TikTok Enters Travel Space With Smart Ads For Trips

TikTok is stepping firmly into the travel space with the launch of Travel Ads, its first advertising format designed specifically for the tourism industry. Powered by Smart+, an AI-driven tool, the feature connects users with hotels, flights, destinations and cruises while they scroll through travel content on the app.

The idea is simple: take people from daydreaming about new places to actually booking their trip, all within the same platform. Research shows nearly two-thirds of travellers are influenced by social media when choosing where to go, and TikTok is aiming to make that process seamless.

Travel Ads offers different formats for brands. Single Video Ads allow destinations or hotels to highlight themselves with clickable travel cards for quick booking. Catalog Video Ads use a library of content to showcase options, while Carousel Ads let users swipe through multiple offers. The ads appear naturally within the feed, making the discovery phase feel less like marketing and more like inspiration.

Early adopters have already seen strong results. Hotel group Accor reported reduced booking costs and higher returns, while Melia Hotels and Etihad Airways also recorded significant growth in bookings and engagement through the platform.

The launch comes as TikTok faces scrutiny in markets like the US but continues to strengthen its role globally. For travellers, it means a more personalised and interactive way to plan trips. For the industry, TikTok’s Travel Ads could prove to be a game-changer in connecting brands with the next wave of digital-savvy explorers.