- Over 60% of U.S. TikTok users are interested in traveling to new destinations after seeing them on the platform.
- Around 35% of U.S. TikTok users, approximately 52.5 million people, have traveled to a new destination after viewing TikTok videos.
- Nature destinations, food and drink experiences, and cultural landmarks are the most popular travel content on TikTok.
- TikTok’s impact extends across age groups, with 45% of millennial users (aged 25-44) influenced by TikTok to visit new places.
Baltimore–A recent national survey has revealed that over 60% of TikTok users in the United States have become interested in visiting a new travel destination after seeing it on the popular video-sharing app.
The survey by MGH, a full-service marketing communications agency that specializes in tourism and marketing, revealed that the platform has significantly impacted travel trends and decision-making processes for many young Americans. The results indicated that TikTok’s algorithm-driven content had sparked wanderlust in a demographic of people who may not have considered traveling to certain destinations otherwise. The report suggests that 60% of users decide to visit places after seeing a video of the place on TikTok.
TikTok’s Travel Influence
The survey, according to PR Newswire, demonstrates that TikTok is driving users’ actions beyond driving their interest. The survey revealed that 35% of US TikTok users, which makes up about 52.5 million of 150 million US users, have traveled to a new destination after seeing a video about the place on TikTok.
The survey also revealed that the most popular types of travel content on TikTok were nature destinations, food and drink experiences, and cultural landmarks. Many users were drawn to unique and off-the-beaten-path destinations that they may not have heard of before, such as hidden waterfalls, secluded beaches, and street food markets.
“While TikTok’s future hangs in the balance, 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, Social Media Marketing Director at MGH. “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.”
TikTok Inspires Across Generations
The survey showed that TikTok inspires users of all ages to travel. However, the millennial generation is more influenced by TikTok as the survey showed that 45% of US TikTok millennial users (aged 25-44) have gone to visit a place after seeing a video of that place on TikTok.
Despite the pandemic’s impact on travel, the survey revealed that many TikTok users are still eager to explore new destinations, with some planning trips as soon as travel restrictions are lifted.
With its algorithm-driven content and large user base, TikTok is set to remain a significant player in shaping travel trends and inspiring wanderlust for many years.
What We Think
TikTok’s impact on travel decisions is evident, with millions of users being inspired to explore new destinations thanks to the platform’s algorithm-driven content. This trend is reshaping the travel industry and creating opportunities for marketers to connect with travelers of all generations.
Although TikTok’s future remains uncertain, its current influence on travel behavior is undeniable, and marketers should consider leveraging its potential to engage with a broad audience.