Jet2, the UK’s largest tour operator, is teaming up with Adobe to give its 10 million customers a more personalized way to plan their vacations.

The multi-year partnership will use Adobe’s AI tools to help Jet2 deliver tailored destination ideas, offers, and trip recommendations based on each traveler’s preferences and booking history. Think family-friendly resort suggestions or curated daily itineraries once you’re on the ground.

Adobe CX Enterprise Coworker sits at the center of the deal. It’s agentic AI tech that helps Jet2 teams create on-brand content faster and serve up the right message at the right moment, whether you’re browsing flights or checking into your hotel.

The two companies are also launching a joint Customer Experience Lab, where Adobe engineers and Jet2’s digital team will build and test new AI-powered services. The goal is to match travelers with holidays that actually fit what they’re looking for, not just what’s being pushed that week.

“Customers know they will always receive a VIP experience when they holiday with us,” says David Hills, Jet2’s chief customer officer. “Working with Adobe will enable us to serve our customers even better.”

For indie creators and small studios watching how tech giants flex their tools, this is a peek at how AI is being embedded into consumer-facing platforms at scale.