On Wednesday, Southwest Airlines announced a shoppable flights program, leveraging ten TikTok creators to inspire travel and streamline booking processes. The initiative, running through October 13, involves ten creators from key markets, including Hawaii, Orlando, Chicago, San Diego, Las Vegas, and Austin.

“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 & Content at Southwest Airlines. She adds that the investment in influencer partnerships helps highlight the airline’s personality and policies.

The program introduces a “book now” button integrated into TikTok content, allowing users to purchase flights directly through the platform. Southwest states its strategy is developing to meet younger audiences on their preferred social media channels.

Concurrent with this initiative, Southwest has introduced a “Summer of Go” sweepstakes. This promotion offers customers weekly opportunities to win one of ten destination prize packages to leisure destinations.