“I saw it on TikTok”: words spoken countless times a day, met with disapproving eyes and blanks. The social media platform may not be the most reliable source of news or politics, but when it comes to travel, you may need to give it a try.
At 20, I still have a lot to learn about travel and even more people to explore, but as an aspiring travel editor and summer intern for Traveler, I can hopefully talk on TikTok. As a member of the generation dubbed “Digital Natives,” I grew up in a world where any destination is just a few clicks away, and now TikTok is enhancing my vacation plans, as well as those of my peers.
It’s not just me who uses the technology giant to travel. TikTok recently reported that 71% of its European users travel with e-books following the platform’s recommendations. Seasoned Gen Z traveler Abena, who has an impressive 230,000 fans on her @travellingtuesdays TikTok account, can also attest to the app. “TikTok is where I can find recommendations that I wouldn’t necessarily notice through Google,” Abena says. “It helped me get off the beaten path and avoid the crowds. “
Gone are the days when you planned a vacation based on blurry photos and unverified reviews. Instead, you can find concise advice from experts, routes created for every occasion, and immersive videos that make you feel like you’ve already arrived at your destination. The trick? You want to access a predominantly Gen Z platform to access each and every element.
Since its global launch in 2018, TikTok has grown its audience to more than a billion users, making waves especially among younger generations, with 70% of users under the age of 34. Its effect extends beyond the platform’s users, forcing companies to take into account booming trends and new marketing opportunities, and some companies are more successful than others. RyanAir, for example, caught the attention of millions when its lighthearted parodies went viral, while Duolingo discovered a whole new audience of budding linguists when its mascot, the green owl, became a social media celebrity.
If you haven’t joined TikTok yet, making plans for an in-app vacation may seem like an odd idea, but for me it’s become the first port of call for all my travel needs. I’ve tried and tested TikTok as the ultimate tour guide, whether it’s looking for new restaurants in London, planning a getaway to the packed city of Copenhagen, or exploring the most productive hiking trails. Don’t take my word for it: the 728,000 Brits who have posted content about their holidays in the last year would agree that if you haven’t explored TravelTok yet, you’re missing out.
To put things into perspective, TikTok posts shared with the #holiday hashtag have racked up a staggering 3 billion views internationally in the last month alone. From weekly itineraries to recommendations for places to eat, videos are constantly trending on the platform, but with 60% of the audience between the ages of 18 and 24, it turns out that it’s mainly Gen Z who are tapping into this treasure trove of content.
When a senior vice president at Google shows that about 40% of young people check social media before a search engine when searching for a restaurant, it’s clear that others are changing the way they browse. According to Adobe, 64% of Gen Z now use TikTok as a search engine. When it comes to travel, it may just be about getting inspired, checking reviews, or even making plans for a whole list of things to do during your vacation.
Addressing expert @ler_bucketlist is a popular search result, as his “How to spend three days in S. . . ” received 4. 3 million views in New York, 7. 2 million in Paris and 8. 7 million in London. Content author Abena has also built an audience. sharing his tips and itineraries. “I asked other people to plan their entire vacation based on my recommendations!” he tells us. As Gen Z’s choice of guide, the platform attracts a giant audience with its visual guide, immersing themselves in a destination in seconds.
It’s no longer just celebrities and influencers who go viral. Restaurants, shops, and other notable attractions also become overnight hits. I never knew it when I discovered SUSO, an ice cream parlor in Venice that offers a delicious variety of ice creams to enjoy with a close-up view of the floating city’s sparkling canals, on TikTok. Little did I know that this long-awaited prevention on my Venice vacation would be with a crowd flocking to the doors: a line of TikTok users who obviously had the same concept as me. .
The meaning of the term “viral” is taken to the extreme on TikTok, which can have its drawbacks. A popular category on the app is that of “hidden gems,” which shares highlights of local and little-known culture. The challenge is that when those “gems” are trending on TikTok, they no longer remain “hidden” and the original peak reports are temporarily oversaturated with tourists.
On the other hand, some brands saw the possibility of going viral as a lucrative opportunity. As mentioned, RyanAir is an unexpected TikTok star, with 2. 3 million fans and posts that achieved up to 15 million views. mocking videos mocking himself and his passengers, a risky strategy that paid off. Using face filters and trendy comedy soundtracks, its taste less is more has entertained subscribers rather than offended them, and the airline is now one of the most influential brands in the world. the entire platform.
I know what you’re thinking. First MySpace, then Instagram and now TikTok. Is this just the latest fad in the natural process of virtual evolution, meant to entertain the younger generation until they grow up?
Maybe. But the growing engagement of older generations indicates that TikTok can be the revolutionary social network that caters to all ages. TikTok Insights reports that 92% of millennials and 83% of Gen X and baby boomer users in the United Kingdom take action on the content they watch. These social networks effectively motivate audiences of all ages, and when used correctly, they can be a difficult tool to influence all curious travelers.
So what gives TikTok an advantage? The videos are short format, suitable for busy lives and short attention spans, and are accompanied by music, immersing the audience in a multi-sensory experience. The ruleset is also powerful and gives users an ultra-personalized experience. Search “Tuscany” just once and your feed will be flooded with delicious pasta dishes and romantic wineries.
However, with offshoots like YouTube Shorts and Instagram Reels mimicking the short video format, the domain where TikTok excels is original storytelling. The posts focus on the content creator, with the acronym “POV” (point of view) being one of the most commonly used captions. “Personally, I make a lot of dubbing videos so I can share all my experience and reviews,” Abena explains when asked how she creates her content. “Gen Z needs fair criticism from people with first-hand experience. “
Especially in the time-consuming task of vacation planning, users look for genuine people who provide genuine data in an engaging way. More than other social networks, TikTok creates an area where everyone can gain traction, so travel brands, seasoned influencers, and even new travelers come together in this diverse, open-access pool of reviews.
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For all the non-users out there who are now tempted by this social media force (I’m on you Millennials), here are some wonderful tips to make it less difficult for you to get into TravelTok.
Start by simply exploring what’s out there. The platform offers an endless stream of montages that show the dreamiest places in the world, generating a certain passion for travel in all its users. Be open-minded to the content that guides your adventure and you will possibly notice destinations beyond your wildest dreams.
From quirky islands to small antique shops, it’s hard to find anything that hasn’t appeared on TikTok. Don’t be afraid to look for a hard-to-understand eating stall that you just booked, as there’s a smart possibility you’ve reviewed or, at the very least, posted images. While the quality varies from videos of influencers to locals vlogging, it’s still helpful to see a position through the eyes of a genuine person.
When a position is called “viral” on TikTok, there’s a good chance that enthusiastic crowds will hold it. The platform’s clever ruleset helps keep TikTok at the forefront of trends, meaning that some offerings temporarily explode while others remain in the shadows. Dig a little deeper into the app to locate opportunities that would have possibly generated less publicity, but deserve equal attention. If the position in the most sensible place on your list has gone viral, stop by in the off-peak hours for the inevitable queues.
While I recommend TikTok routes, it’s smart to end up with a few independent studios to know exactly what your day will look like. After all, TikTok is a social network made up of independent and unregulated voices, so don’t forget that. that the content you consume has not been verified. A quick internet search will help you make sure your travel plan is feasible, if not real, as well as locate the most up-to-date opening times, transport links and prices.
Seeing something on screen will never beat the pleasure of seeing it in person. Once you’ve selected your location and route, resist the temptation to watch all the clips that the ruleset will inevitably bombard you with. Discovering the quirks of a stall is what makes things memorable, so be sure to leave yourself a few surprises that day.
An edition of this story originally published in Condé Nast Traveler UK.
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