TikTok at ITB: 6 trends fuelling the #TravelTok boom

TikTok's role in shaping today's travel decisions is undeniable, turning inspiration into tangible plans and, often, spontaneous adventures. Over three-quarters of our users have discovered and been inspired to visit a destination or buy a travel-related product they've seen on our platform [1] and over two-thirds of our users intentionally come to TikTok to start their travel journey [2].

We were thrilled to take the stage at the world's largest travel trade fair, ITB Berlin, to highlight how brands can unlock the potential of #TravelTok. Read on for the six main takeaways.

1. Travellers are seeking 'destination dupes'

On TikTok, creators, users and brands are sharing affordable alternatives to well-known travel destinations, shining a light on less-visited places. This shift encourages exploration of hidden gems, presenting Taipei as an alternative to Seoul, Perth to Sydney and Paros to Santorini. This trend highlights TikTok's impact, not only on a user's choices, but also at a broader economic level, serving to both diversify travel experiences and contribute to the boosting of the economies of these 'dupe' destinations, contributing to local growth.Read more about travel trends on TikTok here.

2. Events and fandoms are driving category growth

TikTok has become a catalyst for a more engaged, passion-fuelled approach to travel: 25% of our users say that events and excursions are important to them when choosing a travel destination [3].

Users are not only discovering new destinations but are inspired to visit places tied to their favourite activities, films, TV programmes or the opportunity to see their favourite singer. This synergy between interests and travel is not just enriching personal experiences but is also contributing to the diversification and growth of the category as a whole.

3. #FoodTok is fuelling culinary quests

The TikTok community love dining and drinking when away. Although foodie explorations on TikTok serve as bridges to the world's diverse cultures, #FoodTok isn't just about recipes. It's also about the narratives behind the dishes and the people who make them. This exploration of taste has become a big aspect of travel, making every trip a discovery not just of places, but also the hotels, restaurants and markets where culinary delights can be found.

4. Adventurers are finding their next rush

For the thrill-seekers among us, TikTok has emerged as a goldmine of adventure. Whether it's skydiving or exploring the deep sea, TikTok is a gateway to experiences that challenge boundaries and broaden perspectives. 83% of TikTok users, inspired to take action by what they discover, actually go on to realise those adventures [3].

TikTok has also completely redefined solo travel, turning what could be an intimidating experience into a voyage of self-empowerment. Solo travellers on TikTok find more than just places to visit; they uncover valuable advice, safety tips and companionship.

5. Luxury lovers are turning every trip into an elevated experience

For the luxe lifers out there, every journey is an opportunity to take things up a gear. Our community of luxury enthusiasts don't just travel, they curate experiences, opting for high-end shopping sprees, fancy flights and stays in the world's most exclusive hotels.

On TikTok, luxury travel isn't just, again, about places, it's about the elevated experiences that come as part of the whole travel experience. And with TikTok users 36% more likely than non-TikTok users to plan international holidays to treat themselves, it's clear – they're not just travelling, they're creating shareable memories in style. [3].

6. Travel brands are making waves on TikTok

TikTok's vast audience of travellers and their hunger for creative content means that there's a big opportunity for brands to be at the epicentre of culture and be discovered by our thriving community. In fact, our community of TikTok travellers say that ads are the number one way they find out about new brands and products [4].

Travel brands that have leaned into TikTok's ethos of joyful creativity and entertainment are becoming more adventurous with their campaigns and are achieving incredible results. Read about how brands like TUI and Booking.com have leveraged the platform and seen game-changing results across the funnel.

TikTok takes you there

TikTok has revolutionised the travel landscape, transforming every stage of the journey from dreams to destinations, and our solutions amplify these dynamics to deliver real impact to brands. To find out more about how you can tap into travel on TikTok, sign up to our dedicated newsletter.