TikTok launches new travel-focused ad product for brands

The company's move into travel-specific advertising signals its growing influence in the industry and challenges the perception that it's only for Gen Z dance videos

TikTok announced last week that it is rolling out its first e-commerce product specifically for travel brands. Currently, the social media platform is testing the product with a limited group of brands, with plans for broader availability, as revealed by Hannah Bennett, TikTok's Head of Travel, during the Skift Megatrends event in London.

Key takeaways

• The new product is designed to help brands connect with users on TikTok who are actively looking to book trips;
• Called Travel Ads or Catalogue Ads for Travel, the product is TikTok’s first offering built around a travel intent model. "This is really exciting for our travel team, and definitely something to keep an eye on," Bennett explained;
• Bennett also stated that the product will be exclusively available to travel brands, with plans to make it widely accessible in the near future.

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