In an insightful session on “How to Build Influence with Generation Z in Just 30 Seconds”, Marc-Antoine Simon, Industry Manager, Travel and Tourism – MENA, TikTok, shared insights on the latest trends in community-led marketing, demonstrating how succinct yet powerful content can significantly influence travel decisions.
According to research commissioned by Exodus Travels in 2023, only 45% of holidays lived up to or exceeded the picture perfect they had imagined. On average, travelers search 38 different travel sites to find out where to go, how to get there and where to book, and 58% admit to abandoning a reservation because the process has been too stressful.
“Travel is one of the most sought-after activities in people's lives, to the point that they would sacrifice almost anything to escape. Unfortunately, the high probability that a trip will lead to unwanted disappointment is why, before traveling, people go the extra mile to ensure they maximize the reward and neutralize the risk,” he explained.
Simon explained that today, this desire to take control of the search experience has travelers swapping keywords for human words, queries for communities, and information for immersion. This allows them to discover, on their own terms, and transform a daunting task into an enjoyable journey, proving that travel is on the cusp of a new era of human-powered search.
“Travelers need a search platform that delivers fast results with mobile, community-driven visual content. By creating their own platform, they have removed major barriers to travel that once hindered pre-booked travel, and these communities are making destinations go viral overnight,” he added.
A perfect example of the power of user-generated content is Albania, a country that is often overlooked as a tourist destination. However, in 2022, the country suddenly gained popularity thanks to an influx of videos showcasing its tourist attributes. The impact was significant: Skyscanner reported a 44% increase in searches for flights to Albania from the UK, and searches from the US also saw a significant increase.
The panel of experts included other prominent figures including Joshua Roche, CEO of Bulla Connect Ltd; Keith Herman, CEO of Trending Travel; and His Excellency Harris Whitbeck, Minister of Tourism of Guatemala. Their discussion focused on the critical role of social media in influencing Gen Z travel decisions and how these platforms can be leveraged to turn interest into tangible tourism commitments.
During the discussion, HE Whitbeck highlighted Guatemala's successful strategies to attract Generation Z tourists, with special emphasis on sustainability and green initiatives that align with their values.
“Generation Z is a huge market for Guatemala, since it has a high level of education and is curious. With 78 million people using TikTok in Latin America, destination marketing becomes a blank slate. However, while community coverage from Tiktok is welcome, Guatemala would prefer visitors who have a lower impact on our resources. To achieve this, we would need to leverage tools like AI and Big Data to tailor our messages to the right audience,” he explained.
As the 31st edition of Arabian Travel Market approaches its final day tomorrow, Thursday, May 9, 2024, at DWTC, more than 2,300 exhibitors from 165 countries and 41,000 attendees from around the world will look to embrace ideas like these to innovate and transform. tourism strategies effectively.
Held in conjunction with Dubai World Trade Centre, ATM 2024's strategic partners are Dubai Department of Economy and Tourism (DET), Destination Partner; Emirates, official airline partner; IHG Hotels & Resorts, official hotel partner; and Al Rais Travel, official partner of DMC.
Source: WTM Global Hub.