Top Tips for Leveraging Tiktok to Attract and Engage with Guests

“TikTok goes far beyond just dance videos and entertainment. Gen Z are using TikTok as a search engine, a replacement for Google. 45% of U.S. TikTok millennials (aged 25-44) surveyed have travelled to a new destination they saw on TikTok.

When it comes to travel and hospitality – a long, wordy article reviewing a restaurant or hotel is so much harder to digest than a snappy, engaging video which quickly captures the true ambience of a venue. The ‘TikTok queues’ in Amsterdam in front of trendy spots are proving this point.

So the key for hotels is to create content that captures the personality and ambience of their property, as well as content that influences audiences to travel to that particular destination – what are the hidden gems, what are the unique experiences to discover, etc. You want to insert yourself into the conversation from the beginning.

Adding to that, the content should fit the platform. Film it in portrait mode, keep the scenes short to keep the attention and use fitting, trending music. If you do not have the resources or time, consider collaborating with an influencer.”

“To maximise TikTok’s potential with its 1.7 billion active users, it’s essential for short-term rental platforms to craft engaging, concise content that highlights unique features and experiences. Utilising behind-the-scenes footage, local attractions, and special amenities, along with leveraging user-generated content and influencer partnerships, can significantly enhance reach and authenticity. Engaging with trending challenges and popular music also helps increase user interaction.

Consistently posting and engaging with users via comments and duets is key to building a community and enhancing brand presence. While TikTok’s user base skews younger, making it more effective for brand awareness rather than direct conversions, its importance in an integrated digital marketing strategy shouldn’t be underestimated.”

“I initially had reservations about TikTok as a corporate platform. However, given the remarkable growth in its user base, it has become impossible for hotels to disregard its significance. People are now seeking authentic experiences, and they rely on short videos showcasing hotel venues and more to assist them in their decision-making process.

A recent example from my own experience: while planning a trip to New Orleans, I turned to TikTok to help me plan my visit and discover interesting places to explore. People consume content in diverse ways, and while traditional static pictures and website experiences remain crucial, the dynamic nature of TikTok can significantly enhance the appeal of your business. After all, in the hospitality industry, the ultimate goal is to create memorable experiences for guests.”

“Using AI to analyse trending content and styles on TikTok enhances the potential for these videos to resonate with the target audience. The use of AI for content personalisation, through analysing user data and preferences, further tailors the marketing effort to individual needs and interests.

Incorporating AI in identifying trending hashtags for hashtag challenges boosts visibility effectively. The strategy of collaborating with influencers whose values align with the hotel brand, and utilising AI to identify those with significant engagement, is an efficient way to extend reach. Interactive campaigns on TikTok, like quizzes or virtual tours, benefit from AI integration, making them more engaging and relevant.

Regular and authentic postings, scheduled for optimal engagement with AI’s assistance, are crucial for maintaining an active presence on TikTok. Participation in community trends and prompt responses to comments further establish the hotel’s involvement in the platform’s community. Leveraging AI-driven analytics to track engagement metrics is vital in fine-tuning marketing strategies.

Encouraging guests to share their experiences on TikTok, with AI assisting in curating this user-generated content, is a strategic move. Implementing AI in video creation, like integrating virtual reality elements for virtual tours, adds a unique and engaging layer to the content.”

“Setting up or refining a TikTok marketing (marcom) strategy involves a combination of planning, content creation, engagement, and analytics. However, before you start, do consider the political and security issues connected to the Chinese owner of the platform. Obviously, a topic that doesn’t resonate well in our global and open industry, but nowadays it’s a topic that needs consideration and alignment with owners or Board of Directors.

Should you decide to go ahead and integrate TikTok in your marcom strategy, these are the steps to be taken to ensure a solid strategy that’s part of your overall online strategy (not just a temporary activity, as that would be a waste of resources):

1. Define your goals: Identify your marketing objectives. These should include brand awareness, engagement, lead generation or sales.

2. Understand your audience: Research and understand your target audience on TikTok. Consider demographics, interests, and behaviours to tailor your content accordingly. Does this match your current or future guest profile?

3. Optimise your hotel’s profile: Use a recognisable profile picture, write a compelling hotel description, and include a link to your website, or even better, a dedicated landing page.

4. Content strategy and posting schedule: Develop a content strategy that aligns with your brand and resonates with your target audience. Consider trends, challenges, and music preferences. Mix up your content with a variety of formats, including short videos, duets, and stitched videos. Incorporate popular trends and challenges, but always (!) ensure they align with your brand identity (it is not a hobby from your trainee!) Post regularly and use the right hashtags.

5. Engage! Respond to comments, engage with duets and stitches, and participate in trends to build a community around your hotel.

6. Collaborate with influencers: Identify and collaborate with TikTok influencers who align with your hotel and the hotel industry. Influencers can help amplify your message to a broader audience.

7. Paid advertising: Explore TikTok’s advertising options, such as In-Feed Ads, branded Hashtag Challenges, and Branded Effects. Allocate a budget based on the KPIs set for this channel and follow the ROI. Check what other hotel chains do to learn.

8. Analyse and keep improving: Regularly review analytics to understand the performance of your content. Analyse metrics such as views, likes, shares, and comments to refine your strategy like you do on all other media.

Additionally, on an ongoing basis, stay informed about TikTok, their development & security and changes in the platform’s algorithm. Be ready to adapt your strategy based on the evolving nature of the TikTok community. Last but not least, TikTok is a dynamic platform that creates both a lot of discussions and marketing opportunities at the same time.”