{"id":218309,"date":"2026-07-09T18:47:00","date_gmt":"2026-07-09T16:47:00","guid":{"rendered":"https:\/\/www.fulltravel.it\/trade\/?p=218301"},"modified":"2026-07-09T18:52:23","modified_gmt":"2026-07-09T16:52:23","slug":"traveltok-effect-tiktok-drives-70-of-users-to-book-vacations-new-travel-trends-emerge","status":"publish","type":"post","link":"https:\/\/www.fulltravel.it\/trade\/en\/traveltok-effect-tiktok-drives-70-of-users-to-book-vacations-new-travel-trends-emerge","title":{"rendered":"TravelTok Effect: TikTok drives 70% of users to book vacations, new travel trends emerge"},"content":{"rendered":"<p>TikTok is transforming the way travelers plan and book their vacations. According to the TikTok Marketing Science EU5 Travel on TikTok 2025 study, 70% of users have booked a trip or experience thanks to content on the platform, with 28% choosing to book because they perceive the content as authentic and real, far from traditional advertising.<\/p>\n<p>The travel community on TikTok mainly consists of nature and outdoor activity enthusiasts (47%), culture and history lovers (44%), and families (36%). The platform is used as a search engine to plan itineraries by three-quarters of travelers, confirming itself as an essential reference point for vacation organization.<\/p>\n<p>51% of users search for travel-themed content at least once a week, while 81% find planning directly in-app more fun and engaging. Additionally, 69% discovered a new destination thanks to TikTok in the past year.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_88 ez-toc-wrap-center counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Sommario<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6ab35207d61ea\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"ez-toc-cssicon\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6ab35207d61ea\"  aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.fulltravel.it\/trade\/en\/traveltok-effect-tiktok-drives-70-of-users-to-book-vacations-new-travel-trends-emerge\/#Emerging_Trends_and_Growing_Destinations\" >Emerging Trends and Growing Destinations<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.fulltravel.it\/trade\/en\/traveltok-effect-tiktok-drives-70-of-users-to-book-vacations-new-travel-trends-emerge\/#Impact_on_Business_and_Tools_for_Brands\" >Impact on Business and Tools for Brands<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.fulltravel.it\/trade\/en\/traveltok-effect-tiktok-drives-70-of-users-to-book-vacations-new-travel-trends-emerge\/#From_Data_to_Practice_What_We_Observe_in_Travel_Content\" >From Data to Practice: What We Observe in Travel Content<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Emerging_Trends_and_Growing_Destinations\"><\/span>Emerging Trends and Growing Destinations<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Destination searches are rapidly increasing in the European Union, with places like Liechtenstein (+335%), Mount Olympus in Greece (+321%), Costa Brava in Spain (+246%), and Lake St. Andrews in the United Kingdom (+133%) topping the list.<\/p>\n<p>Among the most relevant trends are &#8220;Destination Dupes,&#8221; meaning searches for cheaper and less crowded alternatives to mass tourism destinations, leading to increased video views on Montenegro (+164%) and Albania (+61%). At the same time, interest is growing in Slow Travel and Soft Adventure, with hashtags like #SlowTravel (+293%) and #WellnessResort (+530%) reflecting a desire for immersive experiences, wellness, and contact with nature.<\/p>\n<p>Travel is becoming increasingly personalized and aligned with travelers&#8217; values, as shown by the 91% increase in views for the hashtag #OnceInALifeTime. Furthermore, the Set-jetting phenomenon continues to push tourists towards their favorite TV series and movie filming locations, with a 28% increase in views for the hashtag #FilmingLocation.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Impact_on_Business_and_Tools_for_Brands\"><\/span>Impact on Business and Tools for Brands<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>TikTok is not only a source of inspiration but also an effective purchase driver. 96% of users consider travel creators and brands active on the platform reliable. To support companies in the sector, TikTok offers solutions such as Travel Ads powered by Smart+, which display personalized and relevant ads, facilitating conversion from discovery to booking with a single click.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"From_Data_to_Practice_What_We_Observe_in_Travel_Content\"><\/span>From Data to Practice: What We Observe in Travel Content<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><strong>The trend confirmed by the study is also reflected in the editorial experience of FullTravel, present on TikTok with the profile <a href=\"https:\/\/www.tiktok.com\/@fulltravel.it\/\" target=\"_blank\" rel=\"noopener\">@fulltravel.it<\/a>. Short content dedicated to destinations, hotels, villages, itineraries, and local experiences shows how vertical video has become a powerful tool to ignite travelers&#8217; curiosity.<\/strong><\/p>\n<p>Increasingly, interest arises from an image, a detail, a panoramic view, a hotel room, a natural landscape, or an experience told in a few seconds. From there, a more in-depth search can begin: where is that place, when to go, how much it costs, where to stay, what to see nearby.<\/p>\n<p>TikTok, therefore, does not necessarily replace guides, articles, and in-depth content but increasingly enters the first phase of travel: inspiration. It is the moment when an unknown destination becomes desirable and begins to turn into a possible booking.<\/p>\n","protected":false},"excerpt":{"rendered":"<div class=\"mh-excerpt\">70% of TikTok users book vacations thanks to the platform, which establishes itself as the main source of inspiration and travel planning, with growing trends such as Destination Dupes and Slow Travel.<\/div>\n<p> <a class=\"mh-excerpt-more\" href=\"https:\/\/www.fulltravel.it\/trade\/en\/traveltok-effect-tiktok-drives-70-of-users-to-book-vacations-new-travel-trends-emerge\" title=\"TravelTok Effect: TikTok drives 70% of users to book vacations, new travel trends emerge\">[&#8230;]<\/a><\/p>\n","protected":false},"author":20,"featured_media":218304,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[258],"tags":[],"class_list":["post-218309","post","type-post","status-publish","format-standard","has-post-thumbnail","category-digital-travel-en"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.fulltravel.it\/trade\/wp-json\/wp\/v2\/posts\/218309","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.fulltravel.it\/trade\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.fulltravel.it\/trade\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.fulltravel.it\/trade\/wp-json\/wp\/v2\/users\/20"}],"replies":[{"embeddable":true,"href":"https:\/\/www.fulltravel.it\/trade\/wp-json\/wp\/v2\/comments?post=218309"}],"version-history":[{"count":3,"href":"https:\/\/www.fulltravel.it\/trade\/wp-json\/wp\/v2\/posts\/218309\/revisions"}],"predecessor-version":[{"id":218312,"href":"https:\/\/www.fulltravel.it\/trade\/wp-json\/wp\/v2\/posts\/218309\/revisions\/218312"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.fulltravel.it\/trade\/wp-json\/wp\/v2\/media\/218304"}],"wp:attachment":[{"href":"https:\/\/www.fulltravel.it\/trade\/wp-json\/wp\/v2\/media?parent=218309"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.fulltravel.it\/trade\/wp-json\/wp\/v2\/categories?post=218309"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.fulltravel.it\/trade\/wp-json\/wp\/v2\/tags?post=218309"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}