Chief executive Steve Heapy told the Jet2 conference the airline and operator would work with agents to tap in to a growing market for greener holidays, and provide them with the tools to do this.

Heapy said searches for "green" or "sustainable" hotels and holidays were going up "exponentially", something he urged agents to see as an opportunity for their businesses, not a threat.

"This is a huge opportunity – there’s a market out there, and it’s growing," he said. "Don’t let that market just be online. We will work with the hotels to accredit them and then we will bring that product to you. You will have the ability to filter just sustainable product."

This, Heapy told the 350 agent delegates, could be a key selling point for agents, particularly for customers conscious of the sustainability implications of their travel, or who are specifically asking for sustainable product.

Tui debuted a similar scheme last week, which will see the operator donate a portion of every booking for a sustainable hotel to the Tui Care Foundation.

Heapy made several commitments to the trade on sustainability during a broader conference address on the subject, starting with a pledge to communicate updates to agents. "You are going to get customers coming into your shops asking about it," he said.

These efforts, he said, would start with a series of videos and newsletters designed to help hotel partners pursue accreditation, although he said he would be happy to share these with the trade.

The second was a commitment to bringing forward sustainable product and putting it in front of agents once the sustainability accreditation takes effect.

Heapy said Jet2 would provide window stickers telling consumers they can book their sustainable holidays at this agency, something he said would help establish this market on the high street rather than it just being online.

"We are going to work with you to bring this to the forefront," he added. "Sustainability is here to stay. We will provide you with the tools to sell this."

Elsewhere, Heapy also revealed some more of Jet2’s efforts behind the scenes to become more sustainable, starting with ensuring its buildings are carbon neutral and utilising electric airport vehicles.

A key pillar will be Jet2’s transition to a predominantly Airbus A320neo family fleet, with Heapy describing the aircraft as "the greenest in its class". The airline and operator has 98 on firm order, and options on a further 48. If it were to convert the order in full, it would represent an investment of $18.1 billion.

"We’re pretty serious about this – we are investing a lot of money," he said.

Heapy added marginal gains would be equally important to reducing the carbon impact of flying, such as fitting lighter seats, service trolleys and wheels and brakes.