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According to company data, 84% of TikTok users watch travel content at least once a month. Two out of three users identify the platform as their most helpful source of travel inspiration, and after searching on TikTok, they are 2.6 times more likely to actually book an experience.
How Travel Ads Work
The new format combines video ads with dynamic product cards. These cards contain specific information – hotel names, ratings, prices, flight routes, or available discounts. They appear two seconds after the video starts and automatically slide every four seconds.
The system works with travel companies’ catalogs and automatically creates personalised ads in real-time. A single ad spot can contain up to 10 different product cards, with the algorithm selecting the most relevant ones for each user.
Three Types of Ad Formats
Travel Ads come in three versions:
- Single Video allows adding up to 10 product cards to one video.
- Catalog Video links each video to a specific product from the catalog.
- Carousel format automatically creates a presentation from product images with swipe-through capability.
All formats are connected to the Smart+ AI system, which automates campaign setup, creative generation, and ad delivery optimisation.
Targeted at Purchase Intent
According to David Hoctor, head of US verticals for travel and gaming at TikTok, the system uses a specialised model focused on detecting travel intent.
“Travel Ads combine travel intent signals with catalog data, allowing them to deliver relevant ads throughout the entire customer journey – from discovery to booking,” Hoctor explained.
Expedia Group, which operates the Expedia, Vrbo, and Hotels.com brands, confirmed using the new format. Jochen Koedijk, the group’s chief marketing officer, stated that Travel Ads allow them to reach travelers at key planning moments.
Why Now
TikTok is responding to changing consumer behavior. People are no longer just searching for specific destinations – they’re discovering them while casually browsing social media. The platform is thus shifting from purely entertainment to having direct commercial impact.
The new format is available to travel companies globally. TikTok has not yet released information about pricing or minimum budgets required to launch Travel Ads campaigns.
