If you’re a marketer, creator, or app founder in the Travel niche, this guide is for you.

IThis will update you on trending formats, viral hooks, and new apps, giving you the tools you need to plan your strategy for the month ahead:

• An overview of what happened in the last 30 days
• Top hooks and formats to test in June
• The hottest breakout accounts and apps
• Access to a full list of hundreds of videos you can explore with our advanced analytics

Use it to spot trends early, borrow what’s already working, and avoid wasting time on outdated playbooks.

Let’s get started.

Niche Overview

Views

Over the last 30 days, the Travel niche generated 41.8M views across 77 viral videos from 470+ creator accounts and 18 different apps.

New apps and creators entered the space as summer travel content surged, but performance is still heavily concentrated among a small group of accounts.

JetBack dominated the niche in both posting volume and total reach, mainly driven by @milana.onthego’s breakout video on May 6, which pulled in 12.3M.

Fora and Roamy also stood out as strongest performers. Fora’s @juliaaferrarro generated 1.6M views with very strong engagement quality.

While Roamy’s @travelsbysammyy reached 1.2M views on Instagram alone, making it one of the biggest cross-platform wins in the niche.

Engagement

This niche generated around 1.41M total engagements across all tracked videos, including nearly 975K likes, 163K shares, 263K bookmarks, and 5.5K comments.

Average engagement rate stands at 3.4%. Smaller and more intent-driven creators consistently outperformed high-view viral videos in engagement quality.

What stands out most is the number of shares and bookmarks, which shows that people weren’t just watching the content, they were saving it and coming back to it.

And since Instagram doesn’t publicly show all share and bookmark data, actual engagement is likely even deeper than what’s visible.

Top Hooks & Formats to Test

1. “UNSPOKEN RULES OF EVERY FREQUENT FLYER (…)”

From: JetBack

Hook type: Relatable insider

• 12.3M views
• 0.13% engagement

Format: Ultra-Short Screen Capture 

Type: Face

What it looks like: A 9-second clip of just the creator vibing with the hook context and music, no voiceover, and casually mentioning the app name in the video. The hook is the star here.

2. “Young uni girls, it’s giving Zante”

From: KAYAK

Hook type: Stereotype/identity

• 4.37M views
• 0.41% engagement

Format: Street interview

Type: Face

What it looks like: A person (probably a representative from the app) doing street interviews, asking about travel destinations.

3. “buying a house in southern italy”

From: Fora

Hook type: Lifestyle aspiration

• 1.61M views
• 21% engagement

Format: Travel lifestyle montage

Type: Faceless

What it looks like: The creators start by showing the natural beauty of a place, and then the video proceeds by showing a slow, calm slideshow video of places, culture, cuisine, etc.

4. “NO WAY instagram can do this???”

From: Roamy

• 1.22M views
• 0.34% engagement

Format: POV App Discovery

Type: Face

What it looks like: A woman laughing or reacting in surprise after she finds a really cool travel app. Then proceeds to show how the app works.

5. “We’re landing in Dubai 🇦🇪 in 5 MINUTES and NOW we see this??? 😭😭”

From: Roamy

Hook type: Suspense/curiosity

• 105M views
• 2.12% engagement

Format: Shocking reaction start

Type: Face

What it looks like: A couple on board an airplane having a shocking reaction after finding new travel hacks on the phone (the travel hack is how they market the app).

Apart from these top-performing hooks, 70+ more hooks are also performing well. Here’s the detailed collection:

Breakout Accounts & Apps

TravelTrak

A group of travel-agent accounts linked to TravelTrak are using the same repeatable structure: start with a trip that sounds financially unrealistic, usually a Disney family vacation, then reveal a surprisingly manageable budget and show what is included.

One of the strongest versions uses a client email from a parent with five kids to set up the scale of the trip before flipping expectations with payment-plan logic and budget breakdowns.

The core idea is making a high-cost experience feel newly accessible.

Manufactured Virality

A travel discount account built momentum by making discount-code content feel like a hidden hack.

The videos show a large price drop during booking, push viewers toward a pinned tutorial, and use comments like “COMMENT HOLIDAY” to create the feeling that access is limited or semi-secret.

The engagement loop matters as much as the offer itself. The format relies on curiosity, social proof, and a slightly suspicious-looking setup to pull people deeper.

Newcomers to Watch

StayScout

StayScout is gaining traction by tying its product to a very specific pain point: how hard and expensive it is to find housing in the Netherlands.

The strongest videos open with relocation stress, awkward mistakes, or skits about apartment hunting, then introduce the platform later as the solution.

That framing helped 9 TikTok accounts generate about 1.2M views.

Resources & Next Steps

Every month, we also put out fresh resources designed to save you time, help you stay ahead of the game, and ensure that every piece of content you create has a genuine chance of going viral (and converting).

Dive into our full hooks dataset for ideas that are already winning, explore 50+ faceless formats that are easy to adapt and scale, or check out our How-to TikTok Guide if you’re new to the platform.

In case you’re struggling with turning views into real results, our TikTok Marketing Funnel walks you step-by-step through increasing conversions and growing your app or brand faster.

Access the full resource collection here.

11k+ Travel Hooks Dataset

We’ve compiled over 11,000 viral hooks from 100+ successful accounts and creators. Sort them by face or faceless, video or slideshow, and even by language. Captions and sound included. Find them all here.

About Social Growth Engineers

Social Growth Engineers is a growth-focused research and content platform built for consumer apps.

We analyze what’s working in organic distribution across short-form platforms, from viral formats and content strategies to deep-dive playbooks.

Our goal is to expose what’s out there and help founders and marketers grow smarter and faster.

For more daily insights, trends, and bite-sized hacks, follow us on X, LinkedIn and YouTube (here and here).