“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 tech giant to travel. TikTok recently reported that 71% of its European users travel with e-books following the platform’s recommendations. Abena, the seasoned Gen Z traveler, who has an impressive 230,000 fans on her TikTok account @travellingtuesdays, 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 of planning 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 access to a predominantly Gen Z platform to access any and all items.
Since its global launch in 2018, TikTok has grown its audience to more than one billion users, making waves especially among younger generations, with 70% of users under the age of 34. Its effect goes beyond the users of the platform. forcing companies to take into account burgeoning trends and new marketing opportunities, and some corporations were more successful than others. RyanAir, for example, caught the attention of millions when its light-hearted skits went viral, while Duolingo discovered a whole new audience of aspiring linguists. when your pet green owl has become a social media celebrity.
If you haven’t joined TikTok yet, making vacation plans on the app may seem like a strange 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 travel guide, whether searching for new restaurants in London, planning a getaway to the busy city of Copenhagen, or exploring the most productive hiking routes. Don’t tell me: the 728,000 Brits who posted about their holidays 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 hashtag #holiday have racked up a whopping 3 billion views worldwide 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 those audiences between the ages of 18 and 24, it turns out that Gen Z is the one who is most commonly tapping into this treasure trove of content.
When a senior vice president at Google shows that around 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 Generation Z now use TikTok as a search engine. When it comes to travel, it might just be about getting inspiration, checking out reviews, or even planning a whole list of things to do on your vacation.
Itinerary expert @ler_bucketlist is a popular search result, with his “How to spend 3 days in…” videos receiving 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 by sharing his tips and itineraries. “I’ve had other people plan their entire vacations based on my recommendations! she tells us. As a Gen Z guide option, the platform appeals to a wide audience with its visual guide, immersing you in a destination in seconds.
It’s no longer just celebrities and influencers who go viral. Restaurants, shops and other notable attractions also become late-night hits. I’ll never know when I discovered SUSO, an ice cream parlor in Venice that offers a tempting 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 pouring out of the gates: 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, intended to entertain the younger generation until they grow up?
Maybe. But the development of engagement among older generations indicates that TikTok may be the revolutionary social network that appeals to all ages. TikTok Insights reports that 92% of millennial users and 83% of Gen X and baby boomer users in the UK take action on the content they watch. These social media outlets effectively motivate audiences of all ages and, when used correctly, can be a difficult tool to influence all curious travelers.
So, what gives TikTok an edge? The videos are short, suitable for busy lives and limited attention spans, and are accompanied by music, immersing the audience in a multi-sensory experience. The ruleset is also powerful and offers users an ultra-personalized experience. Search for “Tuscany” just once and your diet will be flooded with delicious pasta dishes and romantic wineries.
However, with offshoots like YouTube Shorts and Instagram Reels that mimic the short-form video format, the domain where TikTok excels is original storytelling. The posts focus on the content creator, with the acronym “POV” being one of the most commonly used subtitles. “Personally, I do a lot of voice-over videos so I can share all my experience and opinions,” he says Abena when asked how he creates his content. “Generation Z needs to get fair criticism from other people with first-hand experience. “
Especially in the time-consuming task like vacation planning, users are looking 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 are combined in this diverse and open-access group 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 smart tips to make it less difficult for you to access TravelTok.
Start by simply exploring what’s out there. The platform offers an endless stream of montages showing the dreamiest places in the world, generating a certain wanderlust in all its users. Keep an open mind to the content that guides your adventure and you’ll possibly notice destinations beyond your wildest dreams.
From quirky islands to small antique shops, it’s hard to find something that’s never appeared on TikTok. Don’t hesitate to look for a hard-to-understand eating stall that you just booked, because chances are someone has checked it out or at least posted pictures. While the quality varies from influencer movies to locals looking to vlog, it’s 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 the screen will never surpass 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 position is what makes it memorable, so be sure to leave yourself a few surprises on the day.
An edition of this short story was originally published in Condé Nast Traveler, United Kingdom.
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