This makes perfect sense to differentiate themselves from their toughest competitor Ryanair, and Liverpool is one of the points where they both have huge interests. Any way to drive extra demand for their flights in a sense is reducing their risk from being solely reliant on passenger ticket sales for flights.
Jet2 are excellent at diversifying and this has been the secret to their success, take Belfast as an example, they have frieight work, and then a range of seasonal routes that collect good fares to destinations that the competition have no interest in, and there is unlikely to be a dog fight for these markets e.g. Dubrovnik, Pisa, Jersey, Blackpool, Toulouse. The holiday offering is another way to diversify their offering and takes their reliance away from competing head on with the like of Easyjet and Ryanair on a like for like basis.
In Belfast Jet2 got off Faro, Barcelona and Malaga routes when competition intensified between easyJet and AerLingus. Now Jet2 is back on Faro and now fly to Alicante which at this point in time has 4 carriers on the route from Belfast (bmibaby will only be unitl June)...
Easyjet have a holiday proposition, but it certainly to my mind doesnt seem to be shouted about the way Jet2's is. Good luck to Easyjet with this one, they are a company of scale and when they get after this they will make a success of it.
EI-BUD