Jet2 has outlined its expansion plans after welcoming a record-breaking number of passengers, despite increasing holiday costs.
The travel firm has released its Interim Results for the first six months of 2025, drawing attention to its viral campaign that quickly became one of the defining soundbites of the year.
The catchy tagline “Nothing Beats a Jet2 holiday” reached more than 80 billion global views across 11.8 million social media posts, and revived Jess Glynne’s 2015 hit Hold my Hand.
But, is virality always a good thing – and can Jet2’s ad really take credit for sky–high sales?
‘Nothing beats a Jet2 holiday’
The “instantly recognisable” campaign rapidly became a parody of itself, with travellers stitching the song and tagline to videos showcasing their holiday disasters.
For example, one video with 29,000 likes depicts a woman struggling to keep her tent upright during strong winds during a camping holiday in Cornwall, England.
Another viral video with more than 42 million likes shows a man dramatically opening his hotel room curtains, only to reveal a tiny window with no view.
Catherine Warrilow, a tourism brand strategist at The Plot, tells Euronews Travel that the trend has helped Jet2 connect to Gen Z travellers more than any other airline.
The expert describes the ad as “marketing gold”, arguing its peak coincided with younger travellers “deserting” budget airlines like Ryanair over strictluggage fines.
“This unprecedented activity has resulted in increased marketing reach and widened our brand awareness amongst younger demographics,” Jet2 says in its financial report, but didn’t go as far as to say whether the ad bolstered sales or not.
A ‘potential PR crisis’
Warrilow warns that brands like Jet2 have to be willing to take the “rough as well as the smooth”, with many viral memes straying from their original intent.
In July, the White House posted a clip on X (formerly Twitter) showing handcuffed people being escorted by Immigration and Customs Enforcement (ICE) onto a flight.
The controversial video featured the cheery voiceover declaring “nothing beats a Jet2 holiday” – garnering criticism from the ad’s original voice actor Zoe Lister as well as Glynne.
Lister slammed what she described as the US’ “abhorrent policies” while Glynne wrote on social media that her music is about “love , unity and spreading positivity – never about division or hate”.
“In instances where people have paired the ‘nothing beats’ voiceover with holidays from hell or epic fails, Jet2 had a choice – ignore it or enjoy it – and their incredible growth speaks for itself – the positive has outweighed the potential PR crisis,” Warrilow adds.
Jet2 sees record passenger numbers
In the first six months of 2025, Jet2 welcomed a staggering 14.09 million flyers, marking a 750,000 jump compared to the year before.
Group Revenue also grew by five per cent to £5,342.2 million (approximately €6,058.72 million) while sale seat capacity is currently 7.7 per cent higher than Winter 2024/25. Around 5.5 million seats have already been booked.
The success has paved the way for Jet2’s new base at London Gatwick Airport for summer 2026. The company has secured slots for six aircraft following the hub’s release of additional capacity, a move that could see a further 15 million potential customers.
Steve Heapy, Jet2 plc CEO praised the report, arguing it shows how the company’s “flexible operating model” can adapt to changing consumer behaviour.
“Customers may be booking later [in the year], but it is clear they still want their well-earned holidays in the sun with a brand they can trust,” he adds.
“We believe the annual overseas holiday remains a cherished priority for many, often taking precedence over discretionary spending even in uncertain economic times.”
What’s caused Jet2’s boom?
While Jet2’s ad is hard to quantify in terms of actual sales, the company launched new operating bases at Bournemouth and London Luton airports – which account for four per cent of its growth.
The brand’s low prices have also supported its record sales, with the average cost of a Jet2holiday increasing by just three per cent despite inflation. Flight-only ticket yield per passenger sector was also reduced by seven per cent due to promotional pricing initiatives.
The myJet2 membership programme has grown by 62 per cent in the past year, now exceeding 8.4 million subscribers. This unlocks benefits such as exclusive discounts on flights and package holidays.
Euronews Travel has contacted Jet2 for further comment.