Is TikTok still as effective ?

The travel industry is undergoing an unprecedented digital revolution where TikTok is no longer just an inspirational showcase, but has become a formidable sales conversion tool for hotel giants.

Statistics from 2026 confirm this paradigm shift: 70% of platform users report having already booked a trip after watching video content, and even more fascinatingly, 52% of these travelers take action within a week of discovering the content.

The Accor group, in particular, perfectly illustrates this shift by adopting a sophisticated data-driven strategy that goes far beyond simply publishing aesthetically pleasing videos.

By integrating cutting-edge technological tools such as the Event API, granular audience targeting, and dynamic retargeting campaigns, Accor has succeeded in transforming social engagement into tangible revenue.

The results of this collaboration speak for themselves: the hotel group recorded a 9% increase in its return on ad spend (ROAS), while drastically optimizing its spending with a 17% decrease in cost per booking and a massive 54% reduction in cost per click.

This performance demonstrates that by 2026, mastering TikTok’s narrative codes, combined with rigorous data exploitation, will enable the capture of a younger and more responsive clientele, thus redefining the standards of business performance in global tourism.