The TikTok Travel Trends Report EUI

From bucket list to booking

#TravelGo

als

The Travel Trends Report 2025

WELCOME

Your ticket to an audience of millions awaits Nothing beats a Jet2Holiday, except for this report.

With 61% of TikTok users increasing their travel spend year-on-year,1 it’s time to tap into the huge opportunity that the platform provides for travel brands. From solo travel to the redefining of luxury travel – there is something for every advertiser to explore.

#TravelTok (33.33% YoY growth) extends beyond inspiration to impact the entire travel journey. TikTok inspires action, converting inspiration to bookings, with 51% of TikTok users saying travel content appears on their feed regularly, 43% searching within TikTok for specific destinations or tips and 62% of those who book are doing so within one week of discovery.1

This report reveals the way consumer behaviour has shortened from weeks of research and planning to a more effortless, video-led discovery and booking. Travellers are looking for authentic, behind-the-scenes content, a trust-based approach across every facet of the journey from your flights and hotel bookings, to action-packed itinerary.

For travel brands looking to thrive in this new era, understanding and embracing the platform’s unique, conversational storytelling and trends is the way you cut through. This report serves as a guide for navigating this dynamic new frontier (or as we like to call it, destination) and leveraging its immense potential. We hope you enjoy our first travel trends report.

Hannah Bennett, Head of Travel, TikTok UK

1

1. TikTok Marketing Science EU5 Travel on TikTok Research 2025 conducted via AYTM. *For details on methodology, see page 26

CONTENTS

Your itinerary 1

Inspiration

3

Research

4

Wanderlust begins here 2

The discovery continues

The rise of the travel AIgent

Your travel toolkit Key brand takeaways

5

2

Experience

Methodology

INSPIRATION

Tomorrow’s top trips TikTok search data reveals where the world wants to go next – and it’s not always where you’d expect.

Top countries

France · Italy · Spain · Germany · UK · USA · Morocco · Algeria · Tunisia · Egypt · Nigeria · Brazil Beach & sun escapes

Brittany · Croyde Bay · Tenerife · Punta Cana · Bora Bora · Marbella · Lloret de Mar · Mallorca · Paros · Sardinia

3

TikTok Internal Search Data: Jan-May 2025, EU5

INSPIRATION | TOMORROW’S TOP TRIPS

Winter destinations

Historical or mystical travel interests.

Cold weather, ski resorts, and snow-based travel experiences.

Eiffel Tower · Little Juliet Statue · Hand of Buddha Statue · Chippendales Experience · Giostra di Nemo · Jaws Ride

Courchevel · Roccaraso · Polarlichter (Northern Lights) · Dubai Schnee

Trending hotspots Places gaining traction because of trending moments or unique visuals

Viral Tunnel Madeira · Louis Vuitton Hotel Paris · The Edge of Vegas · Northern Lights UK

4

Cultural experiences

1. TikTok Internal Search Data: Jan-May 2025, EU5

Nature & adventure Searches showing interest in natural wonders or outdoor escapes.

Lake District · Yellowstone National Park · Everest · Niagra Falls · Sunrise Spots · Corzo de Agua

INSPIRATION

Goodbye ‘Hidden Gems’, hello ‘Destination Dupes’ The inspiration for our next great escape often starts not in a travel brochure, but on our phone screens. We’ve all seen it: a decadent hot chocolate from Carette in Paris or a cult favourite pickle sandwich from Seven Brothers Gourmet in New York goes viral, and suddenly, they’re must-visit itinerary items.

TikTok is the undeniable engine of modern discovery, driving the #TikTokMadeMeBookIt phenomenon across industries. But nowhere is this trend more pronounced than in the popularity of the destination dupe.

Destination Dupe (noun) An alternative travel spot that offers similar experiences, landscapes, or cultural attractions to a more popular (and often likely crowded) destination – at lower cost or with fewer tourists.

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The economics behind the trend A perfect storm of economic shifts and a desire for more authentic experiences has pushed travellers to seek out smarter alternatives.

With the rising cost of living, many are actively looking to cut expenses, with a staggering 75% of UK holiday makers1 reducing their travel costs by choosing dupe destinations. Think Valencia instead of Barcelona, or Antwerp in place of Paris.

These alternatives offer a more luxurious experience without the prohibitive price tag or the crush of over-tourism. The lower cost of living in these lesser-known locales also means travellers can embrace a more carefree “holiday spending” mindset that might not be possible in a more popular city.

The data confirms this shift. In 2024, flights from the UK to Bosnia and Herzegovina skyrocketed by 284%, while trips to Montenegro increased by 164%. Getaways to Albania – dubbed “the new Croatia”– rose by 61%.2

1. KPMG Consumer Pulse Survey “Consumer confidence rises, as summer holiday season begins” July 2025, One Poll (n: 3000) 2. TikTok Internal Data 2025, Video Views YoY Growth, EU

Increase in flights from UK from 2024 to 20252 Bosnia and Herzegovina

+284

%

Video views growth from 2024–20252 Montenegro

+164

%

Albania (dubbed “the new Croatia”):

+61

%

INSPIRATION

GOODBYE ‘HIDDEN GEMS’, HELLO DESTINATION DUPES’

The generation game While the promise of fewer crowds appeals to some travellers more than others, an Expedia study found that 76% of those born between 1946 and 1964 prioritise quieter destinations compared to just 40% of 1828 year olds – the underlying inspiration is a shared experience. Gen Z, for example, is far more likely to be inspired by online influencers, and it’s these creators who are unearthing and sharing these destinations with the world. [3] What were once “hidden gems” are now being unveiled through highly digestible, bite-sized content. These creators’ itineraries and “hacks” are empowering a new generation of travellers to fall in love with places previously untouched by mass tourism. The result is a travel landscape where the most coveted spots aren’t the most popular, but the most innovative.

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2. TikTok Internal Data 2025, Video Views YoY Growth, EU 3. Expedia report finds Gen Z workers need to adopt a Boomer mindset to reduce vacation deprivation, 2024

RESEARCH

The rise of the travel AIgent So you’ve picked your dream destination – what’s next? It’s time to get researching.

While a TikTok video may have piqued your interest, it’s time to look a little deeper.

Over the last six months we’ve seen AI act as an accelerant for the travel industries, but nowhere has it affected the consumer more than by turning inspiration to action – the itinerary creation. It’s safe to say that the ‘booking funnel’ is shortening, with 75% saying they use TikTok as a search

Where to go and where to eat top the TikTok searches for travellers 7

engine for travel and 62% of those who book do so within one week of discovering a place.1 However, the search behaviour on the platform isn’t just about information, it’s a vibe. Consider the ‘vibe check’ as a midfunnel planning tool that validates an experience and closes the gap between seeing and doing. Users search for real people’s experiences to validate their initial inspiration and build out practical itineraries.

things to do in...

places to eat in...

52%* 51%*

* of users surveyed searched

1. TikTok Marketing Science EU5 Travel on TikTok Research 2025 conducted via AYTM 2. Business Wire, More Than 60% of Consumers Have Used Conversational AI for Shopping, New Research From Bloomreach Finds, March 6th 2025.

3. TTG: Time-poor youngsters turning to agents to book TikTok-inspired trips, says Tui boss

A 15-second video of a hidden cafe in Seoul or a scenic train ride through the Swiss Alps is enough to ignite a wanderlust fire. The “why” for a trip is no longer a brochure but a viral moment. Travellers are using TikTok’s search functionality as a visual discovery tool, looking for specific experiences like “underground jazz bars in Lisbon” or “most beautiful hikes in Patagonia” This user-generated content provides a realistic and emotionally resonant glimpse into a destination, giving travellers a “trip before the trip” and creating a powerful emotional attachment before a single ticket is purchased.

Once inspired by TikTok, some travellers turn to generative AI tools to make that emotional impulse into a practical plan. The process has evolved beyond a simple “Make me an itinerary for Sydney.”

Bloomreach research suggests that 54% of consumers felt their search habits have become more conversational over the past 12 months.2 The modern traveller uses advanced, conversational prompts that include specific details like their travel companions, interests, and budget.

Advanced prompt:

“Make me a 7-day itinerary for Sydney, Australia. I am travelling with two kids, aged 7 and 10. We enjoy history, the beach, and animals. Please add tips to be as economically efficient as possible and not spend too much time on public transport.”

This level of detail allows the AI to synthesise vast amounts of data and generate a highly personalised, ready-to-use itinerary in minutes – a task that would have taken a human hours, if not weeks, of crossreferencing and research. The AI takes the logistical “grunt work” out of planning, streamlining the process and shortening the “booking funnel” significantly.

RESEARCH | THE RISE OF THE TRAVEL AIGENT

A seamless loop The most effective travel planning now involves a seamless loop between these two platforms.

A traveller might: Get inspired by a breathtaking view on a TikTok video.

Sebastian Ebel TUI Group Boss

Use AI to generate a detailed itinerary for that destination, including logistical advice.

The perfect partnership

Return to TikTok to find “the why” per location and specific recommendations for the AI suggested locations, such as a video review of a specific restaurant or a creator’s tip on how to skip a museum line.

Generative AI can provide information but can fall short when it comes to the vibe check. In a way, TikTok creates what can be described as The IKEA effect, where you experience a bit of the trip before the trip, making you emotionally attached before the tickets are even purchased. TikTok is the creative, visual inspiration engine, while chatbots are the logical, organisational, and synthesising engine. The result is a travel plan that is both highly efficient and deeply personal.

Book an activity or visit a website to learn more via a TikTok Travel Ad.

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[The] TikTok generation see appealing travel options online but are reluctant to book themselves, prompting them to go to an [AI] agent.

1. TikTok Marketing Science EU5 Travel on TikTok Research 2025 conducted via AYTM

After itineraries are created and travellers return from their trips, thousands of new itineraries and holiday vlogs are uploaded to TikTok to share experiences with the community, and the cycle continues.

BOOKING

The new experience The idea of travelling for anything more than a holiday, honeymoon or work wouldn’t have crossed the minds of previous generations, yet in 2025 the travel industry has expanded to include more than just sightseeing and boardrooms.

TikTok holds a magnifying glass into the communities to not only show where they are going but the new breeds of holidays that have now come to be.

Read on to meet the new holiday archetypes that are shaking up the way we explore the world.

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BOOKING | THE NEW EXPERIENCE

Slow Travel: The art of doing less While the idea of a holiday may be to go out and see the sights, slow travel is gaining popularity across TikTok. Running away from the fast-paced expectations of everyday life and taking time to pause, reflect and be in the present.

Generally, this includes visiting smaller villages instead of capital cities (e.g. Turkish beaches like Patara) or culturally immersive or spiritual destinations (e.g. Moroccan riads, artist homes in Italy).

The popularity of Slow Travel, which emphasises immersive experiences and the journey itself over the destination, also explains why cruises and train travel are two trends thriving on platform.

Slow Travel (verb): Deliberately slowing your pace to immerse yourself in a destination. The goal is spending longer in one place, integrating with locals and exploring beyond tourist spots.

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1. TikTok Internal Data, YoY growth, June 2024-June 2025, EUI

BOOKING | THE NEW EXPERIENCE

Cruising renaissance Adjacent to Slow Travel is transportation as the destination. Think cruising and long sleeper train journeys through picturesque locations.

We saw the #9monthcruise take over our feeds in 2024, but in reality cruising has found a new audience with younger travellers.

From an “All-Inclusive” to “All-Experiential”, #cruiselife is the best of a holiday all wrapped up in one place. TikTok is reshaping the perception of cruises, while keeping the allinclusive joy. The new narrative is about an immersive, multi-generational experience that fits a Slow Travel mindset.

The modern cruise has transformed from a mode of transport into a floating boutique hotel with a constantly changing view, and a curated programme of activities. Modern cruise lines are now a destination in and of themselves, offering experiences that align with the sophisticated, experience-driven tastes of younger generations.

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1. TikTok Internal Data, YoY growth, June 2024-June 2025, EUI

Elevated dining Think Michelin-starred chefs, specialty restaurants that rival top city eateries, and a focus on diverse, global cuisines rather than standardised fare.

Curated wellness Cruises now feature extensive wellness programmes, from onboard spas with innovative treatments to dedicated fitness classes.

Niche experiences The rise of themed and expedition cruises is a major draw. From music festivals at sea to adventure-focused trips exploring remote regions, cruise lines are catering to hyperspecific interests.

Trains travel revival Sleeper trains are experiencing a major revival, captivating a new generation of travellers. For a demographic focused on sustainability and experiences, the romance and practicality of overnight rail travel proves to be a powerful draw.

Modern sleeper trains are capitalising on this by positioning the journey itself as a key part of the experience, rather than just a means to an end. This is a fundamental shift from the “faster is better” mentality that has dominated air travel. The new allure lies in the ability to unwind, enjoy scenic views, and seamlessly transition between destinations.

This aligns perfectly with the desire for mindful, enriching travel.

293

%

increase year-on-year for #SlowTravel video views

13

%

increase year-on-year for #SleeperTrain video

BOOKING | THE NEW EXPERIENCE

Wellness tourism: The rise of the reset Wellness tourism has evolved far beyond the occasional spa treatment. It’s a holistic, high spending movement that sees travellers integrate their health and wellness routines into their trips, or even make wellness the primary purpose of their travel. This boom is driven by a societal shift toward preventative selfcare and a rejection of burnout culture. The modern luxury consumer is no longer content with simply indulging; they want to return

from their trip feeling genuinely rejuvenated and equipped with new, sustainable habits.

Hotels and resorts are responding by creating immersive, all-encompassing experiences.

Beyond your traditional hotel gym and spa amenities, they are comprehensive wellness hubs offering curated programmes that can include everything from personalised nutrition plans and sound healing to forest bathing and digital detox retreats.

530

%

increase year-on-year for #WellnessResort video views1

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1. TikTok Internal Data, Jan - June 2024 vs 2025, EU

BOOKING | THE NEW EXPERIENCE

Sleep tourism: The ultimate luxury Pillow menus, blue light glasses and magnesium-infused baths are just the start when it comes to the multi-billion pound industry of Sleep Tourism.

This type of holiday has holidaymakers travelling around the globe with the intention of catching up on sleep over seeing the sights. Growing in popularity around the world through nap cafes or specialised sleep retreats that specialise in wellness amenities, they are specifically equipped with blackout blinds and AIpowered beds that adjust to the guest’s body temperature and breathing patterns.

As entertainment, you can practise gentle yoga or attend workshops on sleep hygiene, taking self-care to the next level. With the goal of removing the stresses and anxieties of daily life and improving well-being through better sleep.

This trend is a powerful signifier of a new definition of luxury, where the ultimate indulgence is not an extravagant activity, but the profound, restorative act of doing nothing at all.

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m s i r u o T p e #Sle

BOOKING | THE NEW EXPERIENCE

So what’s trending?

Beauty tourism: The global glow-up While some are jetting off to get some beauty sleep, others are exploring more advanced beauty methods. Flights to Turkey and Korea have seen significant interest on platform. The world of luxury and wellness is no stranger to global movements, but the current surge in beauty tourism is more than a fleeting trend. It’s a multi-billion dollar industry transforming the face of elective aesthetic procedures.

As consumers become more discerning and globally connected, they’re no longer limited to their local offerings. Instead, they are taking to the skies in pursuit of the Russian perfect pout, ‘Turkey Teeth’, or Korean Glass skin. But what’s really driving this boom, and why are so many people going overseas for a beauty fix? The answer is a mix of factors: cost of living, privacy, and the allure of a curated lifestyle all play a role.

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The most popular procedures fuelling this movement are wideranging. Hair transplants, particularly for male-pattern baldness, are a major draw, with Turkey being a top destination. Cosmetic dentistry, from veneers to full smile makeovers, is also a significant sector.

The price of perfection Creators are making 5-day Korean beauty Plus, in an era of oversharing, there’s a holidays which plan out the ultimate “glow growing desire for discretion. Undergoing up” with 2-3 aesthetic procedures a day. a noticeable transformation in a different These include Korean scrubs and manicures country offers a level of privacy that’s difficult to the more aggressive skin treatment like to achieve at home. Patients can return from microneedling or microblading. They also their trip with a fresh look and a discreet story suggest clinics with English-speaking doctors, about their “holiday,” free from the scrutiny perfect for tourists. of friends, family, and colleagues. This need for privacy often goes hand-in-hand with But it’s not just about a bargain. Many of the “vacation” aspect of the trip. Package these destination countries have established deals that combine surgery with luxury themselves as specialised medical hubs accommodations and post-operative care in with state-of-the-art facilities and highly idyllic settings is a testament to this. Patients skilled surgeons. South Korea, for example, can recover in a serene environment, turning is globally renowned for its expertise in a potentially stressful medical procedure into cosmetic and reconstructive facial surgery, a relaxing, restorative experience. It’s a while Brazil has long been a leader in new kind of luxury escape, where the plastic surgery. souvenir isn’t a trinket, but a completely transformed self..

BOOKING | THE NEW EXPERIENCE

Ins

Soft adventure: Low risk, high reward Sometimes we can forget that’s it all about the climb. While some travel influencers may push the hardest hikes to get to remote locations and lookouts, the trend of soft adventure is the antithesis of this: a type of travel that blends discovery and outdoor activity with comfort and relaxation, excitement but no danger and little to no barrier to entry. Think camping, bird watching or snowshoeing. Think adventure that can be done with your Crocs on sports mode. This segment, which includes activities like guided hiking, cultural tours, safaris, and culinary workshops, is captivating a new generation of travellers who seek discovery and connection without sacrificing comfort or safety.

So, why is this gentler approach to adventure so popular right now?

The answer lies in a redefinition of luxury and a powerful convergence of consumer trends. For the modern traveller, luxury is no longer defined by opulence alone, but by authenticity, personal growth, and a

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profound sense of place. Soft adventure perfectly encapsulates this ethos. It offers a low-risk, high-reward experience that allows participants to push their boundaries and learn new skills, all while enjoying the comforts of well-curated accommodations and expert guidance. This is particularly appealing for younger travellers seeking “sharable” but meaningful experiences to affluent older travellers who have the time and disposable income to explore but prefer a more relaxed pace.

The pandemic also served as a catalyst for this trend. After years of confinement, people emerged with a renewed appreciation for nature and a desire to engage with the world in a more intentional way. Soft adventure provides a perfect transition back into travel, offering a sense of freedom and exploration without the high-stakes risk of extreme sports. It’s a way to reconnect with the outdoors and local cultures, providing a much-needed mental and physical reset.

Outs

Guided hiking and cultural tours

Bungee jumping

Safaris with expert guidance

Blisters from hiking shoes

Culinary workshops and wine tastings

Packing gels for a hike

Camping and birdwatching

Any cortisolraising activities

BOOKING | THE NEW EXPERIENCE

The TikTok travel loop

Set-jetting: When fiction becomes itinerary Set-Jetting (verb) A travel trend where people visit locations featured in film, TV or books.

+28 #FilmingLocation saw

%

video view growth from June 2024–June 20252

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1. Canvas8, 18 Feb 2025 How set-jetting is reshaping travel desires 2. TikTok Internal Data June 24-June 25, EU

The line between entertainment and aspiration has never been more blurred. As streaming services flood our screens with glossy, high-production content, a new kind of wanderlust has taken hold. Travellers are no longer just looking for a beautiful destination; they’re looking to step into the world of their favourite TV shows. This phenomenon, affectionately dubbed “setjetting”, is a powerful force reshaping the luxury travel landscape, with shows like Emily in Paris, The White Lotus, and Shōgun leading the charge.

Pop culture sparks curiosity

turns that spark into action

According to Canvas8, 30% of travellers globally say that TV and movies influence their destination choices more than ever1.

In fact, franchises have been partnering with tourism boards to further expand and curate experiences for tourists. This mutually beneficial exchange is best seen in New Zealand, where in collaboration with Warner Brothers, Tourism NZ created Hobbiton, a permanent Lord of the Rings attraction.

Fans follow the story with realworld adventures

They share their journey

BOOKING | THE NEW EXPERIENCE

Family travel, reimagined The family vacation, a sacred ritual of childhood, is no longer the top-down, parentplanned affair it once was. Over the last five years, a dramatic shift has occurred, moving family travel from a logistical challenge to a collaborative, immersive, and often multigenerational experience.

The most profound change is the sharing of the planning process. Five years ago, parents were the sole architects of a family trip, meticulously researching destinations and booking activities. Today, young adults and teenagers, armed with their digital devices, are often the primary source of inspiration.

Another major trend is the multi-generational and “skip-gen” travel. The post-pandemic era has instilled a powerful desire to create lasting memories with loved ones, leading families to plan trips that include grandparents, parents, and children. The travel industry has responded by offering luxury villas and interconnected suites that provide both togetherness and privacy. Because in the end, this trend all comes down to a deep-seated need for connection across generations.

The focus of family travel has also changed from pure escapism to meaningful experiences. Families are moving away

Skip-gen travel (noun) A holiday where grandparents travel with grandkids, without the parents along, or parents have a separate itinerary

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from passive sightseeing and toward active moments. This has given rise to “eduvacations”, where trips are designed to blend fun with learning. Think a hands-on cooking class with a local family in Tuscany, a wildlife conservation program in the Galápagos, or a historical tour that brings a classroom lesson to life. This trend reflects a broader consumer desire for authenticity and personal growth.

For the modern family, the success of a trip is no longer measured by the number of famous landmarks visited, but by the depth of the shared experiences and the lasting memories created. It’s a testament to a world where time together is the ultimate luxury.

BOOKING | THE NEW EXPERIENCE

Solo Travel

Solo travel: Alone, together Solo travel has been reinvented and even become a sellable commodity for those wanting to find new friends over shared exclusive experiences.

Brands like Checked Out are redefining alone, together travel with a “solo only” holiday, where “Everyone arrives solo. Connection is entirely up to you”. It’s not a dating app come to life but a social networking space that allows you to meet new people in an genuine way, and bond over the shared experience of travel. We’ve seen this trend manifest itself

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in other ways where individuals can escape the monotony of everyday life and have new experiences through supper clubs.

We see this reflected in luxury travel through the exclusivity of venues, with smaller capacity venues allowing you to be apart from the general holiday crowd.

On TikTok, trends like the “solo-table theory” romanticise solo travel (in our out of a relationship) as a thing of beauty and introspection.

BOOKING | THE NEW EXPERIENCE

Luxury travel: Experiences money can’t buy The new definition of luxury isn’t about an extravagant price tag alone. It’s about access, authenticity, and the pursuit of a moment that can’t be replicated. Think less of a standard helicopter tour over a national park, and more elephants joining you by the pool on safari.

This hunger for the unique has put a new kind of pressure on the world’s biggest hospitality players. Once a traveller’s go-to

for predictable quality, large chains are now adapting their portfolios to capture this market. The result is a fascinating new chapter in hospitality, where “unusual” is the most coveted amenity. Major hotel groups are creating more niche, bespoke experiences such as Accor’s Handwritten Collection and Marriott International’s Edition Lake Como, set in a 19th-century Italian mansion, which opens in 2025.

39.4 35.7 %

%

increase year-on-year for #LuxuryTravel video views1

increase year-on-year for #FirstClass video views1

19

1. TikTok Internal Data, Jan - June 2024 vs 2025, EU

ve l a r T y r u x Lu

91

%

increase year-on-year for #OnceInALifeTime video views1

EXPERIENCES

The discovery continues The rise of grocery tourism The modern traveller has a growing appetite for the traditional sweet treat and genuine insight into the local culture. The grocery store provides a unique and unfiltered window into the local life. The TikTok community love an insight into the everyday, from unique KitKat flavours (they’re bespoke to each region in Japan) to the “picky bits” aisle of the UK supermarkets.

However the grocery store isn’t the only retail therapy that’s an essential on the itinerary. The pharmacy beauty haul is also a must-do for beauty fanatics.

While the French pharmacy haul is seen as “god tier”, Asian (specifically Korean and Japanese) pharmacies are a fast follow.

Partly for discounted prices compared to the UK and US, but also for the specific finds that are bespoke to that country.

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1. Canvas8, 6 Feb 2025 How is #TravelTok reshaping Gen Zers’ holiday habits?

EXPERIENCES | THE DISCOVERY CONTINUES

The Gen Z challenge Interestingly,

Loyalty evolution: Travel as lifestyle strategy Loyalty schemes are turning everyday transactions into a strategic game of points and perks to unlock a new lifestyle.

chasers,” willing to fly alternative carriers within a coalition or even “churn” different credit cards to achieve top-tier benefits.

For airlines, the loyalty landscape is in a state of flux. The traditional “road warrior” who flew the same carrier exclusively to rack up miles is a diminishing archetype. Now it’s easier than ever to be granted “status” through sign-on bonuses from a credit card and everyday spending, so loyalty to a single airline wanes, yet groups of airlines like One World are strengthened. They are “status

In response, airlines are restructuring their programs, often shifting from distance-based to spend-based systems. This recalibration is an attempt to reward their most profitable customers, but it has a powerful side effect: it makes travellers, particularly those on a budget, feel that elite status is now unattainable.

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1. Canvas8, 6 Feb 2025 How is #TravelTok reshaping Gen Zers’ holiday habits?

59

%

of Gen Z do not own a travel credit card or participate in any kind of loyalty program1 providing brands with a huge opportunity to futureproof their business.

By adding features important to Gen Z to their loyalty program like sustainability, bespoke add-ons and flexibility in booking, there’s a huge untapped opportunity for growth.

Ultimately, these loyalty schemes have transformed travel from a spontaneous desire into a long-term project. The modern consumer is meticulously planning their spending across various sectors, rewarding themselves for a wellorchestrated life, turning groceries into credit card points – to a end goal of a dream vacation.

TREND SPOTLIGHT

Authenticity is always trending One of the stand out trends of the last year has been an old Jet2Holiday advert, highlighting the good, the bad and the ugly of travel.

Thriving on its authencitity, the TikTok community has embraced this trend wholeheartedly, showing that travel, whether it be alone or with friends or family doesn’t always go to plan.

Jess Glynne releases “Hold My Hand”

MARCH 2015

”Nothing Beats a Jet2 Holiday” sound starts appearing on TikTok

MARCH 2025

Capital Radio brings together Jess Glynne and Zoë Lister to recreate the Jet2 Holiday ad

“Hold My Hand” listed as TikTok Song of the Summer 2025

Jess Glynne’s ‘Hold My Hand’ named ‘song of the summer’ on TikTok after going viral for ‘Jet2 Holidays’ meme

JULY 2025

SEPT 2025

Nothing beats a Jet2Holiday Globally, the sound had

700

%

JANUARY 2024

APRIL 2025

month-over-month growth in video views from May to June 2025, and

359

%

growth from H1 June to H1 July 2025.

22

1. TikTok Internal Data June 24-June 25, EU 2. TikTok Internal Data Jan-June 2025, global

AUGUST 2025 Jeff Goldblum recreates the Jet2 Holiday ad

Jet2 ad Launches Jet2 runs #Jet2Challenge on TikTok, giving away a £1000 voucher for the best use of the Jet2 sound

The Jet2 Holidays phenomenon had all the ingredients for runaway TikTok virality – an instantly recognisable sound, a trend anyone could jump on, classic British wit and a dash of summer nostalgia, all landing perfectly with the start of the holiday season. It’s moments like these when the TikTok community truly comes into its own, riffing on each other’s weird and wonderful holiday experiences and giving us genius content that gets funnier with every video. With Jet2, Jess Glynne and voice artist Zoe Lister all leaning in authentically, it’s no surprise the trend has burst off the platform to become a full-blown cultural moment.

Hannah Bennett Head of Travel, TikTok UK

PACKING UP

What this means for your brand Travellers in 2025 are savvy, adventurous, and – and TikTok is their number one destination for inspiration and discovery.

The opportunity is massive, but success requires understanding where travellers are in their journey and meeting them with the right message.

Key takeaways:

231. The Long & The Short (Form) of It, System1, 2025

1

Find the right balance

Travellers are cost-conscious yet willing to spend for unique experiences. Authenticity trumps luxury – it doesn’t need to be fancy, just immersive and real.

3

Lower barriers to entry

Consumers feel adventurous on holiday. Remove friction from trying new experiences – think sleep tourism, soft adventure, or wellness activities.

2

Own your niche

Every travel interest has an audience on TikTok. Find your niche and own it rather than competing in oversaturated markets.

4

Think full-funnel

Meet your audience where they are – whether they’re dreaming, booking, or living the experience.

Think mindset, not just content.

Mix and match TikTok solutions so we can serve the right ad, at the right moment, every time.

PACKING UP | WHAT THIS MEANS FOR YOUR BRAND

How to show up (and stand out) on TikTok 1

Think outside the travel vertical

Alongside travel creators, consider how you can partner with people aligned to parallel interests relevant to your audience. This can offer a nuanced perspective on destinations and experiences that really connect with the viewer. You could push this even further, putting creators in highly unexpected locations, heightening drama and tension, and dialling up the entertainment within your campaign.

2

Put your audience to the test

How well does your audience know their dupes from their Dubrovniks? Build on the success of television shows such as Destination X, challenging people to identify destinations from a series of aspirational clues. This could form a simple repeatable format or equally form part of a larger activation. After revealing locations, offer additional content and information, making it simple for people to plan and book.

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1. The Long & The Short (Form) of It, System1, 2025

3

Design eyecatching itineraries

Looking for a 7-day plan for a family summer holiday in Europe? We’ve got you. Tap into the AI-itinerary trend by creating visually-engaging travel plans that align with different audience demographics. Make these easily searchable within TikTok by considering your post copy and keywords, as well as curating as a Highlight on your brand’s TikTok profile.

4 Tap into local talent When planning an authentic holiday experience, no one knows a destination quite like a local.

Tap into local talent from featured locations, potentially pair them up with UK creators and offer suggestions of how to plan a truly unique and immersive trip.

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Turn trips into tales

Good storytelling is at the heart of entertaining content; that’s why we’re seeing a resurgence of impactful narrative-driven campaigns on the platform. Consider developing a fictional content series, dramatising the holiday experience, starring comedy creators. What’s more, campaigns featuring ‘Showmanship’ features deliver through the funnel success vs those just focused on the lower end of the funnel.1

SOLUTIONS

Supercharged travel campaigns Upper funnel

Mid funnel

Lower funnel

Branding Solutions

Search Ads

Travel Ads

For impact in and beyond the ForYou Page. Campaign solutions designed to boost visibility, engagement and reach.

Tap into the power of search on TikTok and connect with high-intent audiences in the moments that matter most.

In-Feed Ads

Tell your brand story in a true to TikTok way with this sound-on, vertical video ads that can be further enhanced with interactive add-ons.

TopView

Make an impact with the first ad our users see when they open the app.

Spark Ads

Combine paid reach with organic authenticity for enhanced performance and community connection.

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1. TikTok Internal Data, Global, 2025

Convert users when they’re most curious

Align your content with the varied search behaviours of our users, maximising your ad’s impact.

Capture diverse user intent across search queries

Gain unparalleled control through keyword targeting, enhanced bidding capabilities, creative flexibility, and comprehensive search budget management.

Unlock incremental value

Advertisers that run Search Ads in addition to In-Feed Ads see a 20% increase in conversions on average, at a similar or better cost per acquisition (CPA).1

Boost relevance, engagement and campaign performance with catalog-based ad solutions powered by Smart+.

Automated Promotion Hotels, flights, and destinations at scale

Personalised Creatives

Powered by catalog integration

Intent targeting

Custom travel model identifies ready-to-book audiences

Ready to turn your ideas into impactful campaigns?

Introducing your TikTok travel toolkit.

Scale your creative with TikTok One

TikTok Symphony

Your complete creative ecosystem in one place.

AI-powered creative solutions to enhance for every step of your TikTok content creation journey.

Creative Centre

Script generation

Fuel your creativity with the biggest trends, top ads from different industries and verticalised best practices.

Turn images into engaging videos

Creator Marketplace

Avatar creation

AI-powered content ideation

Video production

Find the right creator to produce your next TikTok Campaign with a fast and efficient workflow.

International reach with language dubbing

Creative Exchange

Enhance performance across campaigns

Work with partners to help you produce fast, scalable, and highperforming branded content.

Asset optimisation

Methodology This report combines multiple data sources to provide a comprehensive view of how travel behaviour is evolving on TikTok and beyond.

Search trends anaysis A growing source of rich data – we’ve seen 42% growth in searches from Q4 2024 to Q1 2025 – search trends reflect consumer intent and highlight what people are actively seeking on the platform. These insights reveal shifting preferences and emerging demands.

Hashtag growth tracking Hashtag performance is based on the volume of video views associated with specific hashtags over time, indicating both consumer interest and cultural momentum. Rapid growth in hashtags like #itineraries and #vacayprep signals broader trends influencing travel decisions and shopping habits.

Research methodology For TikTok internal data, we analysed the top searches and top hashtags within the travel category on the platform. All other stats taken from TikTok Marketing Science EU5 Travel on TikTok Research 2025 conducted via AYTM. 26

TikTok Internal Data, Global, 2025

Ready to fuel curiosity and spark bookings?

Dive into the Travel Playbook for comprehensive campaign strategies, case studies and more.

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