TikTok’s U.S. Sale Is (Almost) Final

After months of uncertainty, TikTok has officially signed a deal to sell its U.S. operations to American stakeholders, thereby avoiding a potential ban and providing marketers with some much needed clarity. The deal, set to close by January 22, 2026, transfers algorithmic control and data handling under U.S. oversight, a move the platform hopes will alleviate concerns regarding privacy and influence.

For years, we at Casual Fridays have been bullish on the platform’s potential for hotels and resorts, particularly in terms of brand storytelling, user-generated content, and engaging with the younger traveler mindset. However, we also understand the very real hesitation some hoteliers had about investing heavily in a platform that faced regulatory risks and could be outright banned.