How to Unlock Travel on TikTok

One of the industries that find the greatest success on social media platforms is travel. There are ample opportunities to share inspirational content and first-hand experiences. Hospitality brands are taking to TikTok following its rise in becoming a prominent platform. Let’s take a closer look at how to unlock travel on TikTok. 

Travel on TikTok in 2023 continues to climb, as tourism across the board continues its return to normalcy. It is important as ever to reach audiences where they’re at – and where they want to be – as if you don’t, your brand risks losing its place in the hearts and minds of potential customers. If your brand hasn’t made its start on TikTok yet, or it has but you’re not gaining the results you’d like to see, keep reading...

It is worth noting that travel has changed a lot: many people are working from home in different locations, there is more focus on instilling a healthy home and work life balance, and people are taking more staycations and large family trips, to name but a few of the core motivations. All in all, the value of venturing out, creating memories, and experiencing a taste of the world is a priority for many. 

Marketers can capitalise on this, with content that appeals to all stages across the funnel, and indeed different generations. One of the most well-known and loved aspects of TikTok is its algorithm which is highly personalised. Content is presented that matches your interest in an infinite loop. By creating quality content, you can capture an audience hungry for experiences and travel. 

Sharing these experiences online has become part and parcel. There are many trends that have emerged related to travel specifically, from the infamous ‘couch guy’ debacle which centred on travelling to meet a long distance lover, to holding hands with a travel buddy in different locations around the world, and transitions that take people from the airport to the skies and all new destinations, postcards that magically become real-life, and viral spots to add to your bucket list (like that that cheesecake in Turkey, croissant in Paris, and the cutest summer dresses in Positano). All of this speaks to many opportunities with wide reach and real appeal. 

Content isn’t simply seen and interacted with, but also ‘saved’ for later. This is where inspiration content comes in, until such a time when the trip is upon someone, and they’re more eager than ever to create user generated content about it. From dreams to reality and finally memories, it all exists on TikTok. Which brings us to an important point...

The All-in-one Platform

TikTok has become an entertainment platform as well as a search engine. People can find all the content they need on the app and have relevant content find them specifically on the For You page, meaning there is no need to watch long vlogs, scour the internet for reviews, and read blog posts for tips and itineraries. TikTok provides a seamless discovery from discovery to conversion in what the app calls an “infinite loop of joy.” With this, a brand can accelerate while their community is amplified.

How to Unlock TravelTok

Marketers are advised to apply testing to unlock opportunities on TikTok, which is true for travel as well. If you’re looking for a list of growth hacks or a strategy to follow and apply for success, you won’t find it. Because TikTok provides such a tailored experience, there is no one size fits all. Brands will need to develop their marketing strategies and understand their niche and the platform on a deeper level. It is also important that content is well developed (think consistency and high quality), and suited to the TikTok community. Finding unique spins is important and developing a brand personality is essential. 

By producing varied content, you can see what works best for your brand and make changes as you gauge the responses and grow. It is also important to find your space among the noise – there is a lot of content out there, so it is important to find and tap into the opportunities that open up. The app has a fast pace which is quickening trend cycles, so it is critical to remain attuned to what is going on a continual basis. 

Techniques to Test

Here are some testing techniques for travel marketers can try: 

Test content 

User-generated content and creator content has seen an uptake. In some cases, it can be as good or even better than branded content. Be sure to include a mix and see what works best. Either way, it is important to keep an eye on UGC as it is very telling and can be highly influential. Boosting this content through the TikTok Business Account profile can show you detailed performance analytics as part of a full-funnel marketing strategy. 

Optimise content 

Much like SEO, it is also important to optimise content for social media platforms. TikTok offers various optimisations strategies. These can be tested on niches within your target audience and cater to your different goals to see which performs best. For instance, the Value-Based Optimisation may achieve higher value purchases and ROAS, whereas In-App Event Optimisation can drive a higher number of CTA follow-throughs. 

In addition to testing, it is also important to include different dimensions when it comes to the content that is posted. Let’s take a look at the three types of travel content that drive results:

• Inspires Wanderlust and FOMO.
• Informs: Tips and value enhancers. 
• Entertains: Storytelling and enjoyment.

Learn more about creatingtravel content on TikTok as it continues to take flight.