TikTok Launches In-App Travel Booking Feature Called TikTok GO

TikTok announced the launch of TikTok GO on Tuesday, a new feature that allows users to discover and book hotels, attractions, and experiences directly within the TikTok app. U.S. and is available to users 18 years and older.

TikTok GO surfaces lodging and things to do through videos, search, and location pages. When users find something of interest, they can view details, check availability, and complete a booking without leaving the app. com.

Creators who showcase hotels, attractions, and experiences on TikTok can connect their content directly to bookings. Those creators have opportunities to earn through commissions and creator campaigns via TikTok GO. The launch continues TikTok’s strategy of converting discovery into transactions inside its platform.

U.S. in 2023, bringing e-commerce directly into the app and letting users buy products featured in videos. In 2022, TikTok partnered with Ticketmaster to allow users to discover and buy tickets for events.

Adam Presser, CEO of TikTok USDS Joint Venture, said the feature builds on everyday behavior already visible on the platform. “Every day on TikTok, millions of people discover where to eat, where to stay, and what to do next. ” TechCrunch reported that the addition of TikTok GO puts the company in more direct competition with Google.

Users have increasingly turned to TikTok as a search engine, chipping away at Google’s core businesses in Search and Google Maps. com and Expedia, also operate in the travel discovery space. The partner-competitor dynamic means TikTok needs their inventory to build credibility while aiming to own the customer relationship those companies rely on.