New research from Arival and Phocuswright has shown that Tik Tok will overtake Facebook as the platform travellers turn to for inspiration in 2023.
Co-Founder and CEO of Arival, Douglas Quinby, said: “Social media is already a well-established source of information and inspiration for travel planning, but the rapid ascent of short-form vertical video and the platforms that are popularising it are poised to upend the conventional traveller path to purchase.”
According to the companies’ ‘2023 Experiences Traveler’ report, one in four travellers under the age of 35 use Tik Tok to find tours, activities, and travel inspiration, while Facebook is losing its influence over those in the same age group.
One in five travellers in the 35-50-year age group have said they also use Tik Tok to find activities while on holiday.
Despite Tik Tok’s growing popularity, Instagram remains the most popular platform for travel inspiration, with more than 50% of travellers under 55 using it for travel-related purposes, reports Travel Daily News.
More than 4 000 adults in the US, UK, France and Germany were surveyed in the third quarter of 2022 for the study.
