Airline and holidays company Jet2 is on track to grow full-year operating profits despite customers leaving it later to book.
Steve Heapy, chief executive of the Leeds Bradford Airport-based firm, says an annual overseas holiday "remains a cherished priority" for many people and can trump other discretionary spending. His comments came as Jet2 - which is listed on the London Stock Exchange - posted a 5% rise in half year revenue to £5.34bn and a 2% rise in half year operating profit to £715.2m in the six months to the end of September. Full-year operating profit is expected to be about £453m.
On sale seat capacity for the carrier's winter schedule was 7.7% higher than last winter at 5.5m seats - which was seen to be a continuation of late booking experienced during the summer. Bosses described it as a "fast moving" market and had diverted marketing money to pricing to attract more bookings.
The average price of a Jet2 holiday grew 3% to £933 as cost increases were passed on to customers. And flight-only ticket yield per passenger sector fell by 7% driven by promotional pricing initiatives as flight only passengers rose 16% to 4.77 million.
Meanwhile, package holiday customers increased 1% to 4.73m. Jet2 said its recognisable advertising slogan - 'nothing beats a Jet2 holiday' - and attention it received online over the summer has helped raise brand awareness among younger people. The tagline was mentioned in 11.8m social media posts, with Jess Glynne’s song Hold My Hand also named the global Song of the Summer 2025 by TikTok.
Mr Heapy said: "We are very pleased to report another record financial performance for the first half of the year, illustrating how our flexible operating model can adapt to changing consumer behaviour. Customers may be booking later, but it is clear they still want their well-earned holidays in the sun with a brand they can trust. Our differentiated, service-led, end-to-end product offering continues to set us apart, delivering seamless, great-value experiences that ensure customers come back time and time again.
"As ever, in line with our People, Service, Profits philosophy, underpinning this proposition are our outstanding colleagues. I would like to thank them for their dedication to delivering our Customer First service which plays such a vital role in our continued growth and supports our position as the º£½ÇÊÓƵ's No.1 tour operator and third largest airline."
He added: "We believe the annual overseas holiday remains a cherished priority for many, often taking precedence over other discretionary spending even in uncertain economic times. We continue to build loyalty by offering customers an extensive product range, highly flexible holiday options and exceptional customer service giving them the freedom to tailor their travel plans to suit their individual needs. Our proven business model continues to deliver and this gives us confidence in our future growth prospects."
