Southwest Airlines is partnering with TikTok creators to promote booking travel in-app.An Adobe survey found that 20% of TikTok users who utilized the platform as a search engine looked for information on travel destinations or experiences. But having to move apps to use the info they find on social media is simply a nuisance for young people. So, this partnership enables users to book flights shown in videos from 10 creators without ever having to leave TikTok. Over the past year, Southwest has focused on attracting Gen Z consumers through creator and social media collabs, highlighted by its “Big Flex” campaign launched in April, featuring influencers such as YouTuber Swagg and Kelsey June Jensen across multiple media channels. (Ad Age)
📊 YPulse data: 48% of 13-39-year-olds agree, “I rely on travel content from influencers for high quality recommendations”
