We dive into two major forces reshaping the travel industry: the uncertain future of TikTok in the U.S. and the rising power of experience-first travel, especially among Gen Z and millennial audiences.
The TikTok Ban and What It Means for Travel Marketing
With a potential TikTok ban in the U.S. looming, travel brands that have invested heavily in the platform are on edge. The platform has become a key marketing channel, with Disney Parks boasting over 12 million followers, Expedia 1.8 million, and Royal Caribbean 1.3 million. A ban would cut off access to 170 million American users, many of whom discover travel brands through TikTok's engaging short-form content.
The fallout would be significant. Brands would lose access to TikTok’s new travel ad product, which is built to drive direct bookings. Marketers may be forced to redirect efforts toward other social platforms, develop fresh content strategies, and rebuild their audiences elsewhere. Whether or not a sale of TikTok is finalized in time, the industry is preparing for a possible shift in how it engages younger travelers.
Experiences Drive Destination Choice
Meanwhile, a new report from Arrival highlights a massive trend that’s transforming how trips are planned. According to their 2025 US Experiences Traveler Outlook, 65% of travelers say experiences are the biggest factor influencing their destination choices. From food tours and local festivals to immersive nature and cultural activities, younger generations are prioritizing experiences before even booking flights or accommodations.
This shift is most pronounced among Gen Z and younger millennials, who now expect curated, interest-based itineraries that align with their passions. However, with economic uncertainty lingering, price sensitivity is also rising. In 2024, many travelers opted for shorter trips and trimmed spending on activities, pushing tour operators to offer not only unique experiences but also great value.
What This Means for the STR Industry
Short-term rental operators should take note: experience-led travel is here to stay. Hosts and property managers must consider how to integrate and promote local experiences—whether by partnering with local guides, offering curated itineraries, or highlighting events that draw guests to the area. With TikTok’s future uncertain, diversifying digital marketing efforts and doubling down on value-driven storytelling will be key to staying connected with the next generation of travelers.
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