Jet2 · Travel and leisure · Personalisation strategy
Building a personalisation measurement strategy for the UK's largest tour operator
Jet2 had been running personalisation for three years but had no clear picture of whether it was working. We ran a strategy engagement, workshops, journey review and a personalisation audit, producing a playback that gave the digital team a framework to A/B test scenarios and measure their true revenue impact.
What happened?
How it went.
The problem
Jet2 is the UK's largest tour operator and third-largest scheduled airline, operating Jet2holidays, Jet2CityBreaks, Jet2Villas and a growing range of ancillary products, with millions of customers booking online each year. It had been running personalisation across various touchpoints for about three years, mostly through Sitecore, but had no clear picture of whether those scenarios were working, which segments they affected, or what the collective revenue impact was. The challenge was not a lack of activity, it was a lack of visibility. The infrastructure spanned multiple systems and methods, some outside Sitecore entirely such as search result rankings, and there were no clear control experiences for the two primary segments, families and non-families, making structured testing extremely difficult.
What we built
We began with strategic workshops with Jet2 stakeholders across digital and commercial teams, building a deep understanding of the existing strategy, the objectives behind it and the pain points preventing measurement, so the recommendations were grounded in Jet2's commercial context rather than generic best practice. We then reviewed the customer journeys across both segments, identifying opportunities for further personalisation and mapping each segment's specific needs, and audited the existing scenarios across Sitecore and other platforms to establish which were measurable and what structural changes proper testing would need. The final output was a detailed strategy playback giving actionable guidance on how to A/B test personalisation effectively, establish control experiences, and measure the true impact on revenue.
What came after
Jet2 left with something they had not previously had: a structured framework for understanding and measuring the impact of their personalisation investment. The playback gave the digital team a clear, actionable path to A/B testing scenarios, establishing control experiences, and connecting personalisation activity to revenue outcomes, along with a clear view of how strategy should differ between the family and non-family segments.
“Three years of personalisation activity. No clear picture of which scenarios were working, which segments were responding, or what the revenue impact actually was.”
Jet2 engagement
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