TikTok’s new Nearby Feed opens a new front door for hotel discovery

Hyper-local video content may influence real-time travel decisions and hotel booking

TikTok has introduced a location-based Nearby Feed in France, Germany, Italy, and the United Kingdom, designed to show users content from their surrounding area, including hospitality, dining, experiences, and local businesses.

Users can see public posts tagged to specific places and can also manually explore feeds from other destinations, which could support trip planning and real-time travel choices.

The feature blends social content with local discovery and may give hotels, restaurants, and attractions a new organic visibility channel without relying solely on paid performance or traditional OTAs.

Key takeaways

• Hyper-local discovery: Nearby content surfaces local experiences, dining, attractions, and potentially hotels, giving users a geographically relevant browsing feed.
• Organic reach for hospitality: Hotels and local businesses can increase foot traffic and booking consideration by publishing public videos with location tags.
• Travel planning behavior: Users can change their feed location while planning trips, potentially influencing hotel selection and itinerary building before arrival.
• Younger traveler influence: TikTok’s demographics and real-world conversion data suggest that local content can drive actual visits, reservations, and brand awareness.
• Privacy and safety controls: Location sharing is voluntary, restricted to adults, and only active during app use, with only public account posts eligible for Nearby Feed distribution.
• Gradual international rollout: The feature follows earlier testing in Southeast Asia and is now expanding into major European travel markets, signaling broader adoption ahead.

Source: TikTok