In addition, TikTok has launched a complementary program called TikTok Go, designed to monetize creative influence. Through this initiative in the U.S., hotels and other local businesses can offer commissions or coupons to creators who promote their services. To participate, influencers must have at least 1,000 followers, be over 18, and maintain an active account in good standing. Once enrolled, they can select tasks such as posting videos about specific accommodations and earn rewards for every booking generated from their content.
From the creators’ perspective, this alliance opens new avenues for monetization. Influencer Amanda Dishman, from the blog Salty Vagabonds, stated that “the barrier to earning commissions was cut in half and it really made it accessible to a lot more people.” This testimony illustrates how TikTok seeks to democratize access to the creator economy within the travel sector.
The integration with Booking.com responds to the growing trend of TikTok being used as a search and inspiration tool, especially among younger users. The platform already included features such as the “Places” tab for discovering destinations and activities, and it facilitated ticket purchases for concerts or movies through partnerships with Ticketmaster and Fandango.
Currently, this functionality is available to about 10% of U.S. users and applies to accommodations located within the country. This launch represents a significant step toward direct conversion from content—moving from scrolling to booking in a single flow within the same platform.
For the hotel industry, the alliance presents major opportunities and challenges. On one hand, it provides access to a highly engaged and visual audience, especially among younger generations. A well-produced video can generate massive visibility and inspire immediate bookings. On the other hand, it means once again depending on OTAs (online travel agencies), which involves commissions and less control over the brand experience and guest data.
A broader perspective suggests that while TikTok provides visibility, hotels must continue to strengthen their direct channels. Direct bookings allow for better margins, personalized communication, and greater customer loyalty. According to the State of Distribution 2025 report, the share of OTA bookings dropped from 30% to 22% in just one year, while direct bookings are growing in Europe, projected to increase from €32.5 billion in 2025 to €41.3 billion in 2028.
In this context, the ideal strategy for hotels could be to use TikTok as a source of inspiration and conversion, while maintaining efforts to strengthen their own websites, loyalty programs, local SEO optimization, and exclusive benefits for direct reservations. In this way, they can achieve a balance between attractive reach and commercial independence.
TikTok and Booking.com have taken a bold step in the convergence of social content and commerce, making it easier for users to discover and book accommodations in a single digital environment. While influencers find new ways to monetize their impact, hotels gain access to dynamic audiences, though they must maintain a solid multichannel strategy to protect profitability and direct relationships with guests. The challenge now is to balance visibility and control in the evolution of digital tourism.
