“Targeted price investment” was highlighted by package holiday giant and airline Jet2 this week as it unveiled full-year results.

Anyone signed up for promotional emails or who has seen Jet2’s advertising will have noticed that the company has been very active on this front in recent weeks.

The results for the year to March 31, published on Wednesday, were always going to make for fascinating reading, obviously in relation to how Jet2 has been doing but also in terms of the broader overseas travel sector picture after months of focus on the Middle East conflict.

And it was inevitable that all eyes would be on the momentum of Jet2’s bookings in recent weeks, since the end of the financial year.

Moreover, the mood music from the company was always going to be crucial in terms of the City’s reaction to the results.

When Jet2 revealed where things were at on Wednesday, the surge in its share price told a story.

An 8%-plus rise in Jet2’s shares signalled the City was at the very least relieved by the company’s results and trading update and might even have been somewhere close to delighted.

There were various strands which seemed to go down very well indeed.

One was the current momentum of bookings, described as “strong”. Another was upbeat comments from Jet2 about its significant investment in expansion at London’s Gatwick Airport. And then there was Jet2’s announcement of a £250 million share buy-back, which was viewed as a sign of the management’s confidence.

We should also not overlook the fact that Jet2 was able to report it had carried a record number of passengers in the year to March 31.

Of course, Jet2’s operations have not been affected directly by the Middle East conflict in the way that the likes of those of Emirates and Qatar Airways were.

Thankfully, Emirates and Qatar Airways have been fast returning to normal in recent weeks. From a UK perspective, it was heartening to see the Foreign,........

© Herald Scotland