Brands over time

Jet2
over time

Every year keeps its colour across every chart.│ ChatGPT, 30 Nov 2022

118 of Jet2's own blog posts, press releases and announcements, 2015 to 2022, measured sentence by sentence, 23 of them recovered from the Internet Archive. How the writing has moved over the years, how it compares with 9 other travel brands, and what it sounds like in its own words.

Pages measured
118
Years covered
2015–22
Archived before ChatGPT
23
Blog · press
0 · 118

01 · Homepage

One capture a year

Jet2's homepage from 2002 to 2026, closest to 1 July, from the Internet Archive. Pick a year or press play. Each headline is quoted from its capture and links to the archived copy.

2026jet2.com25 Jun 2026
Jet2 homepage, 25 Jun 2026

Screenshot of Jet2’s homepage (jet2.com) as archived by the Internet Archive on 25 Jun 2026. © Jet2 or its licensors. Shown for comparison and review; not endorsed by Jet2.

Homepage

2026

“Package holidays only”

Page title

Find & Book Flights Online | Cheap Flights with Jet2.com

Open on the Internet Archive
  1. 2006Promotions and Site Information
  2. 2010Book cheap flights online with Jet2.com
  3. 2014Friendly Low Faresfrom your local airport
  4. 2017Low Fare Finder
  5. 2021Green List destination entry requirements
  6. 2026Package holidays only

23 captures. Screenshots are rendered from the archive and can pull in images archived later than the page itself; dates come from the capture. Years without a capture are greyed out in the strip.

02 · Measures by year

How the writing moved

Every year’s pages, averaged. Pick a measure. Hatched bars rest on fewer than 10 pages: context, not a finding. The page count sits under each year.

Sentence lengthAverage words per sentence.
5
10
15
Travel avg 12.6
14.3
14.2
12.7
14.3
11.5
12.4
10.9
11.8
ChatGPT · Nov 2022
20155 pp
201610 pp
20179 pp
201812 pp
201915 pp
20207 pp
202115 pp
20225 pp
2023no pages
2024no pages
2025no pages
2026no pages
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
YearSentence lengthPages
201514.35
201614.210
201712.79
201814.312
201911.515
202012.47
202110.915
202211.85

Years with pages: 2015 (5), 2016 (10), 2017 (9), 2018 (12), 2019 (15), 2020 (7), 2021 (15), 2022 (5). Dates come from page metadata, structured data, the URL, or the month a page was first archived (a latest possible date).

03 · Against its sector

Jet2 among travel brands

Each dot is one brand’s mean across all its measured pages; the tick is the sector average. Only brands with 10 or more measured pages are shown or counted. Select a dot to open that brand.

  1. Contractions

    71% less than its sector

    3.7 against a sector average of 12.9; lowest of 6.

  2. Em dashes

    65% less than its sector

    0.79 against a sector average of 2.25; lowest of 6.

  3. "You"

    53% less than its sector

    21% against a sector average of 45%; lowest of 6.

Sentence length2nd highest of 6
Jet2 13.2
11.713.5
ContractionsLowest of 6
Jet2 3.7
3.720.4
"You"Lowest of 6
Jet2 21%
21%52%
"We"Highest of 6
Jet2 64%
41%64%
QuestionsMid-table, 4th of 6
Jet2 1.3
0.74.2
Long wordsHighest of 6
Jet2 34%
24%34%
Em dashesLowest of 6
Jet2 0.79
0.795.40
AI-associated words2nd lowest of 6
Jet2 0.16
0.153.44
Exclamations2nd highest of 6
Jet2 1.32
0.052.48
Page lengthMid-table, 4th of 6
Jet2 1,073
7021,385

Pages measured: British Airways 16 · easyJet 23 · Ryanair 0 · Jet2 118 · Virgin Atlantic 77 · TUI 189 · Loganair 1 · Trainline 34 · National Express 1 · Eurostar 0. Measures and method: SGR-010; the brand list and sectors come from SGR-009.

04 · Vocabulary

Words Jet2 uses more than its peers

The words this brand reaches for more often than the rest of its sector. This is subject matter more than voice.

september304.2 vs 8.6
october292.1 vs 9.0
march279.9 vs 7.9
april292.6 vs 6.8
june305.1 vs 5.7
december293.5 vs 5.9
february308.2 vs 5.4
august290.0 vs 5.9
november295.8 vs 5.7
july292.2 vs 5.7
january277.1 vs 4.2
industry75.5 vs 2.5
Jet2Sector peers

Uses per 10,000 words, ranked by weighted log-odds (Monroe et al. 2008) across 118 pages. Product names and page furniture filtered automatically; list not yet reviewed.

05 · In its own words

What it sounded like

Openings of real pages, quoted word for word, oldest first. Each links to the page, or to the Internet Archive’s copy when it has gone.

2016Mar · Press
“To celebrate the start of the big Easter holiday getaway, the Bunny hopped into Jet2holidays’ check-in area, giving away hundreds of chocolate eggs to excited passengers. Kids and adults alike joined in the fun!”
Jet2holidays’ Easter Egg-stravaganza!

06 · Every page

All 128 pages, by year

The full list behind every number above, with links to the live page or the archived copy. 118 count towards the measures; the rest were not measured (3 pdf report (annual report, info pack), 7 mostly short lines (lists, tables, link pages) rather than prose). Pages with no reliable date count in the overall numbers but in no year.

20225 pages
202115 pages
20207 pages
201915 pages
201812 pages
20179 pages
201610 pages
20155 pages
In the overall numbers, no year40 pages
Not measured10 pages

07 · Method

How this was measured

The pages

Jet2's own blog posts, press releases and announcements, fetched from the live site in 2026 and from the Internet Archive for 2015 to November 2022. Homepages are shown as captures; product and help pages are not measured.

The measures

Code counts from ScriptGrain’s writing instruments: sentence length and rhythm, contractions, pronouns, punctuation, long words, and three published lists of AI-associated words. No AI model reads or judges any page.

What it cannot say

These measures describe style. They cannot tell who or what wrote a page, and nothing here says or implies that any brand used AI to write.

Sample sizes

Every number carries its page count. Years under 10 pages, and before-and-after comparisons with under 10 pages on a side, are shown as context only.

Sentence length
Average words per sentence.
Sentence rhythm
How much sentence length varies (standard deviation over mean). Higher reads less even.
Contractions
Contractions (we're, you'll, it's) per 1,000 words. A rough gauge of how conversational the writing is.
"You"
Share of I/we/you pronouns that are "you": how much the writing addresses the reader.
"We"
Share of I/we/you pronouns that are "we": how much the writing talks about the organisation.
Questions
Question marks per 1,000 words.
Exclamations
Exclamation marks per 1,000 words.
Long words
Share of words with seven or more letters.
Em dashes
Em dashes per 1,000 words.
AI-associated words
Words from SGR-007's three AI-associated lists, per 1,000 words. These are style markers that people used long before ChatGPT; a higher rate says nothing about who or what wrote the page.
AI-era marketing words
Marketing words that became more common in AI-era copy (seamless, elevate, unlock...), per 1,000 words. A style measure only.
Quieter LLM-favoured words
Everyday words language models are known to over-use, per 1,000 words. A style measure only.
AI-associated sentence shapes
Sentence patterns such as "not just X, but Y", found by ScriptGrain's cliche checker, per 1,000 words. A style measure only.
Page length
Average words per page.

Studies: SGR-009: Do brands in the same sector sound the same? · SGR-010: How UK brands write · SGR-011: Did brand writing change after ChatGPT?.