Standout moments from nearly 20 years of writing about travelling and eating around France include meals in legendary restaurants and the joy of a shared dinner at a chambre d’hôtes. That said, there’s a venue that can’t be underestimated as an opportunity to enjoy France’s culinary delights: the car boot picnic.
Travel on TikTok: Top Trends and the Future of Booking Trips
07.03.2024 - 17:01 / skift.com / Dawit Habtemariam
Millions of people look to TikTok every day to plan their next vacation. So airlines, destination marketers, and hotels create short videos on the platform to influence final booking decisions.
Over 60% of users in Germany, Austria, and Switzerland say they’re likely to book a holiday based on recommendations they’ve seen on TikTok, according to Stuart Flint, who heads TikTok’s global business solutions for Europe and Israel.
Flint spoke with Skift Wednesday after his on-stage presentation at ITB Berlin, the travel trade show.
Flint discussed the platform’s niche communities, TikTok’s tests of long-form videos and horizontal formats, why some celebs struggle on the platform, tips for appealing to users, and other issues.
This interview has been edited for clarity and length.
Skift: 2022 seemed like the year when travel brands really started using TikTok. How much has your travel advertising revenue grown since?
Flint: As they came out of Covid, people started to think about travel. They wanted to explore the world. People wanted just to get away. And then because TikTok was more front and center than previously, that’s why brands started to use it.
Inspiration is a big part of that. Certainly, using the search and the discovery bar has been a significant shift in the way people behave on the platform. So that inspiration piece is great.
Then there’s the education piece. The idea of airlines like EasyJet or Ryanair, for example, is to really have fun with the platform. They’re quite humorous but stay true to their brands. This also allows them to educate, whether it’s a pilot telling you about turbulence or something else, or sharing a little hack about how to use the sick bag on the back of your seat.
We don’t share any information about revenues. But I can tell you that there’s been some really interesting travel brands working with us.
Booking.com is a very key customer for us. Travel booking, destinations, and airlines have become really, really big for us. So we’ve seen a lot of growth.
By the way, that’s not just paid. They’re also investing a lot of their time and energy into organic.
Skift: Can you go into the diversity of the travel community on TikTok?
Flint: Food is one of the big trends that now bridges the gap between those communities. Travel is such an important part, but we understand that the second most popular reason to book was not just excursions but food and drink. People love to experience different cultures of food, whether it’s a market or it’s a backstreet restaurant.
Fitness is such a big community in itself. It’s about CrossFit but not necessarily related to travel. Some people like to go on travel experiences where it’s a healthy weekend where they’re keeping fit,
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