Arival 360 Conference in Berlin, the rise of newer social media platforms like TikTok has been a major focus area.  Simon Lucey, founder of Hype Collective, and Ravi Roth, a leading LGBTQI+ travel expert and YouTube content creator hosted an expert session on the power of video: ‘Driving bookings from Vertical video: The creative & strategic insights you need to make content that drives results’.

Simon Lucey, founder of youth marketing agency, Hype Collective, said:

“47% of young people, when searching for travel destinations and experiences, use TikTok ahead of Google. This is in keeping with trends outside of travel.

“This trend could revolutionize how tour and activity providers get discovered. Most will have some form of SEO strategy for how they rank on Google, but very few will have a strategy for how they come up top when searched on TikTok.

“The good news? Ranking on TikTok is currently much simpler than ranking on Google; there is far less competition, so this is a great opportunity for smaller players to disrupt the market and get in ahead of the big guys who might be some time pivoting.”