Humans of TikTok: Uncover a traveler’s journey on TikTok
Today, our phones have become a magical passport to new places. With a few swipes on TikTok, anyone can dive into a kaleidoscope of local experiences, scenic views, and hidden gems anywhere in the world.
All this travel #inspo is spurring TikTok users in APAC to splurge big on longer trips. 1 in 4 users now say they spend at least USD 5,000 in one holiday, and 1 in 2 take trips of at least seven days on average. What’s more, over 70% of the region’s users plan to travel abroad in the next six months.
From planning the trip to booking tickets, TikTok enables these jet setters to discover possibilities at every step of the voyage. Even during the trip, a short-form video that pops up on their feed can inspire them to change their itinerary on the spot – dynamically shaping their travel experiences.
Wondering how your brand can engage them when it matters? Here’s a look at how TikTok influences every stage of a traveler’s journey.
Stage 1: Dream
Even before travelers have their next holiday in mind, TikTok fuels their wanderlust with fun, authentic short-form videos.
Think hashtags like #travelbucketlist, #vanlife, and #eurosummer that get users dreaming about an escapade from their daily grind. In fact, 66% of users say that travel content on TikTok is more inspirational than other platforms and sources.
APAC travelers are true globetrotters, with travel interests that rove as far as Europe, North America, and Oceania. But it’s no surprise that Japan and Korea remain firm favorites: 67% plan to travel to Japan in the next year, while 50% are headed to Korea.
So what do these travelers like to do on holiday? They have a huge appetite for food adventures – 7 in 10 are interested in dining and culinary experiences. They’re also keen on shopping till they drop, exploring nature and the outdoors, and visiting local markets and fairs.
Stage 2: Plan
Once bitten by the travel bug, travelers turn to TikTok to simplify their holiday planning. With its wealth of authentic travel content created by the community, travelers trust TikTok to be their guide in trip research. 59% of users say that TikTok travel content gives them more relevant recommendations, while 52% feel TikTok has more authentic travel reviews than other sources of info.
There’s no doubt that TikTok users do their homework in every detail of the trip – 60% actively use TikTok to find out more about airlines, accommodations, and activities. With popular hashtags like #budgettravel and #bagsmart, they’re always hunting for tips to spend smart and pack light.
Of course, it’s not just about the practicalities – travelers look to TikTok to add that extra dose of magic to their overseas adventure. Trendy hashtags like #hiddenbeach and #offthebeatenpath show how users seek to uncover hidden gems and local haunts, turning their trip into a truly unique experience.
Stage 3: Book
TikTok’s users aren’t just scrolling and swiping – they’re taking action to turn their travel dreams into reality.
Almost 3 in 4 APAC users have made a booking for travel services after seeing content on TikTok. In particular, branded travel content makes an impact. 52% say they’ve checked out a brand’s app or website after seeing an ad multiple times, and 51% have made a booking after viewing the brand’s videos about a destination or experience.
It isn’t just overseas tourists that branded content can attract, as more travelers get inspired to explore their own country through TikTok. 65% of TikTok users have visited another city in their home country, and 67% have visited a local attraction.
Before clicking ‘book’, travelers make sure they’re getting the best deals by conducting searches like #cheapflights and #airmiles. Tips and hacks on travel essentials are tried-and-tested ways to get their attention.
Stage 4: Experience and share
Even after they’ve touched down to their holiday destination, the quest for cool finds on TikTok doesn’t stop.
3 in 4 travelers will search for travel ideas on TikTok during their trip. What they find can influence where they dine that night, what activities they do the next day, and where they shop for local souvenirs.
At the same time, they’re also sharing their newfound experiences with their friends and followers. Using hashtags like #roomtour, #travelvlog, and #travelhaul, they’re documenting these memorable moments and inspiring others to embark on their own adventures.
The result? An infinity loop of wanderlust that propels TikTok users to discover, dream, plan, and book afresh.
Meet the travelers of TikTok
TikTok’s community spans travelers of all stripes: solo travelers, couples, families, and more. Here’s how one young family, Mitch’s On The Horizon (@themothfamily), travels full-time through Southeast Asia by drawing inspiration from TikTok content.
How can you engage the travelers on TikTok?
Now that you know how travelers are dreaming, planning, booking, and sharing on TikTok, it’s time to build a targeting strategy that engages them at each stage.
First, start nurturing your existing leads by creating Custom Audiences on TikTok Ads Manager. This enables you to target travelers who have already engaged with your brand.
Next, reach potential travelers around the world by prospecting with Broad Audiences. You can choose to leave it as broad as possible, or define specific interests, behaviors, and spending power in your target audiences.
Once users begin engaging with your brand, you can retarget them to deepen their interest. Tap into TikTok’s Smart Targeting, Targeting Expansion, and Lookalike Audience features to enhance your targeting.
Here’s an example of our recommended targeting for travelers:
Download our Travelers targeting cheat sheet here.
With TikTok’s vibrant community of travelers looking for inspiration, the world is truly your brand’s oyster on the platform. While it isn’t always easy to grab attention in a sea of postcard-worthy content, TikTok’s targeting strategies enable your brand to reach the right people at the right time. Explore our tools and trends to create content that resonates with their wanderlust and gets them booking their next holiday.