Social platform moves beyond inspiration to become a full travel marketing channel
Sep 30, 2025
TikTok is launching a new “Travel Ads” product built on its Smart+ platform so that travel brands can reach users along the path from discovery to booking. This move reflects TikTok’s growing ambition to become a more powerful player in travel marketing.
Key takeaways
- Integrated ad formats: advertisers can choose from single video, catalog video, or catalog carousel formats that dynamically incorporate travel details like prices, routes, or destinations.
- Intent-based targeting: the system uses travel-first signals and audience modeling to match users likely to convert with relevant offers.
- Automation via Smart+ AI: campaign setup, creative generation, and delivery optimization are automated to simplify execution at scale.
- Catalog integration: brands can feed their travel catalogs into the system and pair them with intent data for personalized ad delivery.
- High user receptivity: 66 % of TikTok users say the app is their most helpful travel inspiration source, and users are 2.6× more likely to book an experience after searching on TikTok.
- End-to-end conversion path: the system is designed to guide users seamlessly from browsing or discovery to booking, turning engagement into measurable travel conversions.
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