[et_pb_section fb_built=”1″ _builder_version=”4.27.6″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_row _builder_version=”4.27.7″ _module_preset=”default” width_tablet=”100%” width_phone=”100%” width_last_edited=”on|phone” custom_padding=”0px||0px||false|false” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.27.6″ _module_preset=”default” pac_dcm_carousel_specific_module_num=”0″ global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n
Where are you headed this summer?<\/span> <\/span><\/span><\/p>\n Chances are you didn\u2019t get your inspiration from a travel agency or Google, but rather from watching a TikTok video. A hidden beach that suddenly shows up on your For You Page. A hotel room with an incredible view. Or a local claiming that the little restaurant around the corner serves the best pasta in Rome. <\/span> <\/span><\/p>\n We all know it by now:<\/span>\u00a0TikTok is a place where people find inspiration. But the platform wants <\/span><\/span>to take things <\/span>a step further. With <\/span><\/span><\/span>TikTok GO, it is looking to connect inspiration directly with action: from \u201cI want to go there\u201d to \u201cbooked.\u201d <\/span><\/p>\n <\/span><\/p>\n The customer journey (literally \ud83d\ude09) doesn\u2019t necessarily start with a search bar anymore. Sometimes it starts with a casual scroll during a coffee break at work. Because inspiration no longer comes only from travel websites or tourism organizations. It comes from creators, locals, and other travelers sharing their experiences directly in our feeds. <\/span> <\/span><\/p>\n And TikTok has clearly caught on to that. This year, it launched TikTok GO in the United States: a way to discover and book hotels, attractions, tours, and other experiences directly through TikTok. Partners including Booking.com, Expedia, Viator, and GetYourGuide help make the jump from content to booking a whole lot easier. <\/span> <\/span><\/span><\/p>\n Because people aren\u2019t just booking a destination. They\u2019re <\/span>booking the feeling that comes with it.<\/span> <\/span><\/strong><\/p>\n And video is particularly good at capturing that feeling.<\/p>\n <\/span><\/strong><\/p>\n True. And that\u2019s exactly why it\u2019s worth paying attention now. <\/span> <\/span><\/p>\n By the time TikTok GO becomes available here, you\u2019ll want to be prepared as a brand. You don\u2019t want to have to start thinking about what to post at that point, but rather be able to build on the content, brand recognition and search behaviour that have already been established around your brand. <\/span> <\/span><\/p>\n Because TikTok GO doesn\u2019t change a basic rule of social media: a booking button doesn\u2019t suddenly make bad content interesting.<\/strong> <\/span><\/p>\n Quite the opposite. If TikTok is increasingly becoming a place where people discover their next destination, you need to be there while they\u2019re still dreaming about it. <\/span> <\/span><\/p>\n And brands can start doing that today.<\/span><\/span><\/p>\n <\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.27.7″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.27.7″ _module_preset=”default” pac_dcm_carousel_specific_module_num=”0″ global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.27.7″ _module_preset=”default” background_color=”#4DBCC5″ custom_margin=”0px|0px|0px|0px|true|true” custom_padding=”30px|30px|30px|30px|true|true” border_radii=”on|10px|10px|10px|10px” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n Think beyond your own brand name. <\/span><\/p>\n If you\u2019re a hotel, don\u2019t just create content about your hotel; also address the questions people ask before choosing a hotel. <\/span><\/p>\n That way, you become part of the discovery process before someone has even made a shortlist.<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.7″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_text][et_pb_text _builder_version=”4.27.7″ _module_preset=”default” background_color=”#4DBCC5″ custom_margin=”0px|0px|0px|0px|true|true” custom_padding=”30px|30px|30px|30px|true|true” border_radii=”on|10px|10px|10px|10px” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n A room is a room. <\/span><\/p>\n A room with a city view, breakfast on the rooftop, and a walk to that one charming square? That\u2019s a story. <\/span><\/p>\n The same goes for restaurants, attractions, tourism organizations, and experiences. <\/span><\/p>\n Don\u2019t just show people what<\/b> they can book. <\/span><\/p>\n Show them why<\/b> they want to go there.<\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.7″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_text][et_pb_text _builder_version=”4.27.7″ _module_preset=”default” background_color=”#4DBCC5″ custom_margin=”0px|0px|0px|0px|true|true” custom_padding=”30px|30px|30px|30px|true|true” border_radii=”on|10px|10px|10px|10px” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n \u201cSave this for your next trip …\u201d<\/i> Videos like these can stay valuable for weeks or even months. And that\u2019s where an interesting opportunity lies for travel brands: content is not only viewed, but also saved to be watched again later when travel plans become more concrete. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.7″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_text][et_pb_text _builder_version=”4.27.7″ _module_preset=”default” background_color=”#4DBCC5″ custom_margin=”0px|0px|0px|0px|true|true” custom_padding=”30px|30px|30px|30px|true|true” border_radii=”on|10px|10px|10px|10px” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n Another notable trend: many Gen Zers and millennials are planning trips around events such as concerts, festivals, or sporting events. <\/span><\/p>\n That means the destination isn\u2019t always the reason for the trip. <\/span><\/p>\n The moment is. <\/span><\/p>\n That opens up plenty of opportunities for brands. A hotel doesn\u2019t have to position itself simply as \u201ca hotel in Antwerp.\u201d It can become relevant to someone coming to the city for a concert, festival, or soccer game. <\/span><\/p>\n Brands that know which moments their audience doesn\u2019t want to miss can use this knowledge to their advantage.<\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.27.7″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.27.7″ _module_preset=”default” pac_dcm_carousel_specific_module_num=”0″ global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n S<\/span>o what does this mean for brands?<\/span><\/p>\n Perhaps the biggest lesson from TikTok GO isn\u2019t even TikTok GO itself.<\/span> <\/span>It\u2019s the fact that the line between inspiration, discovery, and conversion is getting thinner and thinner. <\/span><\/p>\n People don\u2019t necessarily want to see an ad first, then visit a website, read reviews, and only then make a decision. They can already be inspired by a creator, continue searching on the platform, and potentially book right there. <\/span> <\/span><\/p>\n For brands, that means shifting from \u201cHow do we get people to our website?\u201d to a broader question: And that\u2019s a much more interesting social media challenge to jump on now.<\/span><\/p>\n <\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.27.7″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.27.7″ _module_preset=”default” pac_dcm_carousel_specific_module_num=”0″ global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.27.7″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”]<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":" Where are you headed this summer? Chances are you didn\u2019t get your inspiration from a travel agency or Google, but rather from watching a TikTok video. A hidden beach that suddenly shows up on your For You Page. A hotel room with an incredible view. Or a local claiming that the little restaurant around the corner serves the best pasta in Rome. We all know it by now:\u00a0TikTok is a place where people find inspiration. But the platform wants to take things a step further. With TikTok GO, it is looking to connect inspiration directly with action: from \u201cI want to go there\u201d to \u201cbooked.\u201d Your vacation doesn\u2019t start with the booking anymore The customer journey (literally \ud83d\ude09) doesn\u2019t necessarily start with a search bar anymore. Sometimes it starts with a casual scroll during a coffee break at work. Because inspiration no longer comes only from travel websites or tourism organizations. It comes from creators, locals, and other travelers sharing their experiences directly in our feeds. And TikTok has clearly caught on to that. This year, it launched TikTok GO in the United States: a way to discover and book hotels, attractions, tours, and other experiences directly through TikTok. Partners […]<\/p>\n","protected":false},"author":15,"featured_media":63979,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[32,211],"tags":[],"class_list":["post-63943","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-media-en","category-social-media"],"yoast_head":"\nYour vacation doesn\u2019t start with the booking anymore<\/h2>\n
But wait: TikTok GO isn\u2019t in Belgium yet<\/span><\/span> <\/span><\/h2>\n
1. Get discoverable before people know they\u2019re looking for you<\/span><\/span> <\/span><\/span><\/h4>\n
\n
2. Sell the experience, not just the product<\/span><\/span><\/span><\/span><\/h4>\n
3. Create content people want to save<\/span><\/h4>\n
\u201c3 things you need to know before visiting \u2026\u201d<\/i>
\u201cThe perfect 48 hours in \u2026\u201d<\/i> <\/span><\/p>\n4<\/span>. Think in moments, not just destinations <\/span><\/span><\/h4>\n
<\/h2>\n
\u201cHow do we get people to discover us at the moment they don\u2019t even know they\u2019re looking for us yet?\u201d<\/strong> <\/span><\/p>\nReady <\/span><\/span>for<\/span> <\/span>take-off<\/span>? We\u2019d love to help you get there. <\/span><\/span><\/span><\/span><\/h4>\n