How social video is reshaping travel planning

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From inspiration to booking – why travelers and brands are turning to TikTok for authentic travel experiences

Mar 10, 2025

TikTok is transforming the way people plan and book their travels, shifting influence away from traditional travel agencies and search engines. The platform’s immersive, visually engaging content enables users to experience destinations before booking, making travel inspiration more accessible and engaging. With a growing and diverse audience, TikTok is not just for Gen Z – users over 30 are actively engaging with travel content and spending more on TikTok-driven bookings. Authentic storytelling, creator influence, and the rise of niche travel trends make TikTok a powerful tool for travel brands and travelers alike.

Key takeaways

TikTok as a travel planning tool: 42% of users have booked a trip or made a travel-related purchase after seeing TikTok content, highlighting its growing influence in travel decision-making;
Authenticity drives engagement: Unlike traditional influencer marketing, TikTok prioritizes raw, behind-the-scenes travel experiences, making recommendations feel more genuine and relatable;
Diverse and expanding audience: TikTok’s user base is aging, with an average age over 30. The platform has over 1 billion users globally, including 170 million in the U.S. and 150 million in Europe;
Higher travel spending: Travelers influenced by TikTok spend nearly $130 (£100) more per trip than those influenced by other social platforms;
Luxury and alternative travel trends: The #luxurytravel hashtag has over 6 billion views, while TikTok also promotes lesser-known destinations to combat over-tourism;
Regulatory challenges: Despite concerns about data security and potential bans, TikTok remains a dominant force in travel marketing, with brands increasingly investing in the platform;
Travel ads & brand success: Companies like Booking.com and TUI effectively use TikTok’s “Travel Ads” to reach users actively planning trips, making the platform a key advertising tool in the travel industry.