WHAT’S TRENDING? in conjunction with creator economy specialists


TV show The White Lotus


The new hotspots are cooler: Antarctica, Finland, Lapland


If sun-soaked Bali was the backdrop for many a TikTok-travel moment in 2023, 2024’s trips have already taken a slightly cooler turn. This year’s bucket-list destination is Antarctica, with travel


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Creator content agency Corq explores three social media trends influencing tourism decisions


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For more about Corq, visit corq.studio


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aspiretravelclub.co.uk JANUARY 2024 ASPIRE 21


creators recording their brushes with whales, penguins and the infamous Drake Passage, a turbulent body of water on the approach to the continent, as well as filming their packing and endless thermal gear. #Antarctica has 4.5 billion views on TikTok and the destination is part of a broader trend for ‘cool- cationing’ on social media, with creators opting for cooler climes such as the Himalayas (model Mia Regan was trekking there in November) and Finland (Rachel Gorry and Billie Faiers both chronicled their families’ adventures in Lapland in December). In January, Ellie Gibson of the Scummy Mummies comedy duo recorded her adventures in Antarctica and took the polar plunge: swimming in 1.3C water. Cool indeed.


TikTok users keep it Reel with in-demand hotel breakfasts


The best part of staying at a hotel? The breakfast buffet. This is a key conversation among the #TravelTok community, as influencers review resorts’ food. On TikTok, #BreakfastBuffet has more than 103 million views and #HotelBreakfast more than 140 million. People love unlimited breakfast buffets. A case in point: in 2023, the £80 brunch buffet at London’s Nobu Hotel in Shoreditch went viral on TikTok. Also in 2023, Elle McNamara (Bambi Does Beauty) posted a Reel stating her love for a hotel breakfast – her video has a 49% engagement rate and 4.1 million views. Meanwhile, lifestyle creator Nicole Whittle’s Reel about being vegan at a hotel buffet has a 23.5% engagement rate.


CREDIT: HBO


CREDIT: Shutterstock/SZakharov


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