Paying for pampering

The battle between budget airlines and package tour operators has moved up a notch, with the launch of a luxury programme by Jet2holidays. The airline’s Indulgent Escapes programme for summer 2012 includes five-star hotels, top spas and golf courses, and even private transfers from the airport from £30.

Lead-in prices for the programme starts at £649 for seven nights’ B&B at the Riu Grand Palace Maspalomas Oasis, a favourite with golfers on Gran Canaria, in April 2012, while the priciest package costs £1,219 for seven nights’ B&B in Reid’s Palace in Madeira. .

This represents an about-turn on the original role of budget airlines, which appealed mainly to travellers keen to make their own way and buy each part of a holiday separately.

Packages in the Indulgent Escapes programme cover the Balearic Islands, Canary Islands, mainland Spain and Portugal, Madeira, Turkey, Cyprus, the Greek Islands and Croatia.

Managing director Steve Heapy says: “Luxury is increasingly important. The recession has changed a lot of people’s holiday habits, with an increasing number prepared to forego quantity for quality. Industry data from Mintel shows 15 per cent are getting away less, but eight per cent are upgrading to make the most of an anticipated escape.”

“There’s a resurgence of package holidays too,” he continues. “People want to be looked after through what is likely to be a fairly bumpy ride in both the economy and travel industry for the next 12-18 months.”

Indulgent Escapes customers are promised friendly flight times, a generous luggage allowance, ergonomically designed leather seats on the flight with extras like a three-course meal and in-flight entertainment.

Mr Heapy thinks the Icelandic volcano crisis last year was a key moment in travel, because consumers suddenly realised the advantages of packages.

“To get our customers back, we chartered a plane from the Canaries to Malaga, a ferry from Palma to Barcelona, and then arranged 160 coaches to bring them back to Britain from Spain and Portugal,” he says.

“That was our responsibility as a package holiday provider. Since then, people have started to see the value of being looked after if and when the unexpected happens.”

For Indulgent Escape reservations, contact your local travel agent, call 0800 408 0740 or visit www.Jet2holidays.com/indulgent.