Why TikTok Marketing is Essential for Travel Brands

In 2025, TikTok isn’t just a source of inspiration—it’s the starting point of the modern traveler's itinerary. According to TikTok’s 2024 Marketing Science report, 66% of users say TikTok is the most helpful platform for discovering travel ideas, and 80% are more likely to book something they were inspired by on the app.

With over 1.5 billion monthly active users, TikTok has transformed into the world's most influential platform for travel inspiration and booking decisions. According to Skift Research, 62% of travelers in 2025 discover and book trips based on TikTok content, making it a critical channel for hotels, airlines, tour operators, and tourism boards. Unlike traditional social media, TikTok’s algorithm favors authentic, engaging, and visually compelling content—perfect for showcasing destinations, hotels, and unique travel experiences.

For brands across hospitality, tourism, aviation, and OTAs, TikTok presents an unmatched opportunity to reach high-intent travelers through immersive, personalized, and trend-driven content. This article merges platform-backed insights with actionable marketing strategies to help you unlock growth.

This practical guide explores the most effective TikTok marketing strategies for travel and hospitality brands in 2025, backed by the latest data, real-world case studies, and actionable insights to maximize engagement and bookings.

1. Turn Inspiration into Action with AR Experiences

Why It Works
  • AR filters, 360° virtual hotel tours, and immersive “try before you go” effects allow users to preview travel experiences—boosting both emotional connection and conversion.
  • 3x engagement: AR-enhanced content performs significantly better than static travel posts.
  • 55% of Gen Z travelers use virtual previews to decide on destinations and hotels.

Try This
  • Build a “360° Hotel Tour” filter for your resort.
  • Create an AR “Passport Stamp” filter that places users in a dream destination.
  • Launch an interactive series like “Choose Your Adventure,” where users tap through virtual itinerary paths.



2.  Use AI to Deliver Smart, Personalized Campaigns

The Power of AI on TikTok

TikTok’s evolving AI stack—including predictive algorithms and intent-based targeting—lets brands serve dynamic content based on user behavior.
  • AI-powered itineraries: See 40% higher CTR.
  • TikTok Search is Intent-Driven: 67% of users search for “Where to eat in ___” or “What to do in ___”.

How to Execute
  • Use AI-based Travel Ads (available through TikTok Catalog Ads) to display relevant destinations in real-time.
  • Implement AI chat assistants during TikTok Live sessions to answer questions or offer booking support.
  • Personalize UGC with AI-curated trends (e.g., #MyWeekendInOsaka customized per viewer).

✅ Case study: KAYAK's AI Video Optimization
KAYAK partnered with TikTok and VidMob to optimize video ads using AI testing. The result:
  • +20% video view rate
  • +50% ad recall
  • Improved audience targeting at scale


3. Ride the Wave of #TravelTok Trends

Why Trendjacking Works
With #TravelTok reaching over 140B+ views, jumping on trends isn’t just fun—it’s effective marketing.
  • 70% of TikTok users discover destinations through trending sounds or challenges.
  • Users are 2.1x more likely to engage with travel content that overlaps with their interests (e.g., #FoodTok + travel).

Creative Ideas
  • Pair hidden gem hotels with trending food hashtags: #LoudBudgeting x Travel.
  • Create challenges like #PackYourBags with influencer voting mechanics.
  • Feature itineraries for parents: #TikTokParents x Travel—targeting the 73% of TikTok travelers who travel with family.

✅ Case study: Visit Iceland’s Trend-Led Campaign
Using the trending song “Wait for Me,” Iceland’s DMO produced cinematic, slow-mo destination videos. The result:
  • 8M+ views
  • 18% increase in accommodation inquiries

4. Scale Trust Through Nano-Influencers and UGC

The Trust Factor

Nano-influencers (500–10K followers) and creators from local communities drive the most engagement—12% higher than macro-creators.
  • 72% of travelers trust creator content more than traditional ads.
  • 69% say authentic reviews and recommendations are the most helpful travel content on TikTok.

Tactics
  • Run a “Locals Know Best” series with nano-creators.
  • Use creator takeovers for real-time destination vlogs.
  • Track conversions with affiliate codes like #TikTokTravel10.

✅ Case study: Airbnb’s Creator-Driven Campaign
Airbnb’s 2024 campaign involved 50 nano-influencers sharing real-life stays. The UGC-driven effort resulted in:
  • Over 500K+ bookings
  • Strongest ROI from authentic, short-form mobile-first content


5. Use TikTok Shop & Catalog Ads to Drive Bookings

TikTok Is Now a Booking Engine
From live hotel tours to “Book Now” links, TikTok is closing the gap between discovery and decision.
  • TikTok Shop converts 5x faster than traditional ads.
  • Catalog Ads for Travel reduce CPA by 15%, increase CVR by 20%.

Booking Tactics
  • Offer flash sales with countdowns (e.g., “Book Santorini Tonight: -50%!”).
  • Host Live Booking Sessions with real-time room tours.
  • Build TikTok-exclusive packages (free upgrades, VIP check-ins, etc.)

✅ Case study: Delta’s #JetSetLive Campaign
Delta Airlines live-streamed weekly fare deals paired with destination guides. This campaign drove:
  • $2 million in bookings in 30 days
  • Increased loyalty sign-ups and mobile app installs

6. Drive Loyalty and Repeat Travel Through Retargeting

Retargeting Works on TikTok

TikTok’s retargeting tools (Pixel + Event API) help brands re-engage past viewers and turn inspiration into repeat bookings.

  • App retargeting drives a 9.9% increase in repeat sales
  • Loyalty incentives (e.g. reward points) appeal to 49% of travelers who seek extra perks for longer stays


Next Steps

  • Drive newsletter sign-ups for deals
  • Promote loyalty rewards through creator testimonials
  • Use retargeting ads to remind viewers of previously watched trips


Your 2025 TikTok Travel Marketing Blueprint

Top Tactics to Activate Now

✅ Launch 1 AR-enhanced tour or filter

✅ Partner with 1 nano-influencer in your niche

✅ Run 1 TikTok Shop or flash sale campaign

✅ Use AI personalization to target by interest and behavior

✅ Optimize for retargeting and lifetime value, not just impressions


TikTok isn’t just a social platform—it’s a full-funnel engine from discovery to loyalty. For brands in travel, hospitality, aviation, cruises, and destination marketing, the opportunity in 2025 is enormous. The key is to show up, stay authentic, and speak the language of TikTok travelers.

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