How Nothing Beats a Jet2 Holiday became one of TikTok’s biggest trends

On 23 December 2022, Jet2holidays launched its new television campaign. The campaign featured short videos accompanied by the song Hold My Hand by Jess Glynne and a female voice-over concluding with the phrase “Nothing beats a Jet2 holiday.” The campaign aired on television, YouTube, and additional media platforms across the UK. The combination of a well-known pop hit, idyllic family vacation imagery, and a clear marketing message created an especially catchy soundtrack.

Timeline of the Nothing Beats a Jet2 Holiday trend on TikTok

August 2024: The full ad was first uploaded by an aviation-focused TikTok account, and the official sound was derived from it.

November 2024: Initial videos began using the sound satirically, pairing it with problematic vacation scenarios. One of the videos surpassed 17 million views.

March to April 2025: The sound appeared in more than 124,000 videos, and the hashtag #NothingBeatsAJet2holiday exceeded 100 million views.

April 21, 2025: Jet2 responded officially to the trend, posting a TikTok video, launching a new official sound, and announcing the Jet2Challenge contest with a £1,000 prize.

May 19, 2025: The contest concluded with over 10 million views on the official video and hundreds of lip-sync submissions.

June to July 2025: The trend entered a new phase, with videos parodying the parodies themselves, alongside creative responses from Jet2’s digital team.

Why the Nothing Beats a Jet2 Holiday sound became a TikTok trend

Although this trend emerged from organic user activity and not a planned campaign, several characteristics contributed to its viral success. First and foremost was the element of surprise. While TikTok users are accustomed to hearing music, the sudden interruption after the brief “hook” of the original song disrupted the feed, prompting users to watch the videos through to the end and increasing their prominence in TikTok’s algorithm.

As with many TikTok trends, once a sound gains traction, it quickly turns into a trend, leading to broader usage and creating a snowball effect until the sound reaches saturation.

How Jet2 responded to the Nothing Beats a Jet2 Holiday TikTok trend

To Jet2’s credit, the company chose not to resist the phenomenon but rather to embrace it and take control of the narrative. Jet2 launched a new official sound, promoted a contest with a cash prize, and established clear participation rules to protect itself from problematic content.

Additionally, the brand created its content in response to the trend, featuring its digital team participating in it move that reinforced its image as an accessible and responsive brand.

Jet2 TikTok engagement and viewership data in 2025

As of July 2025, the hashtag #NothingBeatsAJet2holiday had surpassed 136 million views, with over 37,000 unique videos.

Jet2’s official video reached 12.3 million views, with more than 119,000 likes and 9,400 shares.

The average engagement rate among users who used the sound was 5.8 percent, nearly twice the typical average for travel-related content on UK TikTok.

The impact of the Jet2 TikTok trend on search and sales

Organic searches for the brand increased by 42 percent during the first half of 2025.

Positive mentions on social media reached 71 percent, most of them in humorous contexts.

Jet2 reported a double-digit increase in online bookings following the trend, as shared in its May 2025 investor update.

Digital marketing lessons from TikTok brands like Jet2

• Maintaining long-term audio assets is a strategic move that can deliver significant long-term results.

• Identifying trends early and adopting them through promotions and official content can strengthen audience connection.

• Revealing the people behind the campaign can add a personal layer to the brand and increase audience engagement.

• Running contests with clear participation guidelines enables safe and effective user-generated content integration.

Beyond these points, brands looking to succeed on social media today cannot rely solely on planned campaigns or pre-scheduled content. They must also be able to react and participate in real-time conversations as they evolve. Leading brands on social media understand that active listening and timely responses are integral parts of their strategy. A notable example from Israel is the Rozalach and “Rikulim” campaign by the Landwer chain, which successfully responded in real time to an organic trend and took ownership of it.

Case study conclusion: The Nothing Beats a Jet2 Holiday trend and its impact on digital marketing

The Nothing Beats a Jet2 Holiday trend serves as a prominent example of how an established marketing campaign can evolve into a wide-reaching viral phenomenon. This case demonstrates the importance of quick response, effective use of digital platforms, and thoughtful planning of content and audience engagement strategies.