Jetline Holidays and Jetline Cruise parent Jetline Travel ceased trading as an Atol holder in March. Joint administrators Alan Clark of financial recovery specialist Carter Clark and Neil Bennett of restructuring and insolvency firm Leonard Curtis were subsequently appointed joint administrators on 28 March.
On Wednesday (23 April), it was revealed that in addition to Jetline’s customer and marketing databases, Travelodeal had also bought website domains, content, Jetline Holidays and Jetline Cruise intellectual property, phone numbers, tech systems and servers.
A “handful of Jetline staff” are now helping with customer-facing support on a freelance basis following the sale, which was managed by Axia Valuation Services.
Travelodeal said under its ownership, it would seek to deliver value and service for Jetline customers while introducing them to "a wider, more reliable and more dynamic holiday offering”.
London-based Travelodeal confirmed it is not involved in processing outstanding Jetline bookings, but it added it could help affected customers “where possible” as it is both Atol and Abta bonded.
Travelodeal co-owner’s Mazdiyar Daruwala said: “At Travelodeal, we’ve built our reputation on delivering exceptional value, trusted service and unforgettable travel experiences. The acquisition of the Jetline brand and customer base aligns perfectly with our vision to lead the UK market in tailor-made holidays, escorted tours and cruises.
"Jetline’s strong brand recognition, paired with Travelodeal’s scale, innovation and customer-first ethos, creates an exciting opportunity to grow even further. We’re not just continuing a legacy – we’re elevating it, under a brand that travellers already know and trust."
Marketing director Kay Bustin added the business had been busy launching a new website, expanding its product range and growing media and affiliate partnerships in its UK, US and Canadian markets.
However, Travelodeal has also revealed it is still deciding whether to keep the Jetline brand or fold it into its existing business under the Travelodeal banner.
"The [Jetline] brand is known, but the collapse has affected trust,” it added. “We’re weighing up whether to relaunch Jetline with a new face or phase it out and bring everything under Travelodeal, which has a clean reputation.
“We’ll make that call based on feedback and what works best long-term. Watch this space.”
Travelodeal confirmed it works with marketing services firm Galaxi, headed by former Beds With Ease duo Phil Turner and Craig Vickors, to help with its product and purchasing.
