Jet2
Building a personalisation measurement strategy for the UK's largest tour operator.
Of personalisation activity without clear measurement
Primary customer segments — families and non-families
Core digital experience platform
CLIENT
About Jet2
Jet2 is the third-largest scheduled airline and the largest tour operator in the UK, operating Jet2holidays, Jet2CityBreaks, Jet2Villas and a growing range of ancillary travel products. With millions of customers booking holidays and flights online each year, the Jet2 digital estate is a high-stakes commercial environment where personalisation has the potential to drive meaningful revenue impact.
Jet2 had been implementing personalisation strategies across various touchpoints for approximately three years — primarily through the Sitecore digital experience platform. Despite this investment, the business had no clear picture of whether those personalisation scenarios were working, which customer segments they were affecting, and what the collective impact on revenue actually was.
jet2.com — the UK's largest tour operator and third-largest scheduled airline
THE CHALLENGE
Three years of personalisation. No clear measure of impact.
Jet2's personalisation challenge was not a lack of activity — it was a lack of visibility. Personalisation scenarios had been running across the site for years, but there was no holistic view of their collective or individual effectiveness. The business could not answer a fundamental question: is what we are doing actually working?
The complexity ran deeper than measurement alone. Jet2's personalisation infrastructure spanned multiple technology systems and implementation methods — some outside of Sitecore entirely, such as search result rankings. There were no clear control experiences for the two primary customer segments — families and non-families — making structured testing and learning extremely difficult.
“Three years of personalisation activity. No clear picture of which scenarios were working, which segments were responding, or what the revenue impact actually was.”
THE APPROACH
Workshops, journey review, strategy playback.
Analogiq began with a series of strategic workshops with Jet2 stakeholders — building a deep understanding of the existing personalisation strategy, the business objectives behind it and the pain points that were preventing the team from measuring and improving their efforts. This collaborative process ensured recommendations were grounded in Jet2's specific commercial context rather than generic best practice.
Following the workshops, we conducted a thorough review of Jet2's customer journeys — identifying opportunities for further personalisation scenarios and mapping the specific needs of the two primary segments. The final output was a detailed strategy playback document providing actionable guidance on how Jet2 could A/B test personalisation scenarios effectively and begin to measure their true impact on revenue.
Stakeholder workshops
Engaged key Jet2 stakeholders across digital and commercial teams to map existing personalisation strategy, objectives and constraints — ensuring the work was anchored in business reality.
Customer journey review
Conducted a thorough review of Jet2's customer journeys across both primary segments — families and non-families — identifying gaps, opportunities and the scenarios most likely to drive booking and ancillary revenue.
Personalisation audit
Assessed Jet2's existing personalisation scenarios across Sitecore and other platforms — identifying which were measurable, which were not, and what structural changes were needed to enable proper testing.
Strategy playback
Produced a detailed strategy document providing actionable guidance on how to A/B test personalisation scenarios, establish control experiences and measure the revenue impact of personalisation activity going forward.
THE OUTCOME
A clear strategy for measurable personalisation at scale.
Jet2 left the engagement with something they had not previously had — a structured framework for understanding and measuring the impact of their personalisation investment. The strategy playback gave the digital team a clear, actionable path to A/B testing personalisation scenarios, establishing control experiences and connecting personalisation activity to revenue outcomes.
Measurement framework
A structured approach to measuring personalisation effectiveness — giving Jet2 the tools to evaluate individual scenarios and their collective impact on revenue.
Segment clarity
Clear understanding of the two primary customer segments — families and non-families — and how personalisation strategy should differ between them to maximise booking and ancillary conversion.
Actionable strategy
A detailed strategy playback document providing a practical roadmap for A/B testing personalisation scenarios and building a culture of evidence-based optimisation across the Jet2 digital estate.
DISCIPLINES
What the engagement covered
The Jet2 engagement was a personalisation strategy and measurement consultancy — combining stakeholder workshops, customer journey analysis and technology audit to produce a clear, actionable framework for measurable personalisation at scale.
WORK WITH US
Running personalisation without a clear measure of impact?
We help organisations make sense of their personalisation investment — auditing what exists, identifying what is and isn't working, and building the framework to test, measure and improve at scale. If that sounds familiar, we would be glad to talk.