This sponsored content was created in collaboration with a Skift partner.
Travel is changing fast, and so is the way people plan it. TikTok’s new research, “From Bucket List to Booking: The Travel Trends Report 2025,” reveals that travelers today are increasingly turning to short-form video and social discovery not just for inspiration, but as a key step in decision-making. Based on TikTok’s internal data and third-party research from TikTok Marketing Science’s Europe and UK & Ireland (EUI) Travel on TikTok Research 2025, conducted in partnership with Ask Your Target Market (AYTM), the study outlines how travel marketers can tap into these changing behaviors and move beyond awareness campaigns to drive measurable conversions.
Hannah Bennett, head of travel at TikTok UK, sat down with Sania Lali, branded content editor at Skift, for a conversation exploring the key findings and what they mean for the future of travel marketing.
According to the AYTM report, 59% of UK TikTok users who book after discovering a destination on TikTok do so within one week. With inspiration and action living in the same space, this presents a full-funnel opportunity for brands to leverage authentic storytelling, creator partnerships, and community-driven content to directly influence booking intent.
The report highlights five key insights shaping the travel landscape in 2025 and beyond:
- The Rise of Everyday Explorers: Travelers are embracing micro-adventures and local getaways inspired by content that feels achievable and personal.
- Discovery to Decision: The path from inspiration to booking has become shorter, as travelers use social platforms to research and confirm plans.
- Culture-Driven Travel: Destinations connected to culture, creativity, and shared experiences are capturing the attention of younger audiences.
- Conscious Choices: Responsible travel, community impact, and environmental awareness are now central to decision-making.
- The Power of Creators: Creators play an important role in shaping travel intent through authentic storytelling and credible recommendations.
This content was created collaboratively by TikTok and Skift’s branded content studio, SkiftX.
