Adobe and Jet2 have announced a multi-year strategic partnership designed to personalise the holiday experience for millions of customers. The deal combines Jet2's VIP customer experience and its 10 million myJet2 customers with Adobe's Customer Experience Orchestration technology to deliver more personalised, conversational experiences across the Jet2 journey.

Detailed in the announcement, Adobe is a San Jose-headquartered US technology company, while Jet2 is the UK's largest tour operator and third largest airline, based in Leeds. At the heart of the deal is Adobe CX Enterprise Coworker, agentic AI that helps Jet2 colleagues deliver on-brand personalised experiences at scale, across applications.

The structural driver behind the partnership is rising customer expectation for relevant, timely and personalised interactions throughout the holiday journey, from destination research through to daily itinerary suggestions on holiday.

Adobe technology will let Jet2 make offers and recommendations relevant to each holidaymaker based on travel preferences and booking habits, giving Jet2 a unified view of each myJet2 customer. Jet2 will also use Adobe's Firefly Foundry to build brand-trained AI content models and optimise content for AI search as holidaymakers increasingly plan trips using AI tools.

A new Jet2 x Adobe Customer Experience Lab will bring Adobe forward-deployed engineers together with Jet2's digital and customer teams to rapidly test and scale AI-powered services, such as matching customers with holidays that suit their preferences and travel history.

"At Jet2, our customers are at the heart of everything we do. Customers know they will always receive a VIP experience, reflected in our industry-leading customer satisfaction scores," said David Hills, chief customer officer at Jet2. "Working with Adobe will enable us to serve our customers even better, using AI to make every interaction more personal, relevant and timely."

"Jet2 has built one of the most trusted customer communities in UK travel and our partnership is about building on that foundation," said Nathan Hancock, vice president and managing director for UK, Ireland, Middle East and Africa at Adobe. Adobe trades on the Nasdaq under the ticker ADBE, reporting revenue of $23.77 billion (approximately €19.95 billion) for 2025, while Jet2 plc trades on the London Stock Exchange under the ticker JET2 with trailing revenue of £7.17 billion.

For the sector, the partnership reflects growing investment by travel brands in agentic AI to personalise the customer journey end to end, rather than treating AI as a single customer-facing chatbot.

Source: Adobe