The Impact of TikTok on the Tourism Industry

Social media has been an important part of the hospitality industry for years now. By leveraging social media platforms, hotels can reach a broader audience and connect with potential guests on a more personal level.

Whether it's through targeted ads or engaging content, social media can help you showcase your hotel's unique features and offerings to the right people. For years, this has been done primarily through Facebook, Instagram and Twitter.

But one social platform remains largely overlooked – TikTok.

Despite its enormous user base and incredible organic reach, many hotels have yet to take advantage of TikTok's marketing capabilities. But the truth is, TikTok offers a unique opportunity for hotels to showcase their properties in a fun and engaging way.

Should your hotel be on TikTok? To answer that, let's dive into what makes this app so special, who its users are, and how it's changing the game in the world of digital marketing.

By understanding the unique features and audience of TikTok, you can determine whether it's the right platform for your hotel to connect with potential guests and increase bookings.

TikTok is a social media platform that allows users to create and share short-form videos. It was launched in 2016, and has grow to over 1 billion active users. TikTok is known for it's popularity with younger generations, with 71.3% of users falling between the ages of 18-34.

The app's algorithm personalizes content shown on each users "For You" feed, and has the highest organic reach of any social media platform. Videos can be picked up by the algorithm and shown to thousands of users, regardless of whether they follow you or not.

Because of this, savvy marketers are catching on to TikTok's potential as a marketing channel. In addition to incredible organic reach, 37% of users say they purchase products immediately after seeing them on TikTok.

TikTok has had a significant impact on digital marketing. The short-form video platform is slowly creeping into Google's territory, and becoming the default search option for younger generations. This marks an important shift in how brands must shape their digital marketing strategy.

As stated by Forbes, "the best marketing strategy in 2023 will be one with integrated video" showcasing just how important video marketing has become. For the travel industry in particular, TikTok has changed how consumers and travelers go about booking travel, and researching lodging options.

TikTok's unique algorithm has made it easier for businesses to reach a wider audience. The algorithm is designed to promote content that is engaging and relevant to each user. This means that even smaller brands can get their content seen by a larger audience if it's well-made and resonates users.

TikTok's impact on digital marketing cannot be denied, and as platforms like Instagram and YouTube continue to shift towards short-form video, it's important to understand what this means for the travel industry.

According to a study conducted by MMGY Global, 34% of travelers were influenced by TikTok in 2022.

Expedia Group's VRBO launched a custom hashtag challenge during the 2023 Superbowl which generated 3 billion views in one week.

Around 40% of travelers over 30 now prefer to do research travel on TikTok over Google search.

Videos in the travel and hospitality category have an average engagement rate of 7.43%

Now that we've explored what TikTok is, and its impact on digital marketing and the travel industry let's dive into how a few ways to use TikTok for hotel marketing.

User-generated content (UGC) is content created by users rather than brands. It's one of the most effective ways to build trust with potential customers. TikTok is the perfect platform for UGC as users love to create and share their own videos. By encouraging users to create content around your hotel, you can build a community of brand advocates. You can encourage users to share videos of their stay, meals, amenities, and more. This will not only showcase your hotel to a wider audience, but it will also create a sense of community around your brand.

TikTok is a great platform to become a destination expert. By showcasing the local area, its attractions, and hidden gems, you can attract travelers looking for a unique experience. By creating content such as "Top 10 things to do in [destination]" or "The best local food spots in [destination]", you can position your hotel as a go-to resource for travelers. This can also help you stand out from other hotels in the area and showcase the unique experiences that your hotel can offer.

Another effective way to use TikTok for hotel marketing is to create property walk-throughs. This will give potential guests a glimpse into what their stay at your hotel will look like. You can showcase the rooms, amenities, dining options, and more. This can also help you differentiate your hotel from competitors by highlighting your unique features and amenities. By giving potential guests a virtual tour of your property, you can make them feel more comfortable and confident in their decision to book with you.

Influencer campaigns have been successful on TikTok, and they can be a great way to reach a wider audience. By partnering with influencers who align with your brand values, you can create authentic content that resonates with their followers. This can help you reach a new audience and build brand awareness. When working with influencers, it's important to ensure that the content they create is aligned with your brand values and messaging. You want to ensure that the partnership feels natural and not forced.

With its rapidly growing user base and unique features, TikTok has become an important platform for businesses to engage with their target audience. TikTok's ability to reach a younger demographic and promote user-generated content can help hotel brands build a community of brand advocates.

By becoming a destination expert, showcasing property walk-throughs, and partnering with influencers, hotel brands can effectively use TikTok to promote their brand and drive bookings.

If you want to learn more about how to turn TikTok into your most powerful marketing tool, read my guide How to Use TikTok for Business in 2023: 5 Expert Strategy Tips.