TikTok is introducing a new ad solution, Travel Ads powered by Smart+, designed to help brands connect with travelers during the discovery and booking phases.

Tiktok Ad Solution Travel Industry 2025Tiktok Ad Solution Travel Industry 2025

Why now. Travel is one of TikTok’s fastest-growing verticals. According to internal TikTok data:

  • 66% of users say the app is their most helpful source of travel inspiration.
  • Users are 2.6x more likely to book after searching on TikTok.

How it works. Travel Ads leverage TikTok’s travel intent model and catalog integration to automatically serve personalized creatives at scale. Smart+ AI powers campaign setup, creative generation, and delivery optimization, aiming to convert discovery into bookings seamlessly.

Why we care. TikTok Travel Ads put hotels, flights, and destinations in front of a massive audience already using the app for trip planning, with two-thirds calling it their top source of travel inspiration. Smart+ AI tools then streamline setup and optimization, helping brands scale personalized ads that influence bookings at the earliest, most impactful stage.

The details:

  • Ads can showcase hotels, flights, and destinations using dynamic, visually rich formats.
  • Advertisers can choose among:
    • Single video ads: A hero video paired with personalized travel cards (hotel name, flight route, price).
    • Catalog video ads: Auto-built from product catalogs with tailored calls to action.
    • Catalog carousel ads: Scrollable, interactive ads pulling directly from catalog images.

What they’re saying. David Hoctor, TikTok’s head of US verticals for travel and gaming, said:

  • “Travel on TikTok goes beyond the For You feed, unlocking real-life travel experiences. Every swipe can be a step toward conversion.”

Between the lines. By integrating catalog feeds with intent signals, TikTok is pitching Travel Ads as a direct competitor to Google and Meta in the lucrative travel advertising market, where inspiration and conversion increasingly overlap.

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Anu AdegbolaAnu Adegbola

Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more. In 2008, Anu’s career started with delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side. Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of weekly podcast PPC Live The Podcast.
She is also an international speaker with some of the stages she has presented on being SMX (US, UK, Munich, Berlin), Friends of Search (Amsterdam, NL), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna, IT) and more.