American social media users have been puzzled by a peculiar online trend that has recently captivated Brits.

For many UK residents, opening TikTok in the past few weeks has been almost impossible without hearing a woman's voice exclaiming: "Nothing beats a Jet2 holiday, and right now, you can save £50 per person!"

All of this unfolds with Jess Glynne's 2015 hit 'Hold My Hand' playing energetically in the background.

Where did the Jet2 Holidays trend originate?

Apparently, the viral audio, now featured in thousands of online videos, was initially created in 2019 when voiceover artist Zoë Lister was hired to record a new campaign for the British budget airline.

Since then, holiday-goers have heard Lister's voice in television ads and online campaigns.

It's also played over the tannoy as travelers board their Jet2 aircraft.

What began as a strategy to promote the travel brand's latest discount has evolved into a TikTok sensation, with some of the most prominent content creators joining in and using the sound in their videos.

Discussing the reach of the sound, 43-year-old Lister recently told the press: "It just sort of escalated. They said they wanted me for the campaigns as well. And I was like, great. It's been ongoing every year since then, which has been wonderful."

Chart-topping musician Jess Glynne has also spoken about her song's fame, taking to Instagram to celebrate the tenth anniversary of 'Hold My Hand' by giving Jet2 a special shout-out.

"I can’t believe it!! My first solo number 1, and being real… It changed my life along with all of you, so thank you so bloody much!" she wrote at the time. "Happy Anniversary 'Hold My Hand', here’s to another 10 years and here’s to Jet2 blasting it in everyone’s ears!"

How is the sound being used?

Most frequently, the 'Nothing beats a Jet2 holiday' voiceover is used to accompany clips of holiday mishaps going hilariously wrong.

The most-watched videos in this trend have been of women being flung off a banana boat seemingly speeding at 150mph or losing their bikini bottoms while zooming down a waterslide.

Other videos have shown entire groups of vacationers arriving at a 5-star hotel, only to find out the accommodation doesn't actually exist.

Why don't Americans seem to get it?

This might be why so many Americans find themselves confused by the sound and the trend as a whole.

Responding to a Reddit user who recently shared a meme they created of a Nothing Phone (an Android smartphone by the tech brand Nothing, which launched in 2022) in a boxing ring wearing gloves, having knocked down a Jet2 plane, many Americans were perplexed.

Seemingly not grasping the 'Nothing beats a Jet2 holiday' reference, one user questioned: "I think that's a nothing phone? But why is it boxing with a plane? Nothing fights and wins with airplane?"

"Wait, isn't the joke that phones can beat planes if you don't activate airplane mode?" another asked, completely missing the point.

The sound was initially coined in 2019 (Joan Valls/Urbanandsport/NurPhoto via Getty Images)

Taking to TikTok, a third user demanded: "Am I not getting the joke, or does anyone else not understand why this is a thing?"

The same user added: "I’m genuinely confused. Or do we just like her British accent?"

Trying to explain the American confusion, Lister admitted she often wonders the same thing.

"There are so many voiceovers out there; I don't know why it's seeped into the public consciousness the way it has," she began.

"It seems to represent Britishness or something like that, I don't know!

"You'll have to ask Gen Z why they love it so much."

Perhaps it's because the types of holiday disasters featured in the accompanying clips only seem to happen to British travelers?

Who knows?