Top TikTok Marketing Campaigns for Travel Gear & Accessories That Drove Real Results

The travel gear and accessories market is booming—expected to grow from $2.22 billion in 2024 to a whopping $3.68 billion by 2032. With this rapid growth, brands are competing to snag the attention of globetrotters, wanderlusters, and jet-setters. And guess where they’re doing it?

TikTok—the platform that’s not just for viral dances and lip-syncing, but for driving serious sales, with its U.S. market alone surpassing $9 billion in sales value. You read that right. Nine billion.

So, how do brands break through the noise? By creating shoppable, authentic, and undeniably engaging content. TikTok is no longer just about catchy clips; it’s become the ultimate playground for influencers and strategic marketing. From influencer partnerships to in-app purchases, the magic lies in blending creativity with real-time tracking and data.

One brand that’s aced this? Samsonite. Their "TikTok Takeoff" campaign is a masterclass in how to combine influencer power with shoppable video ads and precise tracking.

Curious about how they did it? Keep reading to discover how this campaign soared—and how others are following suit.

1. Samsonite's TikTok Takeoff: A Full-Funnel Approach that Packs a Punch

When it comes to travel gear, Samsonite isn't just a luggage brand — it's practically a household name. So when they decided to take their Proxis suitcase to TikTok, they weren’t looking for a casual scroll-and-scroll campaign. No, they went all in with a full-funnel strategy that delivered results that could make even seasoned marketers stop in their tracks.

Strategic Execution: The Perfect Travel Companion for TikTok

Samsonite’s approach to this campaign was as slick as their polycarbonate suitcases. Here’s how they nailed it:

• Video Shopping Ads & Carousel Ads: By integrating shoppable video content, Samsonite ensured that TikTok users didn’t just watch — they could buy in the moment. It’s like strolling through a store with your credit card already in hand, ready for the perfect impulse purchase. Targeted ads pulled directly from their catalog meant viewers were served exactly what they were eyeing, increasing the likelihood of a conversion.

• Creator Partnerships: Samsonite didn’t just throw any influencer into the mix. They teamed up with creators like @rvm_thecameraguy to craft authentic, captivating content that complemented their branded assets. This approach created a campaign that felt less like an ad and more like a seamless part of the TikTok experience, keeping users entertained and engaged.

• TikTok Pixel Tracking: Forget the guesswork. By using TikTok's Pixel, Samsonite could track and refine their strategy in real-time, ensuring their ads weren’t just being seen but were being seen by the right people. The result? More efficient performance optimization and smarter retargeting.

@mysamsonite Did you know our new Restackd collection has packing cubes included? A game changer for staying organised and saving space in your suitcase! #packingcubes #suitcasepacking #travelhawaii #MyJourney #MySamsonite #Restackd @byrvm_contentcreation ♬ origineel geluid - mysamsonite

The Results: A Journey Well Worth the Trip

Samsonite didn’t just meet expectations — they smashed them. Across five European markets, their Video Shopping Ads saw a 3x Return on Ad Spend (ROAS) and an 11% engagement rate. Even more impressive? They generated over 700 add-to-cart actions and delivered a 10% lower CPM than the industry benchmark.

This wasn’t just a campaign; it was a travel-ready revolution on TikTok. With smart targeting, high-impact creatives, and savvy use of TikTok tools, Samsonite established a new benchmark for future campaigns in the travel sector. In other words, it’s not just their luggage that’s packed for success — their marketing strategy is too.

2. TUI's TikTok Holiday Hacks: A Budget-Friendly Getaway to Success

When it comes to booking a holiday, TUI’s name is practically synonymous with smooth, worry-free getaways. But in an era where travel decisions are increasingly influenced by more than just wanderlust (hello, cost-of-living crisis), TUI needed a strategy that would help them stand out amidst the financial concerns of travelers.

Enter TikTok: the perfect platform for practical, engaging, and shareable content.

Strategic Execution: A TikTok Takeover with Real Impact

Here’s how TUI executed a campaign that hit all the right notes, from budget hacks to vacation dreams:

• Creator Partnerships: TUI understood that TikTok thrives on authenticity. They brought in a dynamic mix of 10 creators, including names like The Budgeting Mum and The Travel Bae, who weren’t just influencers but also passionate advocates for budget travel. These creators crafted videos that were authentic, engaging, and, most importantly, relatable. It’s the kind of content you’d want to share with your friends, not just sit through as an ad.

• In-Feed Auction Ads & Creative Differentiation: TUI used a blend of Video Views and Traffic Ads to serve their messaging in two different ways, ensuring that they were capturing both attention and clicks. With In-Feed Auction Ads placed strategically, they managed to blend seamlessly into TikTok’s endless stream of content, not interrupting, but enhancing the experience.

• TikTok Creator Marketplace: TUI didn’t just take a one-size-fits-all approach. By tapping into the TikTok Creator Marketplace, they were able to fine-tune their creator partnerships and even discover fresh voices who resonated with their target audience. Think of it like finding the perfect holiday destination that you didn’t know existed — only this time, it’s creators that perfectly align with TUI’s brand.

@budgetingmumofficial ad Sunmer Holidays 2024 Did know @TUI UK & Ireland have got loads of options available to book your holiday today with a £0 deposit? Im eyeing up this gorgeous hotel in Majorca for this summer ☀️ #summerholidays #travelonabudget #momonabudget #travelwithtui #fyp ♬ original sound - THE BUDGETING MUM💰

The Results: From Views to Bookings

TUI’s campaign didn’t just meet expectations, it exceeded them, proving once again that TikTok isn’t just a platform for viral dances and lip-syncing.

With more than 4.2 million video views and an average view-through rate of 7.84%, it’s clear that the campaign was getting serious engagement. And when it comes to conversions? A 0.40% click-through rate directed thousands of potential vacationers straight to TUI’s website, where dreams of sun and sand turned into bookings.

The campaign also saw a significant brand lift, with a +6.7% increase in attitudes toward TUI and a +13.8% boost in Brand Recall, showing that the message had sunk in. TUI wasn’t just another travel brand in the mix; they were now a top-of-mind choice for travelers looking to save without compromising on experience.

3. LuckyTrip’s TikTok Success: The App That Made Vacation Planning a Tap Away

Booking a holiday has always been about juggling budgets, plans, and finding the perfect destination—until LuckyTrip came along to make the process as easy as tapping a button. But how do you turn a travel app into the go-to app for spontaneous vacationers? By playing to TikTok’s strengths and blending creativity, data, and influencers into the ultimate travel campaign.

Strategic Execution: A Test-and-Tap Strategy That Paid Off

LuckyTrip didn’t just dip its toes into TikTok’s waters; they dove straight in, testing, tweaking, and capitalizing on trends in ways that made sure their message stuck. Here’s how they achieved it:

• Split Testing for Engagement: LuckyTrip partnered with GEN Z TALENT and TikTok’s Account Manager to design a campaign targeting the UK’s Gen Z and millennial travelers. Running for three weeks, they used split testing to discover which creative approaches resonated best. It was a data-driven strategy that focused on finding the perfect combination of content to engage TikTok’s audience.

• Influencers and User-Generated Content (UGC): TikTok thrives on authenticity, and LuckyTrip leveraged this by collaborating with a range of influencers. From travel specialists who shared tips and recommendations to more general influencers creating trendy, attention-grabbing content, LuckyTrip made sure to speak TikTok’s language. The result? A mix of informative and viral content that kept audiences engaged and interested.

• Spark Ads to Amplify Organic Reach: LuckyTrip made a smart move with Spark Ads, using organic posts from their influencer partners and boosting them for greater reach. This strategy allowed them to maintain authenticity while amplifying engagement, ensuring that every like, share, and comment contributed to the campaign’s success.

@luckytripWhere will luck take you?♬ original sound - LuckyTrip

The Results: App Downloads That Surpassed Expectations

When the results came in, LuckyTrip’s campaign was nothing short of a triumph. In just three weeks, the app rocketed to the top of the UK’s Apple App Store for travel apps, even briefly surpassing TikTok itself in terms of downloads. That’s the kind of success most apps only dream of.

With 85K+ app downloads, 4M+ impressions, and an eye-popping 1600% increase in followers, LuckyTrip’s TikTok campaign didn’t just hit the mark—it smashed it. The campaign’s success didn’t go unnoticed either, as it was shortlisted for TikTok’s prestigious “Greatest of All Time” (G.O.A.Ts) performance award, a testament to its standout execution.

By using split testing to fine-tune their approach and trusting TikTok’s algorithm, LuckyTrip optimized their Return on Ad Spend (ROAS) and ensured their campaign’s success. With these valuable insights under their belt, they’re already planning their next move to keep the momentum going.

LuckyTrip’s TikTok campaign proves that with the right mix of creative testing, influencer partnerships, and smart ad strategies, turning an app into a viral sensation is more than just a possibility—it’s the new reality. So, when you’re ready to book your next spontaneous getaway, remember: one tap could change everything.

4. Lastminute.com’s TikTok Cure: A Hilarious Campaign for Gen Z Travel Enthusiasts

When life hands you the January blues, Lastminute.com has the perfect remedy—Holiopathy. No, it’s not an actual supplement, but a clever marketing concept for their new range of flight and hotel packages designed to lift the spirits of young UK holidaymakers.

But how do you convince a TikTok-obsessed Gen Z and Millennial crowd to book their next holiday? With humor, creativity, and a hefty dose of TikTok magic, of course.

Strategic Execution: Creativity Meets Targeted Reach

Lastminute.com didn’t just run another ad campaign—they ran one designed to stand out. Here's how they nailed it:

• TopView Ads for Maximum Visibility: To kick things off, they deployed TopView ads, which occupy the entire screen when a user opens TikTok. And what’s better than full-screen, sound-on ads? Full-screen, sound-on ads that are actually fun. The creative featured a mock “Holiopathy” pill bottle, poking fun at health supplements, and inviting users to find their ideal holiday to cure the post-holiday blues. The quirky voiceover added a layer of humor, making sure viewers actually engaged.

• In-Feed Ads for Authenticity: To complement the TopView campaign, they also ran In-Feed Ads. These were placed seamlessly into users’ For You feeds, making them feel like organic content rather than ads. The same clever creativity was used, providing a consistent message that was easy to digest and fun to share.

• Calls to Action & Clear Journey: Both ad formats included a call to action directing users to a landing page with Lastminute.com’s hilarious holiday packages, like the "Vitamin D Booster" for sun-starved souls or the "Routine Remover" for those looking to escape the daily grind. This clear path from ad to action made the user journey as smooth as booking a holiday with a single click.