The current economic situation makes consumers more and more aware of their spending, focusing on the uniqueness of experiences and experiences. This is an opportunity for travel brands to present their offer to holiday-hungry recipients. Travel topics are gaining more and more popularity on TikTok. Since 2021, we’ve seen a 410% increase in views of travel content. 71% of our European users say they are likely to book a holiday based on the recommendations they have seen on our platform. What’s more, our travel community says that TikTok ads are the best way to learn about new brands and products. It is worth taking advantage of it.
A Guide to TikTok
After the stagnation of the pandemic, users want to travel again, but the rising cost of living is prompting them to revisit their travel choices. 85% of users in the UK say that the economic crisis will measurably affect their holiday budget, and 83% declare that it will affect the frequency of travel. To contact such conscious travelers, brands should use TikTok solutions to inspire their trust, inspire them to travel in a wallet-friendly way, and thus encourage them to take specific actions.
We wanted to understand TikTok’s potential for travel, which is why we analyzed feedback from our users in the UK, Germany, France, and Spain. Find out what their expectations are for travel brands that are or will be present on our platform.
TikTok fundamentally changed the way customers learn about travel – and then book it – by transforming the shopping funnel into an Infinite Flywheel, allowing brands to connect with TikTok users and drive better results.
TikTok is also a kind of guide that takes users on a journey through the entire sales funnel: from discovery and inspiration, through making a decision and purchase, to recommendations. Our platform inspires you to discover your destinations. As many as 82% of UK users say TikTok has inspired them to consider new places, 69% of UK users have discovered a new travel brand on TikTok, and 78% of EU users point to TikTok’s big role in popularizing travel.
TikTok is not just about discovering or inspiring. As many as 83% of Spanish users would consider a travel product or action after watching it on TikTok, and 70% confirm that watching travel content on TikTok helps them choose a travel product or activity.
The deliberation phase also leads to taking concrete actions. 51% of TikTok users in Spain buy a holiday or travel product after seeing it on TikTok. 52% book a plane or train ticket after seeing the location they are interested in, and 50% book accommodation [4]. Travel booking brands can leverage our advertising solutions to ensure a smooth transition to the buying phase.
What does this mean for travel brands?
4 out of 5 users in the UK confirm that TikTok allows travel brands to build a stronger connection with users. Therefore, it is worth taking full advantage of the specifics of the platform, cooperation with creators and popular content formats to achieve success on TikTok.
Our community is looking for content that inspires travel by highlighting unique places and experiences, and using recommendations and reviews. Travel brands that want to stay on top should adopt an always-on strategy, taking care of both travelers who plan everything ahead and those who decide to go on a last-minute trip. Learn about the specifics of our platform to learn how to make the most of high-growth areas. Browse For You for trends, read the comments, and find similar communities to get inspired.
With 55% of TikTok users in the UK planning to go on holiday in the next 12 months, brands can use TikTok to showcase the availability of their luxury offerings. 74% of British users have discovered luxury places and services on TikTok that they didn’t know they could afford And 70% confirm that TikTok made them interested in more luxurious holiday offers.
Domestic travel
With an increasingly conscious approach to traveling, many users choose closer destinations. 97% of French and 93% of British TikTok users intend to visit their own country (within the next 12 months). And for 62% of German users, the rising cost of living had a measurable impact on the choice between foreign and domestic travel.
Sustainable travel
#SustainableTravel with 78.1 million views and #EcoTourism with 72 million views** shows the growing importance of sustainability to the TikTok community. As many as 3 out of 4 users in the UK and 2 in 3 users in France say sustainability is an important criterion when making travel decisions. 43% of TikTok users in Germany express concerns about their carbon footprint when travelling, and 7 out of 10 Spanish users admit that sustainability is more important to their holiday plans than travel restrictions.
TikTok users want travel brands to create authentic, platform-native content and enlist the help of creators for more credibility. 69% of German users confirm that TikTok is a platform for travel brands to show their own personality, and 54% make their travel decisions based on the opinions of well-known TikTok creators.