EasyJet Holidays has launched an 'end-to-end luxury experience' trip collection, betting on whether no-frills customers will pay premium prices and affluent travellers can be tempted to book through a budget operator. Olivia Palamountain reports

EasyJet Holidays has launched a luxury collection featuring more than 70 five-star hotels including Four Seasons and Fairmont properties, marking the budget tour operator's unexpected entry into premium travel.

The collection represents a stark departure from easyJet's traditional positioning, with packages including fast-track security, private transfers, dedicated staff and access to Michelin-star dining. Available to book now for departures from April 1, 2026, all hotels meet minimum 4.5 ratings on Google and Tripadvisor.

Properties span Europe and North Africa, from the Sultana Marrakech with its heated pools and Medina cookery classes to Montenegro's One&Only Portonovi, with its Chenot spa. Mykonos Grand Hotel & Resort offers intimate wine cellar tastings, whilst Grand Ambassador Santorini provides caldera views from private pool suites.The move puts EasyJet Holidays in direct competition with established luxury operators whilst testing whether its brand can credibly stretch from no-frills flights to five-star packages.

Garry Wilson, chief executive officer of easyJet Holidays, says: "The launch of our Luxury Collection reflects our ambition to redefine premium travel. Each hotel has been carefully hand-selected to provide an exceptional, effortless experience that exceeds the expectations of the most discerning travellers. This new collection allows us to reach new audiences, strengthening our position as a leader in both value and luxury travel - all while maintaining our unwavering commitment to outstanding service and unforgettable travel experiences."Packages include 26kg luggage allowance, dedicated bag drop, speedy boarding and pre-selected seating alongside the private transfers and dedicated staff. The company frames these elements as creating "end-to-end luxury experience" rather than simply booking upscale accommodation.

The inclusion of prestigious brands such as Four Seasons and Fairmont suggests these properties are willing to distribute through mass-market channels, potentially reflecting pressure to fill rooms or recognition that luxury demographics are broadening beyond traditional distribution networks. The timing, meanwhile, indicates confidence in sustained premium travel demand despite economic uncertainty.

Whether customers accustomed to easyJet's budget flights will embrace paying premium prices, or whether luxury travellers will trust a no-frills airline brand with five-star holidays, will test the limits of brand elasticity in travel.