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Scan for outdated or missing drivers - takes under a minuteDriver Scan →Repair Windows errors before they cause bigger problemsFix Now →The “Nothing beats a Jet2holiday” TikTok trend began when users took a polished travel advertisement and turned its confident optimism against footage of holidays going wrong. The familiar sound combines Jess Glynne’s 2015 song “Hold My Hand” with a Jet2holidays voice-over, narrated in the relevant commercial by Zoë Lister. On TikTok, the result became an ironic soundtrack for travel fails, awkward incidents, disappointing discoveries, and spectacular chaos.
It was not originally a meme. It was a conventional Jet2holidays campaign asset, first established in a December 2022 campaign refresh and brought back into social circulation through a 2024 commercial. Its transformation into a major TikTok format during 2025 gave Jet2holidays an unusual opportunity: instead of distancing itself from the joke, the company joined the trend and turned the attention into promotions, celebrity content, live activations, and customer-generated advertising.
What is the “Nothing Beats a Jet2 Holiday” trend?
Creators add the Jet2holidays audio to a video whose visuals contradict the cheerful promise being made. A clip might show a tiny hotel window, an unsuccessful attempt to retrieve a phone, a water-park mishap, a holiday disappointment, or an incident that looks increasingly unsafe or absurd. Over the footage, the advertisement continues to insist that “nothing beats a Jet2holiday.”
That contradiction is the joke. The audio sounds certain, warm, and reassuring; the video often looks embarrassing, disastrous, or underwhelming. Viewers understand the punchline without needing a long caption because the sound itself supplies both the setup and the ironic commentary.
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The trend is associated with Jet2holidays, the package-holiday business, although the original campaign also showed Jet2.com aircraft and the wider travel journey. “Jet2holidays” and “Jet2.com” are related but distinct parts of the group, so it is more precise to describe the meme as a Jet2holidays advertising sound rather than simply an airline jingle.
Where the audio came from
The recognizable TikTok sound is not just Jess Glynne’s song. It is a combination of:
- “Hold My Hand”, a Jess Glynne single released in 2015;
- the repeated Jet2holidays slogan, “Nothing beats a Jet2holiday”; and
- the spoken commercial narration, attributed by Forbes to voice actor Zoë Lister.
Glynne’s original song had already been a substantial British pop hit. Official Charts records that “Hold My Hand” reached No. 1 in the United Kingdom and spent 51 weeks on the UK chart. Jet2holidays then used the song repeatedly as the musical identity of its advertising, giving it a second layer of recognition among British television viewers and holidaymakers.
For readers who want the original recording rather than only the meme edit, the relevant physical release is Jess Glynne I Cry When I Laugh CD, the album that includes “Hold My Hand.” Availability can vary by retailer and marketplace, so the product listing should be checked before purchase.
The original Jet2holidays advertisement
Jet2holidays’ December 23, 2022 campaign release described a national advertising refresh built around “Nothing beats a Jet2holiday.” The company used versions aimed at young couples, couples, and families rather than relying on one identical commercial for every audience.
The advertisements followed a complete package-holiday journey. Viewers saw customers board a Jet2.com aircraft, arrive at their destination, receive resort assistance, and move through familiar holiday scenes involving pools, beaches, and activities. The sales message highlighted practical benefits such as a £60-per-person deposit, customer service, 22kg of baggage, and transfers. Those details matter because the original sound was designed to communicate convenience and reassurance, not chaos.
Jet2holidays had therefore spent years teaching viewers to associate the song and slogan with a carefully managed, upbeat holiday experience. By the time TikTok users began reversing the context, the audio already sounded like a complete piece of advertising shorthand.
How a travel commercial became a meme
December 2022: the campaign is refreshed
On December 23, 2022, Jet2holidays formally announced the campaign refresh that again paired “Hold My Hand” with the “Nothing beats a Jet2holiday” line. The campaign presented the brand’s package-holiday proposition through different versions for couples and families.
2024: the specific commercial enters social circulation
The commercial associated with the viral voice-over-and-song combination appeared during 2024. This is important because the meme sound is a particular edit of the broader Jet2holidays advertising identity, not merely any historic use of “Hold My Hand” by the brand.
Late 2024 and early 2025: ironic reuse develops
Third-party meme documentation places the first substantial ironic uses in late 2024 and early 2025. Users began applying the sound to clips where the visual outcome clearly undermined the promise of an effortless, superior holiday.
The exact first TikTok upload cannot be established confidently. TikTok’s public discovery tools and historical post data do not provide a complete record, so it would be misleading to identify one post as definitively first without a primary platform record.
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Summer 2025: the format breaks into the mainstream
By July 2025, Forbes reported approximately 1.4 million TikTok videos using the audio. Its examples included a tiny hotel window, failed attempts to recover a phone, water-park mishaps, and other unexpected or disastrous scenes.
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Those figures should not be treated as directly interchangeable. The Forbes figure concerned approximately 1.4 million videos using the relevant audio at a particular point in time. TikTok’s figure was a broader platform announcement about uses of the sound and views of related videos. “Views” are not unique viewers, and the related-video total does not prove that every view came from the same edit or from videos making the same joke.
Why the joke worked
1. The audio was instantly recognizable
A successful short-form sound needs to communicate quickly. This one had several advantages: a familiar pop chorus, a repeated brand slogan, and a voice-over delivered in the polished, emphatic style of a television commercial. The combination could be recognized before the viewer had fully processed the footage.
Jet2holidays’ repeated use of “Hold My Hand” across television, digital advertising, and the wider customer journey had already created strong brand association. TikTok did not have to introduce the sound from scratch; it repurposed an audio identity that many British users had heard for years.
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2. The emotional mismatch supplies the punchline
The original campaign promises warmth, ease, value, and happy memories. Meme creators supply a visual reality that may be embarrassing, dangerous-looking, disappointing, or simply ridiculous. The more confidently the narrator delivers the slogan, the more obvious the contrast becomes.
This is an interpretation of the documented format rather than a controlled psychological finding. Still, the structure is clear: the audio expresses certainty while the image introduces doubt. The viewer does not need to know every detail of the original advertisement to understand that the promise and the outcome do not match.
3. It was a template, not a one-off joke
The format could be applied to almost any short clip involving a holiday fail, travel disappointment, bizarre encounter, or sudden reversal. A creator did not need to recreate the Jet2 commercial or explain the reference. They only needed to provide a visual contradiction.
That lowered the creative barrier. The sound functioned as a ready-made caption with its own timing and attitude. It could turn an ordinary awkward moment into a recognizable format while still leaving room for the creator’s footage to be the main event.
4. The brand’s confidence made the irony sharper
“Nothing beats a Jet2holiday” is an unusually absolute advertising claim. Its certainty is useful in a conventional commercial, where the brand wants to sound dependable. In a meme, that same certainty can be placed over an image that appears to disprove it.
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The joke does not necessarily mean that users disliked Jet2holidays. Some creators were mocking the gap between all holiday advertising and the messiness of real travel. Others appear to have used the sound mainly because it was familiar and effective. The evidence supports several overlapping readings rather than one universal anti-Jet2 interpretation.
5. It travelled beyond ordinary TikTok participation
The sound received additional exposure through media coverage, celebrity appearances, concerts, brand events, and official corporate posts. TikTok’s Song of the Summer designation also moved it from a user-created format into a formally recognized platform trend.
How Jet2holidays capitalized on the trend
Jet2holidays’ response followed a useful earned-media-to-owned-media pattern: it allowed the public to create the cultural moment, then used its own channels and partnerships to extend and commercialize it.
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It participated instead of trying to suppress the joke
Jet2 posted its own social content using the viral sound and linked the trend to a holiday promotion. This was a strategically sensible choice. The user-generated version had already made the audio more culturally prominent than a normal advertisement could, and the company could benefit from the recognition without pretending that every meme use represented an official brand message.
It connected attention to a booking opportunity
Forbes reported that Jet2 associated the viral advertisement with a promotion and a code. Promotional terms, codes, deadlines, and landing pages are time-sensitive; they should not be repeated as current offers without checking the contemporary Jet2holidays page.
The broader marketing move was clear even when the specific offer changed: turn passive recognition into a possible holiday search or booking. The audio first created attention, the promotion supplied a commercial next step, and the company’s own posts helped connect the two.
It took the slogan into live culture
Jet2 incorporated the phrase into an LGBTQ Pride event in Leeds. Forbes also reported that Lister performed the narration in media appearances, that Lister and Glynne appeared together on Capital FM, and that Glynne referenced the trend at concerts.
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These appearances blurred the boundaries between advertisement, pop performance, and internet joke. The voice-over was no longer only something heard in a commercial or copied by TikTok users; its performer became part of the story, while the original singer could acknowledge the song’s unexpected second life.
It expanded the format through Rylan
On January 14, 2026, Jet2holidays announced Rylan as an unofficial “Head of Holidays” for an eight-week mockumentary-style social campaign. The series was planned to show behind-the-scenes operations at the company’s head office, airports, and resorts, and to connect the partnership explicitly to the viral trend.
The activation included holiday giveaways, flights, vouchers, and merchandise. In effect, Jet2 moved from borrowing the language of the meme to building a structured branded-entertainment series around the cultural recognition it had generated.
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It invited customers to become the advertisement
On June 1, 2026, Jet2 invited customers to submit four-to-six-second clips showing their best “nothing beats a Jet2holiday” moments. The submission process required destination and stay information, and the company announced a prize draw involving a seven-night four-star Jet2holiday in Dalaman, Turkey.
Jet2 said selected footage could appear across broadcast television, YouTube, video-on-demand, social media, customer-relationship marketing, and its website. This was a significant evolution of the trend. Instead of merely reacting to user-generated clips, the company created a formal route for customer footage to enter future advertising.
Competition eligibility, consent wording, deadlines, destination details, and prize terms can change. Anyone considering participation should read the current official terms rather than relying on a summary of the announcement.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Did the trend increase Jet2holidays’ bookings or revenue?
There is strong evidence that the trend created exceptional visibility and strengthened the association between Jet2holidays and “Hold My Hand.” TikTok named the song its global Song of the Summer and reported more than 9 million uses and more than 80 billion views for related videos. Jet2 later repeated the 80-billion-view figure in its own corporate communications.
There is weaker evidence for a precise financial conclusion. Jet2’s October 22, 2025 announcement discussed the trend alongside the company’s travel-award success, and later announcements connected the cultural moment with wider company activity. Those releases show how Jet2 positioned the trend in its corporate storytelling. They do not independently prove that the meme caused an award, a particular number of bookings, revenue growth, or record passenger numbers.
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The most defensible conclusion is narrower: the meme gave Jet2holidays unusually large organic exposure, made its advertising audio part of online culture, and created new opportunities to reach younger and international audiences. Whether that exposure translated into incremental bookings would require company-level conversion data or independent analysis that is not established by the available material.
The trend’s boundaries and controversy
Once a sound becomes a platform meme, its meaning is no longer controlled by the advertiser, the singer, or the voice actor. Forbes reported that a White House video used the audio in a deportation-related post. Jess Glynne criticized that use as inconsistent with the song’s message of love, unity, and positivity.
The incident illustrates the same mechanism that made the holiday-fail trend powerful: a recognizable sound can be detached from its original commercial and artistic context and given a new meaning by the person using it. The fact that an audio is associated with cheerful travel does not guarantee that every later use will remain cheerful, travel-related, or acceptable to the people connected with the source material.
It also explains why it is too simple to describe every use as either an endorsement of Jet2holidays or an attack on the company. Some videos make fun of advertising optimism. Some use the sound as a generic marker for something going wrong. Others may be commenting on the specific gap between a promised holiday experience and an actual one. Context determines the reading.
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What this trend reveals about modern advertising
The Jet2 sound demonstrates the value of a consistent advertising asset. Jet2holidays did not need to invent a new slogan after the meme appeared. Years of repetition had already made the phrase and song easy to identify, quote, and remix.
It also shows the risk and opportunity of losing control of context. The same audio that once illustrated boarding, transfers, resort support, pools, beaches, and package-holiday benefits became comic precisely because users placed it over the opposite kind of material. The brand could not dictate the joke, but it could decide whether to ignore it, object to it, or participate in the attention.
Jet2 chose participation. Its social posts, promotion, Pride activation, celebrity appearances, Rylan series, and customer-footage campaign each extended the trend in a different direction. The strategy worked because the company treated the meme as a cultural entry point rather than attempting to make every user-generated use look like a conventional advertisement.
The larger lesson is not that every viral sound can be converted into sales. It is that a repeated brand asset can become cultural shorthand. When users know exactly what a sound promises, they can create a punchline by showing the world failing to deliver it.
Source and evidence note
This account draws on Jet2holidays’ December 2022 campaign release, its 2025 and 2026 corporate announcements, Official Charts, TikTok’s 2025 Songs of the Summer announcement, and reporting from Forbes and Euronews. Metrics are identified as platform- or company-reported where appropriate. The available evidence does not establish a definitive first TikTok post or prove that the trend alone caused commercial or awards outcomes.
Frequently Asked Questions
Is the “Nothing Beats a Jet2 Holiday” sound just Jess Glynne’s song?
No. The viral version combines Jess Glynne’s “Hold My Hand” with the Jet2holidays slogan and a spoken commercial voice-over attributed to Zoë Lister. The narration is a key part of the TikTok sound.
When did the Jet2holidays TikTok trend start?
The advertising campaign itself dates to a December 2022 refresh, while the specific commercial associated with the viral sound appeared in 2024. Ironic TikTok uses developed in late 2024 and early 2025, with the trend becoming a mainstream format during summer 2025. No definitive first TikTok post has been established.
Did the meme prove that Jet2holidays gained more bookings?
No. It clearly generated substantial visibility and brand association, but the available platform reports and Jet2 announcements do not independently prove that the meme caused specific booking, revenue, passenger, or award results.
Why do people use the sound over videos of things going wrong?
The original voice-over promises a smooth, superior holiday. Pairing that certainty with a chaotic, disappointing, or embarrassing visual creates an immediate ironic contrast. The sound also works as a reusable template, so creators can apply it to many different situations.
What did Jet2holidays do after the trend went viral?
Jet2 used the sound in its own social posts, connected it to a holiday promotion, incorporated the slogan into a Leeds Pride event, supported media and celebrity appearances, announced an eight-week Rylan campaign in January 2026, and invited customers in June 2026 to submit short clips for possible use in future advertising.
The Bottom Line
The “Nothing beats a Jet2holiday” trend succeeded because a familiar, relentlessly positive advertisement became funnier when placed over visual chaos. Jet2holidays did not create the ironic TikTok format, but it recognized its reach and converted the attention into owned content, promotions, cultural appearances, celebrity entertainment, and customer-generated advertising. The exposure is well documented; claims about direct financial impact remain unproven without independent conversion or revenue data.
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