TikTok announced on Tuesday that it is launching TikTok GO, a way for users to discover and book hotels, attractions and experiences directly on its app. The new offer is rolling out in the US and is available to users 18 and older.
TikTok GO shows accommodations and things to do through video, search, and location pages. When users find something they’re interested in, they can view the details, check availability and complete a booking. The new feature is made possible through partnerships with Booking.com, Expedia, Viator, GetYourGuide, Tiqets and Trip.com.
In addition, creators presenting hotels, attractions and experiences can link their content directly to bookings, with opportunities to earn through commissions and creator campaigns.
The launch of TikTok GO marks the company’s broader push to keep users within its app, from discovery to purchase. TikTok has run this playbook before: TikTok Shop, which launched in the US in 2023, brought e-commerce directly to the app, allowing users to buy products featured in videos without ever leaving.
TikTok GO applies the same logic to travel. Instead of directing users to third-party sites after they come across a destination or recommendation in a video, TikTok is positioning itself as a one-stop platform where viral travel content can drive bookings and revenue. The implication for the company is significant: TikTok is systematically turning its discovery engine into a transactional level, which deepens user retention and opens up entirely new revenue streams for its new owners.
The addition of TikTok GO also puts TikTok in more direct competition with Google. TikTok has already chipped away at Google’s core businesses, Google Search and Maps, as users increasingly turn to the app as a search engine, and this latest launch pushes TikTok further into competition with the search giant.
Notably, several of TikTok GO’s launch partners — including Booking.com and Expedia — are also direct competitors in the travel discovery space. This partner-rival dynamic will be interesting to watch. TikTok needs its stock to make GO credible, but at the same time it will try to own the customer relationship that its partners themselves depend on.
“Every day on TikTok, millions of people find out where to eat, where to stay and what to do next,” said Adam Presser, CEO of TikTok USDS Joint Venture, in a blog post. “TikTok GO connects that moment of inspiration directly to the businesses behind it, and that’s good for creators, for local businesses and for communities.”
This isn’t the first time TikTok has enabled in-app bookings, even if it’s a much more ambitious venture. The company also partnered with Ticketmaster in 2022 to allow users to discover and buy tickets to events.
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