How TikTok’s New Travel Ads Could Reshape Hospitality Marketing

TikTok is no longer just an entertainment platform – it’s now a powerful force in travel discovery and planning.

At the Skift Megatrends event in London, Hannah Bennett, TikTok’s Head of Travel, announced the upcoming “Travel Ads” launch, a product designed to help hospitality brands connect with users actively searching for trips.

This move underscores how social media is shaping travel decisions more than ever, with TikTok reporting a 250% year-over-year increase in travel-related content.

With over a billion users and a rising demographic of travelers, TikTok is shifting from inspiration to direct conversion. Hotels, restaurants, and travel businesses that adapt to this trend can capture attention before potential guests even land on a booking site.

GEM Journal Today previously reported on how luxury hotel investments are gaining momentum, noting that digital engagement is crucial for driving high-end bookings.

TikTok’s expansion into travel advertising could make social media a central pillar of that strategy.

Creating immersive brand experiences through TikTok

Unlike traditional ads, TikTok’s platform thrives on authenticity and engagement. Hospitality brands should avoid static promotional content and instead focus on interactive, story-driven videos that capture the essence of a guest experience.

A short, visually striking video showcasing a property’s sunrise views, culinary experiences, or behind-the-scenes service moments can resonate far more than a conventional ad.

Hotels can benefit from leveraging influencers specializing in travel content, inviting them for exclusive stays and encouraging them to share their experiences organically.

GEM Journal Today previously explored the art of selling luxury hotels, emphasizing the power of storytelling in high-end hospitality sales.

TikTok provides a dynamic way to bring that storytelling to life, whether through guest testimonials, live Q&A sessions with hotel staff, or interactive polls that engage potential visitors.

Restaurants and travel agencies can also capitalize on TikTok’s immersive format. A restaurant might feature a chef preparing a signature dish in 30 seconds, while a travel agency could showcase a curated itinerary in a rapid, engaging montage.

These short-form videos drive brand awareness and encourage users to engage by commenting, saving, and sharing, increasing visibility through TikTok’s algorithm.

Turning engagement into bookings

TikTok’s most successful hospitality brands won’t just generate views – they’ll convert them into direct bookings. The key is integrating call-to-action features within TikTok’s advertising ecosystem.

TikTok’s new “Travel Ads” product will likely include features that allow users to click directly from a video to a booking page, making the path from inspiration to conversion seamless.

Hotels can take this further by offering exclusive TikTok-only promotions, such as limited-time discounts for users who book through a TikTok ad. Engaging with commenters in real time and answering booking-related questions can also foster a sense of immediacy and trust.

Another winning strategy is user-generated content (UGC). Encouraging guests to share their experiences using a branded hashtag can amplify reach organically.

By featuring these posts on their TikTok pages, hotels and restaurants build social proof that enhances credibility and inspires new bookings. With TikTok’s algorithm prioritizing engaging and original content, UGC campaigns can drive more impressions than traditional paid ads.

The takeaway: Social media is now a travel booking tool

TikTok’s move into travel advertising is a clear sign that social media is no longer just about inspiration – it’s a direct driver of bookings. Hotels, restaurants, and travel businesses that embrace immersive, interactive content will be well-positioned to engage the next generation of travelers.

By leveraging influencer collaborations, creating compelling brand storytelling, and integrating seamless booking experiences, hospitality brands can turn TikTok views into real-world reservations.

As platforms like TikTok evolve, staying ahead of digital engagement trends will be essential for long-term success in the hospitality industry.