TikTok marketing for hotels: is it worth it?

‘Authenticity is promptly turning out to be the new cultural currency’,- Richard Hyde, running director of Smaller Luxury Resorts.

Buzzwords like authenticity have surrounded promoting initiatives for decades as advertisers of all sorts have carried out brainstorms on how to look additional relatable to the folks they are promoting to. That incorporates hoteliers. 

TikTok is the second most frequented internet site

The Gen Z member of the social media spouse and children, TikTok, has an algorithm that prioritizes articles forms over creators. Entrepreneurs who have tried out to chase results with direct reaction ads on the platform have failed – “unscripted, off-the-cuff written content blew the direct-response-model articles away in all of our metrics. Testimonials [also] normally do perfectly and continue on to accomplish in uncomplicated static advertisements with real persons.” – Jeannie Assimos, head of material for Way.com.

TikTok identify by themselves ‘the leading spot for shorter-sort cellular online video. Our mission is to inspire creativity and carry joy‘. They are a social media platform constructed on sharing shorter movies that generally carry on to loop. 

TikTok and the vacation sector

Much more lately, vacation corporations in their droves have started making use of TikTok to create manufacturer recognition and catch the attention of new shoppers. There are various explanations for this – it is really the most downloaded app for two decades in a row, it dangles the potential for international access and the video structure provides hoteliers the opportunity to immerse folks in their surroundings as nicely as showing off their brand’s persona. 

An illustration within the journey marketplace is Reserving.com’s TikTok marketing campaign through the summer season – TikTokMadeMeBookIt (the prize is a vacation absent, and to gain, users must stay in a selected place, ‘like’ the online video, stick to @bookingcom, and be equipped to depart in just 48 hours.

“The TikTok local community is presently actively engaged in travel information – #journey has much more than 90 billion views – so it is a normal in good shape for Booking.com to be an lively section of this,” – Director of Social Media at Booking.com, Laura Kaye. Like everything new, it demands to be analyzed out in order to uncover the suitable balance, find out what is effective. Even the major firms do this! ‘We never truly know what the TikTok local community is wanting for. We’re applying the start to create an audience, and we’re attracting people today by providing absent journeys and putting out a bunch of various written content to see what is resonating.’ – Laura Kaye

Skyscanner is an additional brand name who are starting off to investigate TikTok. Like a lot of vacation makes supplying it a stab, they consider TikTok is a excellent way to hook up with persons in the ‘discovery phase’ of their journey. 

The travel tag on TikTok is one particular of the most well known, with at present more than 50 billion views

As a movie-centered social media app, TikTok is the great lodge advertising and marketing resource to showcase all the things your lodge has to give people. 

Other well-liked tags involve #smallluxuryhotels (far more than 3 million sights), #hoteldesign (additional than 13 million sights), and #besthotel (33 million sights)

Even though we do not think it can be truly worth shelling out hours of your time intricately enhancing TiktTok films, it is truly worth searching at from a manufacturer recognition place of check out – if you have the assets in-property to do so. You will arrive at customers with content material that is entertaining, beautiful or with one thing that feels extra private, far more unpolished. 

TikTok fosters the highest engagement charges per submit out of all social media platforms

How ought to you go about making use of TikTok as a lodge?

Interact with other customers

TikTok is at present the most participating social media platform. As a lodge, you can gain from this by likely for it and partaking with other people by liking/replying to remarks and answering issues in the Q&A section of your profile. 

Allow your perception of humour to shine

It is in the nature of TikTok to aid entertaining and humour. As a hotelier, really don’t be frightened of this – have some fun with it! 

Display off what your lodge has to present

You will find a good deal you can do to clearly show off your property on TikTok, and contrary to making videos for the likes of Instagram and Facebook, the attractiveness of TikTok films is that they are shorter – which signify there is only area for the greatest bits. What sort of impressive amenities can you showcase? Do you have any unmissable views from a rooftop or balcony? Serving five-star foods? Show it off in a flash on TikTok. 

You can also demonstrate folks what is going on ‘behind the scenes’ with team or at many exciting situations in the course of the 12 months. This can be yet another region wherever you carry a little bit of enjoyment and humour into the combine. 

Give a tour

You are perfectly applied to putting up tours on Facebook or Instagram we visualize. Use TikTok for this far too. It truly is all about enticing consumers into considering your property and its surroundings, way too.

Attempt partnering with a area influencer 

If you are at any time taking into consideration operating with an influencer, it can be frequently a good notion to attempt performing with a ‘micro’ a single, or anyone regional (a ‘micro’ influencer generally has below 10k followers). Doing the job with more compact, regional influencers can enable to place your lodge as a winner of the community when also growing your reach.