In an era where social media governs virtually every aspect of marketing, travel advisors and agencies are learning a harsh lesson about over-reliance on a single platform. The recent turbulence surrounding TikTok underscores the unpredictability that comes with entrusting business strategies to social media applications. As the app teetered on the edge of a ban due to national security concerns, many in the travel industry were left scrambling, questioning their dependence on this popular platform to reach potential clients. With the Supreme Court’s decision on TikTok’s future, the travel sector faces an undeniable wake-up call to reconsider their marketing strategies.
The ban, initiated under the premise of national security issues due to TikTok’s ownership by the China-based ByteDance, could have meant the end for many small businesses that have built their clientele on this platform. Although the ban was temporarily halted following a review by influential officials, the underlying instability of relying solely on TikTok remains a pressing concern. For many travel advisors, the stakes have never been higher, compelling them to explore diversified marketing avenues.
Despite the ongoing concerns, some travel companies have found great success on TikTok. Take Intrepid Travel as a prime example; with over 124,500 followers, the company has effectively utilized the platform to share authentic travel stories, contributing to about 40% of its overall engagement on social media. By connecting with younger, diverse audiences, Intrepid asserts that TikTok has revolutionized how they communicate their brand story. “Authentic stories meet real travelers” is how Leigh Barnes, Intrepid’s president for the Americas, characterizes the app’s impact, positioning it as a groundbreaking tool akin to the emergence of budget airlines in the 1970s.
Fora Travel, with an impressive following of 204,000, strategically promotes curated itineraries through TikTok, yielding significant results. According to Ali Duvaras, the senior director of commercial strategy at Fora, 26% of their new clientele has emerged from TikTok engagements, equaling the leads generated from Instagram. This outcome illustrates TikTok’s unique capacity to connect travel advisors with consumers, but it also raises questions about long-term sustainability.
Many individual travel advisors share their journeys and successes through TikTok, making it a substantial part of their marketing portfolio. However, the recent upheaval has made them reconsider their next steps. Cruisin’ Susie, a travel advisor who has built a lucrative business primarily through TikTok, expressed a profound sense of urgency to diversify her outreach strategy. While her success has been attributed to TikTok, generating approximately $3 million a year in sales, she now recognizes that relying solely on this medium is misguided.
As a single mother and a business owner, Susie declared the need to “not put all my eggs in one basket.” With this in mind, she emphasizes the importance of exploring other platforms, such as Instagram and Facebook, to reduce dependency on TikTok.
Walter Biscardi Jr., the owner of Where’s Walter Travel, mirrors Susie’s sentiment. With around 75% of his sales generated through TikTok, he acknowledges both the power and the fragility of such reliance. Biscardi points to the ongoing necessity for reinvention and adaptation, highlighting that unexpected shifts can be detrimental if one is not prepared. His proactive move to diversify by leveraging YouTube and developing partnerships with other content creators is a testament to forward-thinking in this rapidly changing landscape.
For younger travel advisors, the lessons learned from TikTok’s unpredictable fate are particularly poignant. Marissa Waiters of Spread Your Wings Travel, for instance, has sourced about 40% of her business through the app but has acknowledged the perils of single-platform dependency very clearly. Realizing the importance of building a robust email list, she plans to invest more in direct connections with her clients, independent of the whims of social media algorithms.
Ultimately, the lean on social media as the sole marketing tool for travel advisors must evolve. Each lesson from TikTok serves as a reminder—reliance on any single platform risks the sustainability of a business. Emphasizing diversification not only enhances resilience but allows for more direct client relationships that withstand the unpredictability of the digital landscape. As agencies and individual advisors reassess their marketing strategies, one thing is clear: embracing a multi-platform approach is essential for long-term success in the dynamic world of travel.