In recent times, TikTok has emerged as a powerful force in the travel industry, providing travel advisors with an innovative platform to connect with potential clients. This rise, however, has not been without its challenges. As TikTok grappled with regulatory issues in January 2023, many advisors found themselves reflecting on the risks of depending too heavily on a single social media platform. The unpredictability surrounding TikTok’s status has sparked discussions about the need for diversification in marketing strategies within the travel sector.
The travel industry faced a significant shock on January 17, 2023, when the Supreme Court upheld a law that threatened to ban TikTok due to national security concerns regarding its Chinese ownership. This announcement sent shockwaves through the community of travel advisors who had relied on TikTok to foster connections and engage with a diverse clientele. The quick flip-flop on this ban after President Trump’s executive order provided temporary relief; however, it left many in the industry questioning the platform’s long-term viability.
Travel agencies like Intrepid Travel and G Adventures, with their substantial TikTok followings, expressed concern over their engagement strategies if the platform were to disappear. For Intrepid Travel, which relies on TikTok for around 40% of its social media engagement, the app was revolutionary in reshaping how they connect with younger audiences craving authentic travel narratives. Leigh Barnes, their president for the Americas, lauded TikTok as “the travel industry’s biggest disruptor,” drawing comparisons to revolutionary changes brought on by low-cost airlines decades prior.
Travel advisor businesses have thrived by leveraging TikTok’s unique storytelling format. For instance, Fora Travel has used TikTok to garner a following of 204,000, generating 26% of its client leads from the platform alone. Ali Duvaras from Fora pointed out that TikTok’s informal format resonates deeply with users, facilitating genuine connections that are often absent from traditional marketing channels.
However, the uncertainty of TikTok’s future prompted some advisors to reconsider their marketing strategies. Susie Flores, owner of Countdown Travels, gained substantial traction through the app, attributing 85% of her new clients to TikTok. Her emotional response to the potential ban revealed a glaring reality for many: success on one platform does not guarantee continued growth. Acknowledging this, Flores expressed the necessity to develop a multi-faceted marketing approach — emphasizing the importance of not relying solely on a single platform to drive business.
Walter Biscardi Jr., who founded Where’s Walter Travel, shared similar sentiments. While he experienced impressive sales, he recognized the importance of diversification early on and had already initiated a strategic transition towards other platforms before the regulatory chaos commenced. With 75% to 80% of his sales stemming from TikTok, it was critical for his business to adapt to the rapidly shifting digital landscape. He emphasized the transient nature of any social media platform, urging other advisors to recognize that their success might be contingent upon evolving with the times.
Young travel advisors, in particular, have exhibited an affinity for using TikTok as a mainstay in their marketing arsenal. Many, like Marissa Waiters, who gathered a substantial following of 16,400, indicated the platform’s significant impact on their business growth. Waiters articulated a valuable lesson learned from the TikTok debacle: the importance of owning your communication channels. By focusing on building an email list, she plans to secure a more stable way to engage with clients beyond the potentially volatile social media sphere.
As the dust settles around TikTok’s uncertain future, the takeaway for travel advisors is clear: reliance on a single social media platform can be perilous. The vibrant landscape of digital marketing will continue to shift, requiring adaptability and a commitment to diversifying engagement strategies. While TikTok has offered authentic engagement and storytelling opportunities, navigating the complexities of digital dependency may very well signal the need for resilience and innovation among travel professionals.
Travel advisors must cultivate a robust presence across multiple platforms—combining the strengths of TikTok, Instagram, Facebook, and direct communication—thereby laying the foundation for a sustainable and prosperous future in an unpredictable digital economy. The lesson is not just about survival but about thriving in the face of uncertainty.