Jet2holidays marks a decade since it pioneered holidays of any duration


Posted in Announcements

October 23, 2019 at 08:30

Jet2holidays has marked a decade of offering holidays of any duration to customers, a pioneering move which broke the mould of the ‘traditional’ 7 and 14-night holiday. To mark the milestone, we have published data today showing how Brits have responded to having this choice and flexibility.

We pioneered flexible duration holidays a decade ago – a move which offers customers complete choice over how long they holiday for. Instead of following the same old 7, 10 or 14-night model, we wanted our customers to have control over the duration of their holidays, so we took the decision to offer multiple weekly and daily flights to our destinations, giving customers total freedom of choice in line with their budgets, their lifestyles, and their diaries.

Our bookings data – based on millions of bookings over the past ten years – has revealed the impact our ground-breaking move has had on how people holiday.

Although still popular, today less than two thirds (64%) of holiday bookings are for 7 or 14-nights, a drop of eleven percentage points from 2009, when they accounted for three in four bookings (75%). Back then, just 15% of bookings were for between 8-13 nights whereas that figure is one in four (24%) today. The number of bookings for between 1-6 nights has also increased by four percentage points to 11% over the past decade.

Nowhere is this trend more evident than at East Midlands Airport, where the drop has been 21 percentage points (87% of bookings were for 7 or 14-night stays in 2009, compared to 66% in 2019) and Newcastle Airport where the drop is 16 percentage points (82% in 2009 to 66% in 2019). At Manchester Airport, the drop is 13 percentage points (73% in 2009 to 60% in 2019).

The pattern is most noticeable amongst 18-25 year olds (77% in 2009 compared to 63% in 2019), 46-55 year olds (75% in 2009 compared to 63% in 2019), and 56-65 year olds (78% in 2009 compared to 66% in 2019).

Steve Heapy, CEO of and Jet2holidays said: “There was a time when holidaymakers would have to book a 7 or 14-night holiday by default, but we knew that they wanted more flexibility and so we were the company that responded to that. Instead of telling customers how long they should be holidaying for, we wanted them to be in complete control, so we pioneered the concept of flexible durations, operating multiple weekly flights and even daily flights, so that customers could be more flexible and have more choice. Whether you want a two-night break on the Costa Del Sol, a four-night holiday in Majorca, a six-night stay in Ibiza, or a 12-night getaway to Turkey, Jet2holidays lets you book with complete flexibility.”

He added: “Giving customers this choice and flexibility over the duration of their holidays, on top of delivering a VIP customer service, has played a huge part in our success and growth over the past ten years and we are proud that we were the company to pioneer holidays of any duration.”


The list below details the percentage of bookings that are for 7 and 14-night holidays since 2009:


2009/10 – 75%

2010/11 – 72%

2011/12 – 71%

2012/13 – 68%

2013/14 – 68%

2014/15 – 68%

2015/16 – 67%

2016/17 – 67%

2017/18 – 65%

2018/19 – 64%