TikTok and Booking.com are testing in-app booking in the United States. Guests can see prices, reviews, availability AND booking without leaving TikTok. That brings discovery and checkout into the same feed. Whilst this is just a small trial, if it's successful, we'll see this roll out across the rest of the 1.5 billion TikTok user base. If you have a listing on Booking.com, you now need to be social ready.

Why this matters

• Social becomes a direct path to purchase.
• Mobile presentation and speed are critical.
• Creator content can send buyers straight into a booking flow.

Action plan for hotels and STR owners

GET ON SOCIALS & MAKE SHOPPABLE SHORT VIDEOS

• Put yourself in the shoes of potential guests. What are they looking for in their stay that is not functional, but lifestyle related? What stands out in your hotel or properties that would appeal to guests? Film 15 to 20 second clips that show off these features.
• Add on screen text in the first two seconds. Example: “Best pet friendly cabin near [Town]”
• Use a simple call to action. “Save for later” or “Comment DATES for availability.” Replies become warm leads.

WORK WITH LOCAL CREATORS

• Pick creators whose audience overlaps your traveller profile.
• Give the creator a brief - what are you looking to achieve, whether this is a number of videos, where they post the videos or what features in the videos. For example, them arriving for their stay. Work with your creator to come up with the best hook and call to action for the posts - driving people to your direct booking site.

Optimise your BOOKING.com listing

• Refresh your first five photos - think about what parts of your hotel or STR will be most appealing to the guests. Whether that's a cosy living space, luxury master room, views or luxury amenities like spas and hot tubs.
• Tighten your headline and summary - use location and add in two benefits. Example: “Riverside loft near Old Town, private balcony and parking.”

What if you are not on Booking.com

• You can still build a short video engine that points to your website or Airbnb listing.
• Add a link in your bio and a simple landing page with clear price, dates and your best photos.
• Keep filming. Consistent weekly posts compound reach over time.

The takeaway

If discovery and booking sit in the same feed, you need to be on socials and working with creators that understand the platforms well. Your photos, copy and video need to work together also need to give a cohesive brand aesthetic wherever they're seen online. Treat social media as the equivalent of your 'storefront' - because with these kind of collaborations, it is.