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IN BRIEF
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As a symbol of French tour operating, Jet tours returns to the forefront under the impetus of NG Travel, with a premium positioning aimed at travel agencies, an expanded production (stays, tours, combinations, and soon clubs) and ambitious revenue goals: €150 million in BtoB within three years, then €180 million in five years, in addition to the €50 million already generated by the online distribution activity. An inspiring brochure, exclusive “signature” offerings, a network of 2,000 sales points in France and Belgium, and a program of ambassadors are intended to anchor this relaunch sustainably.
An icon reclaiming its place alongside agencies
Founded in 1968 under the aegis of Air France and passed through the hands of several owners (including Club Med and Thomas Cook), the Jet tours brand was acquired by NG Travel in 2020. After a phase of online BtoC distribution, the group is now relaunching a production dedicated to travel agencies, with a high-end “turnkey” offer that complements the ranges of Boomerang, Kappa Club, Coralia Club, and Eldorador. A study conducted last autumn among over 5,000 respondents highlights the power of brand capital: nearly one in two say they know Jet tours, placing the brand among the top of the preferred brands in France, particularly among young seniors who prefer purchasing in agency.
A “2025 collection” brochure designed for inspiration
The new Jet tours, collection 2025 brochure features 196 pages with airy graphics, centered on inspiration: large images of 4* and 5* hotels and immersive texts with a magazine feel. Technical details (pension plans, types of rooms, practical information) are gathered via a QR code to lighten reading and guide advice at the sales point. Some addresses are also offered by other reference TOs (such as RIU or Iberostar), but the controlled margin policy allows for competitive rates without sacrificing quality.
“Signature” products and exclusive benefits
The collection is enriched with a selection of “Jet tours signature“: hotels chosen for their personality and amenities, along with benefits reserved for brand customers: complimentary excursions, spa discounts, dinners at specialty restaurants, preferential transfers… The catalog already includes several dozen, and their number is increasing with negotiations. The goal is clear: to help advisors differentiate on added value, beyond just price.
Dry hotels, self-tours, small group tours
To meet all needs, Jet tours also offers dry hotels in high-volume destinations (Morocco, Spain, Italy, Tunisia, city breaks), sold without transport or transfers to effectively compete with major online players. The production includes self-tours, combinations, and around thirty exclusive tours in small groups (maximum 20 participants) with guaranteed departures featuring a consistent theme: comfort, serenity, and discovery. This tour line will be strengthened starting next winter.
A large and clear distribution plan
The relaunch is supported by a print run of 30,000 copies of the brochure and a listing in most major networks: Selectour, Havas Voyages, E. Leclerc Voyages, Voyages Carrefour, Manor, TourCom… In total, about 2,000 sales points in France and Belgium will have access to the offer. Reservations will be open via Orchestra and the Jet tours professional site starting March 18. On the ground, a team of 10 sales representatives from Boomerang will support the ramp-up, while a joint Boomerang/Jet tours stand will provide increased visibility at the next IFTM.
A clear stance: no Jet tours shops
The brand confirms its choice to focus on its core business: production. No openings of branded sales points are planned. About twenty historical agencies still bear the name Jet tours and will remain free to keep it. To nurture the content and relevance of the offer, nine partner travel agents were consulted from the design stage, and a club of ambassadors comprising about fifty sellers will advise on production and contribute to its evolution.
Jet tours clubs, the next step in increasing power
Starting this upcoming winter, Jet tours will launch between 10 and 15 clubs in iconic destinations, to complement the range of NG Travel clubs (Kappa, Coralia, Eldorador). A more comprehensive 2026 brochure is set to be released in October, with an expanded à la carte offer and more clubs for summer 2026. The ambition is to establish a club identity unique to Jet tours, consistent with the premium positioning and the agencies’ expectations regarding animation, gastronomy, and local experiences.
Assumed and measurable financial objectives
Driven by strong brand recognition and powerful distribution, the roadmap commits to its figures: €150 million in BtoB revenue in three years, then €180 million in five years. This trajectory adds to the €50 million already achieved by the distributor site in BtoC. The engine of this growth remains the value perceived by the end customer: distinctive products, negotiated conditions, and a smooth pre- and post-trip experience thanks to the support of travel agencies.
Quality of service, transparency, and customer expectations
In a market where trust is earned every day, responsiveness, pricing clarity, and proactive communication are crucial. Some feedback published online reminds us that issues like hotel confirmation or flight adjustments need to be explained promptly to avoid misunderstandings. The relaunch of Jet tours thus involves an expected effort on service processes and agency support to align premium image with operational execution.
An asset for agency advice: content, practices, and inspirations
The value of a premium brand is also measured by the ecosystem of useful information it provides to travelers via advisors. Preparing carry-on luggage in accordance with airlines’ rules is a recurring example: consulting a practical guide on the EasyJet cabin bag in April facilitates boarding and reduces stress. Regarding budget, travelers appreciate knowing good deals and discount rates that may be available for certain experiences or trips. During busy periods, sharing tips for a smooth journey during the holiday season enhances satisfaction.
Giving meaning to travel: culture, heritage, and detours
The premium positioning is also expressed by highlighting cultural content and unexpected stops that enrich a tour. In Paris, knowing how to guide a client toward respectful visits of memorial sites, as indicated in this guide on Parisian cemeteries, can transform a simple stroll into a sensitive discovery. Whether for a weekend or a combination, proposing excursion ideas nearby, like these must-sees near Évreux, contributes to the “discovery” identity cherished by Jet tours.
An ecosystem co-constructed with sellers
To anchor its relaunch in the daily life of sales points, Jet tours consulted nine travel agents right from the outset who share their advice throughout the catalog’s pages. The future club of ambassadors (around 50 sellers) will support the brand in selecting addresses, exclusive services, offer clarity, and field feedback. This ongoing dialogue aims to evolve production in line with client expectations and feedback from networks.
By reinvesting in the BtoB relationship with a high-value proposition, NG Travel restores to Jet tours the role of a reassuring major brand: a premium showcase, negotiated conditions, exclusive tours, and soon identifiable clubs. The promise: to serve the growth of partner networks while reaffirming an art of travel characterized by comfort, elegance, and memorable experiences.
