TikTok on Tuesday announced the launch of TikTok GO, a way for users to discover and book hotels, attractions, and experiences directly within the app. This new service is launching in the United States and is available to users 18 years and older.
TikTok GO displays accommodations and activities through videos, searches, and places pages. Once users find something of interest, they can view details, check availability, and complete their reservation. This new feature is made possible through partnerships with Booking.com, Expedia, Viator, GetYourGuide, Tiqets, Trip.com, and more.
In addition, creators who feature hotels, attractions, and experiences have the opportunity to earn money through commissions and creator campaigns, and can directly connect their content to bookings.
The launch of TikTok GO signals the company’s broader efforts to keep users within the app, from discovery to purchase. TikTok has implemented this playbook before. Launched in the US in 2023, TikTok Shop brought e-commerce directly to the app, allowing users to purchase products featured in videos without leaving.
TikTok GO applies the same logic to travel. TikTok is positioning itself as a one-stop platform where viral travel content can drive bookings and revenue, rather than directing users who discover destinations and recommendations through videos to third-party websites. What it means to the company is important. TikTok is systematically transforming its discovery engine into a transactional layer. This enhances user retention and opens up a whole new revenue stream for new owners.
The addition of TikTok GO will put TikTok in more direct competition with Google. TikTok has already started chipping away at Google’s core businesses of search and Google Maps, and the launch will push TikTok further into competition with the search giant as users increasingly turn to the app as a search engine.
Notably, several of TikTok GO’s launch partners (among them Booking.com and Expedia) are also direct competitors in the travel discovery space. The relationships between partners and competitors will be interesting. TikTok needs its own inventory to boost GO’s credibility, but it will also be focused on owning the customer relationships that those same partners rely on.
“Every day on TikTok, millions of people discover where to eat, where to stay, and what to do next,” Adam Presser, CEO of the TikTok USDS joint venture, said in a blog post. “TikTok GO connects moments of inspiration directly to the business behind them, which is good for creators, good for local businesses, and good for the community.”
This isn’t the first time TikTok has enabled in-app booking, even if it’s a much more ambitious effort. aso partnered with ticketmaster in 2022 to help users find and buy tickets to events.
If you buy through links in our articles, we may earn a small commission. This does not affect editorial independence.
Source link
