How we Established Trip.com Group’s TikTok Presence
COMPANY
Trip.com Group
ROLE
Content Production
Trip.com Group, parent company of Skyscanner and China’s largest online travel agency, needed to build a TikTok presence from scratch.
The challenge? Engage a UK and US audience aged 25 to 45 in a crowded travel space, with content that felt fresh, relevant, and native to the platform.
We created a content engine rooted in street-level relatability and platform-native storytelling, built to entertain, educate, and expand reach fast.
Creator Selection
Used Z MEDIA®’s in-house creators and street interviewers to drive authentic, public-facing content.
Focused on travel enthusiasts and conversationalists who could create spontaneous, engaging reactions.
Prioritized creators who could deliver both scripted and reactive formats with personality.
Content Strategy
Developed a recurring mix of street interviews, behind-the-scenes office content, and travel hacks.
Hooked viewers with bold Qs (“Where’s the most overrated city you’ve visited?”) and rapid-fire delivery.
Kept formats flexible to test humour, insight, and cultural trends in real time.
Visual + Narrative Execution
Shot content in public spaces, offices, and creator homes to diversify tone and backdrop.
Edited for short attention spans: fast cuts, dynamic subtitles, native music.
Focused on edutainment, always useful, always scroll-stopping.
Optimization
Posted 3x weekly with a consistent tone of voice and visual aesthetic.
Boosted top-performing content with paid spend to maximise reach.
Built data feedback loops into production to refine scripts and hook formulas.
Here’s what happened when we combined travel insights with TikTok-native energy. From zero to thousands, fast.
Audience Growth
We grew the account to 50,000+ followers, 90,000 likes, and 2.4M views.
Category Penetration
Successfully introduced Trip.com Group to a new generation of UK/US travellers, turning unknown into unmissable.
Platform Fluency
Positioned the brand as a relatable, helpful voice in travel, far from traditional OTA content.