by Natasha Lair
Last updated: 7:35 AM ET, Wed September 24, 2025
TikTok is increasingly shaping how people choose destinations, hotels, and experiences, according to new data from social media agency Sociallyin.
According to the report, with 1.9 billion users worldwide, a number expected to climb to 2.35 billion by 2029, users spend an average of 95 minutes a day on TikTok — nearly double the time spent on Instagram or Facebook.
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Sociallyin’s research found that 67% of TikTok users say the app inspires them to make purchases, a trend that extends to travel. Short videos showcasing destinations, local restaurants, or tours appear to be encouraging viewers to book.
“TikTok has turned into the new travel guide because people want authenticity over ads,” said Keith Kakadia, social media strategist and CEO of Sociallyin.
“A 30-second clip of someone hiking a trail or eating at a local café feels more real than a polished brochure, and that trust is what pushes people to book. Travelers aren’t just being inspired; they’re following through with flights, hotels, and experiences they first saw on their feed. That’s why destinations can go from hidden gem to sold out overnight.”
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While TikTok’s influence is often associated with Gen Z, Sociallyin reports that one in three users are between 25 and 34, and older demographics are quickly adopting the platform.
Beyond travel, TikTok has also become a launchpad for cultural trends, from viral recipes to local itineraries shared under the hashtag #TravelTok.
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