Jet2, the UK’s largest tour operator, is teaming up with Adobe to overhaul how 10 million customers plan and book their holidays. The multi-year deal brings Adobe’s AI tools into Jet2’s booking system, promising smarter recommendations and faster, more personalized service.

At the core is Adobe CX Enterprise Coworker, which uses agentic AI to help Jet2 staff deliver custom experiences at scale. The tech will analyze each traveler’s booking history and preferences, then serve up destination ideas, resort picks, and daily itineraries that actually match what they’re looking for, whether that’s a family getaway or a solo city break.

Jet2 will also use Adobe Firefly Foundry to create on-brand content faster, and Adobe Brand Intelligence to keep everything consistent across channels. The goal is to meet customers where they are, especially as more people turn to AI search to research trips.

The two companies are launching a joint Customer Experience Lab, where Adobe engineers and Jet2’s teams will work side by side to test and build new AI-driven services. Jet2’s chief customer officer David Hills says the partnership will let them “make every interaction more personal, more relevant, more timely.”

For the indie travel world watching the big players lean into AI, this is a clear signal: personalization at scale is the new baseline.