As the fifth largest social media platform in the world, TikTok has become major player in the tourism sector as travel influencers share their dream trips on the platform.

It’s now quite common for customers to find their next restaurant, hotel and holiday on TikTok. And that’s why the scheduled US TikTok ban is causing such consternation in the travel trade.

US President Joe Biden announced the TikTok ban earlier this year, warning TikTok’s parent company ByteDance to either sell the platform or pull out of the United States.

The law means that TikTok is facing a shutdown in the US by January 19, 2025. However, it’s not a done deal yet as Donald Trump’s election looks like it could save the social media giant from a ban.

The President-elect, who is due to enter office on January 20, has asked the Supreme Court to let him thrash out a deal to prevent the ban taking place. One theory is that the Republican will try to convince ByteDance to sell to a US company.

With so much at stake for travel brands, the question on everyone’s lips is how will a TikTok ban affect travel brands – if it takes place.

How will the US TikTok ban affect travel brands and hotels?

TikTok contributed an eye-watering $24.2billion to the US economy in 2023. One study found 40% of small to mid-size US businesses said TikTok has been critical to their success. And the travel sector is no exception.

The marketing agency MGH ran a study which found that 60% of US TikTok users had been inspired to visit a new destination (such as a park, city, hotel etc) after spotting it in a TikTok video. Many youngsters are now skipping Google and making their future travel plans solely through TikTok.

This is why travel brands and hotels are enjoying a golden era of cheap advertising thanks to TikTok influencers.

The Luxury Retreats Club has made this process even cheaper for brands by bringing together a network of UK travel influencers who are happy to post content about a hotel/destination in exchange for a free stay.

A ban on TikTok would spell disaster for travel brands, particularly those hoping to draw in younger customers.

Brands would have to turn to traditional ads or other platforms, such as Instagram or YouTube, to reach potential customers. But it is also important to remember that there is no guarantee TikTok’s 150 million US users will shift to these new platforms after a ban.

Will a US TikTok Ban actually happen?

Political pressures from those who see TikTok as a national security threat have made a US TikTok ban a possibility.

Many lawmakers claim the app could be used for data harvesting by the Chinese government.

However, banning TikTok could have far-reaching consequences for the US economy. The platform contributes significantly to the US economy, with many businesses depending on the platform for advertising.

While the risk of a TikTok ban is real, the return of Donald Trump as President makes it increasingly unlikely.

Although the former Apprentice boss has a tense relationship with China and even started action against TikTok in 2020, he has clearly warmed to the platform. He said it was “an honour” to join the platform at a UFC event in June and posted on it frequently in the run-up to his election win.

Now he is in talks with TikTok’s CEO, it looks like The Donald may decide to save the platform – especially given the economic toll a ban may have on America.

Whether TikTok is banned or not, the Luxury Retreats Club will still be able to help you find the perfect UK influencer to promote your destination. Sign up for free by clicking here.