CHOICES, choices, choices. And the choices are immense as destinations around the world lay out the welcome mat to travellers from Asia, whom they have missed as well. Should I go to Portugal, which seems to have become one of the trendiest destinations in Europe? Or should I revisit London and Paris and say hello to old, familiar sights of Big Ben and the Eiffel Tower respectively? Or should I escape to a remote island somewhere in the Maldives, and be close to nature?
So where do you go to, to seek inspiration as to where to go? Well, increasingly it’s TikTok. With close to one billion active users globally, as of September 2021 and #travel being one of the most popular hashtags, TikTok is becoming the place where people take a trip before deciding if the trip is worth taking.
With #TravelTok getting over 4 billion views, TikTok has truly become a window to the world, allowing users to experience the sights and sounds of travel through a sound-on and immersive full screen experience, and inspiring them to book their next trip.
And beyond booking, TikTok plays a part in every stage of the travel journey from dreaming to planning, booking, as well as experiencing and sharing. Think of it as a traveller’s constant companion.
Here’s the journey of how users experience travel on TikTok.
Dream
As American poet, biographer, journalist, and editor Carl Sandburg said, “Nothing happens unless first we dream.” So no travel happens unless first we dream. Where should we go? What should we do? At this Dream stage, users are undecided as to where they want to go, and they are seeking inspiration. And so they seek out the content on TikTok.
Did you know? 76% of TikTok users agree that TikTok inspires them to travel.
For example, users could open the app and get inspired by a TopView ad from a travel brand. Another instance could be that while scrolling the #ForYou page, users get inspired on new places to visit.
Here’s an example from the Singapore Tourism Board
@visit_singapore You really have to see it. #VisitSingapore #Singapore #TravelTok #Travel
Plan
There’s research that shows that travellers who plan end up enjoying their holidays more than those who don’t. Planning is an important part of the travel journey – to maximise time and budget and of course, pleasure.
At this stage, users are doing research to find more information about their preferred destinations or activities to do.
Did you know? 77% of TikTok users were encouraged to research about a travel destination after seeing it on TikTok.
For example, TikTok users research by searching for hashtags to get more information on the various activities.
Users also watch creator videos and take note of interesting things to do.
Take this for example
@wheretofindme forever dreaming of this floating tub 💛 #vietnamtravel #tiktoktravel #tiktokvietnam
To get more tips on how to further enjoy Vietnam, users can then follow @vietnamtourismofficial on TikTok
Book
This is the most crucial stage – taking action, committing to a trip and booking it. By now, after having done the research, users are ready to make their purchase decisions, whether in accommodation, flights, attractions and more.
Did you know? 58% booked a travel product or service after seeing it on TikTok.
While browsing on TikTok, users can be retargeted by an In-Feed Ad which reminds them to complete their booking for a particular accommodation.
Users can also discover a travel app that can help them in their upcoming trip, which they can proceed to download and book.
This is an example from Expedia
@expedia looking for a historic and quirky stay? 🛎✔️ #hotelsorrento #coolhotels #boutiquehotel #travel #traveltiktok #tiktoktravel #seattlewashington #expedia
This is an example of a sharing by a TikTok creator (Scoot x Pikachu plane)
@doubleoranges 🇸🇬🇯🇵 | Come w me to experience the Pokémon Jet! #fyp #sgfyp #pokemon #flyscoot #traveljapan
Experience & Share
This is the fun part – the part where you tell the world where you are, the fun you are having and “wishing they were with you”. Gorgeous sunsets, wonderful meals, lovely walks on the beach, visiting famous attractions – all these content, and more, are on TikTok, with a community that is active and willing to share.
Did you know? 65% like to share their travel experiences on TikTok.
During the trip, users usually continue to browse TikTok during their down time, looking for things to do and places to eat. A little spontaneity always adds spice to a trip, and TikTok is a good source of inspiration for immediate things to do in-destination.
After visiting an attraction, TikTok users create videos to share tips on how to make the most of the visit – go early, avoid crowds, best spots to get the best views … in this way, it’s a virtual loop, travellers inspiring other travellers just as they were inspired in the first place to take that trip.
Here’s an example of a TikTok creator sharing an itinerary for Thailand
@adventureswithjenna_ Reply to @samlarose9 #travel #traveltiktok #thailand #travelthailand
And this example of a sharing by another TikTok creator (Bali tips)
@jaqquline Save your money and experience all the hidden gems in Bali! Here is a quick vlog of day 2 of our holiday. ⚡️ #bali #baliholiday2022 #baliholiday #umacekingswing #baliswing #ubad #aussieinbali #traveltiktok #balitips
Sources: TikTok Commissioned Study, APAC, July 2022
And that’s how your journey starts and ends with TikTok, enabling like-minded travellers to dream, plan, book, experience and share in one virtuous loop.
Interested in exploring more? Visit us at Travel: Unboxed to unpack the luggage on all things travel and inspire our users to take the next trip on TikTok.
