The case study positions TikTok as a powerful platform for travel brands in both engagement and conversion, underscoring the value of platform-native features for direct bookings.

A&O Hostels invested just over $40,000 in a TikTok campaign titled 'Where to Go 2025,' which delivered about $705,000 in revenue, roughly 30 million impressions, and a 10% lift in direct website traffic.

Travel brands are shifting from influencer-for-free-stays to optimized, revenue-linked campaigns and platform-native strategies that prioritize creative video content to drive direct revenue.

A TikTok campaign earned a TikTok Award for Greatest Performance, aided by an AI-generated anthem that accompanied the videos and a catchy chant-based hook that boosted usage.

TikTok outperformed YouTube for this campaign, enabling faster decision-making and more direct bookings via in-app features, with a broader audience than expected, including teachers planning school trips.

Following the success, A&O plans to substantially increase TikTok investment in 2026, focusing on entertainment-first, authentic content and real-time bookings rather than traditional ads.

Industry trends show brands moving away from trend-chasing toward authentic, value-driven campaigns, emphasizing strategy and measurable results, in contrast to legacy content approaches.

The campaign began with 100 creators producing videos to the AI anthem, expanding organically to about 400 influencers, expanding reach and bookings through TikTok’s native features.

Industry voices stress high-quality, storytelling-driven video content and integrated ad spend to drive measurable results, with a move toward niche platforms and content-led luxury travel campaigns.

The story reflects a broader industry shift toward strategic, measurable, platform-specific campaigns rather than broad, scattershot approaches in travel marketing.