As we look forward to The Phocuswright Conference, PhocusWire is highlighting a number of conference speakers in a series of Q&As.
At the event, David Hoctor, director of U.S. verticals, travel and gaming for TikTok Global Business Solutions, will be part of an executive panel discussing how social media platforms are “rewriting the playbook” for travel discovery.
Below, Hoctor discussed potential changes in traveler discovery, artificial intelligence and more.
What are your priorities this year at TikTok?
My main priority this year—and the reason I’m excited to speak at Phocuswright—is to expand TikTok’s relationship with travel brands. Over half of America is watching TikTok every day, consuming a movie’s worth of content. And travel is one of our most popular content categories—both in terms of video views and video creations. But as one of our most nascent enterprise verticals, our commercial product needed work.
With the launch of Travel Ads powered by Smart+, I now believe TikTok has the ability to reach the right traveler with the right message at the right moment based on signals powered by automation. I’m excited to prove this with our travel partners and bridge the gap between the user side and commercial side of our business.
What do you know now that you wish you’d known 20 years ago?
I was in high school 20 years ago, so you could write a long book on all the things I wish I’d known! It took me a long time to learn patience in my career. Moving at speed is important, but I’ve learned at TikTok that it’s important to move deliberately before moving fast. I’ve also learned to lead by principle versus leading by emotion. I thank our former GM, Tim Natividad, for both those lessons.
How do you see traveler discovery shifting as more people turn to social platforms like TikTok for inspiration?
Short-form video has become a very useful format for information and discovery, as well as for entertainment. We often call this edu-tainment. There are countless examples of how-tos/tutorials like #CleanTok with billions of views. We see this play out for the travel industry too. Increasingly, people are using short-form video to learn about travel—be it new destinations or hotels or airlines or travel tips. Whether they’re luxury travelers, budget travelers, digital nomads, foodies or families—TikTok serves relevant content that resonates with their passions, demographics and interests. In fact, when we surveyed our users, 66% stated that TikTok was their number one platform for travel inspiration and discovery.
But it’s not just discovery and inspiration, we’re driving action too. TikTok—and short-form video in general—allows consumers to more seamlessly move from upper-funnel discovery to mid-funnel intent with search right through to lower-funnel conversions and bookings. Seventy-eight percent of users agree that TikTok introduces them to travel content they aren’t actively looking for and inspires them to take action.
TikTok is turning travel POVs into travel plans and inspiring audiences to go from scroll to suitcase.
How are you using AI at TikTok?
AI is a powerful tool that allows us to level the creative playing field, boost productivity and uncover insights at scale. At TikTok, we’ve built TikTok Symphony, a suite of generative AI tools that help with creative ideation/production/adaption, leading to more volume and variety for content that resonates.
We recognize that creative wear-out on TikTok can be higher than elsewhere given our platform is full screen/full sound/full attention. TikTok Symphony is having a huge impact and clients are seeing real value and business results in early testing.
Who are you most looking forward to hearing speak at the conference and why?
Geoff Freeman, president and CEO of the U.S. Travel Association. I had the pleasure of attending U.S. Travel’s Summer Summit in Colorado Springs earlier this year, and I thought the quality of the content and speakers was first class. I learned a lot from Geoff’s insights around the state of the travel sector and I also learned that there is a real sense of community amongst the industry’s leaders. We definitely managed to have a drink or two and some fun as well, which always helps.
The Phocuswright Conference
Join us in San Diego November 18-20 when TikTok’s David Hoctor will take part in an executive panel titled “Social Search, Viral Inspiration and the Future of Travel.”