In a landmark decision, the U.S. Supreme Court recently decided to uphold a federal law that could lead to a ban on TikTok, a popular social media platform, unless its Chinese parent company, ByteDance, divests its stake in the app. This ruling threatens not only the app’s staggering user base but also the livelihoods of numerous professionals, particularly within the travel industry. As travel advisors increasingly turn to TikTok as a viable marketing tool, the looming ban raises pertinent questions about the future of digital promotion and client engagement in a rapidly evolving market.
For many travel professionals, TikTok has emerged as an invaluable resource for generating leads and establishing their brand identity. According to Travel Weekly’s 2024 Travel Industry Survey, over one-third of respondents aged 45 years and younger utilize TikTok to connect with clients. The platform serves as more than just a social media outlet; it has evolved into a modern version of the Yellow Pages, enabling travel advisors to showcase their services and engage directly with audiences. Travel advisors like Susie Flores, an emerging figure in the industry known as “Cruisin’ Susie” on TikTok, have acknowledged that as much as 85% of their business can be traced back to the app.
However, this reliance on TikTok for client acquisition may prove precarious if the ban is implemented. For travel advisors who have built their brands predominantly through this platform, the ensuing transition could be damaging, forcing them to rethink their marketing strategies and explore alternative avenues of client engagement.
The emotional weight of the impending ban is particularly pronounced for solo entrepreneurs like Flores, who has built her business from the ground up since 2020. Facing the possibility of losing a primary source of client leads, she articulated her fears on social media, highlighting the stark contrast between her Instagram following of 8,100 and her TikTok following of 97,200. As a single mother, her financial stability hinges on her ability to sustain her travel business. Flores made it clear: this isn’t just about being a social media influencer; it’s about providing for her children.
Other travel advisors are expressing similar concerns. Walter Biscardi Jr., who established his travel agency only last year, attributed a staggering 75% to 80% of his total sales, which have reached $4.7 million, directly to his TikTok channel. For professionals like him, TikTok is not merely a marketing tool; it’s a lifeline.
While the looming ban may signal a setback for many in the travel sector, it also presents an opportunity for adaptation and innovation. As advisors like Biscardi consider shifting to platforms like YouTube, they understand that change is an inevitable aspect of business. Despite voicing frustrations over the decision, he advocates for a forward-thinking mindset, reminding peers that “it’s out of our control,” and stressing the importance of planning the next steps.
Travel companies, too, face similar challenges. Intrepid Travel, which has cultivated a significant following on TikTok by sharing authentic travel stories, recognizes the platform’s role as a crucial connector between the brand and a younger demographic. The prospects of losing this connection could require a fundamental shift in outreach strategies, which might involve redistributing resources to focus on other platforms or developing more traditional marketing channels.
The authentic storytelling that has flourished on TikTok will need to find alternate homes if the app is banned. Brands like Intrepid Travel have successfully utilized TikTok to bridge the gap between travelers and their experiences. With about 40% of their social media engagement stemming from TikTok, the potential loss of this platform will compel companies to rethink how they craft and disseminate stories that resonate with audiences.
Leigh Barnes, the president of Intrepid for the Americas, aptly describes TikTok as “the travel industry’s biggest disruptor since budget airlines in the ’70s.” This sentiment underscores the app’s transformative power and reaffirms the necessity for the travel industry to take proactive steps to maintain a compelling digital presence, regardless of the platform.
The prospect of a ban on TikTok poses a significant threat to the travel industry and its evolving marketing landscape. However, as professionals in the sector confront these challenges, a spirit of resilience and innovation must take precedence. From reallocating their marketing efforts to exploring new platforms to engage audiences, adaptability will be crucial. Ultimately, while uncertainty looms over the future of TikTok, the lessons learned may pave the way for novel approaches in connecting with clients and sustaining business growth in an increasingly digital age.