On Tuesday, TikTok introduced TikTok GO, a feature that allows users to discover and book hotels, attractions, and experiences directly within the app, launching in the U.S. for users 18 and older.
TikTok GO highlights lodging and activities through videos, search, and location pages. Users can view details, check availability, and book what interests them. This is possible thanks to partnerships with Booking.com, Expedia, Viator, GetYourGuide, Tiqets, and Trip.com.
Creators showcasing hotels and attractions can link their content directly to bookings, with the potential to earn commissions and engage in creator campaigns.
The launch of TikTok GO reflects the company’s strategy to retain users within the app, from discovery to purchase. TikTok Shop, launched in the U.S. in 2023, previously integrated e-commerce into the app, allowing users to buy products featured in videos without leaving.
TikTok GO applies similar logic to travel, keeping users engaged without needing to redirect to third-party sites. This transforms TikTok’s discovery engine into a transaction platform, enhancing user retention and creating new revenue streams for its new owners.
TikTok GO also increases competition with Google, as users already use the app for search functions, now pushing TikTok further into Google’s domain.
Notably, TikTok GO’s partners, such as Booking.com and Expedia, are also competitors in travel discovery, creating a complex dynamic. TikTok requires their inventory for GO’s success while aiming to control the customer relationship.
Adam Presser, CEO of TikTok USDS Joint Venture, stated, “Every day on TikTok, millions discover where to eat, stay, and what to do. TikTok GO connects inspiration directly to businesses, benefiting creators, local businesses, and communities.”
Previously, TikTok enabled in-app booking through its 2022 Ticketmaster partnership, allowing event ticket purchases.
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