Kiwi Experience is set to launch its biggest sale of the year with a new social-first campaign, The Heist, reflecting the growing influence platforms such as TikTok and Instagram are having on how youth travellers discover, research and book travel.
Running from 23-25 June 2026, The Heist* offers 30% off all tours for 72 hours and sees Kiwi Experience’s marketing team stage a fictional takeover while General Manager Lucy Haslam is away, putting the business on sale before she returns.
The campaign unfolds across Instagram and TikTok through a series of mock news reports, behind-the-scenes footage and CCTV-style clips documenting the operation.
Shelly Reilly, Marketing Manager at Kiwi Experience, says: “The idea was inspired by the changing way younger travellers engage with brands and make travel decisions.
“When Kiwi Experience first began taking travellers around New Zealand in 1989, marketing to the youth travel market looked very different – brochures, backpacker noticeboards and word of mouth.
“Today, social media is playing an increasingly influential role in the travel booking journey. We’re seeing young travellers discover destinations, experiences and brands through Instagram Reels, TikTok videos and creator content, often long before they visit a website or speak to a travel agent.”
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According to Skyscanner research, 59% of Gen Z travellers in the UK use TikTok for travel inspiration, while 51% use Instagram, highlighting the growing role social platforms now play in travel discovery and decision-making.
Shelly adds: “Having worked with young travellers for more than 35 years, we’ve witnessed that shift firsthand. Traditional channels continue to play an important role, but social media has become a key source of inspiration and information for many travellers.
“The rise of short-form video and creator and brand-led content is changing how travel businesses communicate with younger audiences.
“Young people are exposed to huge amounts of content every day, so capturing attention has become more challenging than ever. What we’re seeing is that people respond to storytelling, authenticity and content that feels native to the platforms they’re already using.
“That thinking helped shape The Heist. We wanted to create something that felt engaging, shareable and unmistakably Kiwi Experience – reflecting the personality of our brand while still communicating a compelling offer. Travel should be exciting and memorable, and the marketing should reflect that.”
Taking thousands of travellers around New Zealand each year, Kiwi Experience has a front-row seat to changing travel trends, consumer behaviours and the experiences that resonate most with younger audiences.
“While the channels we use for marketing may have changed dramatically since 1989, the motivations behind travel remain remarkably consistent,” Reilly says.
“Young travellers have always wanted adventure, connection and memorable experiences. What’s changed is how they discover those experiences and the types of content that inspire them to take action.”
