40+ TikTok Travel Statistics [2025 Update]

Short-form video isn’t just trip inspo anymore — it’s a booking engine.

In 2025, TikTok’s audience skews massive and engaged (roughly 1.6B monthly users globally, with Android users averaging ~35 hours a month), and travel is one of its hottest categories.

Key stats: TikTok & Travel

• Since 2021, travel videos on TikTok have exploded — up by 410% in views.
• 83% of users say TikTok ignites their curiosity about destinations they never considered before.
• 60% admit they’ve visited a place after seeing it on TikTok.
• 96% of users are open to travel experiences, and 77% say TikTok influenced their last trip purchase.
• 65.7% plan international travel, while 88.3% intend domestic trips in the next year.
• Travel content is going viral — posts with travel hashtags grew 250% in 2023, and #travel has 125+ billion views.
• Among Europeans, 71% would consider booking a vacation based on TikTok content.
• TikTok is powerful for spur-of-the-moment plans — 74% of users say the platform inspires spontaneous travel purchases.
• Travel marketing on TikTok is outperforming other platforms — airline/travel engagement rose 46% in 2024, versus just 13% on Instagram.
• Influencer impact is real — 32% of users booked stays they saw on TikTok, and the average influencer post engagement is 2.18%.
• TikTok reaches about 1.6B monthly users worldwide; 136M are in the U.S. (18+ ad audience). Users spend ~35 hours/month on Android — more than on Instagram or YouTube.
• In Europe, TikTok says it now tops 200M monthly users (up from 175M last year).
• 23% of UK adults use TikTok for holiday inspiration and 18% have booked a trip directly because of content they saw there (YouGov for British Airways Holidays).
• In the U.S., 22% of Gen Z and 32% of Millennials have booked a trip after seeing an influencer post about a destination (platform not limited to TikTok, but TikTok leads Gen Z daily use).
• TikTok’s own new Travel Ads materials claim 84% of users watch travel content at least monthly and that users are 2.6× more likely to book after searching on TikTok (first-party).

How big is TikTok’s potential to drive trip decisions?

Even before direct booking features, social discovery was translating to action:

• Half of consumers say they’ve wanted to book a trip they saw on social feeds; social shopping is “the new normal.”
• TikTok content has scaled travel discovery in the UK: nearly one in five of those inspired on TikTok have already booked.
• For Gen Z specifically, TikTok remains the top daily short-form platform in the U.S. (48% use daily), which widens its funnel influence.

Social → Travel action (selected markets)

Sources: British Airways Holidays/YouGov; Morning Consult.

Where is TikTok’s travel audience growing fastest?

• Europe passed 200M MAUs in 2025.
• The U.S. ad-addressable base is ~136M (18+), and time-spent remains exceptionally high (Android: ~35 hours/month).

TikTok scale & engagement (2025 snapshot)

Sources: Buffer/DataReportal; Reuters; DataReportal; DataReportal.

Is TikTok actually shortening the path from “For You” to “Booked”?

Yes — and the platform is formalizing it.

• In Aug–Sep 2025, TikTok and Booking.com began enabling in-app hotel bookings for select U.S. users.
• TikTok launched Travel Ads (a catalog-based, AI-optimized format for hotels, flights, and destinations) to convert travel intent right on the platform.

New 2025 “look-to-book” features

Sources: Skift; TikTok for Business; Search Engine Land.

What kinds of travel content are trending on TikTok?

Big, visual themes dominate — and some show up in industry data:

• #AllInclusive content has trended on TikTok’s Creative Center; Hotels.com searches with the “all-inclusive” filter rose 60% YoY (supporting the same vibe).
• “Goods getaways” — trips to seek viral foods and local products — are a Gen Z-driven, TikTok-fueled trend called out by Expedia.

Does TikTok change where people go?

Yes—both in inspiration and in actual bookings. A nationally representative survey for British Airways Holidays found that 23% of UK adults use TikTok for holiday inspiration, and 18% of those inspired went on to book a trip because of what they saw on the app. That is a direct content-to-booking pipeline.

Destination choices are shifting as well. The “destination dupe” trend—swapping famous, crowded spots for cheaper or less busy lookalikes—has moved from social chatter to measurable demand. In 2025 reporting, flights to Bosnia were up 284% year-over-year, with Albania and Montenegro also seeing sharp rises, a shift media and analysts linked to social platforms like TikTok.

Travel brands are codifying the pattern. Expedia Group’s Unpack ’25 report and coverage highlight “Detour Destinations” and other social-led behaviors that push travelers toward alternatives and one-click booking paths.

There’s a flip side: viral visibility can crowd fragile places. European outlets documented how TikTok and Instagram virality can flood specific spots—from small food stalls to coastal villages—raising overtourism and infrastructure concerns. The same channels that power discovery are now forcing destinations to manage capacity and steer demand.

How does time spent on TikTok compare with other platforms?

TikTok remains the attention leader. Globally, Android users spent about 35 hours per month on TikTok in November 2024—roughly eight hours more than YouTube and more than double Instagram’s time. That usage pattern held into 2025, making TikTok the most time-intensive major social platform.

U.S. forecasters show the same story from a different angle: eMarketer estimates TikTok users will average 52 minutes per day on the app in 2025, still well ahead of other social networks even with a slight year-over-year dip.

Two caveats matter when you quote time-spent numbers. First, global “hours per month” figures typically come from Android only; iOS usage can shift the exact totals. Second, comparisons can vary by market and timeframe, so always check the footnotes on methodology.

Typical monthly time spent (global, Android, recent baseline)

What should travel brands do with this?

• Treat TikTok as search + discovery + commerce. Optimize for searchable titles (“3 days in…,” “Best free things to do…”) and local keywords.
• Build a creator bench. Morning Consult’s data shows influencer content directly drives bookings for younger travelers.
• Test Travel Ads and prepare product feeds (hotels/activities) so you can plug into catalog-driven formats.
• Mind the ethics (crowd management, sustainability) when featuring fragile sites — the “TikTok effect” cuts both ways.

FAQ

Is TikTok really a top place Gen Z searches for travel?
For U.S. Gen Z, TikTok remains the most-used daily short-form platform, and Morning Consult shows creators strongly influence bookings in this cohort.

How many travelers actually book after seeing social content?
Across platforms, two in three social trip planners under 55 report converting due to what they saw.

Can you really book hotels inside TikTok now?
Yes — TikTok and Booking.com rolled out in-app hotel booking for select U.S. users in late summer 2025.

How big is TikTok in Europe and the U.S.?
Europe: 200M+ monthly users; U.S.: roughly 136M (18+ ad audience).

What travel content rises fastest on TikTok?
Highly visual, list-friendly formats (all-inclusive resorts, “dupes,” viral foods) — trends also reflected in Expedia’s 2025 report.

Sources

1. DataReportal — Digital 2025: Top Social Platforms
2. Buffer — 31 TikTok Statistics to Know for 2025
3. Reuters — TikTok users top 200 million in Europe
4. DataReportal — Digital 2025: United States (TikTok ad audience)
5. British Airways Holidays / YouGov — 2024 Travel Trends Report
6. Morning Consult — How Travel Brands Can Tailor Their Influencer Strategy
7. Morning Consult — Gen Z Daily Usage of TikTok, Instagram Reels, and YouTube Shorts
8. TikTok for Business — Drive more bookings with TikTok Travel Ads
9. Search Engine Land — TikTok launches Travel Ads to capture trip planning moments
10. Skift — TikTok Debuts Travel Ads to Capture Trip Bookings
11. Expedia Group — Unpack ’25: The Trends in Travel (PDF)
12. The Guardian — Britons increasingly swapping Med’s busy hotspots for ‘destination dupes’