Skift Take
Booking.com and Expedia know they have to get out there and market where their potential customers are. In this case, millions are on TikTok.
In one 5-second TikTok from Booking.com, a woman who planned a marriage proposal on an upcoming trip faints when she learns her partner has broken up with her.
In another, a huggable dog plays a pivotal role in planning a vacation.
Booking.com takes TikTok seriously: Those two posts together have attracted some 3.6 million views. And at the recent ITB Berlin travel trade show, a TikTok executive singled out Booking.com as "a very key customer."
We took a closer look at how Booking.com uses TikTok for marketing, and compared its efforts on the platform to Expedia's.
Booking Versus ExpediaBooking.com's official TikTok account has 1.2 million followers and 9.3 million likes. But those are just two measures of engagement because some of Booking.com's TikToks gained more than