Navigating Uncertainty: The Ripple Effects of a Potential TikTok Ban on Travel Brands

TikTok might go offline on Sunday in the United States if a long-considered federal restriction is enforced and, as rumored, the company decides to disable the app for users in the U.S.

There has been extensive discussion in mainstream media regarding the implications of a ban for users and businesses that incorporate the platform into their marketing tactics. Expedia boasts 1.7 million followers on the app, while Booking.com has 1.4 million; there’s been increasing engagement in recent years from travel firms utilizing TikTok to enhance brand visibility via short videos, with some even enlisting TikTok-centric content creators.

However, as the potential ban approaches, travel companies contacted by PhocusWire seem to display little worry. Konrad Waliszewski, co-founder and CEO of @Hotel, a travel booking service operating across numerous social media platforms, stated that the overall impact on the industry would be minimal.

“Travel is a more substantial purchase, and TikTok simply hasn’t generated the same travel commerce as Instagram – yet,” he remarked.

“Established travel giants won’t feel much impact since they’ve hardly embraced social media from the start. They continue to depend solely on Google Ads, Google SEO, and traditional TV advertising — even as millennials and Gen Z shift their attention and primary search habits towards social media.”

In contrast, the situation is different for smaller entities.

“The true casualties are local treasures, emerging travel spots, and impulse purchase items that thrived on viral trends,” Waliszewski stated.

Travel brands unaffected

Waliszewski noted that he is not worried for his company, which has accumulated millions of followers on TikTok, as it isn’t reliant on a single platform.

“We adapt to where attention shifts, and that is always in flux,” he explained. Waliszewski also mentioned that a TikTok ban could potentially assist @Hotel by “redirecting users to our most effective marketing platform, Instagram.”

“Any migration away from TikTok would simply redirect back to these core channels, which would further boost our social commerce strategy.”

Waliszewski believes that an Instagram strategy will become more vital for other brands too as a consequence of a TikTok ban. He pointed out the considerable time consumers are dedicating to short-form video and focusing on user-generated content. This essentially signifies a transition to platforms like Instagram for Reels and YouTube for YouTube Shorts, he stated.

Steve Hafner, co-founder and CEO of Kayak, which has over 72,000 followers on TikTok, expressed his hope that the social media application remains available. Yet, his perspective regarding its seemingly forthcoming exit from the American social scene is relaxed.

“If it doesn’t, we can easily redirect our marketing budget to other short-form content platforms like Snapchat and YouTube,” he stated. PhocusWire reached out to additional brands such as Airbnb, Expedia Group, United Airlines, and Viator, all of which opted not to comment.

Adaptable strategy

The reality is that what’s occurring is not isolated.

The optimal strategy for brands remains unchanged: enhance performance through a multi-channel method, remain where your audience engages, and have backup strategies for key platforms.

Thomas Rankin – Dash Social

Madeline List, manager of research and special projects for Phocuswright, mentioned that marketers would not want to forfeit access to any major platforms reaching potential customers, stating that “some adjustment of marketing strategy” would be necessary.

“Yet, the industry is filled with astute marketing professionals who can rise to these challenges — they were marketing even before TikTok existed and can continue to market without it, but losing a channel is an unwelcome disruption.”

Marketing professionals encourage travel brands to investigate all platforms due to the “constantly changing” social media environment.

“The best strategy for brands remains consistent: enhance performance through a multi-channel method, remain where your audience is, and have backup plans for essential platforms,” advised Thomas Rankin, co-founder and CEO of Dash Social, a social marketing agency collaborating with travel brands including United, Viator, and Celebrity Cruises.

He also mentioned that the final outcome of this “unprecedented” situation is still uncertain.

Moreover, advertisers have had a year to create a backup plan, as noted by Craig Atkinson, CEO of Code3, a digital marketing agency.

“Everyone’s refreshing those plans, ensuring they still hold value,” he stated.

In addition to businesses devising contingency measures, travelers have shared insights into what actions they may take if TikTok is no longer accessible to the U.S. audience.

List referred to a study on social media released by Phocuswright last year where TikTok users planning or sharing their travel experiences were asked how they would proceed if the platform were deprecated.

“The responses varied: 44% would merely transition their behavior to other social media channels — Instagram was notably favored in this context — while 36% would seek travel information outside social media,” she explained. “Only 14% indicated they would continue using TikTok via a VPN.”

Regardless of future developments, TikTok’s influence on social media practices across the U.S. is unlikely to fade.

“TikTok has fundamentally altered the way consumers and brands connect, and its impact continues to shape the wider social media ecosystem,” Rankin remarked.