Published on
October 10, 2025
Jet2, the leading leisure airline and UK’s largest tour operator, has made an exciting announcement regarding its leadership structure. The company has appointed David Hills as its new Chief Customer Officer. This appointment is poised to strengthen Jet2’s customer-centric approach and take its customer service and loyalty programs to new heights.
David joined Jet2 in September and, as Chief Customer Officer, he will oversee critical areas within the company. His role includes leading Jet2’s customer marketing and brand management, two areas that are crucial to the company’s strategy as it continues to expand its market share and reputation. Additionally, David will be responsible for managing Jet2’s renowned customer service operations, ensuring that the airline continues to deliver a world-class experience to its passengers.
One of David’s key strategic objectives will be to drive forward the development of myJet2, the airline’s customer loyalty platform. This platform is designed to reward Jet2’s most loyal customers and enhance their experience by offering exclusive benefits and personalized offers. The program, which is already gaining traction, will be further enhanced under David’s leadership, making it even more appealing and engaging for customers. As loyalty programs become increasingly important in the travel industry, David’s extensive background in customer relations will serve Jet2 well in fine-tuning this offering.
In addition to focusing on customer loyalty, David is also tasked with integrating new technologies to improve the efficiency and effectiveness of Jet2’s marketing strategies. The airline has been known for its innovative approach, and under David’s leadership, this will be expanded upon. By leveraging cutting-edge tools and platforms, David aims to refine Jet2’s marketing initiatives, ensuring that the company stays ahead of competitors in the highly competitive leisure travel sector.
Before joining Jet2, David Hills accumulated a wealth of experience in customer service, marketing, and strategic leadership. He has held senior roles at major global brands, including Aldi, Asda, and Kellogg’s. This diverse experience has equipped him with a strong understanding of consumer behavior, the importance of brand positioning, and the evolving nature of customer expectations. At Jet2, David’s expertise will be instrumental in shaping the company’s future growth and enhancing the overall customer experience.
David Hills will report directly to Steve Heapy, the CEO of Jet2, who expressed his confidence in David’s ability to lead the airline’s customer-focused initiatives. Heapy highlighted David’s deep understanding of customer engagement and his proven track record in enhancing brand reputation and service excellence. The partnership between David and Steve is expected to bring about exciting developments for Jet2 as the company continues to prioritize its customers in all aspects of its operations..
Steve Heapy, CEO of Jet2 said: “We are very pleased to welcome David to our innovative and successful business. David brings a wealth of expertise and experience which will be fundamental in helping us drive more success and growth. I would like to thank Gavin for his valuable contribution to our business, and wish him all the best as he focuses on his retirement plans.”
David is stepping into this prominent role at an important time for Jet2. The company is experiencing significant growth in both its airline and tour operator businesses. As the UK’s largest tour operator, Jet2 has built a reputation for offering exceptional value and outstanding service to its customers. With David at the helm of customer marketing, the airline is positioning itself to continue setting industry standards in terms of service quality and customer satisfaction.
David is taking over from Gavin Forth, who is retiring at the end of the year after 13 years of dedicated service to Jet2. Forth has played a crucial role in shaping Jet2’s customer service operation and ensuring that the company consistently meets and exceeds customer expectations. Under his leadership, Jet2 became widely recognized for its outstanding service and customer satisfaction. David Hills’ appointment marks the next phase in Jet2’s journey as it continues to build on the solid foundation laid by Forth.
Looking ahead, David will have the challenging but exciting task of ensuring that Jet2’s commitment to customer satisfaction remains a cornerstone of its brand identity. As the airline industry continues to evolve, with new technologies, changing travel habits, and shifting consumer demands, it will be essential for Jet2 to stay nimble and responsive. David’s appointment is an indication that the airline is committed to not only meeting but exceeding the expectations of its customers in the years to come.
David Hills, Chief Customer Officer at Jet2 said: “I am incredibly excited to be joining such a well-loved brand, which puts the customer at the heart of everything it does. After a summer where ‘Nothing beats a Jet2holiday’ really took off, I am looking forward to leading the customer team through the next stage in our growth.”
Jet2’s focus on customer experience and loyalty is central to its long-term strategy. With David Hills in charge of these crucial areas, the airline is well-positioned to strengthen its market leadership, enhance customer retention, and attract new travelers. His experience, vision, and leadership will no doubt be pivotal in driving the airline’s continued success and reinforcing its reputation as a customer-first brand.
In conclusion, the appointment of David Hills as Chief Customer Officer signals Jet2’s unwavering commitment to delivering exceptional service and creating lasting relationships with its customers. Under his leadership, the airline will continue to innovate and evolve, ensuring that passengers enjoy the best possible experience, both on the ground and in the air. With exciting developments on the horizon, Jet2’s customers can look forward to even more personalized, efficient, and rewarding travel experiences in the future.
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