TikTok for Hotels: How to Use TikTok to Increase Direct Bookings
Michelle Leighton
In 2023, travelers have a new favorite tool to find hotel stays – TikTok.
For this reason, TikTok presents a strong opportunity to increase direct bookings at your hotel, but only if you approach it correctly.
In recent years, TikTok has become the fastest-growing social media platform, with over 1 billion active users worldwide. And according to a recent study by MMGY Global, 40% of travelers over 30 prefer TikTok over Google to research their getaways.
This shows us two things:
- TikTok is more than just a "kids app" for Gen Z and younger.
- The platform is turning into a search engine with the power to rival Google.
Hotel marketers looking to increase revenue and direct bookings can no longer ignore the potential of this short-form video app.
In this blog, we'll explore how hotel marketers can use TikTok and short-form video marketing to showcase their properties and increase direct bookings.
What is a Short-Form Video?
Short-form video usually refers to videos less than 60 seconds long.
These videos are known for being "bingeable", meaning that they are easy to consume in large quantities. In fact, TikTok users spend an average of 95 minutes per day on the app - the highest usage of any social media.
This shows just how powerful short-form video can be for marketers looking to increase brand awareness and engagement.
Who Uses TikTok?
Upon launch, TikTok gained a reputation for being a "dance app for kids." And while Gen Z (born between 1997 and 2012) makes up the largest demographic on the platform, as the app has changed and matured, so have its users.
In 2022, the leading age demographics on TikTok were:
- 67% 18-19 years old
- 56% 20-29 years old
- 45% 30-39 years old
Although TikTok has a relatively equal split between male and female users, 60% of users are female.
Marketing Benefits of TikTok
TikTok has organic reach off the charts, much higher than competing social media platforms like Instagram, YouTube and Twitter.
This is because TikTok uses an algorithm to curate a personalized feed called the "For You Page", which displays content based on your previous interactions, interests, and behavior on the app.
What does this mean for hotel marketers? Let’s break it down:
- One TikTok video has the potential to reach millions of viewers – regardless of how many followers you have.
- This opens the door for brand new leads every time you post to the platform – without the need for paid ads.
The hashtag “#travel” has 147 billion views on TikTok, revealing an audience hungry for travel content. On top of all this, TikTok is now a video-based search engine, making it the ideal place to market your hotel.
By consistently posting hotel marketing content to TikTok, such as room tours, destination itineraries, and more, hotel brands can increase direct bookings and build an engaged audience at the same time.
The Impacts of TikTok on the Travel Industry
TikTok has had a significant impact on the travel industry, as more and more travelers turn to the platform for travel inspiration and research. Here are some ways that TikTok has impacted the travel industry:
- Increased exposure: Hotels and destinations can reach a wider audience on TikTok, with potential for videos to go viral and reach millions of viewers. TikTok has become a popular platform for travel influencers and creators to share their experiences and inspire their followers.
- Authenticity: TikTok's focus on short-form, authentic content has resonated with younger audiences who value experiences over material possessions. Hotels and destinations that showcase their unique experiences and offerings on TikTok can appeal to this audience and stand out from competitors.
- Research: TikTok is becoming a preferred way for travelers to research travel bookings. 40% of travelers over 30 prefer to use TikTok over Google to search for hotel stays. This highlights the growing importance of TikTok as a marketing channel for hotels and destinations to reach potential customers.
Overall, TikTok's impact on the travel industry is significant and growing. Hotels and destinations that embrace the platform and create engaging content can reach a wider audience and appeal to younger, experience-driven travelers.
4 Ways to Market Your Hotel on TikTok
Showcasing your Hotel's Unique Features
TikTok is an excellent platform for hotels to showcase their unique features and amenities. For instance, a hotel can post a video of its rooftop pool, signature cocktails, or a panoramic view of the city. This kind of content can attract potential guests who are looking for a unique experience. By showcasing their distinctive features, hotels can differentiate themselves from their competitors and attract more bookings.
Behind the Scenes Look
TikTok provides an opportunity for hotels to showcase their operations behind the scenes. Posting videos of the staff preparing rooms, cleaning, or cooking can be a great way to humanize the brand and build trust with potential guests. When guests see the hard work and attention to detail that goes into running a hotel, they are more likely to book a stay.
User-Generated Content
User-generated content is a powerful tool that hotels can use to market themselves. Hotels can encourage guests to post videos of their experiences at the hotel and tag the hotel's TikTok account. This kind of content is more authentic and relatable, making it more likely to resonate with potential guests. The hotel can repost these videos, giving guests exposure and building loyalty.
Influencer Collaborations
Partnering with TikTok influencers can be an effective way for hotels to reach a broader audience. Influencers can create content that showcases the hotel's features and encourages their followers to book a stay. Hotels can offer influencers a free stay in exchange for creating content, giving them exposure to the influencer's followers.
Even when it comes to influencer marketing campaigns, TikTok influencers and creators come out on top, with an average engagement rate of 15.86%.
TikTok is a powerful marketing tool that hotels can use to increase direct bookings. By showcasing their unique features, providing a behind-the-scenes look, encouraging user-generated content, and partnering with influencers, hotels can attract new customers and increase revenue. As TikTok's popularity continues to grow, hotels that adopt this platform early on will have a significant advantage over their competitors.
Not sure if your current approach to social media is the best for your hotel? Connect with me today to develop the perfect strategy to market your hotel through social media.
