How Travel Brands Can Keep Up In An Ever-Changing Industry

The MENA region has long been home to a tech-savvy population, constantly on the lookout for the latest digital platforms to enhance their lives. And one area where this digital fluency is particularly evident is in travel. With the industry projected to reach US$400 billion by 2032, its rapid growth is driven by a new kind of traveler: the digital native. 

This new generation of travelers is less patient than their predecessors—and understandably so. They've grown up with instant access to information and entertainment, shaping how they expect to engage with brands. They turn to their communities on social platforms for inspiration, validation, and even booking recommendations. Creators and comment sections are now part of the decision-making toolkit. According to a study from IPSOS, 80 percent of TikTok users take action within a week of watching travel content—and 35 percent act immediately.  

The discovery-to-booking journey is no longer linear. It's compressed, dynamic, and increasingly mobile-first. 

The implications for the travel industry are significant. While many brands continue to rely on static landing pages, text-heavy ads, and desktop-first booking journeys, today's consumers expect fluid, visually rich experiences that meet them where they are—often on their phones, mid-scroll. That friction between inspiration and action is one of the biggest missed opportunities in digital travel marketing. Bridging that gap requires a shift in mindset: from traditional acquisition to performance storytelling. 

Etihad Airways offers a compelling blueprint for this evolution. Rather than simply repurposing existing content, the UAE airline reimagined its strategy entirely around mobile-first, visually driven storytelling. Working with creative partners through TikTok Creative Exchange, the brand "TikTok-ified" its content—producing  short, dynamic videos that showcased destinations through an emotional, human lens. These weren't overly polished or corporate—they reflected the type of content users already engage with daily, designed to feel native to the platform rather than imposed on it. 

The campaign ran across key markets with each version tailored to resonate with its local audience. Powered by TikTok's catalogue-driven dynamic ads, each video connected directly to Etihad's real-time flight inventory. This meant users weren't just being inspired to travel—they were being shown how, when, and where they could go next, all in one scroll. Critically, Etihad grounded the campaign in performance from the outset. By targeting high-intent audiences, they ensured the right people were seeing the right message at the right time.  

The results speak for themselves: a 17 percent increase in flight bookings, a 7 percent rise in flight searches, and a 232 percent incremental return on ad spend. In a category where conversions are often hard-won and high-value, these figures represent more than a win—they signal a new model. What set this campaign apart wasn't just the creative execution—it was the integration of performance thinking at every stage. Etihad aligned its messaging with the moments that matter most to travelers: when they're dreaming, browsing, and ready to act. By meeting users in their native environment with content tailored to their interests and intent signals, the brand turned inspiration into action with minimal friction. 

There's a broader lesson here for the industry. Reaching today's traveler requires more than just visibility—it demands relevance. And relevance is increasingly defined not by format alone, but by timing, tone, and personalization. Brands that cling to siloed strategies—one for branding, another for performance—risk falling behind. For travel marketers across the region, the takeaway is clear: to keep pace with the modern traveler, discovery and conversion must work hand in hand. Content must do more than entertain—it must guide, inform, and inspire decisions in real time. In a space as fast-moving as travel, that's no longer a luxury. It's the price of entry. 

About The Author 

Mario El Feghali is TikTok’s Head of Business Partnerships for Travel & Tourism, Global Business Solutions, MENA.