“Shadows of Influence: The Dark Side of TikTok’s Impact on Travel Trends”

TikTok has ceased operations in the U.S. as of late Saturday, just prior to the federal prohibition on the Chinese Bytedance-owned application coming into effect.

The application is unavailable on Apple’s iOs App Store or Google’s Play Store in the U.S., and a notification is shown to existing users upon opening the app, stating: “Sorry, TikTok isn’t available right now.”

It goes on: “A law banning TikTok has been put into place in the U.S. Unfortunately, that means you cannot use TikTok for the time being. We are pleased that President Trump has expressed willingness to collaborate on a resolution to restore TikTok once he assumes office. Please stay tuned!”

The prohibition might be temporary: In a post shared Sunday morning on Truth Social, Donald Trump indicated he would enact an executive order Monday, when he is to be inaugurated as president, to postpone the law’s implementation. He also mentioned U.S. companies would not incur penalties for maintaining TikTok’s accessibility.

The federal legislation that instigated the ban necessitated Bytedance to divest its U.S. operations to an authorized purchaser by January 19.

Why Is TikTok Significant for Travel?

TikTok stands as one of the most prominent marketing platforms globally, with travel brands consistently showcasing destinations, products, and services on the app.

Over 170 million Americans are utilizing TikTok, as reported by the company.

The platform has rapidly turned into individuals’ primary source of inspiration and information regarding travel. A TikTok survey revealed that 69% of users unearth new travel brands on the platform.

Additionally, the app has increasingly contributed to driving bookings, which implies that a ban would adversely affect the international travel sector.

Brands such as Booking.com, Expedia, Disney Parks, and Ryanair have welcomed the platform, each gathering over 1 million followers, while other travel brands leverage the app for marketing due to its ability to connect them with vast audiences regardless of their following count, thanks to its content distribution algorithm based on interests instead of followership.

Moreover, many travel firms have headquarters and offices in the U.S., which means that another repercussion is that employees based there will be unable to access their TikTok accounts while the ban is active.

TikTok’s Head of Travel, Hannah Bennett, also informed Skift earlier this month that the organization is currently trialing a new travel-centric product named “Travel Ads,” designed to empower travel advertisers to drive bookings on their own websites. However, U.S. customers will not be able to utilize this during the ban, resulting in potential losses for travel brands in terms of bookings.

What’s Next for Travel Brands on TikTok?

The travel sector will need to modify its social media marketing strategies to target customers within the U.S., resembling the adaptations made by brands in India, which has already imposed a TikTok ban. Brands must diversify their utilization of different platforms and explore innovative formats for driving traffic and engagement.

Some social media participants in the U.S. are migrating to apps similar to TikTok, such as Instagram and YouTube, which feature comparable short video formats in their Reels and Shorts sections, providing brands with possibilities for advertising and sharing promotional videos.

Downloads of Lemon8 and Xiaohongshu, also known as RedNote, have surged recently as alternatives to TikTok. However, Lemon8 is under the same ownership as Bytedance.

Companies are permitted to continue marketing to users on TikTok who are situated outside the U.S., provided that the content is being generated from locations outside the U.S. as well.