The famous, or perhaps that should be infamous, Club 18-30 holiday brand, was born in the late 1960s, but perhaps peaked in the 1970s, 1980s and 1990s offering holiday packages targeted at young singles and couples to travel without families or children. It latterly became part of the Thomas Cook brand before it was retired in 2018 due to changing consumer tastes and the continued evolution of the travel product.
Now, UK travel company Jet2holidays has revealed plans to introduce a new modern-day equivalent, Vibe by Jet2holidays, which targets ‘millennial mindset’ holidaymakers who want to experience much more than this typical ‘18-30s’ holiday overseas. The product has been specifically crafted for the growing millennial market, an audience which is certainly more about mindset than just age or demographic.
Although this new proposition focuses on younger customers and millennials, it has also been tailored to meet the demands of a broad audience which includes first-time holidaymakers, bucket listers, and the over-25s experience-driven market.
To meet this demand, Vibe by Jet2holidays groups an extensive collection of hotels across almost 50 resorts into four groups or ‘Vibes’, making it easier for customers and independent travel agents to choose.
The four different Vibes encompass everything from iconic hotels and concept hotels with upmarket beach clubs, through to budget hotels in the heart of the clubbing capitals. The four vibes, as described by Jet2holidays are:
- Iconic Vibe: “A collection of standout, world-renowned hotels such as Ushuaïa Ibiza Beach Hotel, Ibiza Rocks, Hard Rock Ibiza, BH Mallorca and Noa Glamping Resort.”
- Party Vibe: “Great value hotels in the heart of the best party resorts, perfect for those looking for less of the frills but more of the thrills.”
- Pure Vibe: “Staying in is the new going out with Pure Vibe, and this selection of hotels means that customers can enjoy pool parties, live performances and daytime DJs at their hotel.”
- Chilled Vibe: “For luxury lovers, these hotels offer sophistication and exclusive extras, which are perfect for Insta and poolside lounging.”
As well as creating an easy and smart booking option for customers and independent travel agents, Vibe offers all the general package benefits of Jet2holidays. These include Jet2.com flights, transfers to and from the airport, a 22kg baggage allowance, and a variety of duration options to suit traveller budgets and diaries.
“We are doing what no other holiday company does, and are putting customers and independent travel agents in complete control of every element of their holiday through the launch of this new product, and we are very excited about what it means for younger customers and those with a millennial mindset,” says Zoe Towers, head of product at Jet2holidays.
Jet2holidays and its sister airline Jet2.com have seen a strong performance during 2019. Latest results from its parent company Dart Group for the half year to 30-Sep-2019 show a revenue growth in leisure travel of 17% to GBP2,528.8 million, up from GBP2,158.2 million in the same period in 2018. Dart Group says that despite customer booking trends being later than in previous years, overall passenger volumes for summer 2019 have been “pleasing”.
Its flight-only product was enjoyed by 4.75 million passengers during the period, a growth of +8%, whilst demand for its Real Package Holidays strengthened, with Jet2holidays taking 2.71 million customers on package holidays, an increase of +17%, representing 53% of overall flown customers.
With Leisure Travel bookings continuing to strengthen and notwithstanding the important post-Christmas booking period that is still to come, the company now expects current market expectations for Group profit before FX revaluation and taxation for the full year (ending 31-Mar-2020) to be “significantly exceeded,” but executive chairman, Philip Meeson warns of future headwinds.
“Looking further ahead, whether the currently encouraging consumer demand for our products remains buoyant in the medium term is unclear as we believe that much will depend on the UK Government securing a pragmatic and balanced Brexit agreement with the EU. In addition, the travel industry in general continues to be subject to a range of cost pressures in relation to fuel, foreign exchange, carbon and other operating charges,” he explains.