At this year’s World Travel Market (WTM) London, industry experts gathered to discuss the top digital marketing trends set to shape the future of travel. Led by Dan Christian, host of the popular Travel Trends podcast, and Hannah Bennett, head of travel for TikTok, the sessions delved into emerging strategies for travel brands in an evolving digital landscape. Key insights included the rising importance of social media as a search tool, the dominance of short-form video, AI-driven hyper-personalization, the growing influence of purpose-driven marketing, and the rapid integration of TikTok as a travel planning platform.
Social Media as the New SEO
Christian opened the session by emphasizing that social media now functions similarly to search engines. “Just like SEO, brands need to optimize for social platforms,” he said, referencing a podcast conversation with Konrad Waliszewski, founder of @Hotel. With travelers increasingly using social media platforms to search for trip inspiration and details, @Hotel took a proactive approach by securing various city and hotel hashtags to streamline searches for its target audience. This trend underscores the importance of social media in guiding potential travelers, making it crucial for brands to build visibility across platforms like Instagram, Facebook, and TikTok.
Hyper-Personalization with AI
While AI adoption remains low in the travel industry—less than 15% of tour operators currently use AI, mostly in customer service—Christian predicted that hyper-personalization would soon become a dominant trend. Travel companies are beginning to use customer data from search and booking history to personalize experiences. AI-driven platforms like Mindtrip, which tailor itineraries based on individual preferences, offer companies a competitive advantage by elevating customer satisfaction through personalization. As AI technology advances, Christian forecasts that more brands will adopt these systems, reshaping customer engagement with curated, highly relevant travel experiences.
Podcasts Become Mainstream in Travel Marketing
Christian noted that podcasts have gained traction as a potent marketing tool, capturing listener engagement rates as high as 30%—far surpassing the 3% average across other media forms. He emphasized the storytelling power of podcasts, which helps build deeper brand connections with audiences. For travel companies, podcasts offer a unique way to communicate brand narratives, share traveler experiences, and foster brand loyalty. “People love hearing someone’s voice,” he remarked, highlighting the multi-tasking appeal that podcasts allow. Christian recommended that travel brands consider launching their own podcasts or collaborating with established shows to reach potential customers.
Short-Form Video Dominates
Short-form video, popularized by platforms like TikTok and Instagram, has become essential in travel marketing. Christian expressed surprise at how few travel companies effectively incorporate video as part of their strategies, advising brands to seize the vast opportunities available. “There’s still so much potential to leverage short-form video,” he said, noting that videos are no longer just sources of inspiration; consumers increasingly want practical information to make immediate booking decisions. From quick hotel tours to destination highlights, short-form videos offer travel brands an efficient medium to drive engagement and conversions.
Purpose-Driven Marketing
Christian praised the purpose-driven approach of B Corp-certified tour operator Intrepid Travel, which exemplifies how brands can integrate ethics into their marketing strategies. Highlighting sustainability and social responsibility as core principles, Christian reminded attendees that “people don’t buy what you need; they buy why you do it.” This type of marketing not only attracts conscious consumers but also promotes customer loyalty. While values like sustainability may not drive initial bookings, Christian argued they are key to fostering long-term relationships with clients who identify with the brand’s mission.
TikTok Trends and Upcoming Travel Ads
Picking up on the short-form video theme, Hannah Bennett, head of travel for TikTok, presented the platform’s impact on travel planning. Unveiling findings from TikTok’s latest report, “From Bucket List to Booking,” Bennett noted that TikTok is now shaping travel decisions, with short-form videos emerging as the preferred format among those using social media to plan trips. TikTok’s reach extends beyond Gen Z audiences; the average user age has risen to 30, dispelling the myth that the platform mainly attracts younger users with limited spending power.
With three in ten TikTok users actively searching for travel content, Bennett emphasized that people are moving away from passive browsing to intentional searching. TikTok’s content is often perceived as more authentic, resonating with users who favor genuine experiences over the glossy imagery seen on other social media platforms. “Gone are the days when people want to look at glossy brochures,” she noted, urging brands to create relatable content that aligns with current trends.
Bennett introduced three trending content themes: fandom travel, which attracts communities passionate about specific destinations or experiences; destination duping, where travelers seek lesser-known alternatives to popular hotspots; and romanticizing journeys, with a focus on slow travel and enjoying the process. These trends not only highlight the shifting desires of modern travelers but also provide a roadmap for brands aiming to attract attention on TikTok.
Bennett also announced that TikTok will roll out travel-specific ads in early 2025, giving travel brands new tools to convert social media engagement into bookings. She encouraged companies to experiment with these formats to capture interest from the growing number of users who look to TikTok as a resource for trip planning.
Audience Response and Future Outlook
While Christian noted that he hadn’t ranked the trends in any particular order, a poll of session attendees showed short-form video as the most influential, followed closely by the emergence of social media as the new SEO. This outcome reflects a shift in how travelers consume content and make travel decisions, with visual storytelling and accessible, searchable content at the forefront.
These trends signal a changing travel landscape, with tech-forward strategies and customer-centric approaches becoming essential for brands looking to remain competitive. Travel companies that adapt to these shifts—leveraging social media for visibility, personalizing experiences through AI, and producing authentic short-form content—are likely to thrive as the industry continues to evolve.
The WTM London sessions emphasized the need for travel brands to stay agile, invest in relevant technologies, and understand the motivations of today’s travelers. As short-form video, AI, and purpose-driven marketing shape the future of travel, companies that embrace these trends will be well-positioned to connect with modern audiences and enhance their market presence.
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