Agents urged to use TikTok to sell holidays to Gen Z

By Kelly Ranson
17/05/2024
Home » Agents urged to use TikTok to sell holidays to Gen Z

Agents are being encouraged to use the social media platform TikTok to promote holidays and get bookings from the Gen Z community.

Research by Advantage Travel Partnership reveals 46% of Gen Z travellers (those born between 1997 and 2012) are largely influenced by TikTok and Instagram – with more than 38% polled saying this is where they find their travel inspiration.

The research was revealed at this week’s Advantage conference at Grand Palladium Costa Mujeres Resort & Spa in Cancun, Mexico, where Chief Commercial Officer Kelly Cookes said a small number of agent members are already using the platforms as ‘social commerce’ opportunities, by promoting offers such as add-ons.

She said: “Agents need to think not just about social media and content but about social commerce.

“Some of our members are starting to do it – not whole packages, but we are encouraging them to try it with something like airport lounges and giving the customer the option to click straight through to book. It’s a small start but there’s a potential to grow it.”

The OnePoll survey, carried out among 2,000 adults in April, revealed 34% of Gen Z respondents are looking to travel by train and are mindful of sustainability, and that 38% of respondents aged between 25 and 44 are now travelling to a destination for longer periods of time.

A third (29%) of consumers are now looking to travel to lesser-known destinations, and 63% would plan a trip out of season to get better deals, avoid the crowds and experience milder weather.

Despite the cost-of-living crisis, almost a quarter (24%) of respondents are still seeking more luxury breaks and want a more personalised service.

Multi-generational travel is also booming with 66% of those surveyed looking to travel with their extended family.

Read more coverage from the Advantage conference: 
Late bookings lead to better-than-expected May half term for Advantage
Advantage members bucking trend as 17% plan to open new branches this year
Advantage launches new payment system

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