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.
NB: This is an article from Shiji Group
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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.
TikTok Go for hotels offers exposure on a scale few channels can match. It places your property within a global storytelling engine, powered by TikTok’s algorithm, and seamlessly blends that exposure with a booking capability. But there is a catch: every booking runs through Booking.com, carrying the same commission and data limitations as any OTA.
We have seen this movie before. In the early 2000s, hotels embraced OTAs for their reach, often without a strategy to maintain control over margins and guest relationships. The result was an overdependence on third-party distribution. TikTok Go represents both a second chance and a warning: get in early, but get in smart.
How TikTok Go works
Geographic availability:
As of August 2025, TikTok Go with Booking.com is confirmed to be active in three markets only:
- United States
- Indonesia
- Japan
These are the only regions where both the in-app booking experience and the TikTok Go creator commission program are currently live.
Hotels outside these countries won’t receive reservations directly from TikTok because Booking.com processes all transactions. However, properties may still feature in TikTok videos, with links that redirect viewers to Booking.com’s external site.
Global rollout expectations
While TikTok has not yet published an official timeline for expansion, industry coverage from Business Insider and Social Media Today suggests a staggered rollout over the next 12 to 18 months. The next wave will prioritise large outbound travel markets such as the UK, Australia, Canada, and key EU countries. The speed of expansion will hinge on several factors: regional licensing and compliance agreements with OTAs, the level of TikTok’s market penetration in each geography, and Booking.com’s readiness to provide consistent content and API integration across new regions.
Even if TikTok Go is not available in your market today, preparation should begin immediately. Hotels will need to develop clear brand guidelines, maintain easy-to-access repositories of visual assets, and plan systems for storing and managing influencer-generated content. These steps will ensure that when rollout reaches your market, you are not scrambling to respond but are instead ready to act with purpose and clarity.
From a financial standpoint, TikTok Go is simply another extension of Booking.com’s affiliate commission model. Hotels continue to pay Booking.com the agreed commission, typically between ten and twenty-five percent of the booking value. Booking.com then shares a portion of this with TikTok, which passes a cut on to the creator. For hoteliers, the cost structure is familiar; what changes is how the demand is generated and who shapes the narrative that inspires travellers to book.
