Earlier this year, the House approved a bill that could put TikTok in jeopardy for Americans. ByteDance, TikTok’s parent company, was given a difficult choice: sell TikTok within the next six months or face the consequences of being banned from app stores and web-hosting services in the U.S.
Americans may find themselves unable to access TikTok if ByteDance refuses and the bill becomes law. However, the fate of one of the worlds most popular video-sharing platforms in the depends on whether legislation can withstand through various obstacles in Congress.
TikTok’s Influence on Travel
During the pandemic, TikTok gained momentum as a significant platform for marketing travel and tourism. There were a ton of videos that sold the dream of vacations we couldn’t take. TikTok became a travel hub for long-awaited and postponed vacations. In response, airlines, destination marketers, and hotels leveraged the platform. They created videos influencing travelers’ to use their products for final booking decisions. In the end, it worked. There was notable increase in a desire to travel the world once the pandemic ended.
According to a survey of 1,000 Americans conducted by Tripit, a travel tracker and planner, young travelers actively seek travel inspiration on social media platforms. Specifically, 69 percent of Gen-Z and millennials reported using platforms like TikTok and Instagram for this purpose. A whopping 44 percent of them use TikTok soley.
Whats more interesting is a survey by MGH, a tourism marketing agency, found that 60% of polled TikTok users developed interest in visiting a destination, like a city, beach, or park after watching a related video on the platform. Data also shows that TikTok not only sparks curiosity but also prompts actions among its users. For instance, approximately 35% of TikTok users in the United States, equivalent to an estimated 52.5 million individuals, have actually traveled to explore a new destination because they watched it in a TikTok video.
Additionally, there is an educational aspect TikTok contributes to the travel sector. Companies like Booking.com, Disney Parks, and Expedia, along with many Tiktok influencers and creators within the travel niche have found success on the platform and amassed substantial TikTok audiences. They have the power to engage users while delivering useful, cultural and informative content. Therefore, they consistently contribute to the apps significance within the industry.
“While TikTok’s future hangs in the balance, this survey highlights the undeniable influence that TikTok is having on the travel industry. It’s not only driving awareness of destinations, but it’s actually taking its users to places they’ve never seen or been to before.” said Ryan Goff, EVP, Social Media Marketing Director at MGH in a press release.
How Banning TikTok Could Influence Travel
The prospect of a complete ban remains uncertain. Although the bill successfully passed in the U.S. House of Representatives, its fate in the Senate remains unclear.
Nevertheless, the political pressure and potential restrictions on the app could hinder the travel industry’s utilization of the platform. Concerns surrounding national security drive the U.S. federal government’s desire to restrict TikTok. The apprehension is that a Chinese-owned company could access American users’ data and influence the content they consume.
Even so, the connection between the TikTok ban and the travel industry is evident through the active presence of travel brands on the platform. Travel brands appreciate TikTok for its ability to lessen dependence on traditional channels like Google, especially as it becomes more difficult to rank and as paid search costs escalate. Additionally, TikTok’s unique algorithm enables brands to reach broader audiences without needing a large follower base. They thrive in promoting hidden gem attractions.
However, a ban on TikTok in the U.S. would disrupt the global travel landscape. With many travel brands headquartered in the U.S., employees would lose access to their TikTok accounts. This would surely impact marketing efforts and outreach. And losing access to one of the world’s largest tourism markets could prompt brands to redirect resources to alternative channels. It also runs the risk of reducing the access people have to travel destinations and education.
Content creators would also face challenges like losing their American TikTok audience and access altogether. Many creators have cultivated audiences on other platforms like Instagram. Though, TikTok’s video format and accessible sharing structure make dispensing information more convenient and dynamic.
Basically, the potential ban on TikTok can have negative effects the apps crucial role within the travel industry. Many challenges may lie ahead if these restrictions materialize.