Layla.ai is a travel‑planning website that has been active on TikTok since 2021.
For years, the brand relied on a simple, visual format that consistently delivered reach. Then, after a long break in 2024, the account returned with a completely different strategy and the results look nothing like before.
For two years, Layla built its TikTok presence around AI‑generated travel inspiration.
The format was unmistakable:
- bucket‑list destinations
- hotel compilations
- “places you’ve never heard of”
“Bucket list places you probably haven’t heard of” -> 42.8M views
At the end of 2024, the account stopped posting for months.
So when Layla returned in late 2025, it wasn’t picking up where it left off, it was starting from zero.
Instead of AI travel visuals, the account shifted to creator headshots reacting dramatically to the site.
“je peux littéralement épouser la meuf qui m’a montré ce site je vous jure” ->2.4M views
“I could literally marry the girl who showed me this site, I swear.”
The videos aren’t all 100% organic.
But just weeks ago, the travel app Roamy exploded on TikTok with 17.5M views in a month using a nearly identical structure.
“I could literally kiss the Indian flight attendant who showed me this” -> 2.5M views
It’s almost impossible not to see the connection.
Layla’s new format looks like a direct attempt to replicate Roamy’s breakout.
Now the question is whether Layla will commit even more to the new direction or go back to the format that helped it grow in the first place.
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