Despite the news of an upcoming change in ownership, TikTok is still a major force in organic and paid social media. Especially in travel and tourism.
With over 1 billion users globally, there’s no better time for DMOs to make a splash on this platform.
When it comes to the tourism industry, “88% of Gen Z consumers are following at least one travel influencer on TikTok, and 45% of Gen Zers trust travel recs made by influencers.” Knowing users are looking for travel inspiration on the platform is hugely valuable, and TikTok’s latest announcement of its Travel Ads Platform signals a significant shift.
No longer solely for entertainment, TikTok is moving into direct bookings and measurable conversions.
In this post, we’re breaking down what destination marketers need to know about TikTok’s new Travel Ads, how they work, and why you should try them.
What Are TikTok Travel Ads?
With the help of Smart+, TikTok Travel Ads will connect users who engage with travel content to destinations, hotels, flights, and more. TikTok said it is “incorporating travel-specific optimization models meant to identify audiences that are ready to book, and Travel Ads matches those users with relevant offers.
This marks a big shift in the platform, going from a resource that inspires to one that now offers booking in the same place.
With three different ad formats available, there are plenty of ways to offer creative options, personalization, and avoid ad fatigue.
New ad formats include:
- Single video ads: Best for storytelling with a main “hero” video that feels like a regular TikTok post, but is fully shoppable.
- Catalog video ads: Utilizes your existing catalog content to auto-generate video ads with strong CTAs that pop up a few seconds after the video starts.
- Carousel ads: A scrollable, interactive carousel built from catalog images with clickable links. Great for showcasing multiple hotels, experiences, or packages in one ad.
Why It Matters for Tourism & Hospitality
TikTok has been the leading discovery platform in recent years, thanks to its all-knowing and ever-present algorithm serving up personalized content on your For You Page (FYP). True conversions and bookings are challenging for DMOs to measure, but these new ads offer an opportunity to close that gap.
TikTok’s new travel ads will bring in product details without leaving the app, along with enormous conversion potential in the form of a seamless path to booking (thanks to reduced friction).
With catalog integration, hotels, airlines, and online travel agencies (OTAs) can showcase real-time availability and pricing right inside the ad. AI-powered targeting ensures ads are served to users actively showing travel intent, while TikTok’s personalization engine keeps content hyper-relevant to each viewer.
On top of that, new tracking and measurement tools finally allow advertisers to connect TikTok engagement to actual conversions, offering clearer ROI insights than ever before.
Early Wins and Use Cases
Results are already turning heads. Accor Hotels reported a 9% increase in ROAS, a 17% drop in cost per completed payment, and a 54% decrease in cost per click. Melia Hotels saw even greater success, with ROAS climbing 156% in Spain, 178% in the U.S., and an incredible 291% in the U.K.. Etihad Airways also benefited, seeing a 7% increase in flight searches, a 17% boost in bookings, and a $232 lift in ROAS per booking.
These kinds of numbers show that TikTok Travel Ads aren’t just eye-catching. They drive real, measurable outcomes.
For brands looking to test the platform, a few best practices can help maximize results:
- Use strong, short-form creative that leans on storytelling and visuals.
- Experiment with different formats (carousel ads are great for storytelling, while catalog videos can deliver performance).
- Sync organic and paid efforts, repurposing your most engaging TikToks into ads.
What’s Next for TikTok Travel Ads
The launch of TikTok Travel Ads comes at a pivotal moment, not just for the travel industry but for the platform itself. TikTok’s move into travel bookings could push competitors like Meta to evolve their own ad products, or even explore partnerships with booking engines and loyalty programs to keep pace.
At the same time, this shift signals something much bigger: The arrival of true social commerce in travel, where inspiration, consideration, and booking all live within one platform.
It’s worth noting that this rollout coincided with major headlines about TikTok’s future in the U.S. A recent agreement has stabilized its operations, creating a joint-venture structure that limits ByteDance’s ownership while allowing TikTok to remain in the market. This resolution not only secures TikTok’s role in the U.S. but also reinforces its position as a global marketing powerhouse.
For a little more background, you can catch up on some of the history of the TikTok controversy in the U.S. here.
For travel brands, TikTok Travel Ads represent a shift in how people discover and book their trips. Early results already show strong ROI, and with TikTok’s global influence growing, it’s a great time to test and learn what resonates with your audience, and stay ahead of the curve.
Schedule time with our team to find out more about using TikTok and other social media platforms to maximize your digital presence, conversions, and ROI. Let’s talk.
