The short video industry is becoming increasingly prominent as tech giants are realising its excellent ability in attracting user attention.
This is evident in Instagram’s transition to more Reels content, and YouTube launching YouTube Shorts. As a company with an industry-leading AI recommendation system, there is opportunity for TikTok to expand their product range to target the travel market specifically, especially at a time when the demand for travel is reviving due to the easing of lockdowns.
To fill this market gap, a blue ocean strategy entitled Aventure is proposed. It is a short video travel app aimed at people searching for travel inspiration that also provides relevant planning information.
The ad revenue potential for this app is large. Building on TikTok’s stability and agility, Aventure can be rolled out within one quarter to fill this market gap and further strengthen TikTok’s position as a global tech giant.
Amateur UI video demo and Figma prototype trial
Creating an authentic travelling experience
Aventure would be a new app using its community’s participation to create a novel, more authentic way to travel. Locals and travelers would post short videos of places that they like and tag them with specific keywords such as “nature”, “great view”, “authentic”, “secret”, “cultural”, “traditional”, etc. Ratings by the users will allow for real-time updating of the most liked and popular places.
Our survey confirmed that reviews from other people are considered the single most important information sought before visiting somewhere, according to 77.4% of the respondents. This aligns with existing research that indicated 88% of people trust online reviews as much as they trust recommendations from personal contacts [7]. Aventure has the opportunity to take advantage of that phenomenon and heighten it as people tend to grow loyalty and trust in their favorite content creators. Moreover, the video format would make the recommandations feel more legitimate than common text reviews, increasing the overall human trust factor within the Aventure community.
The app would use the GPS data contained in videos to determine their exact location and place them on the Aventure map. The home interface would be a search bar with a 3D globe of the world, which users can swipe around and zoom in with their fingers. Clicking on any point on the map would lead to a feed of videos from the location and the algorithm would make recommendations based on how the user interacts with the feed and with the filtering keywords that they’re looking for. People would be able to save videos and locations in different Collections to create multiple itinerary ideas. Clicking on a saved item would show it’s location on the map as well as AI generated suggestions for other close-by places to visit. Collections would also show an optimal itinerary to visit every saved location, as well as a button to find transport options on Google Maps. Finally, content creators would have the possibility to sell their Collections directly on the app.
Below is a comparison of the value offered by Aventure and Trip Advisor, a leading travel recommendations platform.
