What a U.S. TikTok ban could mean for travel industry

In response to potential U.S. legislation targeting TikTok, the travel industry is bracing for potential disruptions that could ripple across the digital landscape. With the U.S. House of Representatives passing a bill compelling ByteDance, TikTok’s parent company, to divest its ownership within six months to non-Chinese entities or face a ban, concerns about national security implications have come to the forefront.

For travel companies, TikTok has emerged as a pivotal platform for engaging with consumers and building brand awareness through captivating short-form videos. The prospect of losing access to TikTok’s vast user base of 170 million in the United States could spell significant challenges for companies seeking to leverage the platform’s popularity to reach potential travelers.

Many travel brands have already established substantial followings on TikTok, with companies like Ryanair boasting 2.2 million followers, and Expedia, Trip.com, and Booking.com each amassing over a million followers. The platform’s immersive format has allowed these brands to showcase destinations, share travel tips, and connect with audiences in innovative ways.

However, the future of the legislation remains uncertain, as it awaits consideration in the Senate, where opposition voices have already emerged. Moreover, even if the bill is enacted into law, legal battles are expected to unfold, adding further complexity to the situation and leaving the travel industry in a state of anticipation and adaptation.

Side note:

Research from Phocuswright’s 2023 U.S. Consumer Travel Report found travelers on social used 2.4 platforms on average, making it easier for travel companies to find them even if they can no longer use TikTok.