Is the travel industry doing enough to reach Gen Z? Research shows TikTok drives 40% of travel bookings for young people
![Is the travel industry doing enough to reach Gen Z? Research shows TikTok drives 40% of travel bookings for young people](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
As the travel industry rebounds from the challenges of the past year, Australia’s largest experience network, Big Red Group, is calling on tourism operators to tap into the power of TikTok to connect with Gen Z travellers.
New research from The State of Student and Youth Travel in 2024 report reveals that TikTok has emerged as a primary source of travel inspiration for Gen Z, with 89 per cent saying they discover new travel destinations and experiences through the platform, and 40 per cent admitting they booked a holiday as a direct result of watching TikTok content.
For adventure marketplace Adrenaline, one of Big Red Group’s consumer brands, the role of social media has changed significantly as its influence on younger consumers continues to evolve.
The company’s TikTok account now serves as a valuable tool for customer service and feedback in addition to delivering brand awareness and engagement gains – and Adrenaline regularly advertises on the channel to ensure its reaching younger Aussies, with a recent campaign delivering a reach of 2 million and 70,000 clicks to the website.
Big Red Group CEO, David Anderson, emphasises the transformative potential of social media as a marketing tool for small businesses.
“We’re currently observing a significant shift in how Gen Z travellers discover and decide on their next travel destinations, with TikTok emerging as a dominant influencer in this landscape. It’s clear that the platform plays a pivotal role in shaping travel preferences and choices for this demographic.
“Consequently, tourism operators have a prime opportunity to engage Gen Z travellers on TikTok by providing compelling content that speaks directly to their interests by showcasing their experiences. By leveraging TikTok’s creative potential and establishing authentic connections with this audience, tourism operators can effectively capture attention and drive bookings in an increasingly competitive market.”
A number of operators that offer experiences through Big Red Group’s consumer brands – RedBalloon, Adrenaline and Experience Oz – have already seen the positive impact TikTok can have on a business, including:
Oz Jet Boating:
- Utilised Tik Tok’s popularity during Taylor Swift’s Era’s tour to introduce “Swiftie Spins,” a unique sing-along experience.
- A TikTok video shared by the company garnered over 2.6 million views, contributing to increased sales of over $25,000 during Taylor Swift’s visit.
- Marketed the experience organically on TikTok, initially offering three sessions which expanded to 23 due to high demand.
URBNSURF:
- Can see the direct link between online growth and business expansion.
- Set to open their second surf park in Sydney, making them the world’s only surf park with two locations.
- The new $75 million park is expected to generate $250 million in economic benefits over two decades.
- URBNSURF boasts 180,000 Instagram followers and a growing TikTok following of 20.8K.
- Despite no spending on marketing, the company credits social media, particularly TikTok and Instagram, for their success in driving engagement and growth.
Latest News
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Seabourn introduces enhanced groups programs for travel advisors
Leading ultra-luxury cruising and expedition travel company, Seabourne, proudly announces the “Seabourn Enhanced Groups Program” to elevate business prospects for travel advisors. This program introduces a revamped Tour Conductor Credit that offers shipboard credits or bonus commission for bookings. It also eliminates the need for deposits for small group allotments and increases group capacity. “Seabourn […]
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
MSC World America to become the ultimate family destination at sea
MSC Cruises’ latest world-class ship is set to redefine family cruising with unprecedented spaces and activities, including ones developed in partnership with the LEGO® group. The cruise line announced that its new flagship will feature seven distinct districts, each bringing together a range of tailored experiences. The ship’s blend of American comfort and European design […]
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Ponant’s latest luxury cruise expeditions for 2024 and 2025
Head out to see the beauty of unique destinations on three bucket-list explorations of Australia with Ponant Cruise’s new luxury expeditions. Known for their luxury cruises, Ponant offers unique and truly exceptional sea voyage aboard sleek and intimately sized cruise yachts. They offer a range of discovery expeditions, and launched new cruises that take guests […]
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Liz Anderson steps down from CATO Board after eight years of leadership
The Council of Australian Tour Operators (CATO) has today announced that Liz Anderson (at right) will be stepping down from the Board on Wednesday June 19, concluding her eight years as a director. “The eight years that Liz served on the CATO board were the most transformative time in the Association’s history,” CATO Chair Dennis […]
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Comedian Josh Thomas road tests swapping day job for Tassie odd jobs
Australians are invited to tap into a 200-million-day annual leave bank* and swap day jobs for one of 10 ‘Odd Jobs’ in Tasmania this off-season including Wombat Walker, Paranormal Investigator, Wine Whisperer and Truffler Snuffler. Tourism Tasmania has today launched Odd Jobs, a tongue-in-cheek campaign designed to encourage Australians to swap their day jobs for […]
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Christine O’Reilly to replace Peter Hay as chair of Australia Pacific Airports Corporation
Christine O’Reilly has been named as the new chair of Australia Pacific Airports Corporation (APAC) – the owner of Melbourne and Launceston Airports. According to a release, O’Reilly will replace Peter Hay on 1 October, who retires after five years as Chair of APAC. APAC CEO Lorie Argus said O’Reilly’s appointment comes at an exciting […]
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
The number one thing you can’t forget if you’re going to Europe & The Olympics
As the Summer Olympics in Paris draws near, travel insurance comparison site Compare the Market is urging travellers to safeguard their European summer sports dreams by getting travel insurance for when the unexpected happens. While France seems like a decently safe country to visit, it’s crucial not to overlook the potential risks that could disrupt a holiday. From bed […]
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Villa Vie Odyssey and its life at sea concept still in Belfast dry dock after several delays
Life at sea is not all it's cracked up to be, with recent concepts failing to float.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
New Caledonia airport re-opens as unrest eases
Tensions in New Caledonia seem to be cooling. Meanwhile tensions around the Tweed River are growing ahead of Origin II.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Star Clippers offers high-speed Starlink Internet on all ships
Wary introverts are now no longer able to 'escape to sea' without being contacted by their boss. Is nowhere safe?
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Visit Sunshine Coast ready for your business event after 2024 Sunshine Soiree
The Sunshine Soiree went down last Friday in Sydney. If you live here, you'll know they didn't bring the sun with them!
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Globus unveils new independent tours in Asia
If you thought you felt independent getting your Red P's, just wait until you're on a Globus tour!
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Sail Croatia adds luxury catamaran to its tour fleet
The best thing about this story is that there is a boat called Jolene. Dolly Parton would be proud.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Aussies have just two weeks to renew passport before cost rises to nearly $400
Looking at the cost of an Australian passport now, it might be time to refinance the house and send your kids to work.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Move fast! See Japan’s world-famous ‘Doctor Yellow’ bullet train before it’s too late
Trainspotting, once known as a leisurely activity, is a very serious sport in Japan.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
WEX business expansion in APAC means new role for Jason Hancock
Spare a thought for Hancock who is in the throws of having to learn all of his new colleagues' names.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Win a $100 voucher with Travel Agent Finder
Travel Agent Finder is here to brighten up your Monday with a $100 prize! Strong coffee does the job in our office.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Emirates’ latest sustainability move leans on Singapore Changi’s impressive SAF stash
If you are still having to be reminded what SAF stands for, it is time to get with the program.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
75th Toowoomba Carnival of Flowers’ Festival of Food and Wine
Despite being called the 'carnival of flowers' this festival includes ample amounts of food and wine.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
‘Lighten up’ – Pauline Hanson defends cartoon mocking $9m Queensland’s Robert Irwin, Bluey tourism campaign
It is a well known fact that telling someone to 'lighten up' will always have the exact opposite effect.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
The Solomon Islands’ is ‘Kulture-plus’
Be grateful that your experience of 'headhunting' is limited to some random dude reaching out to you on LinkedIn.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Rodd & Gunn redefines The Lodge in Queenstown
These pictures will have you craving a mulled wine and the gentle crackle of an open fire.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Cruise Traveller’s new Scottish Highlands cruise tour package
Australian small ship cruising specialist, Cruise Traveller, offers a 20-night land and sea holiday in the UK aboard the Lord of the Glens. The tiny cruise line’s 52-guest boutique vessel, Lord of the Glens, is purpose-built to explore the intricate waterways and lochs of the Scottish Highlands. It boasts a rich, traditional ambience with polished […]
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Celebrity Xcel’s keel-laying ceremony in France, with 2025 inaugural sail planned
Construction has commenced on Celebrity Cruises’ next ship, Celebrity Xcel, with a keel-laying ceremony at the Chantiers de l’Atlantique shipyard in Saint-Nazaire, France. An Edge Series ship, Celebrity Xcel will set sail in autumn 2025, with several new yet-to-be-revealed offerings. At the ceremony, Jason Liberty, president and CEO of Royal Caribbean Group (RCG), the parent […]
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Globus unveils nine new independent tours for 2025
Coach touring brand Globus has unveiled nine new independent tours for 2025, from Bangkok to Bali and Abu Dhabi to Nepal. “With Globus Independent tours, our guests are free to enjoy the many benefits of touring, untethered and unscheduled,” APAC head of marketing, Globus family of brands (GFOB), Chris Fundell said. “Providing hand-picked hotel accommodations, […]
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Mandarin Oriental Hotel Group opens Mandarin Oriental Mayfair
The Mandarin Oriental has opened a second property in London, the Mandarin Oriental Mayfair, in the heart of historic Hanover Square. Designed by internationally renowned Rogers Stirk Harbour and Partners, the hotel is the first new build in Mayfair in over a decade. Bringing a modern architectural approach to one of London’s most storied squares, […]
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
How native content helped Destination Gold Coast shed ‘schoolies’ image
If only Avid Collective could also shed the hazy memories of schoolies from my brain.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Ecotourism Australia certifies Pretty Beach House & Bells at Killcare
It's time to unleash your inner 'greenie'! If that's not your thing, the properties themselves are fabulous.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Happy Friday! Number of mishandled bags is down despite increase in flights
Feel at ease bringing your great grandparents' expensive china home. Personally, we'd still be bubble wrapping it.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Aussie agents join 400 buyers at Thailand’s TTM+ 2024
As far as junkets go, TTM+ must be doing something right as the queue for drinks was huge.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
NCL’s mid year sale is here with savings on 400+ destinations
Anything that says ‘Free at Sea’ on a cold and wet winter Friday has our attention.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
How to make the travel industry accessible to everyone? Three experts weigh in
Accessibility is a word that is increasingly coming up in conversations around travel.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Wild Bush Luxury introduces two new offers for agents
Luxury and bush are words not often put together, but we'll leave that to the lucky agents to decide.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
Qatar Airways celebrates resuming services to Venice, Italy
The pilots were craving a fresh carbonara so bad they convinced the bosses to resume flights.
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
In Berlin for the Euros? Here’s how we experienced one of Europe’s greatest cities
We'd suggest making a swift exit from the Fan Zone if the German side starts going downhill!
![](https://www.travelweekly.com.au/wp-content/themes/bandtv1/img/default.png)
ATIA life member Spiros Alysandtratos to step down from board after 16 years, Roy Merricks follows suit
We thought life member really meant life but maybe Spiros has cruise plans for his native Kefalonia. Yamas!