TikTok launches Travel Ads to capture trip planning moments

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.

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.