Agents have hailed a “massive impact” on Jet2holidays bookings following its Love Island sponsorship, especially among younger customers.
The company sealed a coveted sponsorship deal to become the official travel partner of the smash-hit summer reality TV show, which followed toned twentysomethings looking for love in Majorca.
The series came to an end last week, with 3.6 million viewers tuning in for the final – the largest audience in ITV2’s history.
As part of the partnership, Jet2holidays ran a series of TV ads filmed in Majorca and gave viewers a chance to win tickets to the final as well as holidays to the island.
Helen Johnson, director of Polka Dot Travel, told TTG Love Island’s influence on the agency’s clients “has been massive”.
“We’re up year-on-year for Jet2holidays as it is, but Love Island has taken things even further,” she said. “Towards the end of the show it’s been crazy.”
David McDonald, managing director of World Travel Lounge, revealed his business had enjoyed “double-digit growth” for Jet2holidays this summer.
“The exposure the show has given their brand is brilliant. We’ve had more younger customers booking Jet2holidays than we did last summer, so the sponsorship has clearly resonated really well.”
Idle Travel director Tony Mann agreed: “People have been in store talking about the show and about the competitions Jet2holidays were running. They have really nailed it with their marketing.”
A Jet2holidays spokesperson told TTG it had seen a “spike” in searches and bookings for Majorca for this summer season, winter and next summer on the back of its Love Island partnership.