibility. The initiative includes co-investment in shop setup, branded store design packages, marketing support, and access to Jet2holidays’ own retail expertise.
At a time when many tour operators have retreated from physical retail or centralised their sales efforts, Jet2holidays’ approach is a bold counter-trend — one that not only reinforces its agent-first philosophy, but could also reshape how UK consumers engage with holiday bookings post-pandemic. This article explores the strategic motives, commercial implications, and industry reactions behind Jet2holidays’ retail play — and why it may set a new benchmark for operator-agent collaboration in 2025 and beyond.
Jet2holidays’ New Retail Support Programme: What’s on Offer
The new initiative, formally launched under the existing Partners2Success framework, is aimed at helping independent travel agents move into physical high street locations — either as first-time shop owners or through expansion.
The support package includes:
Branded store design and signage, including “Jet2holidays Specialist Travel Agent” branding Financial contributions to startup costs (amounts determined case-by-case) Marketing assistance including PR support and local promotion Operational guidance and best practice sharing from Jet2holidays’ in-house team Access to the full Jet2holidays and Jet2CityBreaks portfolio, including trade-only offers
Alan Cross, Director of Travel Agent Relationships at Jet2holidays, said:
“This initiative is all about unlocking opportunity. Agents are not just part of our distribution model — they are the heart of it. We want to give them the support and tools they need to thrive on their own terms.”
A Decade of Trade Loyalty: Jet2holidays’ Agent-First Legacy
Jet2holidays’ relationship with the independent travel trade is not new. For over a decade, the Leeds-based operator has built its business around supporting third-party sellers — often in contrast to its competitors who favour direct-to-consumer digital models.
Key pillars of Jet2holidays’ trade strategy include:
The Partners2Success scheme (launched in 2016) A nationwide trade sales team and BDM network Regional training events, fam trips, and incentive programmes The 2023 launch of the Travel Agent Finder tool Exclusive trade-only offers and marketing co-funding
By 2024, around 30% of Jet2holidays bookings came through independent travel agents. Many of these agents cite Jet2holidays as their primary supplier due to the operator’s consistent pricing, strong commission structure, and dedicated support.
Why Go Back to the High Street? Post-COVID Consumer Shifts
In the wake of the COVID-19 pandemic, consumer behaviour has changed. While digital convenience still dominates, trust and personal service have become more valued — especially for high-value, complex purchases like holidays.
According to ABTA’s 2024 Consumer Travel Trends survey:
62% of customers aged 50+ preferred to book in-store or over the phone 43% of all UK travellers reported increased trust in agents compared to 2019 Face-to-face bookings were up 18% year-on-year for long-haul holidays
Jet2holidays believes this shift isn’t temporary. By empowering agents to open or expand high street shops, they aim to meet customers where they feel most confident — in their local communities, speaking to real people.
Commercial Rationale: Brand Visibility Meets Conversion Power
From a business perspective, Jet2holidays’ retail expansion offers several strategic benefits:
Local market penetration: Branded shops help Jet2holidays establish a physical presence in underserved regions Higher conversion rates: In-store consultations tend to close at a higher rate than online enquiries Trust and retention: Local agents often build long-term customer relationships Shared investment: Agents take on operational risk, while Jet2 supports brand and setup
Retail also serves as an indirect marketing tool. A well-positioned branded travel shop reinforces Jet2holidays’ identity as a trusted, mainstream, family-friendly operator — and keeps the brand front-of-mind in busy town centres.
Comparison With Competitors: Jet2 vs the Field
Jet2holidays’ retail strategy stands out in a market where most competitors have moved away from the high street.
Operator
Retail Model
Agent Relationships
Jet2holidays
Invests in independent shop expansion
Core part of distribution
TUI
Own-branded shops; reduced since 2020
Minimal third-party
Hays Travel
450+ high street shops (retail-led)
Own staff, not independents
On the Beach
Online-only
No trade relationships
Loveholidays
Online-only
No agent sales permitted
Unlike Hays Travel, Jet2holidays does not own shops — instead, it backs the independents. This allows for scale without overhead and maintains the entrepreneurial flexibility of each agency partner.
Agent Feedback and Industry Reaction
The response from UK travel agents has been overwhelmingly positive. Many praised the operator for “putting its money where its mouth is” in backing the high street.
Feedback highlights include:
“This is exactly the kind of support we need to grow and stand out in our town.” “The branded shopfronts give us credibility and draw walk-ins we couldn’t get before.” “Jet2holidays are the only tour op actively helping us take that next step.”
Trade groups including ABTA and Advantage Travel Partnership applauded the move, calling it “a visionary approach to travel retail resilience.”
Potential Risks: A Tough Retail Climate
Opening or expanding a physical shop isn’t without risk. High street footfall has yet to fully recover in some areas, and agents will face the challenges of:
Rising rent and business rates Staffing and recruitment issues Increased competition from online giants Financial uncertainty amid cost-of-living pressures
Jet2holidays has acknowledged these risks and aims to provide flexible support tailored to each agency’s goals. The scheme is not a franchise, and participating agents remain independent — free to sell other operators as they choose.
Looking Ahead: Growth Targets and Rollout Plans
According to internal sources, Jet2holidays hopes to help launch or rebrand up to 100 independent travel shops by the end of 2026. These will be spread across key outbound regions including:
Greater Manchester Yorkshire North East England West Midlands Scotland’s Central Belt
While early stages will focus on existing agent partners, the operator is also open to working with new entrants — including experienced travel consultants looking to launch their first shop.
Conclusion: A Loyalty Strategy in Brick and Mortar
In an industry where most operators are trying to cut out the middleman, Jet2holidays is choosing to empower them. This retail initiative isn’t just a marketing move — it’s a values statement.
By investing in independent travel agents, Jet2holidays is reinforcing its reputation as the UK’s most agent-friendly tour operator. It’s also betting that in a world of algorithmic bookings and AI-generated itineraries, there’s still room — and value — for a friendly face on the high street.
In 2025, while others race to automate, Jet2holidays is doing something refreshingly human: backing people to sell holidays to other people. And in the travel business, that might just be the smartest move of all.
This article is based on publicly available information and trade statements as of April 2025. All efforts have been made to ensure factual accuracy at the time of writing. If you are the rightful owner of any referenced material or imagery and wish it to be removed, please email takedown@cockpitking.com.
