TikTok emerges as a major travel demand driver

Why travellers now discover hotels and destinations directly on TikTok, shaping the booking journey earlier than ever

TikTok is no longer just a source of travel inspiration; it has become a key demand driver influencing where travellers choose to go and stay. Many guests now discover destinations and hotels directly on the platform, often before using search engines or traditional travel sites. This positions TikTok as an early and highly influential touchpoint in the booking journey. For hoteliers, this shift has important implications for visibility, marketing strategy, and demand generation.

Key takeaways

• Early-stage discovery channel: TikTok increasingly sits at the very start of the guest journey, shaping travel intent before traditional research begins.
• Direct influence on hotel choice: Exposure to hotel-related content can directly affect which properties guests consider and shortlist.
• Accelerated decision-making: The platform shortens the path from inspiration to planning by presenting destinations and hotels in a highly immersive format.
• Algorithm-driven demand shifts: TikTok’s recommendation engine can quickly redirect attention toward specific destinations, neighbourhoods, or hotel concepts.
• Content authenticity matters: Unpolished, experience-led videos outperform classic advertising, rewarding hotels that communicate real guest experiences.
• Strategic relevance for hoteliers: Treating TikTok as a demand-generation channel is becoming essential for staying visible in early booking consideration.

Source: TikTok

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