Last week, Tom, Matt, and Max headed up to Leeds for Jet2’s first-ever Non-Retail Summit at their Holiday House office. It was packed with agents like us, working independently, building from home, and proving every day that the high street isn’t the only way to thrive in travel.
The day covered everything from booking behaviour to AI tools, marketing strategy, and a brilliant Q&A with Jet2’s CEO, Steve Heapy. But what stood out most was how aligned Jet2 is with agents who work the way we do. They’re investing in tech, service, and product development that puts homeworking agents right at the heart of their growth.
Below are the eight biggest takeaways the team brought back. Some will shift how you show up online. Others will change when you check your messages. All of them are practical, actionable, and ready to use today.
#1 Evening Bookings (7:30 pm to 8:30 pm)
Jet2 shared booking behaviour data that shifts how homeworkers should think about availability. While lunchtime sees steady enquiries, the real spike happens between 7:30pm and 8:30pm. That’s when most traditional travel shops have closed for the day, but families are online, browsing, comparing, and ready to book.
Sundays also see a huge increase in bookings. Again, many shops are closed or running limited hours, but most people have time to think about holidays and actually sit down to plan.
What This Means for You
- You have a built-in advantage over high street competitors during evening and weekend hours
- Being visible and responsive during these windows captures bookings others miss
- Clients expect faster response times outside of traditional 9-5 hours
Try This
Set up an auto-response for enquiries received after 6 pm that acknowledges their message immediately. Even if you can’t quote straight away, a quick “Got your message, I’ll send options over by tomorrow morning” keeps the conversation warm and stops them shopping elsewhere.
#2 Travel as Content
Jet2’s top-performing agents stressed one thing over and over: travel as much as possible. Every holiday you take isn’t just for enjoyment. It’s content. It’s marketing. It’s proof.
Sharing personal experiences, honest hotel reviews, destination highlights, restaurant recommendations, and even excursion tips positions you as an expert. People are far more likely to book a trip they’ve seen you enjoy and confidently talk about.
Here’s Why This Works
- First-hand experience builds trust faster than any sales pitch
- Clients want to book with someone who’s actually been there
- Your travel stories become social proof that keeps you top of mind
Try This
Next time you travel, create a simple photo folder on your phone labelled “Content.” Snap quick shots of the hotel lobby, the breakfast spread, the pool at sunset, the view from your room. These become Instagram Stories, Facebook posts, and email snippets that position you as the expert your clients need.
#3 £5 Costa Referral Strategy
One of Jet2’s top agents mentioned offering a £5 Costa voucher for every successful referral. It sounds small, but it was incredibly effective. It showed appreciation, kept clients engaged, and brought new bookings through the door.
This was shared as an agent’s personal tactic, not a mandatory approach. The takeaway? People love to recommend businesses they trust, and a small gesture makes them feel valued and gives them a reason to keep talking about you. Feel free to adapt with your own style of referral rewards.
What You Can Do With This
- Referrals are your lowest-cost, highest-trust lead source
- Small, thoughtful rewards create loyalty and repeat behaviour
- You don’t need huge budgets to incentivise word-of-mouth
Try This
Set up a simple referral offer that feels right for your business. It could be a coffee voucher, a discount on their next booking, or a small gift card. Make it easy to explain (“Refer a friend, grab a coffee on me”) and watch how often your name comes up in conversation.
#4 Emotion Sells
Jet2’s marketing and social media team delivered one of the most powerful sessions of the day. The biggest takeaway? Emotion sells. Features don’t.
They encouraged agents to build emotional connections with their audience. That doesn’t mean oversharing your life story. It means telling authentic holiday stories, showing personality, and being relatable.
One example they gave was a lighthearted post about hotel toasters (you know, the ones that either leave your bread raw or incinerate it). It was silly, but it resonated because everyone’s been there. It was funny, relatable, and real.
The Agent Advantage
- People book holidays based on how you make them feel, not just what you offer
- Relatable stories create trust faster than generic sales posts
- Social media is a conversation, not a sales board
Try This
Next time you post on social media, skip the sales pitch. Share a moment from a recent trip. What made you laugh? What surprised you? What would you do differently next time? Let people see the human behind the business.
#5 Speed Beats Perfect
One of the clearest reminders from the summit was around response time. The most important part of closing a sale? How fast you reply.
If someone sends an enquiry and waits hours (or worse, days) for a response, you’ll probably lose them. The quicker you respond, the higher your chance of securing the booking.
Even if you can’t reply with a full quote immediately, a holding response keeps the conversation alive and stops them moving on to someone else.
Your Competitive Edge
- Speed signals professionalism and reliability
- Clients often contact multiple agents, so being first builds trust
- A fast reply beats a perfect reply every time
Try This
Set up message templates for common enquiries. Something like: “Thanks for reaching out! I’m working on a few options for you and will send them over by [time]. Anything specific you’re looking for?” buys you time without losing momentum.
#6 Multi-Generational Travel
Jet2 highlighted a major trend: multi-generational travel is booming. Families are booking holidays for everyone (parents, children, grandparents, even extended relatives). These clients are spending serious money and want properties that can cater for everyone in one booking.
Think large suites, interconnecting rooms, accessible spaces, and resorts with activities for all age ranges. If you can identify and suggest these options quickly, you’ll stand out.
Why This Is Worth Knowing
- Multi-gen bookings are often higher value, giving you more margin control and long-term client growth
- These clients need expertise to navigate complex group requirements
- You become the go-to agent for families who travel together
Try This
Build a shortlist of properties and resorts you know work well for multi-generational groups. When an enquiry comes in mentioning grandparents or extended family, you’ll already have options ready to quote.
#7 Use AI as a Tool
AI was a huge topic at the summit, and understandably, many agents feel nervous about it. James Malyon, Jet2’s Transformation Office Director, delivered a brilliant session on how agents can use AI to thrive, not get replaced.
He referenced Darwin: “It is not the strongest of the species that survives, nor the most intelligent, but the one most adaptable to change.”
Jet2 is already building AI tools into their platform (like smart search functions that match client requirements to properties). James encouraged agents to experiment with tools like ChatGPT or Perplexity to speed up destination research, identify hotel options, and get itinerary ideas.
The key? Always fact-check. Use AI to support your expertise, not replace it. Like everything in JLT, learning to use tools well takes time. It’s about building confidence step by step.
How This Translates to Bookings
- AI speeds up research and admin, freeing you up for client relationships
- Agents who adapt will stay ahead of those who resist
- You can start small and build your skills as you go
Try This
Next time you’re researching a destination, ask ChatGPT: “What are the best family-friendly areas in [destination] for first-time visitors?” Use the response as a starting point, then verify with your own knowledge and supplier intel.
#8 Hyper-Specific SEO
Jet2’s SEO team highlighted a massive shift in how people search online. Instead of broad searches like “holidays in Tenerife,” people are asking incredibly specific questions like “holidays in Tenerife with a 2-year-old and no stairs.”
That’s niche. But it’s also incredibly valuable.
To stand out in search results, start answering those kinds of questions in your content. Think beyond generic travel posts and drill down into what your specific audience actually wants to know.
What This Means for You as an Agent
- Specific content gets you found by people ready to book
- Answering niche questions builds authority and trust
- SEO isn’t just for big brands, it works for independent agents too
Try This
Write a blog post or social media post answering a hyper-specific question your clients ask. “Best hotels in Tenerife for toddlers” or “Accessible villas in Spain for elderly travellers.” You’ll rank higher and attract clients who need exactly what you offer.
Here’s to What’s Next
The Jet2 summit was a reminder that homeworking agents aren’t just part of the industry. We’re driving it forward. Every insight the team brought back that day was proof that the way we work (flexible, responsive, relationship-driven) is exactly what today’s travellers need.
Which of these insights will you act on first? Tag us on social and let us know!
