“If you think you know your customers, think again.”

That mic-drop moment came from Eason Zhang, TikTok’s Head of Strategic Apps, South-east Asia, during a spirited panel on how social media is redefining travel discovery, influence and commerce at the Preferred Global Conference 2025 in Singapore recently.

But that was just the start.

What followed was a candid, fast-paced and often funny exchange among five players embedded in today’s content ecosystem: from a solo hijabi influencer who travels to Tunisia, to an OTA going toe-to-toe with Booking in the Middle East, to a platform born to reject “tourist traps.”

Joining Eason on stage: Jacinta Lim, CEO & co-founder of Seek Sophie; Craig Hewett, co-founder and Chief Hotels Officer of Wego; Marcus Yong, VP of Global Marketing at Klook; and halal travel influencer and digital nomad Amira Rahmat @Singaporeanabroad.

And from Tinder profiles to pinball funnel metaphors, this was anything but a boring social media panel.

Tinder tags, TikTok truths, and the trouble with sunsets

I kicked off by asking each speaker to describe themselves using popular Tinder traits – and unsurprisingly, coffee, travel, and dogs ruled.

But the real spark came when Amira was asked which platform delivered better results: Instagram or TikTok?

“TikTok helped me build my brand presence,” she shared. “But right now, I find Threads is actually giving me the most authentic and viral growth. It’s where I see real community and conversations happening.”

Still, standing out today is tough, she admitted. “Sunsets have been commoditized. You scroll and it’s just… another sunset. What I offer is a different lens – a solo hijabi Muslim traveler showing places like Kenya or Tunisia. It’s not just aesthetics. It’s about safety, representation, and storytelling.”

Is social the top of the funnel? Not anymore.

While most travel brands have embraced being “social first,” their interpretations varied widely.

“For us at Wego, social was a way to punch above our weight,” said Craig. “We spend 50% of our marketing on it. We use creators to bring life to the destinations we’re selling – we’re not sexy on our own. Influencers give us context and credibility.”

Jacinta went further: “We reject the funnel model entirely. Today’s traveller is like a pinball – bouncing between Google, Reddit, ChatGPT, Instagram, TikTok. They might search first, then check us out on socials before converting. Or chat with us on Instagram before booking via Google. It’s messy, but that’s the real user journey.”

Commerce meets complexity: Why travel isn’t hairspray

Everyone agrees: social sells. But does it convert?

Marcus Yong, whose Klook has partnered with TikTok to enable bookings, pulled back the curtain. “It sounds simple – watch a video, click a link, book. But travel isn’t hairspray,” he said. “You need dates, times, dietary needs, hotel pickups. That’s why OTAs still matter. We smooth the path to booking.”

Still, the TikTok partnership is yielding results: “80% of the traffic from TikTok are new users. It’s unlocking a whole new generation.”

For influencers like Amira, the shift toward ROI is palpable.

“Brands used to ask about likes and engagement. Now they want bookings. But one viral video doesn’t equal 100 hotel reservations. I have to set expectations – it’s brand awareness first, then conversion.

Community is the new conversion

Across the panel, one theme kept surfacing: the power of community over followers.

“Influencers without community don’t convert,” said Jacinta. “It’s not about the platform – it’s about who that creator is speaking to. If their values align with yours, magic happens.”

Marcus agreed, sharing how Klook’s Creator Programme – now 25,000 strong – shifted focus from mega KOLs to micro and nano influencers.

“They experiment more. They’re scrappy. They convert. We gave them promo codes, then moved to Creator Shops – like personalized storefronts. And it worked.”

Amira echoed this: “I try to understand the pain points of my audience – Muslim travellers. That’s my value to brands.”

From right: Craig Hewett, co-founder and Chief Hotels Officer of Wego; Amira Rahmat @Singaporeanabroad; Marcus Yong, VP of Global Marketing at Klook; Jacinta Lim, CEP & co-founder of Seek Sophie; Eason Zhang, Head of Apps, Strategic Partnerships SEA for TikTok; in a panel moderated by Yeoh Siew Hoon (Founder, WiT)

The experimental edge: What hotels can learn

So, what should hoteliers and travel brands take away from all this?

“Think of influencers as your R&D lab,” said Marcus. “Want to try targeting Muslim travellers? Work with Amira on a micro-itinerary. Small risk, big learnings.”

Eason added: “You think you know your customers – you probably know your existing ones. But your future customers? They’re on TikTok, discovering unexpected places. Let creators be your bridge.”

And don’t underestimate the power of letting go. Marcus recalled a Parkroyal Pickering hackathon in Singapore where 100 creators generated over 1,000 pieces of live-streamed content in a day. “They covered the gym, the food, the room… conversions spiked.”

Rapid fire wisdom: Vibes, emojis & death to tradwife TikTok

The panel closed with rapid-fire takes:

• Jacinta wants “tradwife” and gendered trends to vanish from TikTok.
• Amira says the secret to virality? “Storytelling.”
• Marcus describes his dream campaign in emojis: (The Best You campaign with Marie Kondo).
• Craig says travellers trust “Reddit strangers more than brands.”
• Eason predicts loyalty will evolve into “vibes and experiences, not points.”

And AI influencers? The jury’s out.

Marcus: “We tried a digital nomad twin in Bali. No soul, flat engagement.”
Eason: “We’re seeing more success now, but community remains the missing piece.”

Final word

Maybe the biggest truth from this panel is that social media in travel is no longer just about ‘top of funnel’ dreaming. It’s messy, experimental, communal, and evolving by the day.

To quote Jacinta: “You don’t need millions. You need meaning.”

And if your brand’s still waiting to get social? You might already be late.