How Jet2 is using agentic AI for better holiday bookings

Jet2 is turning to agentic artificial intelligence to personalise the holiday experience, from helping customers decide where to go to suggesting what they could do after they arrive.

The airline and tour operator has entered a multi-year partnership with Adobe that will introduce AI tools across its customer experience and marketing operations.

Agentic AI can work towards a goal, use information from different systems and carry out a series of tasks with less human intervention. For Jet2, that could mean applying what it already knows about a customer’s travel preferences and booking history to provide more relevant holiday suggestions, offers and information throughout the journey.

The companies will also establish a dedicated Jet2 x Adobe Customer Experience Lab to develop new AI-powered services.

AI could help Jet2 find your next holiday

Jet2 will use Adobe CX Enterprise and its CX Enterprise Coworker agentic AI technology across its digital operations. The system will draw on customer information to help Jet2 make recommendations based on individual travel preferences and previous bookings.

For example, customers who usually travel with children could receive recommendations for family-friendly resorts. At the same time, those who favour city breaks could see suggestions more closely matched to that type of trip.

The technology could continue helping after the booking. Jet2 says it plans to offer personally curated daily itinerary suggestions while customers are on holiday.

Jet2 has around 10 million myJet2 customers, giving it a large pool of existing customer relationships through which to introduce more personalised services. Adobe’s technology will provide Jet2 with a unified view of individual myJet2 customers and allow it to deliver personalised offers and messages across supported channels at different points in the holiday journey.

“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,” David Hills, Jet2’s Chief Customer Officer, said in the announcement.

What makes the AI ‘agentic’?

Generative AI typically produces something in response to a prompt: text, an image, a summary or an answer.

Agentic AI goes further by allowing software agents to pursue an objective through several steps. Within Adobe’s CX Enterprise system, AI agents can coordinate workflows across different applications while operating within defined permissions, approval processes and human oversight.

A conventional recommendation system might show customers holidays similar to ones they previously booked. An agentic system could refine personalisation by combining their preferences, previous trips and other approved customer data to identify suitable destinations, then coordinate personalised content or recommendations around them.

Jet2 and Adobe say their new Customer Experience Lab will explore these types of applications. Adobe Forward Deployed Engineers will work alongside Jet2’s digital, customer and technology teams to test and scale new services. One example the companies gave is developing smarter ways to match customers with holidays based on their preferences and travel history.

Jet2 is also using AI behind the scenes

Jet2 plans to use Adobe’s AI tools to speed up the production of personalised holiday content while keeping it consistent with the company’s branding.

“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,” said Nathan Hancock, Vice President and Managing Director, UK, Ireland, Middle East and Africa at Adobe in the announcement. 

Adobe Firefly Foundry can create custom AI models informed by Jet2’s approved content and brand assets. Adobe Brand Intelligence would ensure material generated through those workflows continues to follow established brand standards.

The aim is to let Jet2 respond more quickly when travel trends or customer preferences change without requiring employees to create every variation of a campaign or recommendation manually.

AI will not replace Jet2’s existing customer service model. Instead, the technology would give employees tools to personalise customer interactions at a scale that would be difficult to achieve on their own

Preparing for travellers who use AI to plan trips

Jet2 will work with Adobe to optimise its online content for large language models as travellers increasingly rely on AI assistants and AI-powered search tools to research trips.

Adobe’s recent consumer research shows why travel companies are now paying close attention to AI. In a US survey of more than 1,000 consumers, 31% of people using AI tools or agents for everyday administrative tasks said they used them for travel research and booking.

Airlines and tour operators must adapt to these new search preferences. Their websites must serve two audiences: people searching and browsing directly, and AI systems finding and interpreting travel information on their behalf.

Jet2’s partnership with Adobe will address both sides of that change. Agentic AI will operate behind Jet2’s own customer experience, as the company prepares its content for holidaymakers who may begin their journey through somebody else’s AI assistant.

For customers, the most visible difference could be fewer generic holiday offers and more suggestions that reflect where, when and how they actually like to travel.