TikTok now wants to be the place where you book the trip you just watched on TikTok

TikTok announced on Tuesday that it will launch TikTok GO, a way for users to discover and book hotels, attractions and experiences directly within its app. The new offering will launch in the US and is available to users 18 years and older.

TikTok GO shows places to stay and things to do through videos, search, and location pages. When users find something they’re interested in, they can view details, check availability, and complete a reservation. The new feature is made possible through partnerships with companies like Booking.com, Expedia, Viator, GetYourGuide, Tiqets, and Trip.com.

Additionally, creators showcasing hotels, attractions, and experiences can link their content directly to bookings, with earning opportunities through commissions and creator campaigns.

The launch of TikTok GO signals the company’s broader push to keep users inside its app, from discovery to purchase. TikTok has implemented this playbook before: TikTok Shop, which launched in the US in 2023, brought e-commerce directly to the app, allowing users to purchase products featured in videos without leaving the app at all.

TikTok GO applies the same logic to travel. Instead of directing users to third-party websites 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 increased bookings and revenue. The implication for the company is significant: TikTok is systematically transforming its discovery engine into a transactional layer, deepening user retention and opening up entirely new revenue streams for its customers. New owners.

The addition of TikTok GO also puts TikTok in more direct competition with Google. TikTok has already been cutting back on Google’s core businesses, like search and Google 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.

It’s worth noting that several of TikTok GO’s launch partners, including Booking.com and Expedia, are also direct competitors in the travel discovery space. The partner-rival dynamic will be interesting to watch. TikTok needs its inventory to make GO credible but will simultaneously own the customer relationship that these same partners rely on.

“Every day on TikTok, millions of people figure out where to eat, where to stay, and what to do next,” Adam Presser, CEO of TikTok USDS Joint Venture, said in a blog post. “TikTok GO connects that moment of inspiration directly to the companies behind it, and that’s good for creators, good for local businesses, and good for communities.”

This isn’t the first time TikTok has enabled in-app booking, even if it’s a more ambitious undertaking. The company as well In partnership with Ticketmaster Back in 2022 to allow users to discover and purchase tickets to events.