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In an era where social media and TV are becoming pivotal for travel brands, the panel session “Brace for Future Impact: Building the Right Partnerships in TV & Social Media” brought fresh insights to the evolving digital landscape for travel. This discussion, held at WTM London 2024 and moderated by Benjamin Bryant of Bryant Media Group, united leading voices in the field. Panelists Anna-Lee Bridgstock from Jungle Creations, Carl Ellis from TikTok, Chris Gregory from Samsung TV Plus, Stephen Friedman of Save Your Day Films and INTravel, and Holly Phillips of For Digital Sakes, shared strategies on how TV and social channels can shape travel behaviors, boost tourism, and turn hidden gems into global must-sees. hertelier correspondent Sarah Zimmerman shares key takeaways from the session.
1. Content Customization by Platform and Funnel Stage
Brands should adapt content style and purpose based on the stage in the customer journey and platform strengths. TikTok, for example, excels with quick, inspirational content, while long-form TV content is ideal for storytelling and in-depth engagement.
“It really depends on what stage of the funnel our travel advertisers are looking at... For mid-funnel, content can be more persuasive in terms of driving traffic through to site and to app, whereas when it comes to conversion, working with creators is key to build that favorability.” – Carl Ellis, TikTok
2. Pinterest's New Growth in Travel
Pinterest’s rapid growth among Gen Z, particularly with new collage features and click-to-buy options, makes it an emerging tool for travel brands looking to attract younger audiences and drive direct conversions.
“Pinterest... is the fastest growing channel among Gen Z at the moment. Their collage feature is very pertinent for the travel industry, and the ability to click to buy immediately from the platform is a huge new feature.” – Anna-Lee Bridgstock, Jungle Creations
3. The Power of Influencers and ROI
Influencers are key to success, with campaigns seeing up to 80% ROI in sales from creator partnerships, making them an essential component of effective digital marketing strategies in travel.
“We’re seeing just a complete ROI conversion from all our creator activities—up to 80% of our campaigns are now driving sales from creator influencers.” – Anna-Lee Bridgstock
4. Integration of TV and Social Media Channels
Combining social media and TV channels is powerful for brand visibility. Social media content can act as a test phase to gauge audience interest, inform production decisions, and secure broader partnerships.
“We start engaging with the audience from the very get-go. Phase one is behind-the-scenes making of the TV show, phase two is the launch of short form on social, and phase three is the premiere of the TV show.” – Stephen Friedman, Save Your Day Films, Co-Founder INTravel
5. Fast (Free Ad-Supported Streaming TV) as an Untapped Opportunity
Free ad-supported streaming TV (FAST), like Samsung TV+, offers an exciting avenue for the travel industry. Brands can leverage a mix of curated short- and long-form content to drive engagement while expanding ad reach.
“There’s an untapped potential for the travel industry in FAST... It’s an amazing place for brand campaigns, whether launching a channel or getting to scale.” – Chris Gregory, Samsung TV+
6. Data-Driven Campaigns and Connected Ecosystems
Using anonymized data and 'clean rooms' to integrate and analyze connected TV, social media, and other data points allows brands to target messaging across platforms, achieving a consistent and effective ecosystem.
“In the past, we’ve done cool stuff with ‘clean rooms’... where we connect user data with social data and activate it across connected TV and social. It’s more impactful marketing that connects ecosystems.” – Anna-Lee Bridgstock, Jungle Creations
7. Importance of Clear ROI and Testing for Success
Brands increasingly prioritize testing, from A/B and multivariate testing to conversion metrics, to ensure they maximize return on ad spend (ROAS) and produce high-performing content.
“Success really varies depending on the objective... so pre-production planning is key. We test short form to validate moving into longer form.” – Holly Phillips, For Digital Sakes
8. Dual-Screen Engagement and QR Codes
With users frequently engaging across multiple screens, QR codes and seamless content strategies allow brands to link TV and mobile experiences, driving viewers to explore more digital content or make purchases.
“TV is built for second screen in my opinion… we know that people are going on a TikTok or social platform to find out more. So I’m all for joining the world.” – Chris Gregory, Samsung TV+
In a rapidly changing digital landscape, leveraging TV and social media partnerships has proven essential for travel brands aiming to captivate diverse audiences. From tailored content strategies across platforms to maximizing ROI through data-driven campaigns, the panelists underscored the power of integrated media to inspire travel and elevate brand visibility. As the travel industry continues to adapt, embracing these tools will be key to staying competitive and connecting meaningfully with the next generation of travelers.
Sarah Zimmerman is known for her interviewing skills and storytelling expertise, Most recently, she been helping clients with LinkedIN posts, website copy, and ghostwritten articles. Her work has appeared in national magazines both in the US and UK. She lives in London and has dual US/UK citizenship.