Social Media Surge Fuels Travel Boom
The holiday company Jet2 has revealed record-breaking passenger numbers, crediting a massive viral TikTok trend for significantly boosting its brand and attracting a younger audience. The firm's now-iconic advertising slogan, "Nothing beats a Jet2 holiday," became a social media sensation, featuring in a staggering 11.8 million posts and amassing over 80 billion views globally.
Record Numbers and Soaring Profits
This unprecedented online buzz translated directly into commercial success. In the six months leading up to 30 September, Jet2 welcomed 14.1 million passengers, an impressive increase of 750,000 compared to the same period last year. The company's financial performance was equally strong, with first-half pre-tax profits rising by 1% to reach £800.3 million.
Revenues also hit an all-time high of £5.34 billion, marking a 5% year-on-year increase. Following this positive announcement, shares in the company climbed by a healthy 4%. Despite passing on some cost pressures to customers, which saw the average price of a package holiday rise by 3% to £933, demand continued to grow.
The Power of a Viral Sound and Song
The marketing phenomenon was amplified by the music of British singer Jess Glynne. Her track Hold My Hand was named TikTok’s global Song of the Summer for 2025, creating a perfect storm of popularity for the brand. The specific sound bite from the Jet2holidays advert was used more than nine million times on the TikTok platform alone, embedding the company's message deeply within youth culture.
The data shows a clear shift in customer behaviour. While package-holiday customers increased by 1% to 4.73 million, there was a significant surge in flight-only passengers, which jumped by 16% to 4.77 million.
Chief executive Steve Heapy commented on the trend of later bookings, noting that holidaymakers are continuing to secure their winter getaways closer to the departure date, mirroring behaviour seen during the summer. To meet this sustained demand, the firm has increased its programme for the winter season, with its on-sale seat capacity up 7.7% year-on-year, at 5.5 million seats.
"Customers may be booking later, but it is clear they still want their well-earned holidays in the sun," Mr Heapy stated. He added, "We believe the annual overseas holiday remains a cherished priority for many, often taking precedence over other discretionary spending even in uncertain economic times."
These stellar results follow last week's announcement that Jet2 plans to launch flights and holidays from Gatwick airport, starting from March next year, signalling further confidence in its expanding operations.
