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Q4 2023
Social Content Opportunity Analysis™
SHARED CHANNELS
TIKTOK
Social Content Opportunities For the Luxury Travel Audience in Q4 2023
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Purpose of This Research
Identify white space content opportunities
Identify replicable production elements (formats, editing techniques, etc) that contribute to those content opportunities
Identify content themes that are not performing well and may be avoided
Identify organic content opportunities that could be created alongside owned media
In order to drive the most effective TikTok, Instagram and Facebook content strategy possible to resonate with the luxury travel audience.
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Let inspiration, relatability and partnerships drive your organic companion posts.
Enhance your episodic owned content with supplementary media that:
Partners with creators and related niches whose brands align with yours to amplify your reach in a more casual tone.
Inspires audiences to visit by sharing unique hotel features, travel inspiration and the amenities you can offer guests.
Enhances relatability with emotional content, such as opportunities to win a vacation and funny videos.
The 1-Minute Gist
Luxury travel audiences respond to content that inspires them to live their dreams.
Share how your hotel* will help enhance their dream trip through videos that:
Use storytelling to show why guests should visit your hotel and the unforgettable experience they will have.
Personify the key selling points of your hotel with partner posts that serve as endorsements.
Share valuable information about destinations and your hotel to help inform audiences’ travel choices.
Top visual trends
Top-performing organic content uses cinematic high-definition visuals to inspire travellers and…
Uses a variety of formats including compilation, POV, drone and time-lapse to immerse viewers…
And uses popular trends such as seamless transitions and social media vs. reality to expand reach.
*Hotel is used interchangeably in this report for all forms of overnight accommodation (ex. resorts, bed & breakfasts, and luxury trains).
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Overview
Of Content Themes
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Hotel Partner Post
10M
5M
Average Views + Engagements* (V+E)
Avg. V+E For This Niche = 7.0M
Top social content themes in the Luxury Travel space.
*For videos in this content category. View + Engagement data collected via direct social media platform API.
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First Class Flights
Destination Information
Exotic Getaways
Unique Hotel Experiences
Social Media vs. Reality
Funny Travel Videos
Food & Drink
Arts & Culture
Room Reveal
16M
Win a Vacation
Hotel Amenities
Family Vacation
Travel Itineraries
12M
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Excellent social content themes in the Luxury Travel space.
*For videos in this content category. View + Engagement data collected via direct social media platform API.
Travel Itineraries
10M
5M
Average Views + Engagements* (V+E)
Avg. V+E For This Niche = 7.0M
0
8.6M
8.2M
8.2M
7.2M
Hotel Partner Post
First Class Flights
Destination Information
Exotic Getaways
Unique Hotel Experiences
Social Media vs. Reality
Funny Travel Videos
Food & Drink
Arts & Culture
Room Reveal
Win a Vacation
Hotel Amenities
Family Vacation
Travel Itineraries
7.2M
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Good social content themes in the Luxury Travel space.
*For videos in this content category. View + Engagement data collected via direct social media platform API.
10M
5M
Average Views + Engagements* (V+E)
Avg. V+E For This Niche = 7.0M
0
5.8M
4.9M
Hotel Partner Post
First Class Flights
Destination Information
Exotic Getaways
Unique Hotel Experiences
Social Media vs. Reality
Funny Travel Videos
Food & Drink
Arts & Culture
Room Reveal
Win a Vacation
Hotel Amenities
Family Vacation
Travel Itineraries
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Okay social content themes in the Luxury Travel space.
*For videos in this content category. View + Engagement data collected via direct social media platform API.
10M
5M
Average Views + Engagements* (V+E)
Avg. V+E For This Niche = 7.0M
0
4.3M
4.1M
4.1M
3.9M
3.9M
Hotel Partner Post
First Class Flights
Destination Information
Funny Travel Videos
Unique Hotel Experiences
Social Media vs. Reality
Food & Drink
Arts & Culture
Exotic Getaways
Room Reveal
Win a Vacation
Hotel Amenities
Family Vacation
Travel Itineraries
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Details
Of Selected Content Themes
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Hotel Partner Posts
Partner with influencers whose content aligns with your brand.
Brands like Hilton and Hyatt are communicating their offerings through partnerships with popular creators to promote their brands in more organic ways.
40 seconds in duration on average.
Top videos give influencers the creative freedom to tell a story related to the hotel in their unique voice.
This video uses time-lapse that is timed to the melody of the music to complete the art.
Each post uses branded hashtags that identify the hotel affiliation and campaign they’re a part of.
Show how your hotel is suitable for different people through a variety of partnerships with creators whose brands are synergistic with yours.
Examples
Production Elements From Top Performing Posts
Views: 43M
Engagements: 379K
This Content Theme vs. Industry Average*
16M
7M
Views: 35M
Engagements: 317K
Views: 16M
Engagements: 504K
*Measured by Average Views + Engagements
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Win a Vacation
Connect with the community and surprise someone with their dream vacation.
Everyone likes a happy ending. Share content with people winning their dream vacations and their heartwarming reactions.
1 minute 41 seconds in duration on average.
Top videos feature a happy ending as a main tactic. They share the heartwarming experience of a person unexpectedly getting their dream vacation and their overjoyed reactions.
On-screen captions are used to highlight the key moments of the story.
Dialogue between giver and receiver is in every top video.
Offer opportunities for people to win a stay with you and increase your brand favorability.
Examples
Production Elements From Top Performing Posts
Views: 25M
Engagements: 5.1M
This Content Theme vs. Industry Average*
12M
Views: 24M
Engagements: 153K
Views: 7.9M
Engagements: 1.3M
*Measured by Average Views + Engagements
7M
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First Class Flights
Examples
This Content Theme vs. Industry Average*
8.6M
*Measured by Average Views + Engagements
Luxury-adjacent niches such as first class flying show off a dream lifestyle.
Tell the story of your first class flight experiences and allow people to live vicariously through it.
56 seconds in duration on average.
Top videos are informative and share a detailed look into flying first class and all its perks.
Segments are filmed in POV & third person to immerse viewers in the experience but also show key features of it clearly.
Voiceovers are used to highlight the benefits and features of first class flights.
Partner with luxury-adjacent niches to amplify the reach of your content.
Production Elements From Top Performing Posts
Views: 16M
Engagements: 1.5M
Views: 10M
Engagements: 410K
Views: 5.6M
Engagements: 744K
7M
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Destination Information
Examples
This Content Theme vs. Industry Average*
8.2M
*Measured by Average Views + Engagements
Visually inspire travellers to visit unique destinations around the world.
Become a trusted source of information for users deciding where to travel next. Show them the beauty of dream destinations and share details about them.
27 seconds in duration on average.
This video does their own take on the trend “It’s just a beach” where videos start off with a view of the earth.
Top videos preface with an introduction to set the stage and end with clips that reveal the destination and its features.
Music that picks up during destination reveals is used to set the mood of the videos.
Create awe-inspiring travel videos that motivate viewers to plan their dream vacations.
Production Elements From Top Performing Posts
Views: 20M
Engagements: 80K
Views: 12M
Engagements: 811K
Views: 10M
Engagements: 694K
7M
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Examples
Exotic Getaways
This Content Theme vs. Industry Average*
Views: 16M
Engagements: 1.8M
Views: 14M
Engagements: 1.5M
Views: 7.1M
Engagements: 1.3M
Inspire audiences to have new experiences in exotic places.
Help people dream big and share bucket list spots for them to explore and visit. Show them that you have the perfect spot for them, no matter the occasion.
14 seconds in duration on average.
Top videos feature cinematic imagery that show the majestic beauty of the destination.
Use popular sound-bites to gain more traction in your videos.
This video sets an emotional tone with its choice of music and caption “when life feels like a movie” that captures the feeling of the moment.
Encourage dreaming about bucket list destinations by creating cinematic videos that inspire audiences to travel.
Production Elements From Top Performing Posts
*Measured by Average Views + Engagements
7M
8.2M
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Unique Hotel Experiences
Examples
This Content Theme vs. Industry Average*
7.2M
*Measured by Average Views + Engagements
Share how picturesque your hotel is and why it should be on your audience’s bucket list.
Show the unique features of your hotel to entice visitors to book stays with you.
45 seconds in duration on average.
Strong visuals aesthetics dominate this category with all top videos highlighting the beauty of the hotel.
Voice-overs are used to share key information about each hotel in most top videos.
Use long captions to highlight each hotel’s features and benefits. In the first post the description is used for this instead of in the video.
A picture is worth a thousand words. Share the beauty of your hotel and why guests should stay with you.
Production Elements From Top Performing Posts
Views: 12M
Engagements: 1.2M
Views: 8.6M
Engagements: 773K
Views: 17M
Engagements: 1.6M
7M
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Hotel Amenities
Examples
This Content Theme vs. Industry Average*
7.2M
*Measured by Average Views + Engagements
Share all the bonus activities your hotel has to offer beyond just a place to sleep.
Waiters on rollerblades? Yoga classes with flamingos? Share all the extra perks guests will have access to when staying with you.
21 seconds in duration on average.
Top videos don’t feature dialogue and instead aim to highlight the amenity visually.
This video uses TikTok’s comment reply function to respond to user questions.
Music is used to add ambiance to the top videos.
Show your audience what amenities and activities you offer. Let the amenities speak for themselves by using visually impressive footage to inspire travellers.
Production Elements From Top Performing Posts
Views: 12M
Engagements: 452K
Views: 4.8M
Engagements: 1M
Views: 4.2M
Engagements: 473K
7M
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Examples
Social Media vs. Reality
This Content Theme vs. Industry Average*
5.8M
Views: 27.2M
Engagements: 2.8M
Views: 7.8M
Engagements: 793K
Views: 4.3M
Engagements: 188K
Reverse this trend to show that luxury travel lives up to the hype.
Share how your hotel is even better in real life than on social media.
11 seconds in duration on average.
Use back-and-forth compilation footage that shows how your destination looks on social media before showing how reality is even better.
Captions and music are used to enhance the storytelling and highlight the differences between social media and reality.
This video still shows the amazing hotel view and how luxurious it is despite its “reality”.
Create videos in which the reality is even better than the social media version.
Production Elements From Top Performing Posts
*Measured by Average Views + Engagements
7M
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Examples
Funny Travel Videos
This Content Theme vs. Industry Average*
4.9M
Views: 12M
Engagements: 574K
Views: 5.9M
Engagements: 840K
Views: 5.8M
Engagements: 559K
Use humour to connect with the luxury travel audience and be more relatable.
Share travel bloopers, funny moments and funny travel stereotypes with your audience to show that there is a more than just picture perfect spots.
16 seconds in duration on average.
Highlight relatable travel moments. In this video, the creator asks other travellers if they clean their suite before housekeeping arrives so they don't think they're slobs.
Use humour to attract attention.In this video a child orders 2 big plates of seafood like he is the one paying as his parents laugh at his audacity in the background.
Share scenarios and stereotypes to humorously relate with the luxury travel experience and audience.
Production Elements From Top Performing Posts
*Measured by Average Views + Engagements
7M
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Viral Outlier posts exceed the average view and engagement benchmark for their content theme by 3x.
Viral Outliers
Hotel Partner Post
First Class Flights
A humorous video in which the creator presents stereotypes from different generations as they try to book a hotel for their vacation.
A simple video of a couple cheersing as they close their doors for privacy in their first class seats. Shot from POV of one partner.
Views: 101M
Engagements: 730K
Views: 81M
Engagements: 3.6M
Family Vacation
This Hilton video shares wholesome clips of a family spending time together and having fun during their stay at the hotel.
Views: 16M
Engagements: 68K
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Viral Outlier posts exceed the average view and engagement benchmark for their content theme by 3x.
Viral Outliers
Unique Hotel Experiences
Funny Travel Videos
Tourist Attractions
This video shares the amazing view of the resort’s pool from this person’s room in Phuket, Thailand.
This video features a man using a popular soundbite to make fun of clapping often heard in first class on flights for services that are not applicable to the economy class of travellers.
A reveal of an ethereal view of Dubai from a skyscraper during a foggy day. This video, although simple, commands amazement from its dreamlike views.
Views: 27M
Engagements: 4.4M
Views: 76M
Engagements: 2.1M
Views: 28M
Engagements: 3M
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Viral Outlier posts exceed the average view and engagement benchmark for their content theme by 3x.
Viral Outliers
Arts & Culture
Food & Drink
A highliner performs a daring traverse across two skyscrapers in Qatar with drone footage showing the splendour of the city beyond him.
A chef takes viewers through preparation of a mouth-watering gourmet meal at the Emirates Palace Mandarin Oriental in Abu Dhabi.
Views: 15M
Engagements: 73K
Views: 13M
Engagements: 66K
Room Reveal
Not all room reveals are made equal. This epic room reveal shows a wine cellar that has been converted into a private swimming pool en suite at the Leonardo Trulli Resort in Italy.
Views: 23M
Engagements: 1M
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Viral Outliers
Dream Destinations
This video captures the essence of Positano in a mere 11 seconds, panning from a beautiful restaurant terrace to the stunning coastline and quaint town.
Views: 14M
Engagements: 3.2M
Dream Destinations
This video asks audiences to visit Italy with the person who comes up first when they share the post while showing an inspiring montage of Lake Como, Italy.
Views: 80M
Engagements: 2.1M
Dream Destinations
A compilation of drone, time-lapsed and professional shots of Milan which capture the scale of the city’s beauty and magnificence.
Views: 8.2M
Engagements: 507K
While these categories did not generally have high views & engagement, these videos were viral outliers.
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Viral Outliers
What’s Trending?
What’s Trending?
Hotel Room Quirks
This video by Hilton parodies a popular Instagram video where 2 friends share a vacation compilation in which they laugh their way through their vacation.
Use visual trends like cool transitions to add a wow factor to your posts. This video features a transition from day to night to view the NYE fireworks from this creator’s hotel room.
A fun video of an interesting feature of this hotel, a fake gun that is used to shoot the lights on and off.
Views: 16M
Engagements: 46K
Views: 6.2M
Engagements: 495K
Views: 11M
Engagements: 1M
While these categories did not generally have high views & engagement, these videos were viral outliers.
Hotel Room Quirks
A fun video of an interesting feature of this hotel, a fake gun that is used to shoot the lights on and off.
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Viral Outliers
Celebrity Guests
Supporting Social Causes
Service Trade
Celebrity guest Bruno Mars collaborated with Fairmont to share one of his favourite drink recipes.
This Hilton Partner shares the impact Hilton and their partnership with Minus18 an LGBTQ+ non-profit, has had on their lives.
A creator loves the aesthetics of an Italian luxury hotel and offers to shoot content for them. The hotel offers him a free stay if they like the content he produces. A video detailing the entire journey and the finished result of his content.
Views: 6.8M
Engagements: 803K
Views: 6.1M
Engagements: 21K
Views: 1.7M
Engagements: 59K
While these categories did not generally have high views & engagement, these videos were viral outliers.
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Hotel Partner Posts: Partner with influencers to produce travel and hotel-related content in a casual style.
Win a Vacation: Offer unsuspecting people an opportunity to win their dream vacation or share posts of people surprising their loved ones with vacations and their reactions. Show people their dreams are possible.
First Class Flights: Share enthralling stories, and reviews from luxurious first class flights. Allow people insight into a luxury lifestyle.
Destination Information: Detail interesting information and travel inspiration for different destinations around the world.
Unique Hotel Experiences: Share unique hotel properties and all the luxuries they offer to inspire people to stay there.
Hotel Amenities: Show travellers everything extra hotels offer to enhance the experience of their stay including but not limited to amazing pools, yoga classes, equipment rentals, gyms, and cultural classes.
Social Media v. Reality: Use this popular trend in reverse to share how your hotel is even better than social media.
Exotic Getaways: Share dreamy destinations that take viewers on a visual adventure. Feature exotic cultures with different people, perspectives, customs, foods, architecture and histories.
Content Theme Definitions
Funny Travel Videos: Share funny relatable moments as seen on vacation such as vacation bloopers and stereotypes.
Click to View
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Family Vacation: Fun and heartwarming vacation moments with families and show how your hotel is the perfect fit for them.
Food and Drink: Amazing food, drinks and restaurants your hotel or destination has to offer travellers.
Arts & Culture: These videos highlight the finer elements of cities from culturally significant spots to amazing art.
Content Theme Definitions
Room Reveal: Videos that show the experience of entering a hotel room for the first time to reveal the luxury and beauty of the room.
Travel Itineraries: “Good fortune is what happens when opportunity meets with planning.” – Thomas Edison. Propose itineraries for the planners who like to have everything figured out before they book their vacations.
Click to View
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Methodology & Data
For This Research
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164K Followers
220K Followers
819K Followers
1.2M Followers
330K Followers
1.4M Followers
28M Followers
2.8M Followers
1.1M Followers
233K Followers
629K Followers
172K Followers
7.5M Followers
119K Followers
587K Followers
108K Followers
360K Followers
102K Followers
236K Followers
7.3M Followers
TikTok Accounts Included in Analysis
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655K Followers
297K Followers
280K Followers
210K Followers
181K Followers
3.3M Followers
2.7M Followers
1.9M Followers
1.3M Followers
1.3M Followers
1.2M Followers
1.1M Followers
895K Followers
664K Followers
622K Followers
554K Followers
455K Followers
389K Followers
353K Followers
315K Followers
Instagram Accounts Included in Analysis
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350K Followers
333K Followers
5K Followers
103K Followers
44K Followers
6.5M Followers
4M Followers
3.7M Followers
2.5M Followers
2.3M Followers
1.8M Followers
1.7M Followers
1.4M Followers
1.2M Followers
725K Followers
611K Followers
603K Followers
567K Followers
515K Followers
425K Followers
Facebook Accounts Included in Analysis
How the Social Content Opportunity Analysis™ Methodology Works
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Measure a Large Sample of Posts
Sample a large number of audience-and-topic-specific social posts from a given platform to find ones that are significantly outperforming the average.
Group Into Themes
Group top performing posts into themes or “buckets” that are both distinct (different from each other) and specific enough to be actionable.
Benchmark the Average
From the post sample, measure the average post views and engagement for the industry or niche.
Surface Top Performing Themes
For each custom theme / bucket we identified, rank them by their average views and engagements to identify the winners and losers.
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Identify Production Insights
For each theme, go into detail about what makes it perform, like video length, editing techniques, production style—the nitty gritty.