For hospitality businesses, the fight for attention has always been fierce. In today’s digital age, where millennials and Gen Z reign supreme, traditional marketing strategies are no longer enough. Enter TikTok, the short-form video app that’s taken the world by storm. With its focus on user-generated content, catchy trends, and a younger demographic, TikTok offers a unique opportunity for hospitality brands to connect with potential customers in a fun, engaging, and authentic way.
Gone are the days of stiff hotel room photos and generic restaurant menus. Hospitality brands are now embracing the power of TikTok to showcase their offerings in a way that resonates with a generation known for its short attention span and desire for real-life experiences. So, how exactly are they doing it? Let’s take a deep dive into the world of hospitality marketing on TikTok, exploring ten creative campaigns that are turning scrollers into bookers.
1. Travel Hacks and Destination Inspiration:
People crave travel inspiration, and TikTok provides the perfect platform for short, visually-appealing snippets. Hotels and resorts are capitalizing on this by creating “travel hack” videos. Think packing tips, hidden gem recommendations near their location, or even day trip itineraries all condensed into a digestible minute. The Four Seasons, for example, launched the #TravelBetter series, offering viewers insider tips on everything from utilizing hotel amenities to navigating a new city.
2. Behind-the-Scenes Access:
People love a peek behind the curtain. Hospitality brands are leveraging TikTok to offer viewers a glimpse into the inner workings of their businesses, fostering a sense of connection and trust. This could involve showcasing the team behind the scenes at a restaurant, the daily routine at an animal sanctuary, or even the cleaning protocols at a hotel. Bucklebury Farm, a safari park, soft play area, and cafe in the UK, has found success with this approach. Their TikTok account offers viewers a glimpse of the adorable animals, the fun activities available for kids, and the friendly staff, giving potential customers a taste of the Bucklebury Farm experience.
3. Influencer Collaborations:
Partnering with the right TikTok influencers can be a major win for hospitality brands. These individuals have built a loyal following and can create content that feels authentic and relatable. A luxury hotel chain might collaborate with a travel blogger to showcase their property’s opulent amenities, while a local restaurant could partner with a food influencer for a taste test and review.
4. User-Generated Content Challenges:
Hospitality brands are increasingly using TikTok challenges to encourage user-generated content (UGC). This not only increases brand awareness but also provides valuable insights into what resonates with their target audience. A hotel might launch a challenge asking guests to film themselves enjoying a specific amenity, while a restaurant could challenge users to recreate a signature dish at home. The UGC can then be repurposed on the brand’s TikTok page, further amplifying its reach.
5. Educational Content with a Twist:
TikTok isn’t just about light-hearted fun. Hospitality brands can also use the platform to educate viewers in a creative way. Think cooking tutorials from a restaurant chef, tips for planning a staycation, or even historical facts about a hotel’s location. Goose Box Catering, a London-based corporate catering company, has mastered this approach. Their TikTok account features visually-stunning videos showcasing the creation process of their delicious dishes, interspersed with tips for corporate event planning.
6. Leverage Trending Sounds and Dances:
Trends move fast on TikTok, and hospitality brands can leverage them to create engaging content. Using trending sounds or dances in their videos can help them reach a wider audience and grab attention. This doesn’t have to be a forced fit – a hotel could create a funny dance routine showcasing their staff cleaning rooms set to a catchy song, while a restaurant could use a trending sound to create a light-hearted video about their most popular dish.
7. Partner with Local Businesses:
Collaboration is key! Hospitality brands can partner with other local businesses for cross-promotion on TikTok. A hotel could collaborate with a nearby attraction to offer a combined package, or a restaurant could partner with a local musician for a live performance on their patio. These partnerships create win-win situations, expanding reach and offering viewers a more well-rounded experience.
8. Livestream Events:
Livestreams offer a unique opportunity for real-time interaction with potential customers. Hospitality brands can use them for Q&A sessions with staff, virtual tours of their property, or even live cooking demonstrations. This allows viewers to ask questions and get a feel for the brand’s personality in a way that pre-recorded videos can’t replicate.
9. Promote Special Offers and Packages:
TikTok is a great platform to announce special offers and packages. Hospitality brands can create eye-catching videos showcasing their deals, using text overlays and calls to action to direct viewers to a booking page. This is a particularly effective strategy for last-minute deals or seasonal promotions, allowing brands to reach a large audience quickly.
10. Respond to Comments and Reviews:
Social media thrives on interaction, and TikTok is no exception. Hospitality brands should actively respond to comments and reviews on their videos, both positive and negative. Taking the time to address concerns or thank viewers for their compliments demonstrates good customer service and encourages further engagement.
The Road Ahead: Hospitality and the Future of TikTok
As TikTok continues to evolve, so too will the ways hospitality brands leverage it. Expect to see even more innovative formats emerge, such as augmented reality experiences that allow viewers to explore virtual tours of hotels or restaurants. Additionally, the rise of in-app shopping features could open doors for direct bookings and purchases within the TikTok platform itself.
However, navigating this dynamic space requires a commitment to authenticity, creativity, and a willingness to experiment. Hospitality brands that embrace the spirit of TikTok, fostering genuine connections with their audience, will be the ones reaping the rewards.
So, the next time you’re scrolling through TikTok, keep an eye out for the hospitality businesses winning hearts (and bookings) with their creative content. From travel hacks to restaurant reviews, the future of hospitality marketing is looking short, sweet, and full of personality.