TikTok Ban: What it means for the travel industry

TikTok faced U.S. Supreme Court scrutiny over a potential ban that could disrupt the travel industry's multibillion-dollar social media strategies

TikTok is one of the most popular marketing channels in the world, with travel brands regularly promoting destinations, products, and services on the app. More than 170 million Americans are on TikTok, the company said. It has quickly become people’s first source of inspiration and education about travel.

Key takeaways

• Brands such as Booking.com, Expedia, Disney Parks and Ryanair, each with over 1 million followers, use TikTok for marketing, benefiting from its algorithm that reaches broad audiences based on interests, not just followers;
• The app is increasingly driving bookings, so a ban would have a significant impact on the global travel industry;
• Companies could still market on TikTok abroad, but the travel industry would have to adjust its U.S. strategies, just as brands in India did after the app was banned;
• If enforced, the ban would go into effect on January 19. New users wouldn't be able to download TikTok from app stores like Google and Apple, while existing users wouldn't be able to update the app.

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