U.S. TikTok Ban Could Reshape Travel Marketing Strategies

With a U.S. TikTok ban potentially going into effect this Sunday, travel brands are assessing the impact on their marketing strategies. The popular social media platform has become a key tool for driving travel inspiration through short-form videos, with brands like Expedia (1.7M followers) and Booking.com (1.4M followers) actively engaging audiences.

Despite the looming ban, industry experts remain largely unfazed. “Travel is a high-consideration purchase, and TikTok hasn’t driven the same commerce as Instagram,” said Konrad Waliszewski, CEO of @Hotel. He noted that legacy brands continue to rely heavily on Google Ads and SEO, while his company’s diversified presence across platforms like Instagram minimizes the risk.

However, smaller players and niche destinations may feel the impact more acutely. Viral success on TikTok has helped many lesser-known attractions gain visibility, and its absence could stifle such growth.

Steve Hafner, CEO of Kayak, echoed the sentiment, emphasizing flexibility. “If TikTok disappears, we’ll simply redirect those marketing dollars to Snapchat and YouTube Shorts,” Hafner said.

Phocuswright research manager Madeline List suggested marketers adopt a multi-channel approach. “The industry is full of savvy professionals who marketed before TikTok and can adapt again,” she said. A Phocuswright study revealed that 44% of TikTok-reliant travelers would migrate to Instagram, while 36% would seek information outside social media.

Regardless of the outcome, TikTok’s influence on travel marketing has left an enduring mark, prompting brands to rethink and diversify their strategies amid the shifting social media landscape.

Tags: phocuswire, SyndicEx250209B

U.S. TikTok Ban Could Reshape Travel Marketing Strategies

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