The world of a TikTok traveller
Countless times a day, people say, “I saw it on TikTok,” often met with disapproving, rolling eyes. While TikTok may not be the most reliable source for news or politics, it’s worth reconsidering any assumptions when it comes to travel.
As part of the generation known as ‘digital natives,’ many Gen Z individuals have grown up in a world where any destination is just a few clicks away. Now, TikTok is taking their holiday planning to the next level.
It’s not just Gen Z using TikTok for travel. The platform recently reported that 71 percent of its European users have booked holidays based on its recommendations. Many people find this website a valuable resource for discovering unique travel experiences that they wouldn’t necessarily find through Google. It helps them venture off the beaten path and avoid crowds.
Gone are the days of planning holidays based on blurry pictures and unverified reviews. Now, you can find concise insider tips, customized itineraries, and immersive videos that make you feel like you’ve already arrived at your destination. The catch? You’ll need to tap into a predominantly Gen Z platform to access it all.
Just use TikTok to travel in Gen Z style
Since its global launch in 2018, TikTok has grown to over 1 billion users, making waves among younger generations, with 70 percent of users under 34. Its influence extends beyond the platform’s users, prompting businesses to consider new marketing opportunities, with varying success.
For example, RyanAir captured millions of viewers with light-hearted spoofs, while Duolingo attracted a new audience of aspiring linguists when their green owl mascot became a social media star.
If you haven’t yet joined TikTok, planning a holiday on the app might seem odd. However, for many, it has become the go-to resource for all travel needs. Use TikTok as the ultimate tour guide, whether looking for new restaurants, planning a city break, or exploring the best backpacking routes.
Don’t just take our word for it – the 728,000 British users who posted holiday content in the past year would agree that if you haven’t explored TravelTok yet, you’re missing out!
How popular is TikTok for travel?
To put it in perspective, TikTok posts tagged with #holiday have amassed an impressive 3 billion global views in the past month alone. From weekly itineraries to restaurant recommendations, travel videos are constantly trending on the platform. With 60 percent of these viewers aged between 18 and 24, it’s primarily Gen Z tapping into this content treasure trove.
When even a senior VP at Google admits that almost 40 percent of young people use social media first when looking for a restaurant, it’s clear that browsing habits are changing. According to Adobe, 64 percent of Gen Z now use TikTok as a search engine. For travel, this means finding inspiration, checking reviews, or planning an entire holiday bucket list.
Itinerary expert @traveller_bucketlist is a popular search result, with ‘How to spend 3 days in…’ videos receiving 4.3 million views for New York, 7.2 million for Paris, and 8.7 million for London. As the Gen Z alternative to a guidebook, the platform attracts huge audiences with its visually focused advice, delving into destinations within seconds.
How is the travel industry using TikTok?
It’s not just celebrities and influencers going viral. Restaurants, shops, and other notable attractions are becoming overnight hits. The term ‘viral’ takes on new meaning on TikTok, which can have its downsides.
A popular category on the app is ‘hidden gems,’ showcasing local and undiscovered culture. The problem is that once these ‘gems’ trend on TikTok, they no longer remain hidden, and authentic experiences quickly become crowded with tourists.
On the flip side, some travel brands see going viral as a lucrative opportunity. RyanAir, for example, is a surprising TikTok star with 2.3 million followers and posts reaching up to 15 million views. The airline gained fame with their tongue-in-cheek videos mocking themselves and their passengers, a risky strategy that paid off.
Using facial filters and trending comedy soundtracks, their less-is-more style kept followers entertained rather than offended, making the airline one of the most influential brands on the platform.
The world of a TikTok traveller conclusion
When used correctly, TikTok can be a powerful tool for influencing curious travelers. So what gives TikTok an edge? The short-form videos cater to busy lives and short attention spans, and the accompanying music creates a multi-sensory experience.
The algorithm is also powerful, providing an ultra-personalized experience. Look up ‘things to do in Tuscany’ just once, and your feed will be flooded with mouthwatering pasta dishes and romantic vineyards.
More than any other social media platform, TikTok creates a space where anyone can gain traction. Travel brands, experienced influencers, and first-time travelers blend together in this open-access and diverse pool of reviews. With the world at their fingertips, TikTok transforms mere holiday ideas into vibrant experiences waiting to be explored.
From now on, “I saw it on TikTok” will be more than a casual remark. It will signify a declaration of exploration, a testament to adventure, and a reminder that some of the best experiences await just beyond the smartphone screen, ready to be lived, breathed, and cherished forever.
