'Nothing Beats A Jet 2 Holiday' Meme Explained: Why It Became Popular And Did It Actually Help The Airline?

A cheerful tagline from a Jet2 television advertisement, 'Nothing beats a Jet2 Holiday', has unexpectedly become one of TikTok's most popular memes of summer 2025. The line, voiced by British actor Zoë Lister and originally used in a feel-good marketing campaign, was intended to highlight carefree travel experiences and upbeat holiday vibes.

Social media users have since repurposed the audio, overlaying it onto chaotic or disappointing holiday clips. The meme's contrast between the cheerful slogan and the visual reality of travel mishaps has captured widespread attention. While the trend has given Jet2 significant visibility, it has also sparked debate about whether the exposure has enhanced the brand or simply made it a target of online parody.

From Tagline to Trending Meme

The meme originated from a 2024 Jet2holidays campaign which paired Lister's voiceover with Jess Glynne's 2015 track Hold My Hand. TikTok users began combining the upbeat audio with footage of sunburnt tourists, airport delays and hotel mishaps, creating short videos that captured the contrast between holiday advertising and lived experience, Vulture reported.

On Reddit and X, formerly Twitter, users described the format as 'British chaos wrapped in a plastic cup of sangria'. The result is a format that resonates with viewers through shared frustration and comic timing.

Jet2 Embraces the Joke

Rather than distancing itself from the trend, Jet2 responded by actively participating. The airline launched a TikTok competition offering £1,000 holiday vouchers for the funniest Jet2-themed clips. The company also created its own content acknowledging the meme, helping to steer the narrative and boost engagement.

According to its half-year results, Jet2 reported an 11 per cent profit rise to £577.7 million and record revenues of £7.2 billion, according to the Yorkshire Post. While the increase is mainly credited to seasonal demand, analysts believe the viral exposure helped reinforce brand awareness, especially among younger demographics.

The Faces Behind the Meme

TikTok users quickly identified Zoë Lister as the voice behind the now-iconic line. She later confirmed her involvement and expressed surprise at the meme's global reach, according to The Sun. Jess Glynne, whose song features in the original ad, also acknowledged the trend and performed the catchphrase live during an appearance on Capital FM, further boosting its popularity.

The combination of familiar voices, nostalgic music and the irony of real-world holiday blunders has helped cement the clip as a cultural reference point.

More Than Just a Punchline

Although it began as a parody, the meme has arguably worked in Jet2's favour. Marketing experts have praised the company's reaction, noting that its willingness to engage with the joke has made the brand appear more relatable and media-savvy.

The meme's reach is over 1.3 million TikToks now feature the audio, with the hashtag #nothingbeatsajet2holiday generated more than 25,000 posts and over 100 million views across platforms. Brand strategist Adam Gordon of A Friendly Bunch told The Guardian that Jet2's decision to lean into the trend 'dragged it into the messy imperfection of the TikTok era', turning what could have been a punchline into a marketing opportunity.

It remains to be seen whether the meme's popularity will translate into lasting consumer engagement. However, Jet2's decision to embrace the trend has allowed the company to maintain control of its brand narrative while increasing its visibility among a younger audience.