Forget Google. Gen Z’s favorite travel search engine is TikTok
Editor’s note: When this interview was recorded, Eason Zhang was Head of Travel, Strategic Partnerships TikTok SEA, as reflected in the video. Recently, Eason became Head of Apps, Strategic Partners SEA at TikTok.
For years, TikTok was seen as a platform dominated by viral dance trends and lip-sync videos. But today, it’s emerging as a serious player in the travel industry, shaping how users discover, plan, and even book their trips. According to Eason Zhang, Head of Apps, Strategic Partners SEA, the platform is no longer just about entertainment – it’s influencing real-world travel decisions.
Watch the full interview:
When it comes to travel partnerships, brands have three key concerns when working with TikTok, Eason explains. “The first one is, how are they going to create TikTok creatives and videos at scale? That’s not something they are very used to in the past,” he says. Unlike traditional advertising that relies on polished visuals, TikTok’s success hinges on authentic, engaging content.
The second challenge is performance.
Many brands want to drive direct bookings or app downloads, but TikTok has long been perceived as a platform primarily for discovery. Eason acknowledges this but emphasises that the company is actively working with partners to bridge that gap. “At the moment, people always feel like TikTok is a channel for discovery, for getting inspired, but the conversion part sometimes is missing. That’s why there’s a lot of discussion on how we improve on that.”
The third concern is measurement.
“A lot of times they are already running very effective campaigns on other platforms. How can TikTok value add in terms of bringing incremental bookings or new users?” he says. As brands demand more robust tracking tools, TikTok is enhancing its measurement capabilities to demonstrate clear return on investment.
TikTok’s role in travel planning is evolving beyond just inspiration – it’s becoming a search engine in its own right. “TikTok is already ranked as the number four search engine globally,” Eason shares, citing third-party data. “I can repeat some of the stats: 23% of users start searching for something within 30 seconds of opening the app, and almost 70% of Gen Z users use TikTok search.” For younger travellers, TikTok is increasingly replacing traditional search engines for finding recommendations on hotels, restaurants, and activities.
One of the biggest trends TikTok is driving in Southeast Asia is spontaneous travel. Unlike traditional, meticulously planned vacations, TikTok users are embracing impulsive trips based on viral content. “Many of the things happening on our platform are spontaneous. They see an activity, a concert, a sports event, or even a pop-up restaurant and immediately make a trip,” Eason says. He adds that TikTok has become a go-to platform for in-destination decision-making. “After a concert, what are we going to do? Probably go to TikTok to discover the best food or bars nearby.”
Rather than a simple cause-and-effect relationship between social media and user behavior, Eason describes TikTok’s influence on travel as a “flywheel.” He cites the viral “Skip to the Good Part” trend, where users transition from mundane daily life to stunning travel destinations. “It started as a trend, then a background music (BGM) and template came out. People saw it and thought, ‘That’s so cool, I’m going to do it for my next trip.’” As more users participated, the trend reinforced itself, driving further engagement and inspiring more spontaneous travel decisions.