Nothing Beats a Jet2 Holiday Meme: From Ad Slogan to Viral Internet Sensation

A cheerful tagline from Jet2’s holiday campaign, “Nothing beats a Jet2 Holiday”, has unexpectedly transformed into one of TikTok’s biggest memes of summer 2025. Originally voiced by British actor Zoë Lister in a television advert designed to highlight carefree travel, the slogan is now widely repurposed by social media users to poke fun at the reality of chaotic holiday experiences. 

The slogan first appeared in a 2024 Jet2holidays advert, paired with Jess Glynne’s popular track Hold My Hand. The upbeat tone was intended to showcase the airline’s sunny, stress-free holidays. However, TikTok users quickly gave it a new twist, overlaying the cheerful audio onto clips of airport delays, hotel mix-ups, and sunburnt tourists. The humorous contrast between advertising perfection and real travel struggles resonated strongly, turning the tagline into a cultural reference point. 

On Reddit and X, formerly Twitter, users described the trend as “British chaos wrapped in a plastic cup of sangria”. The format’s relatability and comic timing fuelled its viral spread across platforms. 

Instead of ignoring or distancing itself from the joke, Jet2 embraced the trend. The airline launched a TikTok competition offering £1,000 holiday vouchers for the funniest Jet2-themed content, while also creating its own meme-inspired posts. This move allowed the company to take control of the narrative, making the brand appear approachable and in tune with younger audiences. 

The strategy coincided with strong business results. According to The Yorkshire Post, Jet2 reported an 11% rise in profit, reaching £577.7 million, and record revenues of £7.2 billion in its half-year results. While seasonal travel demand remains the main driver, analysts suggest the viral exposure has strengthened Jet2’s brand visibility and customer engagement. 

Fans quickly identified Zoë Lister as the voice behind the now-iconic line, and she later expressed her surprise at its global popularity. Singer Jess Glynne also leaned into the trend, performing the catchphrase live on Capital FM, which further boosted its reach. 

With over 1.3 million TikTok videos using the audio and more than 100 million views under the hashtag #nothingbeatsajet2holiday, the meme has achieved massive cultural traction. Marketing experts argue Jet2’s decision to embrace the moment was crucial. Brand strategist Adam Gordon noted that by “dragging itself into the messy imperfection of the TikTok era,” Jet2 transformed what could have been a joke at its expense into a marketing win. 

Whether the trend translates into long-term customer loyalty remains to be seen. For now, however, “Nothing beats a Jet2 Holiday” is more than just a slogan. It is a symbol of how brands can thrive when they adapt to internet culture instead of resisting it.