Jet2 Holidays Soars Globally as Budget Tour Operator’s Unlikely Viral Campaign Ignites Cult Following
As a travel journalist, Claire Dodd has experienced luxury five-star accommodations and butler-serviced cruises. However, when booking her personal vacations, she prefers the more laid-back Jet2 Holidays, a British budget tour operator that she affectionately refers to as “a bloody delight.”
“They’re so pleasant to interact with at the airport,” Dodd says. “Upon arrival, you’re greeted by cheerful staff who seem genuinely happy to see you. The organization is impeccable — there’s never a line due to attentive customer service agents directing passengers. Everyone appears content.”
Dodd isn’t alone in her admiration for Jet2 Holidays. Since its launch in 2007, it has grown to become the UK’s largest tour operator, offering affordable flight-and-hotel “package holidays” complete with transfers. Known for its lively red branding, enthusiastic staff, and smooth operations, it has quietly gained a cult following among British travelers.
Recently, Jet2 Holidays’ popularity has extended beyond the UK. It all started with an ad that aired in January 2024, offering package holidays discounted by £50 per person, equivalent to a savings of £200 for a family of four.
The ad features a family (naturally) rushing toward the Jet2 check-in desk with excitement, enjoying their vacation in the sun at a reduced cost. The promotion has since expired, but the accompanying audio has gone viral on social media, featuring in over a million TikTok videos. Often used to accompany footage of travel mishaps, such as being arrested during a Jet2 flight or dealing with mosquitoes in Italy, the audio captures the imagination of Internet users worldwide.
Despite the negative associations, Jet2 Holidays has remained silent on its unexpected viral fame. For many, it’s a fleeting fascination, but for those who have experienced Jet2 Holidays firsthand, it’s a lasting relationship.
“You know exactly what you’re paying,” says Dodd, based in London. “Baggage is included, usually with transfers and the option to upgrade to private transportation if desired.”
Tanya Kirk, an art therapist from Northern Ireland, is another repeat customer. “It was an exceptional experience from start to finish,” she says of her last Jet2 Holiday, which took her to Benidorm in southern Spain. “When we encountered a problem — my mother left her wallet with money and documents on the coach transfer — they were incredibly helpful and did everything possible to retrieve the lost wallet.”
For Kirk and others, booking with Jet2 Holidays simplifies the planning process and allows for a stress-free holiday experience.
Jet2’s origins may be unremarkable, beginning as Carpenter’s Air Services in 1971 before evolving through several rebrands over the years. In 2007, under new ownership, it launched Jet2 Holidays, combining flights, hotels, and transfers. Today, Jet2’s fleet of 120 Boeing and Airbus aircraft offers affordable vacation options to European sun destinations from 13 regional airports across the UK. In 2024, nearly 19.4 million passengers flew with them on almost 115,000 flights.
Despite negative reviews, Jet2 Holidays consistently receives high praise for its friendly, helpful staff and customer service. Which?, a UK consumer association, often ranks Jet2 at the top of its annual airline satisfaction survey. Naomi Leach, deputy editor of Which? Travel, notes that “Jet2 is one of our best-rated travel firms. A major draw is the brand’s friendly, helpful staff who frequently go above and beyond to assist.”
While the ‘£50 per person’ promotion may be a distant memory for some, Jet2 Holidays continues to make an impact through its unique approach to customer service and infectious spirit.