📝 Based on interviews with six college-aged travelers and content creators, the TikTok hashtag challenge concept **"#A trip with friends anytime"** emerged as the clear favorite over **"#You can home anywhere"** for a short-term rental platform targeting college students. ### Hashtag Preference and Resonance Five out of six interviewees—Julia (Communications senior), Emma (Marketing junior and TikTok creator), Tyler (Business senior and fraternity social coordinator), Bella (travel content creator), and others—strongly preferred "#A trip with friends anytime." They emphasized that this hashtag aligns closely with college students’ travel motivations, which center on friendship, spontaneity, and shared experiences. The phrase “with friends” directly speaks to the social nature of college travel, while “anytime” conveys flexibility and last-minute planning, fitting unpredictable student schedules. In contrast, "#You can home anywhere" was seen as more property- or comfort-focused, appealing to a more mature or individualistic traveler, and less connected to the social, energetic vibe college students seek. ### Content Creation Potential "#A trip with friends anytime" was consistently described as inspiring dynamic, engaging, and authentic content. Interviewees envisioned fast-paced, people-centered videos featuring group activities, road trips, packing scenes, shared meals, and candid moments that highlight the fun and spontaneity of traveling with friends. This hashtag naturally supports TikTok’s trend toward experience-driven, relatable, and visually rich content with high viral potential. Conversely, "#You can home anywhere" was associated with more static, aesthetic-focused content such as property tours and decor showcases, which were perceived as less engaging and less likely to motivate widespread participation. ### Booking Motivation The friendship-centered hashtag was also seen as a stronger driver of bookings. It creates a sense of FOMO (fear of missing out) by showcasing memorable group experiences, which motivates college students to act. The emphasis on group travel and flexibility aligns with key booking priorities: affordability (splitting costs), availability for last-minute trips, and rentals that accommodate social activities. "#You can home anywhere," while appealing to comfort and practicality, was viewed as less compelling in motivating immediate bookings because it focuses more on the rental itself rather than the social experience. ### TikTok Trend Alignment "#A trip with friends anytime" fits well with current TikTok trends emphasizing authenticity, adventure, and social connection. It encourages user-generated content that is energetic, spontaneous, and relatable—qualities that drive virality on the platform. The hashtag’s focus on shared experiences and group fun matches popular content categories like weekend getaways, budget travel, and authentic moments. Meanwhile, "#You can home anywhere" aligns more with niche trends like cottagecore or aesthetic rental showcases but lacks the broad appeal and viral momentum of the friend-focused concept. ### Divergent Viewpoint One interviewee, Ben, a budget travel TikToker, preferred "#You can home anywhere," valuing its focus on comfort, cost-effectiveness, and showcasing rental features. He suggested this hashtag better highlights the practical benefits of short-term rentals and appeals to budget-conscious travelers seeking a “homey” vibe. However, this perspective was the minority and more aligned with individual or budget travelers rather than the core college group travel demographic. --- ### Summary Overall, the research strongly supports **"#A trip with friends anytime"** as the more effective TikTok hashtag challenge concept for engaging college students. It resonates deeply with their social travel motivations, inspires vibrant and authentic content creation, drives bookings through FOMO and group appeal, and aligns with TikTok’s current content trends. The hashtag’s emphasis on friendship, spontaneity, and shared experiences makes it a natural fit for a short-term rental platform targeting this demographic.

📝 The interviews conducted with five participants—Alex, Maya, Amir, Bibek, and Simone—explored two potential TikTok hashtag challenges for a short-term rental platform targeting college students: **"#You can home anywhere"** and **"#A trip with friends anytime."** The insights reveal a clear divide in preferences shaped by user demographics, travel styles, and cultural backgrounds, with important implications for campaign strategy. --- ### Overall Hashtag Preference and Resonance - **"#A trip with friends anytime"** strongly resonates with domestic college students who prioritize social, spontaneous group travel experiences. Both Alex and Maya, who have direct experience with college travel culture, favored this hashtag for its emphasis on friendship, shared memories, and fun. Maya, in particular, highlighted its alignment with budget-conscious group travel and TikTok’s trend toward dynamic, high-energy, social content. - **"#You can home anywhere"** was preferred by international students (Amir and Bibek) and those with a more value-conscious, comfort-oriented travel style (Simone and Alex personally). This hashtag appeals to the emotional need for comfort, belonging, and a "home away from home," especially for students far from their native countries. It also better communicates the practical value proposition of short-term rentals—amenities, cost-effectiveness, and a cozy atmosphere. --- ### Content Creation Potential - **"#A trip with friends anytime"** inspires content centered on group activities, spontaneous adventures, and social bonding. Maya envisioned vlogs, group getaway tips, and rental feature spotlights that emphasize shared experiences. This hashtag fits TikTok’s preference for fast-paced, relatable, and shareable group content. - **"#You can home anywhere"** encourages more intimate, authentic, and aesthetically driven content. Amir and Bibek suggested mini-vlogs showing how a rental transforms into a personal sanctuary, highlighting kitchens, cozy spaces, and cultural touches. Simone emphasized showcasing the rental’s design, atmosphere, and unique character, aligning with trends like cottagecore and authentic travel experiences. --- ### Booking Motivation - **"#A trip with friends anytime"** is seen as a stronger motivator for college students to book rentals due to its social appeal, tapping into FOMO and the desire for memorable group experiences. It highlights the cost-saving benefits of shared accommodations and the flexibility for spontaneous trips. - **"#You can home anywhere"** motivates bookings by emphasizing comfort, quality, and practical amenities that matter to budget-conscious and international students. It positions rentals as more than just places to stay, but as personal escapes offering emotional respite and convenience. --- ### TikTok Trend Alignment - **"#A trip with friends anytime"** aligns well with TikTok’s current trends favoring dynamic, social, and adventure-focused content that encourages tagging friends and viral sharing. - **"#You can home anywhere"** fits trends emphasizing authenticity, cozy aesthetics, and emotional storytelling, which are gaining traction especially among international students and those seeking meaningful travel experiences. --- ### Cultural and Demographic Insights - International students (Amir and Bibek) strongly connect with the "home" concept due to homesickness, cultural adaptation challenges, and the need for a stable, comforting environment. They find "#A trip with friends anytime" less realistic given visa restrictions, academic demands, and budget constraints. - Domestic college students (Alex and Maya) and those focused on social travel prefer the friend-centric hashtag, which better reflects their lifestyle and travel motivations. - Simone, a study-abroad student, bridges these perspectives, favoring "#You can home anywhere" for its focus on quality and comfort, which she finds essential when traveling internationally. --- ### Recommendations - **Primary Hashtag Choice:** "#A trip with friends anytime" is recommended as the stronger choice for engaging the core college student demographic on TikTok, driving user-generated content, and maximizing viral potential. - **Value Proposition Integration:** Campaign content should deliberately incorporate the practical and emotional benefits of short-term rentals—comfort, amenities, cost-effectiveness—even when using the friend-focused hashtag. - **Alternative Consideration:** For international student segments, consider a variant like "#YourGetawayHome" to better capture the emotional and practical appeal of "home" while maintaining TikTok-friendly clarity. - **Content Strategy:** Blend dynamic group adventure videos with authentic, cozy rental showcases to appeal broadly across diverse student audiences and travel styles. --- In summary, while "#A trip with friends anytime" excels in social appeal and TikTok trend alignment for college students, "#You can home anywhere" offers deeper emotional resonance and practical value, especially for international students. A hybrid approach that leverages the strengths of both concepts in content creation may optimize engagement and booking motivation across the platform’s diverse user base.