TikTok has announced TikTok GO, a new feature that lets users discover and book hotels, attractions and experiences all within the app. This marks a significant step towards making TikTok a one-stop travel booking platform.

The app will surface local lodging and activities through videos, search results and location pages. Users can check availability and complete bookings directly from within the app, thanks to partnerships with major travel companies like Booking.com, Expedia and Viator.

For creators, TikTok GO offers a way to connect their content directly to booking opportunities, earning commissions on bookings made through their videos. This could lead to a more integrated user experience, but also raises questions about ownership of the customer relationship between these travel partners.

The launch of TikTok GO highlights the company's strategy to keep users within its app for all stages of the journey – from discovery to purchase. Previous successes with TikTok Shop show that this approach works, and now it’s applying the same logic to the travel industry.

While this move puts TikTok in direct competition with Google and other established players, it also signals a significant shift towards making the app an essential part of daily life for many users.