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Australia’s largest experience network, Big Red Group, is encouraging tourism operators to embrace TikTok to connect with Gen Z travellers, following new research which shows almost 90% of Gen Z use TikTok to seek out new experiences.

Gen Z are those born between 1995-2009. They make up 22% of the global population and 27% of the global workforce.

New research from The State of Student and Youth Travel in 2024 report reveals that TikTok has emerged as a primary source of travel inspiration for Gen Z, with 89% saying they discover new travel destinations and experiences through the platform, and 40% admitting they booked a holiday as a direct result of watching TikTok content.

BRG’s own adventure marketplace, Adrenaline, and operators like Oz Jet Boating and URBNSURF have seen remarkable success on TikTok, boosting sales and expanding business.

For adventure marketplace Adrenaline, one of Big Red Group’s consumer brands, the role of social media has changed significantly as its influence on younger consumers continues to evolve.

The company’s TikTok account now serves as a valuable tool for customer service and feedback in addition to delivering brand awareness and engagement gains - and Adrenaline regularly advertises on the channel to ensure it’s reaching younger Australians, with a recent campaign delivering a reach of 2 million and 70,000 clicks to the website.

Big Red Group Chief Executive, David Anderson, emphasises the transformative potential of social media as a marketing tool for small businesses.

"We're currently observing a significant shift in how Gen Z travellers discover and decide on their next travel destinations, with TikTok emerging as a dominant influencer in this landscape. It's clear that the platform plays a pivotal role in shaping travel preferences and choices for this demographic.

“Consequently, tourism operators have a prime opportunity to engage Gen Z travellers on TikTok by providing compelling content that speaks directly to their interests by showcasing their experiences. By leveraging TikTok's creative potential and establishing authentic connections with this audience, tourism operators can effectively capture attention and drive bookings in an increasingly competitive market."

A number of operators that offer experiences through Big Red Group’s consumer brands - RedBalloon, Adrenaline and Experience Oz - have already seen the positive impact TikTok can have on a business, including:

Oz Jet Boating:

• Utilised TikTok's popularity during Taylor Swift's Era's tour to introduce "Swiftie Spins," a unique sing-along experience.
• A TikTok video shared by the company garnered over 2.6 million views, contributing to increased sales of over $25,000 during Taylor Swift's visit.
• Marketed the experience organically on TikTok, initially offering three sessions which expanded to 23 due to high demand.

URBNSURF:

• URBNSURF boasts 180,000 Instagram followers and a growing TikTok following of over 20,000
• Despite no spending on marketing, the company credits social media, particularly TikTok and Instagram, for their success in driving engagement and growth.

More information on Big Red Group  

Access new research from The State of Student and Youth Travel in 2024 report

Image top: Oz Jet Boating; image above URBNSURF

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