Travel Content Marketing
As TikTok gains greater traction, even amongst luxury seeking, older and more affluent audiences, our Social Strategist shares some thoughts about the platform’s role in travel planning and why, in this scenario, we should be treating ‘’Save’’ as the conversion, rather than likes/comments/shares.
Most travel planning now starts with a thumb and a search bar inside TikTok. People are not browsing for inspiration, they are saving mini routes and dropping them straight into real calendars. If you want bookings, build content that behaves like a trip plan and make sure it connects to things people can actually book.
Start with real moments a traveller hits. Rain wipes out the beach day. You land five hours before check in. Your teenager refuses (maybe understandably) another gallery. Create a small set of routable plans that begin at your door or within a short transfer. Include time of day, walking time, realistic budgets, and one premium moment you control. Publish them as short series. Save them into profile guides and a map layer so they live beyond the feed.
Brief creators like editors, not influencers. Give them a scope, a set of beats to hit, and a rule that every piece of content must answer a question. Think best late brunch near Covent Garden or kid friendly Amalfi beach with shade. Make “Save” the hero metric. Add soft captures with each post such as send me the PDF route with booking links and optional upgrades.
Then, close the loop properly. Point every saved route to an owned itinerary hub with bookable components. Tag by neighbourhood and theme so you can compare performance by context, not by creator alone. Watch the signals that prove planning intent. Saves, profile taps, map opens, waitlist entries, add to calendar. Judge success by uplift in direct bookings from the areas you featured and by higher margin add ons added.
Keep the guardrails tight. Pre approve locations, price points, and service promises. Keep production light so you can publish weekly without losing specificity. The brand that helps write the trip usually gets the reward.
There’s more about our approach to social media and branded content here