Here’s How TikTok is Influencing Younger Travelers
11 August 2024
“I saw it on TikTok”: words spoken countless times a day, often to be met with disapproving, rolling eyes. The ground-breaking social media platform may not be the most reliable source for news or politics, but when it comes to travel, you may want to rethink any assumptions.
At 20 years old, I still have much to learn about traveling and even more of the world left to explore – but as a budding travel writer and an intern, I can confidently speak on TikTok. As part of the generation dubbed ‘digital natives’, I’ve grown up in a world where any destination is just a few clicks away, and now TikTok is elevating my – and my peers’ – holiday planning game.
It’s not just me using the tech giant for travel either. TikTok recently reported that 71 per cent of its European users were booking holidays using recommendations from the platform. Experienced Gen Z traveler Abena, who has an impressive 230K following on her TikTok account, can vouch for the app too. “TikTok is where I can find recommendations that I wouldn’t necessarily discover through Google,” Abena explains. “It has actually helped me go off the beaten path and avoid crowds.”
Gone are the days of planning holidays based on blurry pictures and unverified reviews. Instead, you can find concise insider tips, itineraries formed for every occasion, and immersive videos that make you feel as though you’ve already arrived at your destination. The catch? You need to tap into a predominantly Gen Z platform to access it all.
Since its global launch in 2018, TikTok has grown an audience of over 1 billion users, making waves among younger generations in particular, with 70 per cent of users aged under 34. Its impact reaches beyond the platform’s users, forcing businesses to consider the booming trends and new marketing opportunities, with some companies more successful than others. RyanAir, for instance, captured the attention of millions when their light-hearted spoofs went viral, while Duolingo found a whole new audience of wannabe linguists when their green owl mascot became a social media celebrity.
How Popular is TikTok for Travel?
To put it into perspective, TikTok posts shared with a #holiday tag have racked up an impressive 3 billion global views in the last month alone. From weekly itineraries to restaurant recommendations, travel videos are constantly trending on the platform, but with 60 per cent of these viewers aged between 18 and 24, it seems mainly Gen Z is tapping into this treasure trove of content.
How is Gen Z Using TikTok for Travel?
When even a senior VP at Google confesses that almost 40 per cent of young people go to social media first when looking for a restaurant, it’s clear that people are changing the way they browse. According to Adobe, 64 per cent of Gen Z are now using TikTok as a search engine. When it comes to travel, this may be to find inspiration, check reviews, or even plan an entire holiday bucket list.
Itinerary expert @traveller_bucketlist is a popular search result, with their ‘How to spend 3 days in…’ videos receiving millions of views for major cities. Content creator Abena has also built a following through sharing her travel tips and itineraries. “I’ve had people plan their whole trip around my recommendations!” she tells us. As the Gen Z alternative to a guidebook, the platform attracts vast audiences with its visual-focused advice, delving into a destination within seconds.
How is the Travel Industry Using TikTok?
It’s no longer just celebrities and influencers going viral. Restaurants, shops, and other notable attractions are becoming overnight hits too. For example, I discovered SUSO, a gelateria in Venice, offering a mouth-watering selection of ice cream enjoyed with a nearby view of the floating city’s glistening canals, on TikTok. Little did I know this highly-anticipated stop on my trip would come with a crowd flooding out the doors – a queue of TikTok users who clearly had the same idea as me.
The meaning of ‘viral’ is taken to the extreme on TikTok, which can have its downfalls. A popular category on the app is ‘hidden gems’, sharing highlights of local and undiscovered culture. The problem is that when these ‘gems’ trend on TikTok, they no longer remain ‘hidden’, and the most authentic experiences quickly become oversaturated by tourists.
On the flip side, some travel brands have seen the potential of going viral as a lucrative opportunity. As mentioned, RyanAir is a surprising TikTok star, with millions of followers and posts reaching tens of millions of views. The airline shot to fame for their tongue-in-cheek videos mocking themselves and their passengers, a risky strategy that paid off.
Why is TikTok Better Than Other Social Media Platforms?
I know what you’re thinking. First, there was MySpace, then Instagram, and now TikTok. Is this just the latest craze in the natural course of digital evolution, destined to have a short-lived stint at keeping the youngest generation entertained until they grow up?
Maybe. But growing engagement in older generations indicates that TikTok may become the breakthrough social media which caters to all ages. TikTok Insights reports that 92 per cent of Millennial and 83 per cent of Gen X and Baby Boomer users from the UK take action following the content they see. This social media is successfully inspiring audiences of all ages and, therefore, can be a powerful tool for influencing all curious travelers.
So what gives TikTok an edge? The videos are short-form, suitable for busy lives and short attention spans, and accompanied by music, immersing viewers in a multi-sensory experience. The algorithm is powerful, too, giving people an ultra-personalized experience. Look up ‘things to do in Tuscany’ just once, and your feed will be flooded with mouthwatering pasta dishes and romantic vineyards.
However, with offshoots like YouTube Shorts and Instagram Reels mimicking the short-form video format, the area where TikTok really excels is authentic story-telling. Posts are centered around the content creator, with the acronym ‘POV’ (point of view) being one of the most commonly used captions. “I personally do a lot of voice-over videos so I can share my full experience and opinions,” Abena explains when asked how she makes her content. “Gen Z wants to find honest reviews from those with first-hand experience.”
Getting Started on TikTok
For all the non-users now tempted by this social media powerhouse (I’m looking at you, Millennials), here are some top tips to ease you into TravelTok.
Look for Inspiration
Start by simply exploring what’s out there. The platform provides an endless stream of montages showcasing the most dreamy places in the world, guaranteed to spark the wanderlust of all its users. Be open-minded to the content guiding your travel, and you may discover destinations beyond your wildest dreams.
Try a Specific Search
From offbeat islands to tiny vintage stores, it’s difficult to find something that has not been on TikTok before. Don’t hesitate to search for an obscure restaurant you just booked, as chances are someone will have reviewed it or, at the very least, posted some visuals. While quality varies from influencer films to locals trying their hand at vlogging, it is always useful to see a place through the eyes of a real person.
Don’t Fall for Viral Traps
When somewhere is labelled ‘viral’ on TikTok, chances are that eager crowds will follow. The platform’s clever algorithm keeps TikTok at the forefront of trends, meaning places quickly blow up while others are left overshadowed. Dig a little deeper into the app for alternatives that may have attracted less hype but are just as worthy of attention. If the place at the top of your bucket list has gone viral, consider visiting at off-peak times to avoid the inevitable queues.
Verify Your Sources
As much as I advocate for TikTok itineraries, it’s always good to finish off with a little independent research to map out exactly how your day will look. After all, TikTok is social media made up of unregulated and independent voices, so remember that the content you consume has not been fact-checked. A quick web search will help to ensure your travel plans are feasible or even real, as well as find the most up-to-date opening times, transport links, and prices.
Don’t Pre-Visit Your Trip
Seeing something on screen will never beat the experience of seeing it in the flesh. Once you’ve settled on your destination and itinerary, resist the temptation to watch all the clips that the algorithm will inevitably bombard you with. Uncovering a place’s quirks is what makes travel memorable, so make sure to leave yourself some surprises on the day.
