TikTok knows its platform is a popular destination for travel-related content. To help brands connect to potential travelers during both the discovery and booking phases, the app is introducing Travel Ads powered by Smart+.
This new ad solution offers advertisers the ability to automatically promote their hotels, flights, and destinations at scale using personalized, catalog-integrated creatives.
“Travel on TikTok goes beyond the For You feed, unlocking real-life travel experiences,” said David Hoctor, TikTok’s head of US verticals, travel, and gaming. “With TikTok Travel Ads, advertisers can leverage dynamic ad creatives and travel-first intent signals to seamlessly guide the TikTok community from discovery to booking—making every swipe a step toward conversion.”
TikTok Travel Ads feature optimization models that identify high-intent audiences and match them with travel offerings based on their in-market activities and preferences. Advertisers can also combine TikTok’s travel intent model with their catalog data to deliver relevant, personalized travel ads at scale across the entire journey, and then use Smart+ AI tools to automate parts of their campaign, including setup, creative generation, and delivery optimization.
Advertisers can also tap into an enriched travel format that showcases hotels, flights, and destinations through visually engaging, dynamic ad formats, boosting engagement and driving incremental conversions.
TikTok Travel Ads offers brands a choice of three creative formats, including single video, catalog video, and catalog carousel.
Using single video, a hero video can be made shoppable with personalized travel cards that display details such as hotel name, flight route, destination, or price. If they opt to use catalog video ads, they can be built from catalog content, paired with relevant travel cards and calls to action to promote a property, destination, or experience.
While using the catalog carousel, a scrollable carousel will automatically pull images from a catalog, turning them into interactive ads with a strong call to action.
TikTok knows it has a big base of travel enthusiasts on its platform with 66% of users saying it’s their most helpful source of travel inspiration. In addition, users noted they are 2.6 times more likely to book an experience after searching on TikTok.
