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Jet2 Holiday Phenomenon: TikTok Trend Sparks Record Travel
Jet2 has revealed its growth strategies following the arrival of an all-time high number of travelers, even as vacation expenses rise.
The travel company has published its Mid-Year Results for the first half of 2025, highlighting its popular campaign that swiftly became one of the most memorable phrases of the year.
The memorable slogan "Nothing Beats a Jet2 holiday" was seen by over 80 billion people worldwide through 11.8 million social media posts, and brought renewed popularity to Jess Glynne's 2015 song Hold My Hand.
But, is popularity always beneficial - and can Jet2's advertisement truly deserve the credit for soaring sales?
No alternative surpasses a Jet2 vacation
The "instantly recognisable" campaign quickly turned into a satire of itself, as travelers began adding the song and slogan to videos highlighting theirholiday disasters.
For instance, a video receiving 29,000 likes shows a woman having difficulty keeping her tent stable in high winds while on a camping trip in Cornwall, England.
A trending video, garnering over 42 million likes, features a man dramatically pulling back the curtains of his hotel room, only to discover a small window with no scenery.
Catherine Warrilow, a tourism brand expert at The Plot, says to Euronews Travel that this trend has enabled Jet2 to establish a connection withGen Z travellersmore than any other carrier.
The specialist calls the advertisement "marketing gold," claiming its peak occurred as younger travelers "abandoned" budget airlines such as Ryanair due to stringent policies.luggage fines.
"This extraordinary effort has led to greater marketing exposure and expanded our brand recognition among younger age groups," Jet2 states in its financial report, although it did not explicitly mention whether the advertisement boosted sales.
A ‘potential PR crisis’
Warrilow cautions that brands such as Jet2 must be prepared to handle both positive and negative reactions, as numerous viral memes often deviate from their initial purpose.
In July, the White House Shared a video on X (formerly Twitter) depicting individuals in handcuffs being taken by Immigration and Customs Enforcement (ICE) onto an aircraft.
The provocative video included a cheerful voiceover stating "nothing beats a Jet2 holiday" - drawing backlash from the ad's original voice actor Zoe Lister and Glynne.
Lister criticized what she called the US' "repugnant policies," while Glynne stated on social media that her music focuses on "love, unity, and promoting positivity—never about division or hatred."
"In situations where individuals have combined the 'nothing beats' voiceover with holidays from hell or major mishaps, Jet2 had a decision to make—either overlook it or embrace it—and their remarkable expansion speaks volumes—the positive aspects have surpassed the possible PR issues," Warrilow adds.
Jet2 reports unprecedented passenger figures
In the initial half of 2025,Jet2received an impressive 14.09 million passengers, representing an increase of 750,000 from the previous year.
Group Revenue increased by five percent to £5,342.2 million (about €6,058.72 million), with the available seating capacity now 7.7 percent greater than in Winter 2024/25. Approximately 5.5 million seats have already been reserved.
The achievement has opened the door for Jet2's new base at London Gatwick Airportfor summer 2026, the company has reserved spots on six planes after the hub announced more available space, a step that might bring in an additional 15 million possible travelers.
Steve Heapy, the CEO of Jet2 plc, commended the report, stating that it demonstrates how the company's "flexible operational model" can adjust to evolving customer preferences.
"Customers might be booking later in the year, but it's evident they still desire their deserved vacations in the sunshine with a company they can rely on," he adds.
We feel that the annual international vacation continues to be a valued focus for many, frequently being more important than optional expenses even during uncertain financial periods.
What’s caused Jet2’s boom?
Although it's difficult to measure the exact impact of Jet2's advertisement on sales, the company established new operational hubs at Bournemouth and London Luton airports—contributing to four percent of its growth.
The brand's affordable pricing has also contributed to its impressive sales figures, with the averagecosta Jet2holiday rising by only three percent amid inflation. Flight-only ticket revenue per passenger route also dropped by seven percent because of promotional pricing strategies.
The myJet2 membership program has increased by 62 percent over the last year, surpassing 8.4 million members. This offers perks like special discounts on flights and holiday packages.
Euronews Travel has reached out to Jet2 for additional information.
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