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Jet2 pins hopes on consumers' trust in brand amid ongoing market caution

Operators
Gary Noakes
19 November 2025

Jet2holidays chief executive Steve Heapy has said the operator is responding to nervousness among consumers, which is fuelling a later booking market, with its 2026 capacity plans.

A member of Jet2 check-in staff assisting a passenger
(Credit: Jet2holidays)

Jet2 hopes confidence in its brand will carry it through a tough economic environment (Credit: Jet2holidays)

Speaking as Jet2.com and Jet2holidays issued half-year results on Wednesday (19 November), in which it laid out its plans to open a new base at Gatwick next year in more detail, Heapy said there had been “slight shift” in demand and that Jet2 was doing “a lot of marketing to customers”.

"We have seen a later booking trend during the year, and we have been able to respond by flexing either package holidays or flight-only," he asserted.