Head of trade sales Alan Cross introduced the "brozine" – brochure-come-magazine – concept at Jet2’s VIP agent conference in Leeds on Thursday (24 November).
He said the operator’s approach to brochures had become "a bit stale", adding the company recognised there was room for improvement.
There will be four new brochures in total – Find Your Destination, Families, Luxury (including Indulgent Escapes) and Discover More. They will land with agents in mid-December.
Jet2 head of product Zoe Towers said reports of the death of the brochure going back more than 10 years had been premature.
"Having something you can touch, take away and turn down the corner, it’s still very relevant," said Towers, adding that with the new range, Jet2 wanted to "inspire and give inspiration" and "start conversations" about holidays among families and groups of friends.
Jet2’s Find Your Destination brochure will highlight more than 60 destinations and some 550 resorts, as well as 30 city break options and a wide range of villa product.
Two particular focuses in Find Your Destination will be on Jet2’s Greece and Canary Island programmes, said Towers.
She gave delegates a sneak preview, highlighting destination maps and guides, as well as more lifestyle-inspired features such as lists of most Instagrammable spots.
Towers said after the best part of two years of Covid lockdown, families were itching to get away and make new memories.
Introducing Jet2’s new Families brochure, Towers revealed how it placed a focus on KSPs – key selling points – to ensure agents hit their marks when speaking to clients.
These include free infant travel, the best part of two million free child places, 10kg extra luggage allowance for bulky items like pushchairs, and discounts for single parents.
"It’s not all about two-plus-two," said Towers, highlighting a fresh focus on multi-generational family holidays and the different types of holidays families are now looking to take on the other side of the Covid crisis.
The Luxury brochure, meanwhile, will bring together all Jet2’s luxury product across Indulgent Escapes, Vibe by Jet2holidays, Jet2Villas and Jet2CityBreaks.
Towers revealed sales of luxury Jet2 holidays through the trade for 2022 were currently charting at almost double 2019 levels, with significant upticks in demand for four and five-star properties and Indulgent Escapes product.
"2022 is the year of the ’holiday upgrade’," she said.
Finally, Discover More aims to offer a wider overview of Jet2 product, to reinforce key selling points and drive conversations and holiday inspiration, Towers added.
