TikTok is increasingly a destination where users find news, information, and inspiration. This includes travel—according to TikTok, 59% of North American users found travel inspiration on the app, and 71% of European users say they’re likely to book a holiday based on recommendations they’ve seen on the platform.
Known as “The Destination Authority,” The Luxury Collection was perfectly positioned to meet this growing demand for travel inspiration and launched on TikTok in July 2025.
Objectives:
Through these objectives, we sought to satisfy our audience’s desire to find new and enriching ways to travel while staying true to the stories, experiences, and expertise that define The Luxury Collection.
We launched on TikTok with a three-phase approach.
Phase One: Existing Content
In phase one, we leveraged content originally created for Instagram and Facebook, identifying top-performing assets. This content was refreshed to feel native to TikTok, ensuring graphics, stories, and voice aligned with platform best practices.
Phase Two: Earned Content
In phase two, we activated our first creator partnership to reach new audiences and build credibility. Claire Dinhut (@condimentclaire), a TikTok creator with over 1 million followers, produced a series highlighting our sustainability partnership with MAD Academy. We not only reached her audience, but we also whitelisted the content to further expand the reach of the content.
We also collaborated with influencers to bring some of our key franchises to life on TikTok. Lo-fi, authentic content like “A Day in Madrid” with Andy Baraghani and a "Field to Plate" foraging experience at Muir, a Luxury Collection Hotel, Halifax with @Cabagges, allowed viewers to experience destinations through personal, unfiltered perspectives.
Phase Three: New Franchises
In phase three, we launched new content franchises and creative styles:
Optimization and Paid Promotion:
Between each phase, we reviewed post performance and made optimizations for future content. We implemented a phased paid strategy to amplify the best-performing content and brand priorities. Throughout Q3, we boosted all content for optimal reach and to establish a strong presence on TikTok. In Q4 we boosted content with the strongest organic performance, utilizing interest and behavior targeting to ensure we are reaching users who align with our brand pillars and value authentic travel experiences.
Our launch on TikTok successfully introduced The Luxury Collection to a new audience of travelers and positioned the brand as “The Destination Authority.” Through refreshed content franchises, tastemaker partnerships, and new creative styles, we focused on reaching new luxury audiences, generating organic interest, and optimizing discoverability via TikTok’s algorithm.
We also garnered 51.4M total impressions/views and 2.3M engagements—an impressive 4.8% average engagement rate. More specifically, the content achieved an average Focused View Rate (FVR) of 14.9%, which outperformed the Luxury Group average by ~14% and showed our audience’s interest in our content.
Our following also grew significantly by 6.2K followers, a 1450% increase in just over three months. This demonstrates that viewers are consistently interested in our content and invested in the value our content provides.
By utilizing novel and unexpected creative styles (like Mixed Reality), tapping into unique perspectives via tastemaker partnerships, and connecting with relevant, timely trends, we connected with our TikTok audience by delivering entertaining content that also offered meaningful insights into diverse cultures, sparking inspiration for their future travels.
