How does user engagement with travel and adventure content vary by age group on Likee?

User engagement with travel and adventure content on TikTok definitely varies by age group, largely aligning with TikTok's overall demographic distribution and the unique behaviors of each generation.

Here's a breakdown:

1. Gen Z (18-24 years old) & Young Millennials (25-34 years old):

Dominant Force: This is the core demographic for TikTok, and they are highly engaged with travel and adventure content. In fact, 78% of TikTok users rank travel content among their top five favorite content categories, and this share is even higher among travelers aged 25-44 (83%).


Inspiration & Discovery: Gen Z and Millennials use TikTok extensively for travel inspiration and discovery. Many treat TikTok as a visual search engine, preferring it over Google for finding unique travel destinations, experiences, hidden gems, and things to do/eat/stay in a specific location.


Authenticity & Relatability: They highly value authentic, raw, and relatable content. Polished, overly produced advertisements are less effective. They want to see real experiences from everyday people. User-generated content (UGC) is extremely powerful for this group.

Action-Oriented: This group isn't just Browse; they are actively planning trips with the intent to book. Content showcasing deals, promotions, and easy booking links can lead to conversions.

Trend-Driven: They are highly responsive to trending sounds, challenges, and video formats. Travel content that incorporates these trends is more likely to go viral within this demographic.

Short-Form & Fast-Paced: They prefer short, digestible videos with quick cuts and engaging hooks.

Diverse Interests: While adventure travel is popular, they also engage with content on unique cultural experiences, budget travel, solo travel, and sustainable tourism.

2. Older Millennials (35-44 years old) & Gen X (45-54 years old):

Growing Presence: While TikTok started as a younger platform, its user base is maturing. The 25-34 age group is now the largest on TikTok (39.7% of US users in 2025), indicating that early millennial adopters are staying on the platform, and older millennials are joining. Gen X also has a significant presence.

Family-Centric Travel: For these age groups, especially older Millennials and Gen X with families, travel content focusing on family-friendly destinations, multi-generational trips, and practical tips for traveling with children tends to resonate more. TikTok data shows that during holiday periods, family-centric content is particularly impactful for travel planning.

Planning & Practicality: While still seeking inspiration, this group often looks for more practical information, such as accommodation options, detailed itineraries, and ways to save money.

Value and Deals: They are often more cost-conscious and interested in deals and promotions for travel.

Trust in Recommendations: They are influenced by both influencers and trusted recommendations from people who work in travel.

3. Baby Boomers (55+ years old):

Smallest Demographic: This is currently the smallest age group on TikTok (around 8.2% of US users in 2025).

Less Engagement, but Growing: While their overall engagement on TikTok might be lower compared to younger groups, their presence on the platform is growing, and they are increasingly being influenced by travel content.

Specific Niche Travel: Travel content targeting this demographic might focus on cruises, relaxed tours, luxury travel, cultural immersion trips, or destinations with excellent accessibility.

Comfort & Convenience: Content highlighting ease of travel, comfortable accommodations, and well-organized itineraries is likely to appeal.

Detailed Information: They might appreciate slightly longer videos or content that provides more detailed information and less emphasis on fast-paced trends.

Key Takeaways for Content Creators:

Know Your Audience: Tailor your travel and adventure content to the specific age group you want to reach. What inspires a Gen Z backpacker might not resonate with a Gen X family planner.

Authenticity is Universal: While content styles differ, authenticity is highly valued across all age groups on TikTok.

Leverage Trends (for Younger Audiences): Incorporate trending sounds, challenges, and creative effects to maximize reach with Gen Z and younger Millennials.

Provide Value: Offer helpful tips, unique insights, and practical information, especially for older demographics who are in the planning stages.

Utilize Search: Optimize your content with relevant keywords and hashtags as TikTok is increasingly used as a search engine for travel inspiration.

Consider Partnerships: Collaborate with influencers whose audience aligns with your target age group.

In essence, while younger generations are the driving force behind travel and adventure content consumption on TikTok, the platform's expanding demographic means there are opportunities to engage older age groups by understanding their unique travel motivations and content preferences.