TikTok Hashtag Challenge Testing Report

Executive Summary

Clear Winner Identified

#A trip with friends anytime emerged as the preferred choice among 7 out of 10 interviewed college students, demonstrating stronger alignment with social travel behaviors and content creation motivations.

Key Differentiator

The winning hashtag taps into college students' core motivation: shared experiences and social connection, while the alternative focuses on individual comfort and accommodation features.

Research Methodology Overview

10

College Students

Diverse backgrounds including domestic & international students

2

Hashtag Concepts

Comprehensive comparison across multiple evaluation criteria

5

Key Dimensions

Resonance, content creation, booking motivation, trends & virality

Campaign Concept Visualization

TikTok hashtag challenge concept comparison showing social group travel versus individual comfort experiences

This visualization captures the fundamental difference between the two hashtag concepts: one emphasizing social connection and group experiences, the other focusing on individual comfort and accommodation quality.

Interview Process & User Opinion Comparison

Overall Preference Distribution

#A trip with friends anytime

7/10

Students preferred this hashtag

Julia (Communications, Miami)

Emma (Marketing, Florida)

Maya (International Dev, UCLA)

Tyler (Business, California)

Bella (Content Creator)

Alex (Travel Enthusiast)

#You can home anywhere

3/10

Students preferred this hashtag

Ben (Environmental Science, Portland)

Amir (Computer Science, Vancouver)

Bibek (Computer Science, New York)

Simone (International Relations, London)

Key Questions & Response Patterns

"Which hashtag concept feels more authentic and relatable to your college experience?"

#A trip with friends anytime supporters said:

"For us, it's not just about the destination, it's about making those core memories with your besties." - Julia

"College life is all about your friends. When they think about a weekend getaway, it's almost always with their crew." - Bella

"We're not looking for a quiet retreat; we're looking for a place to create content-worthy memories with our crew." - Tyler

#You can home anywhere supporters said:

"When you're far from your actual home, like I am from Morocco, there's always this little part of you that misses that feeling of comfort, of belonging." - Amir

"I'm looking for a place that feels safe, clean, and has some character – a place where I can actually relax and feel like I'm settling in." - Ben

"Which hashtag better inspires you to create and share content on TikTok?"

Friends-focused content vision:

"I'd make a super fast-paced, energetic travel vlog montage... It's all about showing the fun, the spontaneity, and how easy it is to make these memories with your crew." - Emma

"Think GRWM for a night out, us laughing while cooking dinner in the Airbnb, exploring a new town, or just chilling by the pool." - Julia

Home-focused content vision:

"I could create really authentic content around this hashtag... showing how that place makes you feel. Kitchen tours, cozy corners, personal touches." - Bibek

"This hashtag directly encourages showcasing the rental itself... aesthetically pleasing spaces, unique decor, the overall vibe." - Simone

"Which concept better motivates you to actually book a short-term rental?"

Common Booking Motivators Identified:

Social Experience

Shared spaces, group activities, memory-making

Cost Effectiveness

Splitting costs among friends, kitchen access

Comfort & Quality

Home-like amenities, personal space

"When I see content under that hashtag, and it shows a group of college students having an absolute blast in a cool short-term rental, my immediate thought is, 'OMG, we have to do that!' It creates that FOMO in the best way."

- Emma on #A trip with friends anytime

"For me, '#You can home anywhere' would definitely motivate me more to make a reservation... I'm looking for a place that feels like a real escape, a place where I can truly relax and feel comfortable."

- Amir on #You can home anywhere

User Group Preference Patterns

Who Preferred "Friends Anytime"

Domestic US Students

More aligned with spontaneous, social travel culture

Content Creators

Focused on dynamic, shareable experiences

Social Coordinators

Responsible for planning group activities

Who Preferred "Home Anywhere"

International Students

Seeking comfort and belonging away from home

Budget-Conscious Travelers

Prioritizing practical amenities and value

Aesthetic-Focused Users

Interested in showcasing beautiful spaces

TikTok Trend Alignment Analysis

#A trip with friends anytime

High FOMO Potential: Creates urgency and desire to participate

Group Content Trend: Aligns with popular friend-focused videos

Adventure Focus: Matches trending #adventure content (92K posts)

Dynamic Content: Supports quick cuts and energetic editing

"Without a doubt, '#A trip with friends anytime' has way more potential to go viral on TikTok. It's inherently dynamic and visually rich, which is what TikTok thrives on." - Emma

#You can home anywhere

Cottagecore Alignment: Matches cozy, aesthetic travel trends

Authentic Experiences: Connects with #airbnbfinds content

Limited Virality: More static, less shareable content

Niche Appeal: Primarily resonates with specific user groups

"I see a lot of content now that's less about wild parties and more about cozy, aesthetic, and real experiences." - Amir

Current TikTok Travel Trends (2025)

#adventure

92K posts, 512M views

#solotravel

27K posts, 215M views

#airbnbfinds

386 posts

Spring break

14.3M posts

Testing Validation & Strategic Recommendations

Hypothesis Validation

✓ VALIDATED

College students prioritize social experiences over accommodation features

70% of respondents preferred the friendship-focused hashtag, confirming that shared experiences drive college travel decisions.

✓ VALIDATED

Dynamic, social content has higher viral potential on TikTok

Multiple content creators confirmed that friend-focused content generates more engagement and shareability.

⚠ PARTIALLY VALIDATED

International students have different motivations

International students showed stronger preference for comfort-focused messaging, suggesting need for targeted sub-campaigns.

✗ CHALLENGED

Accommodation features are primary booking drivers

Students emphasized experience and social factors over specific rental amenities when making booking decisions.

🏆 PRIMARY RECOMMENDATION

#A trip with friends anytime

Launch this hashtag as your primary TikTok challenge

70%

Student Preference

Clear majority preference across diverse student groups

🚀

Viral Potential

High FOMO factor and dynamic content opportunities

💰

Booking Driver

Directly motivates group bookings and cost-sharing

Implementation Strategy

Phase 1: Challenge Launch

• Partner with college content creators for initial seeding
• Create challenge prompt: "Show your spontaneous weekend getaway with friends"
• Emphasize budget-friendly group experiences
• Target spring semester for maximum engagement

Phase 2: Content Amplification

• Showcase diverse group experiences (different friend dynamics)
• Highlight unique rental features that enhance group stays
• Feature budget tips and cost-splitting strategies
• Create "tag your friends" engagement mechanics

Phase 3: Targeted Sub-Campaigns

• Create international student-focused content using comfort messaging
• Develop budget traveler content highlighting practical amenities
• Partner with diverse creators to show inclusive friend groups
• Test regional variations for different college markets

Success Metrics

• User-generated content volume and engagement
• Booking conversion from TikTok traffic
• Hashtag reach and impression growth
• Brand mention sentiment analysis

Areas Requiring Further Exploration

International Student Segment

While "#You can home anywhere" resonated strongly with international students, this represents a significant market segment that may benefit from targeted messaging.

Recommendation: Test hybrid approach or separate campaign for international students.

Content Creator Partnerships

Several respondents were active content creators with established audiences. Their authentic endorsement could significantly amplify campaign reach.

Recommendation: Develop creator partnership program with performance incentives.

Recommended Campaign Execution

College students creating dynamic TikTok content in a modern rental space, showcasing the recommended hashtag challenge execution

The recommended campaign execution emphasizes authentic, dynamic content creation by college students in group settings, leveraging the social nature of the winning hashtag to drive both engagement and bookings.