TikTok has officially entered the travel booking space. In partnership with Booking.com, the platform now allows U.S. users to book hotels directly within the app. For the 170 million Americans spending more than 90 minutes a day on TikTok, travel discovery is now directly connected to conversion.
What’s happening with TikTok and Booking.com
TikTok now features dedicated hotel landing pages, complete with photos, amenities,room types, rates, reviews, local attractions, and related TikTok videos tagged to the property.
Users can set check-in and check-out dates, compare options, and book all seamlessly through Booking.com via an in-app browser, without leaving TikTok.
Creator-led bookings
Through TikTok’s expanded “TikTok Go” programme, travel creators over 18, with at least 1,000 followers can monetise their content through commissions or vouchers when a video leads to a booking. The result? A new booking funnel where an influencer’s video can send a traveller seamlessly from discovery to booking, all within TikTok’s ecosystem.
Opportunities and risks for hotels
The integration of TikTok and Booking.com brings new dynamics to hotel distribution. For hoteliers, it presents both opportunities and considerations:
Expanded visibility: TikTok’s reach, particularly among younger travellers, creates new avenues for discovery. A well-timed or engaging video can quickly raise awareness of a property and drive interest.
Influencer-driven exposure: Content creators can spotlight hotels in authentic, real-time ways. This opens up access to audiences who may not have engaged with traditional advertising channels.
Impact on margins: Bookings made through OTAs typically include commission fees, meaning the revenue retained by hotels is lower than with direct bookings.
Control of guest journey: When bookings happen through third-party platforms, hotels may have limited influence over how their brand is presented and how guest data is captured.
Reputation management: User-generated content can be powerful, but it is less predictable. Positive exposure can build demand, while negative content can travel just as widely.
Why direct bookings remain essential
As distribution models change, direct bookings continue to play a critical role:
Data ownership: Direct bookings allow hotels to build and maintain guest relationships.
Brand strength: A hotel’s own website and booking journey provide the opportunity to tell its story on its terms.
Revenue retention: Direct bookings avoid commission costs, supporting healthier margins.
Loyalty and upsell: Guests who book direct are easier to engage with through personalised offers, loyalty rewards, and repeat stays.
Next steps for hoteliers
Use TikTok for inspiration, but guide back to your site: Share stories, behind-the-scenes moments, and experiences that encourage travellers to learn more on your website.
Strengthen SEO and geo-targeting: Search engines remain a powerful source of travel intent. Optimise local and experiential content to capture direct demand.
Highlight your unique narrative: Differentiate by showcasing what makes your property special, whether that’s location, experiences, or service style.
Offer direct booking benefits: Make it clear why booking on your site matters, through perks like flexible policies, added value, or loyalty rewards.
TikTok’s partnership with Booking.com highlights the rapid convergence of social media, content, and commerce in hospitality. It expands opportunities for discovery but also introduces new considerations for brand control and revenue.
For hoteliers, the key is balance: leveraging platforms like TikTok for visibility while ensuring strong direct booking strategies remain in place.
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