Tiktok has launched a new advertising format specifically for the travel sector. Under the name of Travel Ads, the new solution is designed to convert the aspirational content into real reserves, thus responding to a growing need in the hotel and tourist industry: generate direct business from social networks.
The format, which is part of the Smart+ecosystem, allows brands to automatically promote their hotels, flights or destinations at scale, using integrated catalogs and personalized creativity. According to platform data, 84% of users consume content related to trips at least once a month, and 66% consider Tiktok their most useful source of inspiration to plan trips. In addition, they affirm that users are 2.6 times more likely to reserve an experience after looking for tourist information on Tiktok.
The great novelty of Tiktok Travel Ads lies in its optimization model based on purchase intention
“Tiktok trips go beyond the feed” for you “, since they allow you to discover real travel experiences. With Travel Ads we guide the community from inspiration to conversion”explained David Hoctor, Head of Travel & Gaming of Tiktok in the US.
The great novelty of Tiktok Travel ADS lies in its optimization model based on purchase intention, which identifies audiences with high predisposition to reserve and shows them relevant tourist products depending on their preferences and behaviors in the app.
This is combined with creative automation functions, advertisement generation and campaign optimization through Smart+technology. In this way, advertisers can activate more efficient campaigns without creating each piece manually.
The format also includes Travel Cards, interactive elements that are shown a few seconds after starting the video and that include data such as hotel name, price, valuations or flight information. These elements can be presented in different advertising formats:
- Single video: a main video that integrates up to 10 travel dynamic cards extracted from the catalog
- Catog Video: A video linked to a single product, with an overprinted card with key data
- Catalog Carousel: A carousel that shows images of the catalog with clicks product labels
Each card directs the user to the corresponding product within the catalog of the advertiser, shortening the road from inspiration to conversion.
“With Travel ADS we are finding the user at the key time and facilitating access to relevant and inspiring content. This generates real impact on our brands”Jochen Koedijk, Chief Marketing Officer of Expedia Group added. And it is already being used by brands such as VRBO, Hotels.com and Expedia, and will be deployed globally in sectors such as airlines, accommodations, tourist destinations or experiences of experience.
