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US: TikTok and Booking.com have launched a partnership that allows US users to book hotels directly within the TikTok app.
The pilot, available to 10 per cent of TikTok’s US audience, lets users view prices, ratings, reviews, and complete bookings through an in-app browser. Confirmations are sent directly to the user’s TikTok inbox.
Booking.com is also participating in TikTok Go, a program that lets creators earn commission by linking hotels, restaurants, and experiences.
The move reflects broader trends in social commerce and travel distribution. Research from Phocuswright shows that nearly two-thirds of travellers who use social media for trip planning make a booking decision based on the content they view.
A Booking.com spokesperson said: “We want to make it easier for travellers to discover, plan and book their trips, no matter where inspiration comes from.”
A TikTok spokesperson said: “People increasingly use TikTok as a place to search for their next travel destination. We want to make it easier for our global community to discover, learn, plan and book travel all on TikTok.”
Industry experts see the integration as a significant step in reshaping travel distribution and competitors are also experimenting on this front: Expedia recently launched Trip Matching, which generates itineraries from Instagram Reels, while TourRadar introduced a booking tool based on photos and social content.
Highlights:
• TikTok and Booking.com now let users book hotels inside the TikTok app.
• The test is live for 10 per cent of US users and covers US hotels.
• Creators can earn commission by linking hotels and experiences.
• Hotels may need to use loyalty programs and social media to compete.
