UK tour operator Jet2 is teaming up with Adobe to bring AI-powered personalization to its 10 million customers. The multi-year partnership will use Adobe’s customer experience tech to help travelers plan and book holidays based on their preferences and past trips.

Adobe CX Enterprise Coworker, which uses agentic AI, will let Jet2 staff create personalized offers and recommendations at scale. Customers could see destination ideas tailored to their style, whether they’re looking for family resorts or city breaks, plus curated itineraries once they’re on vacation.

The partnership includes a new Jet2 x Adobe Customer Experience Lab, where Adobe engineers will work directly with Jet2’s digital and tech teams to build AI-powered services. The goal is to match customers with holidays that fit their travel history and what they’re actually looking for.

Jet2 will also use Adobe’s content tools to create on-brand holiday content faster. Adobe Firefly Foundry will build custom AI models using Jet2’s brand assets, while Adobe Brand Intelligence keeps everything consistent across channels.

David Hills, Jet2’s chief customer officer, says the partnership will make every customer interaction more personal and timely while staying true to what sets Jet2 apart.

For indie travel creators and smaller operators, this signals where the industry is headed, AI as the baseline for customer experience, not a luxury feature.