Holiday airline and tour operator Jet2 has announced it is on track to significantly increase its full-year operating profits, defying a growing industry trend of customers making later travel bookings.
Strong Financial Performance
The Leeds Bradford Airport-based company reported impressive half-year results, with revenue climbing 5% to £5.34 billion and operating profit rising 2% to £715.2 million for the six months ending September. The firm expects full-year operating profit to reach approximately £453 million.
Chief Executive Steve Heapy highlighted that despite economic uncertainties, the annual overseas holiday remains a cherished priority for many Britons, often taking precedence over other discretionary spending.
Changing Booking Patterns
The company noted that late booking behaviour, which first emerged during the summer season, has continued into the winter schedule. Jet2's winter capacity stands at 5.5 million seats, representing a 7.7% increase compared to last winter.
To adapt to what bosses describe as a "fast moving" market, the company has redirected marketing expenditure towards competitive pricing strategies to attract more last-minute bookings.
Pricing and Passenger Trends
The average price of a Jet2 holiday package increased by 3% to £933 as the company passed on cost increases to customers. Meanwhile, flight-only ticket yield per passenger sector decreased by 7% due to promotional pricing initiatives.
Passenger numbers showed interesting trends: flight-only customers surged 16% to 4.77 million, while package holiday customers saw a more modest 1% increase to 4.73 million.
Brand Awareness Boost
Jet2's advertising slogan 'nothing beats a Jet2 holiday' gained significant traction online over the summer, appearing in 11.8 million social media posts. This viral attention helped raise brand awareness among younger demographics, with Jess Glynne's song Hold My Hand being named TikTok's global Song of the Summer 2025.
Mr Heapy commented: "We are very pleased to report another record financial performance for the first half of the year, illustrating how our flexible operating model can adapt to changing consumer behaviour."
He added: "Customers may be booking later, but it is clear they still want their well-earned holidays in the sun with a brand they can trust. Our differentiated, service-led, end-to-end product offering continues to set us apart."
The CEO also praised the company's staff, emphasising their crucial role in delivering the "Customer First" service that supports Jet2's position as the UK's number one tour operator and third largest airline.
