How TikTok is changing the face of travel

The platform has become a vital factor in the travel industry as 70% of the platform's European audience says they're likely to book a holiday based on recommendations on TikTok

TikTok has become a hub for an incredible variety of content creators, providing valuable insights for travelers. But its influence isn't without its challenges. The platform can inadvertently overwhelm destinations by directing massive crowds to places that lack the infrastructure to handle them, leading to the phenomenon of destinations suffering from their own popularity.

Key takeaways

• Over 70% of European TikTok users say they are likely to book a trip based on recommendations they see on the platform;
• Adobe research shows that more than 60% of Gen Z Americans use TikTok as a search engine;
• Searching for phrases like "top things to do in Paris" returns countless popular videos, with the algorithm adapting to your preferences for future suggestions;
• TikTok is increasingly using geolocation to deliver location-specific content tailored to where you are.

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