Airbnb, Uber, and TikTok are all vying to become your go-to booking platform – but can they crack the code?
On recent episodes of Good Morning Hospitality, a Skift podcast, a panel of industry experts dissected the reasons behind this convergence. Airbnb’s foray into food delivery, Uber’s expansion into accommodation bookings, and TikTok’s push into travel planning have all contributed to this trend, where each platform is trying to become the one-stop-shop for consumers’ needs. But what does this mean for hotel operators and the broader hospitality industry?
Why Every App Wants Your Booking
As Wil Slickers, a hospitality expert, noted on the podcast, these platforms are chasing the same prize: your booking. “Everyone wants to be your one-stop-shop,” he said. “They want to be the ones you go to for booking a flight, a hotel, or even a rental property.” Behind this bet lies a fundamental shift in consumer behavior: people want convenience. They’re increasingly looking for streamlined, seamless experiences that minimize the effort required to plan and book their trips.
But why now? Michael Goldin, another expert on the panel, thinks it’s because the pandemic accelerated the adoption of online booking platforms. “During the pandemic, people had more time to explore online options, and that’s when these platforms saw an opportunity to expand their services,” he said.
TikTok: The Wild Card
TikTok’s entry into the travel space is the most unexpected among these three players. Its foray into travel planning and booking seems to come out of left field, given the platform’s origins as a social media app. However, Jamie Lane, a travel expert, sees this as a strategic move. “TikTok understands that travel is not just about planning, but also about inspiration and discovery,” she said. “They’re trying to tap into that creative aspect of travel planning and make their platform the go-to destination for people looking for inspiration and ideas.”
What This Means for Operators
For hotel operators, this trend means increased competition and pressure to adapt. They’ll need to not only keep up with the evolving booking landscape but also ensure their properties are easily accessible and bookable on these platforms. It’s a challenge, but also an opportunity – for those who can crack the code, that is.