Jet2holidays to help homeworkers expand onto the high street during peaks
James ChappleJet2holidays has pledged to support agents – particularly homeworkers – in scaling up their presence on the high street in time for peaks, or even making the jump into retail for the first time.
General manager Lloyd Cross, speaking at the Jet2holidays conference in Paphos this week, said the operator’s peaks campaign, which will launch on 19 December, will feature a new Scale up your Street initiative.
"We’re offering you the chance to expand your shop network with Scale up your Street, whether you’re a homeworker looking to open on the high street or a retailer looking to expand," said Cross.
Agents will be able to pitch for marketing funds to brand up new or existing shops, said Cross.
He revealed 130 agents had so far taken Jet2 up on its digital windows displays, which were launched at last year’s conference. "We promise that by next year, it will be even more."
These digital displays are constantly updated with fresh and current content, tailored to individual agencies.
Cross said shops with digital displays had, on average, performed 5% better year-on-year than those without.
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The peaks campaign will also feature a new Book for a Break competition, giving agents the chance to win places on Jet2 Destination Discovery fams, and another to get new Jet2 aircraft seats into agents’ shops.
"Our outlook on peaks is a very positive one," said Cross. "There’s now more travel agents selling Jet2holidays than ever before so it means as a collective, we are growing together."
Another addition has been Jet2holidays hanging signs for shops, which Lloyd said has been inspired to a visit to Spitalfields Market in London.
"Hanging signs are the newest bit of branding with the sole purpose of bringing more customers into your stores," said Cross. "We’ve installed these in more than 215 stores across the country – they’re very simple, but they look brilliant."
Cross said it was part of a wider effort to introduce new "experiential" branding for agencies – airline seats for waiting areas, cabin crew drinks trolleys for teas, coffees, beers and prosecco, light up roof tiles and interactive walls.
Elsewhere, through its apprenticeship levy funding, Jet2 has helped 34 agencies take on apprentices since April. "Just think what an extra staff member can do for you and your businesses," said Cross, encouraging agents to tap the funding.
Cross said getting new staff – experienced or new-to-travel – was proving one of the biggest issues for agents. "Lots of agents out there are looking at ways to solve this," he said.
Cross hinted at further support to help new and returning agents grow their Jet2 product knowledge. "This is where we believe we can step in and assist further," he added.
"Our vision is a one-stop-shop training portal to train your teams no matter their experience – we’ll focus on building product knowledge, helping maximise the travel agent website, elevating your marketing, how to close the sale, time-saving tips and more."
Looking ahead, Cross highlighted Jet2’s plans to open a new base at Luton airport next year, hailing it a "fantastic opportunity" for agents within Luton’s catchment to increase their Jet2 sales.
Cross also ran through some of the support Jet2holidays has provided agents over the past year, including launching a travel agent WhatsApp community for information and offers, which agents can copy straight onto their social media channels.
He also revealed more than 1,200 agents responded to Jet2’s second annual survey, with key asks including more training tools and trade website functionality. "I can assure you your feedback will help guide our strategy," said Cross.
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