ASPIRE CONFERENCE 2022
TikTok’s Bennett touts app’s ability to inspire
A TikTok executive encouraged luxury travel brands to consider using the short-form video platform as part of their marketing strategy to reach new clients. Hannah Bennett, industry lead for key accounts at TikTok, said the platform plays a “key role” in consumers’ discovery stage for luxury brands such as Prada, Dior and Gucci.. Bennett said TikTok generated more purchases after discovery or inspiration than any other social media platform, according to research conducted by the company in partnership with digital trends specialist Vogue Business. “Being able to show that we’re the platform that is driving the most purchases is powerful evidence that you might want to start looking at TikTok as part of your media mix,” she said. Bennett said that while most luxury travel brands weren’t
HANNAH BENNETT: ‘Just give KV|C IQ CPF UGG JQY KV YQTMUo
currently using TikTok, luxury travel content was “really big” on the platform. She said travel trends on the app included “authentic” videos showcasing destinations, PlaneTok, point- of-view content, ‘edutainment’ and brand ambassadors like Celebrity Cruises captain Kate McCue, who has 3.1 million followers. Bennett encouraged brands to “see what works” for them and play around with video styles. “If you want to get a feeling for TikTok, just give it a go – put something out there and see how it works,” she said.
AMANDA MATTHEWS:
‘If we know in advance, we’re prepared’
Matthews calls for ‘honesty’ from suppliers on problems
The boss of Designer Travel called for “basic honesty” between suppliers and agents to enable the homeworking agency to service its affluent clients more efficiently. Managing director Amanda Matthews said suppliers
throughout the chain were “struggling to communicate quickly”, adding that issues were exacerbated by operators withholding or issuing incorrect information. She cited an airline that said a flight had been cancelled when it had actually been overbooked and operated as planned. “It boils down to basic honesty,” she said. “None of us
like being inconvenienced, but if we know in advance, we’re prepared. That’s what’s frustrating. We can solve a lot of these issues, but we can’t when they’re thrown at us [without notice].” She added that the agency was increasingly being forced to
bypass operators to service clients’ needs, adding: “To counter as many cases as we can, we are cutting out the tour operator and going direct to the source of the information.” Matthews said Designer Travel had “beefed up” its admin centre to support its network of 110 homeworkers.
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aspiretravelclub.co.uk SEPTEMBER 2022 ASPIRE 13
CREDITS: SARAH LUCY BROWN
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