TikTok videos are notoriously influential to users of the social platform, and brands and communicators should not overlook the opportunities to make an impact there—particularly in industries where visual appeal is a big strategic component. Travel and tourism is a perfect example of that, and new research proves it.
The fast-rising social media powerhouse—which recently announced 150 million users in the U.S.—presents a golden opportunity for travel and tourism, as a sizeable 60 percent of TikTok users surveyed in a new study from marketing communications firm MGH that explores how the platform drives tourism discovery and action say they have become interested in visiting a new destination (city, beach, park, etc.) after seeing a TikTok video about it.
TikTok isn’t just driving interest, it’s driving users’ actions as well
In addition to those surveyed, the research also reveals that a whopping 35 percent of all U.S. TikTok users—or approximately 52.5 million people—have traveled to visit a new destination after seeing a video on TikTok.
While users spanning all generations are inspired by TikTok to visit new places, the resource-rich millennial generation is particularly influenced by the social media platform when it comes to their travel plans, as 45 percent of U.S. TikTok millennials surveyed have traveled to a new destination they saw on TikTok.
“This survey highlights the undeniable influence that TikTok is having on the travel industry. It’s not only driving awareness of destinations, but it’s actually taking its users to places they’ve never seen or been to before.” said Ryan Goff, EVP and social media marketing director at MGH, in a news release. “While TikTok’s future is uncertain, marketers shouldn’t ignore the platform’s short-term potential when there are very few tools left that have as big of an impact across audiences of all generations.”
In addition to inspiring users to visit new destinations, TikTok motivates them to visit specific resorts/hotels or attractions they’ve seen on the platform
One-third (32 percent) of those surveyed have booked a stay at a new resort or hotel they saw on TikTok, and 28 percent have visited an attraction (waterpark, amusement park, aquarium, museum, historical site, etc.) that they saw on TikTok.
Additionally, the survey shows that the entire industry can benefit from TikTok’s influence on its millions of U.S. users:
Results are based on a national survey of 1,139 U.S. TikTok users. The survey was fielded July 16-18, 2022 using SurveyMonkey Audience. The margin of error is +/- 3.06 percent.
