The launch of TikTok Go, in partnership with Booking.com, is a moment hoteliers cannot ignore. TikTok users can now book hotels directly within the app, enabling content creators to earn commissions when their followers make reservations. It is not just another marketing channel; it is a blueprint for the future of hospitality distribution. We covered the topic some years ago, but at the time, we were explaining how social commerce in China has become a new direct booking channel. It appears that TikTok is adopting an OTA-first approach, rather than basing it on the Chinese model.
