Steve Heapy, chief executive of Jet2 and Jet2holidays, leads a message aimed at hoteliers and policymakers alike. In Palma this week, he shared growth plans for the season with a crowd of Mallorcan business leaders. The message urged careful handling of anti tourism rhetoric and hinted at policies to manage visitor numbers in Spain and the Balearic Islands. His warning was clear: public discontent toward tourists can backfire, and it is wise to consider the consequences of crowded destinations and tightened limits.
The head of the UK market’s leading tour operator invited the winners of the forthcoming elections to discuss the industry path. He spoke about potential limits on visitors or a shift toward higher quality tourism, inviting political leaders to align on a shared tourism strategy that could include visitor controls.
Heapy unveiled what he called the company’s ambitious plans to hoteliers in Majorca during a Palma Aquarium event. There, he met Gabriel Subías, CEO of World2Meet, the travel arm of Grupo Iberostar. Subías stressed the importance of on site engagement, noting Heapy enjoys visiting hotels to understand the product and the teams. The cadence of collaboration continued to build as plans were announced.
Jet2 projects a 15 percent rise in turnover in Mallorca, following a 16 percent increase last year versus 2019, with more than 661,000 seats and a 9 percent uptick in air seats versus 2022. The British airline operates 149 weekly flights to Son Sant Joan from ten UK bases, and the Balearic Islands recruitment lead confirms activity remains steady after Easter.
flights for christmas
Seat capacity in the archipelago is expected to grow about 7 percent this summer compared with 2022, totaling over 1.17 million seats, 265 weekly flights, and 30 routes. Heapy notes a peak season projection of 14 percent growth for the Balearics, with business volume rising about 21 percent versus pre pandemic levels.
Jet2, the third largest UK airline, aims to fly year round. Projections through 2025 anticipate a 29 percent winter expansion for Mallorca and a 36 percent rise since the pre pandemic low season. The carrier is committed to extending the season from February to November and boosting Christmas flights.
The tour operator works with 557 hotels across the islands, ranging from two to five stars. This includes 351 in Majorca, 130 in Ibiza, and 76 in Menorca. It also collaborates with 337 villa properties, including 185 in Majorca, 23 in Ibiza, and 76 in Menorca.
Against illegal tourist hire
The leader of the UK operator sent a direct message to Mallorcan business figures, calling for more hotel capacity. He also addressed questions from journalists about worker shortages and their impact on service quality.
He urged stronger governmental enforcement against illegal tourist rentals advertised through platforms such as Airbnb to prevent unfair competition.
While Heapy did not single out a rival by name, market dynamics show TUI facing different results. Data drawn from travel package insurance schemes illustrate Jet2’s larger footprint in the market, with Jet2 carrying more passengers in the UK than its cited competitors. The mix of booked packages and generated demand reflects the brand’s strong position in the region.
Jet2 reports that 66 percent of customers holding packaged holidays travel with the company, compared with 53 percent in the 2021-2022 season. The fleet consists of 119 aircraft and nearly 100 certified signatures, with plans to double capacity and reach net zero emissions by 2050.
HOTEL OWNERS SEASON CONTINUES WITHOUT A CLEAR ACCELERATION IN MAY
Even with rising prices and inflation, British travelers are finding ways to finance holidays. Some cancel other entertainment options to save for trips, while Jet2 remains optimistic about summer demand. If trends persist, budget pressures could shape future moves and competitive dynamics among destinations such as Türkiye and Greece, which continue to attract visitors.
Majorca hoteliers expressed gratitude for Jet2 and other UK wholesale partners supporting the island’s tourism. Activity is steady after Easter, aided by last minute bookings that keep May occupancy at healthy levels. Industry leaders highlighted the value of price discipline and service quality rather than price alone.
Pep Canellas and Fergus in leadership roles praised the quality of Jet2 as a partner, noting growth that emphasizes value beyond price. They forecast a 15 percent rise this year and see no sign of weakening demand in May. Labor shortages remain a challenge, but recruitment strategies and housing solutions are being refined to fill intermediate positions.
Jordi de las Moras from Garden Hotels also acknowledged Heapy’s leadership and the airline’s approach to dynamic pricing that adapts to occupancy levels. Jet2 has launched city breaks that connect weekend getaways with Mallorca, a strategy that De las Moras says is working well. The partnership on sustainability continues, and occupancy trends show some May softness as prices adapt.
Xavier Catala, CEO of Viva Hotels, affirmed Jet2’s strong ties with the local industry. He noted a single inactive hotel in their portfolio this week, while pointing out ongoing staffing challenges that affect operations across properties.