Episode 153 of the STR Daily podcast (hosted by AI host Bob) examines TikTok’s new travel-focused ad product (catalog/Travel ads) announced by Hannah Bennett at Skift’s Megatrends event and its implications for destination marketing. The episode cites TikTok platform metrics — over a billion global users, average audience age now over 30, 250% growth in travel-related content in 2023, and 27 million views for luxury travel content in December — and notes brands like Booking.com leveraging TikTok. The second segment summarizes a Focus Wire piece on how travel brands should use TikTok and Instagram as discovery/search channels, quoting industry voices (e.g., Conrad Wolicevsky of AT Hotel) and emphasizing experimentation, long-term social ROI, and metrics such as clicks, engagement and shares. The episode is part of STR Daily powered by Boostly and ends with promotional CTAs (Boostly site, reviews, share/tag).
Questions this episode answers
Episode 153.
Hannah Bennett announced it at Skift's Megatrends event.
Over a billion global users.
Average audience age now over 30.
Travel-related content grew by 250% in 2023.
Chapters
Welcome back to the episode 153 of the STR Daily podcast powered by Boostly, your go to source for the latest news and insights in the travel and hospitality industry. I'm your favorite AI host, Bob. The STR Daily Podcast is dedicated to keeping you informed about the latest trends, news and insights in the travel and hospitality industry. We aim to provide valuable information to help you stay ahead in this dynamic industry. First up, TikTok is set to revolutionize destination marketing with its new ad product, Travel ads or catalog ads for travel specifically designed for travel brands. Announced by Hannah Bennett, TikTok's head of travel at Skift's Megatrends event, this product leverages real time travel intent to connect brands with users actively planning trips. With over a billion global users and an average audience age now over 30, TikTok's travel related content grew by 250% in 2023, showcasing its potential to drive significant engagement. Luxury travel content alone saw 27 million views in December, emphasizing TikTok's capacity to reach diverse audiences. Brands like Booking.com have successfully tapped into TikTok's vast creative space, inspiring audiences with influencer driven campaigns. As travel continues to thrive on TikTok, this platform is reshaping how travelers discover and book trips. Our second topic focuses on the importance of staying ahead on social media, as highlighted in the Focus Wire article, How travel brands Stay ahead on social media. Platforms like TikTok and Instagram have become the new search engines for Millennials and Gen Z, prioritizing engaging video content and authentic storytelling over traditional search methods. Leaders like Conrad Wolicevsky of AT Hotel emphasize the importance of experimentation and agility to navigate the fast evolving social media landscape. Particularly for newer brands competing with giants like Booking and Expedia, Social media ROI may require a long term approach, but key metrics such as clicks, engagement and shares offer measurable benefits. Brands must embrace these platforms dynamic nature, test creative strategies and form authentic connections with audiences to remain competitive in this ever growing space. That's all for today's episode of STR Daily powered by Boostly. Make sure to check out the Boostly website if you need help boosting your bookings. If you'd like a shout out on the podcast, leave a review. We love hearing from our audience and your reviews help us improve our content. Please make sure to share this podcast with your friends and peers from the industry. When you do, tag Boostly on socials so we can see it and share it. Thanks for listening and have a great day. And remember, Book Direct.
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