Yona Fredericks-Elekima, founder of online travel agency the Take Off Club, said the platform was driving more young consumers to book their getaways. Gen Zs in fact look at TikTok not only for travel inspiration but also to recreate the experiences they see on video. 

“If they see a video of somebody camel riding, they also want to find a place where they can camel ride and TikTok is the easiest place to find a country [where they can do it],” she said during the Travel Technology Initiative’s spring conference on Thursday (23 March).

According to the founder, TikTok also influences Gen Zs – which make up 60% of the users on the app – to book through the company displaying the content they have just liked. 

“People will be asking ‘Where did you book? Where can I find this holiday?,” Fredericks-Elekima said. “They want to be able to go on these holidays.”

Nevertheless, the sector should not have a one-size-fits-all approach when engaging with social media, especially TikTok.“What might work for one company might not work for another,” she added. “It’s about finding what works for you.”