Southwest Airlines Taps TikTok Creators to Offer ‘Shoppable Flights’

Southwest Airlines is partnering with creators in various subcultures of TikTok to both highlight travel inspiration and offer an easy way to book flights on its airline.

Ten different creators based in key Southwest Airlines markets, including Hawaii, Orlando, Fla., Chicago, San Diego, Las Vegas and Austin, Texas, will be highlighting travel-related content from now through Oct. 13. The content also will feature a “book now” button to make it easy for TikTok users to take action when they’re inspired.

The partnership follows other TikTok initiatives to expand its commerce capabilities into events and services, including a partnership with ticketing platform CTS EventIM in Europe and Eventbrite globally.

“We’ve seen the power of influence at work with our customers and employees and see the value that comes from our partnerships,” said Julia Melle, Director of Brand and Content at Southwest Airlines in a statement. “From content creation to distribution strategies, our investment in influencer partnerships helps highlight our carrier’s fun-loving personality and flexible policies on every fare, everywhere. If you can purchase an outfit for a trip on the platform, why not purchase the flight too?”