The TikTok Travel Discovery Engine – Skift Travel Podcast

This week’s episode of the Skift Travel Podcast features a discussion from the Skift Megatrends event in London this January. Airlines Editor Gordon Smith discussed the power of TikTok in travel with Hannah Bennett, head of travel at the social media giant. They talked about how the platform is used not only for inspiration but also for travel planning and bookings, among other topics.

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Key Points

TikTok as a Travel Planning Tool: Travelers are now using TikTok as a key resource for planning trips, moving away from traditional travel agents and search engines. The platform’s immersive, full-screen, sound-on format allows users to experience destinations before booking, with 42% of TikTok users having visited a destination or made a travel-related purchase due to content they’ve seen.

Authenticity and Trust in Travel Content: TikTok has shifted travel marketing from polished influencer content to more authentic, behind-the-scenes storytelling. Travel creators share all aspects of their journeys, making content feel more realistic and relatable. A study found that 54% of users who booked a trip after seeing TikTok content cited creators as a key influence.

TikTok’s Expanding Audience and Spending Power: Contrary to misconceptions, TikTok’s audience is diverse and aging, with an average user age over 30. The platform has a billion global users, including 170 million in the U.S. and 150 million in Europe. TikTok-driven travel bookings also show higher spending — nearly $130 (£100) more per trip than other social platforms.

Luxury and Alternative Travel on TikTok: High-end travel brands have an audience on TikTok, with the #luxurytravel hashtag garnering over 6 billion views. The platform’s algorithm ensures that users see content relevant to their interests, including luxury travel. Additionally, TikTok promotes alternative destinations, helping combat over-tourism by encouraging travel to lesser-known but similar locations.

TikTok’s Future and Regulatory Challenges: Despite regulatory scrutiny and potential bans in some countries, TikTok remains a major player in the travel industry. The company asserts its commitment to data security and continues to see strong brand support, rising ad revenue, and user growth. Travel brands are encouraged to engage with the platform, leveraging its conversational and trust-based approach to advertising.

Episode Summary:

TikTok has become a major platform for travel inspiration, planning, and booking, with 42% of users making travel-related purchases after seeing content on the app. Travel brands like Booking.com and TUI effectively use TikTok by partnering with creators and targeting different audience communities.

Unlike traditional influencer marketing, TikTok prioritizes authenticity, showing real and behind-the-scenes travel experiences. Creators significantly influence travel decisions, with 40% of bookers citing them as key motivators and 54% of TikTok-driven bookers relying on their recommendations. To support travel brands, TikTok has introduced “Travel Ads,” helping businesses reach users actively planning trips.

While often perceived as a Gen Z platform, TikTok’s user base is aging, with an average age over 30, making it relevant for a broader audience. Luxury travel brands also benefit, as TikTok-influenced users tend to spend more on travel experiences. Despite regulatory challenges, including potential bans, TikTok continues to attract increasing ad investments and engagement. Succeeding on the platform does require travel brands to embrace its unique storytelling format, creating engaging, trust-building content tailored to the platform’s style.