These sponsored content were created in partnership with Skift partners.
The tourism industry is expected to grow steadily in 2025, driven by increased consumer spending on experience and continued growth in hybrid travel. although The suppressed demand has faded Due to the post-pandemic surge, this growth is maintained through evolving travel preferences, including enhancing interest from young, digital audiences.
At the forefront of this transformation is Tiktok, an entertainment platform that continues Reshape how travelers discover destinationsplan your trip, make reservations. Unlike static images or lengthy text, videos provide a dynamic and visually engaging experience and capture the nature of travel and inspiring audiences in a powerful way.
Tiktok's Travel Intentions
Recent data show that 65.7% of Tiktok users plan to travel internationally over the next 12 months, highlighting the impact of the platform on global travel aspirations.
Additionally, 88.3% of Tiktok users are preparing for family trips during the same period, highlighting the platform’s role in inspiring close-up travel.1 This strong intention emphasizes that Tiktok's development is more than just a social platform – it has become a key tool for travel inspiration and decision-making, especially among the younger generation.
Learn about Tiktok's Q5 Opportunities
During the period informally known as Q5, spanning the first five weeks of the New Year, Tiktok users are actively engaged in family-centric and lifestyle content, thereby improving their travel planning and booking behavior.
With video views of travel content peaking early in the new year and advertising costs dropping, travel brands can use this strategic window to attract attention, trigger wagons and drive conversions through Tiktok’s innovative tools and vibrant communities.
Why Q5 is important for travel brands
“Tiktok users are more interested in traveling during Q5,” said Danielle Johnson, Tiktok Group Vertical Director and Group Vertical Director of Technology and Telecommunications Corporation. “This provides a unique way for travel brands Opportunities can attract consumer attention when Tiktok users actively plan their next big trip.”
During this period, Tiktok's travel inspiration surged, 8% higher than the rest of the year, peaking in the second week.2 This creates a great influence for travel advertisers to stand out and promote meaningful engagement.
Contact travelers with multiple plans
Imagine two mothers planning multiple trips: a big family vacation, a girl's resort and a bachelor party for her best friend. She turned to Tiktok's idea for family-friendly destinations, group events suggestions, and stylish celebrations.
Her journey might start by searching for #FamilyTravel content, where she finds creators showcase multigenerational holiday ideas. Next, she can explore the content under #girlstrip or #bacheloretteparty and reveal unique experiences with the creator’s suggestions.
“By positioning its content at the right touchpoint, travel brands can inspire her decisions, simplify her planning process, and ultimately make reservations on these different occasions,” Johnson said. “Q5 is time to do more with consumers Contact us for a trip plan and make sure Tiktok finds all the inspiration you need.”
Leverage family-centric travel content
Family-centric travel content can bring a natural boost to Tiktok during Q5, thanks to the platform connecting a diverse demographic information in a seamless and engaging way.
“Tiktok's wide appeal spans generations, with a common language that enables young users, parents and grandparents to interact easily,” Johnson said. “This generational dynamic is especially evident during the holidays,” he said. , which is the time defined by family gatherings and shared moments. These gatherings often become organic planning meetings that lay the foundation for families to discuss and map their main trips for the coming year.”
Take advantage of family trends and tools
The #MumSoftikTok community embodies this trend, showing how moms and multigenerational families share and seek travel inspiration. Views for videos tagged #Travel and #Family increased by 27% during the 5th quarter of 2024.3 The combination’s boost is seven times larger than the individual #Travel, thus expanding conversations around multigenerational and family-friendly travel.
“To capitalize on the growing interest in family travel, brands should focus on creating authentic content that is centered around family,” Johnson said. “Hint to brand brands with emphasis on multi-generation destinations, family-friendly events and stress-free travel plans, as a program The preferred solution for the next adventure family.
Tiktok's lineup of family and parenting pulses makes the strategy more influential, placing ads directly behind the platform's excellent content. As content appears in the best 4% of family-related videos, the tool can enhance engagement and strengthen emotional connections with family travelers. ”
Optimize destination search content
Choosing a place to travel is one of the most exciting parts of planning a trip, and Tiktok has become a key player in this discovery phase. For millions of users, the platform serves as a visual immersive window in the world, with the first impression carrying a significant weight. These impressions often inspire brand love, creating a direct path to influencing booking decisions.
“To maximize this opportunity, especially at the beginning of the year, travel brands should diversify their destination content to attract a wide range of interests,” Johnson said. “From a quiet beach resort to a bustling city break, nature Lover's National Parks, as well as adrenaline-filled adventure destinations, brands can create an ecosystem of content that inspires all types of travelers.”
Tiktok's popular destinations and tags range from international destinations such as El Salvador and Japan to all over the United States, showing a wide variety of preferences.4
By building a destination-centric content library during this period, brands can position themselves as the ultimate source of travel inspiration on the platform.
Embrace the cross-border lifestyle trend
To achieve Tiktok's success, travel brands must see consumers as multidimensional individuals with intersecting interests. Tiktok brings these overlaps to life, allowing brands to connect with users in a variety of passions, from food and fashion to travel, creating more meaningful and engaging interactions.
The data show that these overlapping interests are not accidental, but are very important. For example, during Q5, creators used food-related hashtags in their #Travel posts, with trends similar to fashion-related hashtags. Regarding viewership, popular #Travel videos have hashtags related to cruise, such as #Cruisetok, and aviation-focused hashtags (such as #Airport, #Aviation, and #Plane).5
“Brands can leverage these overlapping themes by creating content,” Johnson said. “Highing destinations through multiple lenses such as culinary adventures, local fashion, or unique shipping experiences ensures that brands attract attention from all kinds of interests.” .”
Integrate tents into brand strategy
The shift in consumer behavior after hybridization has expanded people's attention to material property experience, a trend that is exactly in line with the advantages of tourism. As Skift's 2025 Great Powers highlighted, On-site tourism industry becomes unstoppableas travelers increasingly revolve around iconic events such as Super Bowl, concert tours and cultural celebrations.
Tiktok users are at the forefront of this transition, with 69% saying they would rather have gift experiences than material goods.6 For travel brands, this trend represents a once-in-a-lifetime opportunity to connect with audiences looking for memorable moments.
By keeping consistent with the Tentpole event Utilize creators To showcase culturally relevant, authentic content, brands can deepen emotional connections with audiences, promote loyalty, and drive meaningful results in an increasing number of experience-driven markets.
Activate audiences with Tiktok's strategic tools
To leverage these trends and maximize coverage, engagement, and conversions during Q5, travel brands can leverage the platform’s strategic tools:
- Smart+: Tiktok's new performance AI solution can automate targeting and bidding to ensure ads have relevant, compelling ideas to reach the right audience. Combine it with family-centric content, quick destination highlights or travel deal promotions to inspire users.
- Symphony Creative Studio: An AI-powered platform that helps simplify video creation, making it faster and easier to access. With minimal inputs (such as product listings, existing assets, and product details), brands can generate engaging travel content in minutes.
- Travel Pulse: Strategically positioning travel brands in trend content while improving visibility and driving discovery in Tiktok's thriving travel community.
- Travel Catalog Advertising: These ads are designed to drive bookings by targeting specific travel events, helping users seamlessly guide users through marketing channels, turning their inspiration into actions.
- Search Advertising Campaigns: Search campaign advertising solutions that allow Tiktok users to discover brands at critical moments of curiosity and exploration. With extensive keyword targeting, enhanced bidding capabilities, creative flexibility, and comprehensive search budget management, advertisers can now capture travelers while finding new destinations and travel tips.
“These solutions enable brands to effectively engage new audiences, drive meaningful engagement and seamlessly translate inspiration into bookings, ensuring no-no from discovery to deals in key Q5 planning periods and beyond,” Johnson said. Friction journey.”
To learn more about Tiktok's travel advertising solutions and contact a representative, Click here.
This content is from tiktok for Business and Skift's branded content studio, Skiftx.
