Travel brands have been encouraged to try TikTok in recent years as a means to engage with younger generations and get a feel for what resonates with them.
But as with every medium, TikTok is evolving. Short form videos can now be 10 minutes long, many often dubbed "corporate" travel brands are establishing a presence and the transactional layer is developing
Google is even incorporating TikTok into its Perspectives filter, perhaps a nod to the trend of using the social media platform for search.
Hannah Bennett, industry lead of global business solutions at TikTok, stopped by the PhocusWire Studio at Phocuswright Europe 2023 to talk about the latest trends.
She provided insight into the the volume of travel-related videos on TikTok as well as how brands are maturing with the medium and what they might mean for those later to the party.
Bennett touched on moves from Douyin, Bytedance’s TikTok equivalent in China, on bridging content with transactions via calendar-based hotel search, and whether similar developments might be on the cards in the west.
She also gave some advice for travel brands on how to start engaging with the TikTok audience and finding their voice and tone on the platform.
Watch or listen to the full interview with PhocusWire’s Linda Fox below:
Phocuswright Europe 2023 Executive Interview: TikTok