Ausfit
Ausfit began in 1992, providing software services to the health and fitness sector including ClubWise, a fully hosted web-based product which combines state of the art club management software,…
read moreAustralia’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:
URBNSURF:
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
6th May 2024 - Big Red Group announced as major sponsor for 2024 Global Sustainable Tourism Summit
5th April 2024 - Big Red Group completes acquisition of Experience Oz North Queensland
28th February 2024 - Big Red Group’s new report identifies emerging and optimistic trends for Australia’s tourism and experience industry
2nd February 2024 - Big Red Group supports North Queensland tourism recovery
22nd January 2024 - Big Red Group and Schneider Electric partner for tourism industry decarbonisation
21st January 2024 - Gold Coast tourism recovery supported by Big Red Group
23rd December 2023 - Dreamworld opens The Wiggles-themed Big Red Boat Coaster ride
29th November 2023 - Big Red Group calls upon consumers to support tourism industry this festive season
19th August 2023 - Big Red Group finds Australians are embracing a ‘seize the day’ mentality despite cost of living pressures
30th June 2023 - Big Red Group invests in ballooning attraction to meet demand for flying experiences
25th June 2023 - Dreamworld’s Giant Drop reopens as Big Red Planes ride takes off
26th April 2023 - Big Red Group and Ecotourism Australia partner to help experience operators achieve sustainability
1st March 2023 - Big Red Group partners with brochuresDM to expand hotel network across Victoria
23rd February 2023 - Big Red Group announces new partnership with global IT services company Cognizant
3rd February 2023 - Big Red Group partners with New Zealand online tour agent Everything Travel Group
15th May 2024 - URBNSURF Sydney opens in Sydney Olympic Park Precinct
18th April 2024 - URBNSURF Sydney announces 13th May public opening
17th April 2024 - URBNSURF names new chief executive
12th March 2024 - URBNSURF Sydney partners with Surfing NSW to enhance surfing experience and provide safety skills
26th February 2024 - URBNSURF and Surfing Victoria announce five-year partnership
6th February 2024 - Chief Executives of Wavegarden and URBNSURF impressed with new style of one-day surfing event
17th January 2024 - URBNSURF Melbourne to host 2024 BYD Pro QS3000 World Surf League event
20th December 2023 - URBNSURF expands long-term partnership with Rip Curl
12th December 2023 - Surfing Victoria partners with Coffey Testing to deliver women and girl surf sessions at URBNSURF
24th October 2023 - URBNSURF and Boost Mobile partner to deliver multi-sport lifestyle event
12th September 2023 - WorkSafe Tradies Surf Challenge returns to URBNSURF Melbourne
30th July 2023 - Applejack named as Food and Beverage Partner for URBNSURF Sydney
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