Jet2 holiday meme: what it is, where it came from, and why it’s everywhere on TikTok in summer 2025

What does “Jet2 holiday” actually mean (and why are you hearing it everywhere)?

“Nothing beats a Jet2 holiday” – the slogan of British travel company Jet2holidays – became the sound of summer on TikTok in 2025. Users pair this upbeat line and the chorus “Darling, hold my hand” (Jess Glynne – Hold My Hand) with holiday videos where something goes wrong: a downpour on the beach, a paddleboard wipeout, a lost suitcase, or a small airport faux pas. The contrast between idyllic ad music and “reality” creates the kind of humor that spreads fast, especially among British and European users. According to The Guardian, there are already hundreds of thousands to millions of videos using the sound, and the brand has actively embraced the trend. (The Guardian)

Origins: from a Jet2holidays ad to a viral sound

For years, Jet2holidays has used Jess Glynne’s “Hold My Hand” in its campaigns – first in TV and online ads, later also in onboard announcements. In 2022, a prominent variant featuring the slogan “Nothing beats a Jet2holiday” was introduced, and in 2025 it turned into a viral audio clip. Trade publications in travel marketing, such as Travel Weekly and Skift, describe the spot’s origins and explain in detail how the jingle became a meme hit. (Travel Weekly, skift.com)

How the joke works: the mechanics of contrast

The typical format is simple: the cheerful voiceover “Nothing beats a Jet2 holiday” + Jess Glynne’s chorus → cut to a clip where something doesn’t go to plan. That contrast between the “ad promise” and “holiday reality” is the core of the humor. Forbes and Business Insider note that the virality relies on how instantly recognizable the audio is in the UK, and on how easily creators can slap it onto any situation – not just travel-related ones. (Forbes, Business Insider)

Who’s behind the voice: Zoë Lister and Jess Glynne

The “Nothing beats a Jet2 holiday” voice belongs to actress and voiceover artist Zoë Lister, who has commented on the trend multiple times in media appearances and interviews; the song “Hold My Hand” is by singer Jess Glynne. Footage and interviews with Lister and Glynne are covered by outlets such as The Guardian and The Independent; TV and radio clips can also be found on YouTube. (The Guardian, The Independent, YouTube)

How the brand responded: from self-awareness to a contest

Jet2 didn’t ignore the trend. According to The Guardian, it joined in actively – including creative responses and a contest offering a £1,000 voucher (around €1,180) for the best video using the sound. Marketing outlets (Skift) also praised the approach, noting that the brand worked with the community and didn’t let the meme drag its reputation into negative territory. (The Guardian, skift.com)

Why it went viral right now

• Audio recognition in the UK/EU: If you play Jess Glynne’s chorus in Britain, most people instantly think of a Jet2 ad – the perfect foundation for an inside joke. (Travel Weekly)
• Contrast and easy “remixing”: You can simply stick the sound onto a small disaster clip – and the joke lands even without captions. (Forbes)
• The platform’s learning loop: The more videos are made, the more the algorithm pushes the sound to other creators and viewers. (Business Insider)

Cultural “inside” references and criticism

For many people outside the UK, the context can be unclear: Jet2 is seen as a “good value” travel brand, so the joke also became a light commentary on British holiday stereotypes (drinking, loud groups, budget resorts). Discussions on Reddit (r/AskUK) point out that outside the UK the meaning sometimes gets lost, and the sound is used “just because it’s viral.” (Reddit)

Controversy: when a meme crosses the line (politics and ICE)

In late July 2025, sharp criticism erupted after official White House accounts shared an ICE deportation video using the “Jet2 holiday” sound. Singer Jess Glynne publicly condemned it as a misuse of her song; outlets including The Guardian and The Independent described the massive public backlash, and experts warned about trivializing serious issues with meme aesthetics. (The Guardian, The Independent, WIRED)

Why you sometimes see “Jet2 holidey”

In meme communities, intentional misspellings (e.g., “holidey”) are common – a standard part of internet humor that exaggerates pronunciation or “breaks” words for effect. It’s not the brand’s official slogan; the wordplay simply heightens the joke around a cheesy advertising catchphrase. You can trace this in discussions and copypastas where users deliberately rewrite the slogan into something absurd. (Reddit)

What to take away (especially for marketers)

• A recognizable sound is an asset: When audiences link a melody to your brand, it creates a powerful mental shortcut – and potential for organic sharing. (skift.com)
• Don’t be afraid of a bit of self-awareness: Jet2 didn’t try to erase it; it joined in and set the rules of the game (a contest, re-uploads, its own “behind the scenes” angle). (The Guardian)
• Context risks: The bigger a meme gets, the easier it is to explode beyond its original frame – as the U.S. political controversy showed. (Business Insider, The Guardian)

Watch the videos (original, context, interview)

Original Jet2holidays TV ad (official)

Interview: the “Nothing beats a Jet2 holiday” voice, Zoë Lister

How the media explains the trend

One-sentence summary

The “Jet2 holiday meme” is a textbook example of how a branded jingle can turn into a mass inside joke – thanks to instant recognizability, easy remixing, and a brand willing to join in – while viral fame always comes with the risk that the sound will show up in inappropriate or politicized contexts.

Sources

1. The Guardian – “A PR dream or disaster? Jet2’s holiday advert finds new life as joke meme” – https://www.theguardian.com/media/2025/jul/19/a-pr-dream-or-disaster-jet2s-holiday-advert-finds-new-life-as-joke-meme
2. Skift – “Why Jet2’s Jingle Became TikTok’s Surprise Summer Travel Meme” – https://skift.com/2025/07/17/why-jet2s-jingle-became-tiktoks-surprise-summer-travel-meme/
3. Business Insider – “How budget airline Jet2’s catchy jingle became the sound of summer on social media” – https://www.businessinsider.com/nothing-beats-a-jet2-holiday-viral-jingle-meme-explained-2025-7
4. Travel Weekly – “How U.K. travel packager Jet2holidays is everywhere on social media: What is the meme?” – https://www.travelweekly.com/Travel-News/Tour-Operators/what-is-the-travel-company-jet2holidays-social-meme
5. The Guardian – “Jess Glynne feels ‘sick’ over use of Jet2 song in White House deportation video” – https://www.theguardian.com/us-news/2025/jul/31/white-house-jet2-holiday-meme-ice-deportations
6. The Independent – “Woman behind Jet2holidays voiceover says life has ‘got weird’ after meme fame” – https://www.independent.co.uk/life-style/jet2holidays-meme-tiktok-jess-glynne-voiceover-zoe-lister-b2796838.html
7. YouTube (Jet2.com) – “Nothing Beats a Jet2holiday | Sale | Family | TV advert” – https://www.youtube.com/watch?v=YQZEoZ4W0ac
8. YouTube – “‘Nothing beats a Jet2 holiday’: Voice actor behind viral ‘meme’ speaks” – https://www.youtube.com/watch?v=ZrZkdUjzdQ4
9. WIRED – “The Trump Administration Is Using Memes to Turn Mass Deportation Into One Big Joke” – https://www.wired.com/story/trump-administration-dhs-white-house-deportations-meme