Cruise agents are leveraging TikTok to attract new consumers as the demand for ocean holidays rises.
- Hannah Bennett from TikTok highlighted the platform’s potential at the recent Cruise Summit.
- #Cruise and #Travel are trending on TikTok with billions of views, indicating vast engagement opportunities.
- Agents are encouraged to partner with influencers to connect with eager travel communities on TikTok.
- Industry experts emphasise reaching younger demographics as key to future cruise industry success.
With the rapid evolution of digital platforms, TikTok has become an unexpected ally for the cruise industry, offering new avenues to engage with potential customers as interest in cruise holidays surges. Hannah Bennett, a travel lead at TikTok, emphasised this potential at the CTN and CLIA Cruise Summit on 9 October, suggesting that TikTok’s vast audience could be harnessed to expand the reach of cruise agents significantly.
TikTok’s influence in the travel sector is notable, as evidenced by the staggering 11 billion views of the #Cruise hashtag and 200 billion views of #Travel. This immense pool of viewership, Bennett points out, is not merely passive; approximately 23% of viewers actively comment on travel-related posts, providing a unique opportunity for cruise agents to engage potential clientele meaningfully.
Bennett advises cruise brands considering TikTok to strategically collaborate with content creators whose audiences span diverse backgrounds. She highlighted that users now increasingly seek travel inspiration, conduct research, and connect with companies via the platform, marking a significant shift from its original entertainment-only purpose.
Max Lonsdale and Dani Briers from Social Trinity echo the importance of social media engagement, advising agents to leverage video features on Instagram and TikTok to maintain customer interest and expand reach. They stress that consistent interaction within social networks is crucial for increasing engagement and awareness of cruise offerings.
At the Summit, CLIA UK and Ireland’s managing director Andy Harmer underscored that the millennial age group now represents a significant portion of the market interested in cruise holidays. He noted the substantial future investment of £44 billion in new ships by 2027, yet reminded that the sector must attract four million new cruisers by 2025 to meet capacity increases.
TravelTek’s Cressida Sergeant reported that the average age of cruisers using their booking system is 47, with a booking average of £3,590. The importance of engaging with younger demographics was reiterated, highlighting that traditional methods still hold value, yet must be adapted to reflect evolving consumer expectations and technological advancements.
In the panel session, industry leaders such as P&O Cruises’ Ruth Venn and others stressed the critical role of agents in the industry’s success. They advocated for innovative marketing strategies to reach those unfamiliar with cruises while maintaining robust communication with existing customers. The shared consensus was that the market’s expansion requires not just strategic marketing, but also bravery in exploring untapped demographics.
Utilising platforms like TikTok could prove transformative for the cruise industry, aligning it with emerging consumer behaviours and future demographic shifts.
