Hannah Bennet, head of travel at the social media platform, says the app is encouraging travellers to venture off the beaten track
Last year, I planned a family trip to Amsterdam, and instead of turning to traditional travel guides or search engines, I relied on TikTok for inspiration and advice.
The platform led us to a charming boutique hotel, a hidden gem of a restaurant with a signature dish we would have otherwise missed. I even found tips from fellow parents on navigating the city with a pushchair. From practical advice to off-the-beaten-path recommendations, TikTok didn’t just inspire our itinerary—it made the entire planning process effortless and personalised.
This experience reflects a broader trend: TikTok has become a transformative force in the travel industry. Over the last year along, posts using travel-related hashtags have surged by 250% as travellers seek out authentic content. Whether it’s candid reviews of restaurants and hotels or family-friendly tips for navigating a new city, holiday makers are looking for content that feels genuine and relatable so that they can plan their next trip.
But TikTok’s impact extends beyond inspiration, with millions using TikTok search to find real-time recommendations tailored to individual preferences. The combination of relatable content and unpolished reviews truly resonates with the TikTok community, prompting them to move from passive scrolling to active planning and purchasing. Recent research found that 39% of TikTok have booked travel or made a travel-related purchase after seeing content on the platform.
This shift has transformed the way that brands connect with their audiences. Over the last few years brands like Booking.com, Skyscanner, and Virgin Atlantic have embraced the platform, crafting authentic, native content that resonates with TikTok’s engaged audience. The data speaks volumes: 69% of UK TikTok users report discovering new travel brands on the platform, and 37% are actively saving travel content, with many organising it into specific folders for future trips. The message is clear—TikTok has evolved from a source of inspiration to a powerful driver of action and conversion.
If we want a glimpse into the travel trends set to dominate in 2025, the closest thing to a crystal ball is scrolling through #TravelTok.
With that said, next year we expect a big focus on out-of-season travel from consumers and brands alike, with families and cost-conscious travellers seeking autumn or winter getaways to destinations offering milder climates and better value. Locations like Malta, which has seen #Malta amass over 800K posts, are already becoming popular for their off-peak appeal, and this trend aligns with TikTok users’ appetite for content showcasing accessible travel options.
The growth of destination dupes is another trend that we expect to continue to grow in popularity. As travellers seeking unique, cheaper and lesser-known experiences, places like Tromsø, Villajoyosa, and Trieste will continue to attract attention. These lesser-known spots offer an authentic connection to culture, cuisine, and natural beauty that resonates with consumers and ultimately ends in bookings.
To tap into these trends in the new year, brands will need to engage with the TikTok community in creative and authentic ways. We expect to see more and more travel companies lean into collaborations with creators who can authentically showcase winter-sun destinations or hidden gems. By providing behind-the-scenes looks, practical travel hacks, and culturally rich experiences, brands can directly engage with consumers when they are already searching for their next trip.
As I flick through my For You Page, planning my trips for the upcoming year, one thing I can be sure of, is that I will almost certainly be visiting somewhere I would have otherwise never heard of.