Greetings, hoteliers! What a week for platform shifts. TikTok launched travel ads with instant booking buttons. Hotels testing it report half Meta's cost per click. Here's the kicker: Airbnb is building a Prime-style membership while already giving HotelTonight users 10% toward Airbnb stays. Meanwhile, that international recovery everyone's banking on? Arrivals sit at 85% of 2019 levels. The winners aren't waiting for FIFA 2026.
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Actionable Insights
1. TikTok Hotel Ads Just Went Live
TikTok's new Travel Ads launched last week with shoppable buttons that auto-generate from your inventory. Major hotel groups testing early saw 54% lower cost-per-click, with airlines reporting 17% booking lifts. Here's the kicker:66% of TikTok users call it their top travel inspiration source, and they're 2.6x more likely to book after searching. The over-45 demographic exploded from 2% to 26% usage since 2019. These aren't kids anymore. They're spenders with $130 extra per trip.
💡 Test today: Upload any existing property video to TikTok Travel Ads. Set a $50/day budget. Measure cost per booking after 72 hours.
2. Airbnb's Membership Play Changes Everything
Airbnb confirmed they're building an Amazon Prime-style membership for hotel bookings. No points collecting. Think instant perks: 10% off, waived fees, and early check-ins. They're already testing it through HotelTonight, where every hotel booking earns 10% back in Airbnb credit. The playbook is clear: Hook hotel guests with HotelTonight, and convert them to Airbnb users with credits. They already control 90% of their traffic directly. Now they're building a closed ecosystem.
💡 Move now: Test using Airbnb as a new channel for booking. Price 15% above your direct rate to test if the channel brings new guests you wouldn't otherwise reach.
3. US Inbound Travel Down 6.3%, Canada's Bailing
International arrivals fell to 67.9 million (85% of 2019 levels), with Canadian traffic to Vegas down 19% alone. The US Travel Association blames politics and tariff threats for spooking your top feeder market. FIFA 2026 promises recovery, but that's 12 months away. Winners are grabbing domestic share now while competitors wait for international rebounds that won't come this year.
💡 This week: Target drive markets within 300 miles using Google’s Performance Max. Bundle parking and breakfast into base rates. Domestic travelers want value adds, not discounts.
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