TikTok has rapidly become the preferred platform for holiday planning in Spain, according to a recent joint study by marketing analysis firm Alkemy Iberia and the Interactive Advertising Bureau.
The study delved into 1.7 million tourism-related comments across various social media networks, revealing TikTok's significant role in offering users diverse destination suggestions within minutes.
\"We see that TikTok is consolidating itself as a travel agent,\" stated Borja Lorenzo, marketing director at Alkemy Iberia and the study's leader. He highlighted that TikTok is transforming into a go-to platform for travel planning, thanks to its engaging video format that provides quick insights into various destinations.
Further analysis of macroeconomic indicators and usage data indicated a rise in trips and destinations, closely aligning with the surge in TikTok's global user base, especially in Spain. The research examined user interactions in the comments sections related to destinations, flights, cruises, accommodation, and vehicle rentals.
TikTok's algorithm, which prioritizes highly engaging content, has empowered brands and influencers to promote lesser-known destinations, sparking viral trends among younger audiences.
According to Lorenzo, TikTok's search results resonate directly with consumers, effectively bridging the gap between service providers and travelers. He expressed confidence in TikTok's continued growth as an essential tool for travel searches.
Ruth Blanch, executive director at Alkemy Iberia, emphasized the importance of understanding consumer behavior to personalize marketing messages and meet specific user needs. \"Our objective is to determine qualitative standards that allow us to understand consumer behavior and improve our relationship with them,\" Blanch explained.
Blanch reaffirmed TikTok's position as a dynamic search engine for travel inspiration, noting its increasing relevance in trip planning.
\"It is a good tool for searching for holidays because many people upload itineraries, prices, and what to see in the places … a little bit of everything,\" shared Pati Alpuente, a TikTok user, in an interview with Xinhua. She praised the platform's speed and accessibility in discovering travel content, a sentiment echoed by many of her peers.
Reference(s):
cgtn.com
