As a hotelier in the modern age, it's important to stay on top of the latest trends in social media. One platform has taken the world by storm in recent years: TikTok. According to a recent Social Media Industry Benchmark Report by Rival IQ, TikTok is outperforming its competitors with a higher per-post engagement rate of 5.69%. This rate is higher than those of Meta: Twitter, Facebook, and Instagram. With over one billion active users worldwide, TikTok has quickly become a powerful tool for hotels looking to advertise and enhance their brand image, as well as convert their direct channel traffic.
Read on to discover the added value that TikTok could bring to your hotel brand and take some inspiration from four hotel brands who are doing a fantastic job of surfing the TikTok wave, launching creative campaigns that grab everyone’s attention.
1. Ritz-Carlton and their #rcmemories
TikTok is particularly popular with users between the ages of 18 and 35, making it the perfect platform for hotels looking to target millennials and Gen Z. By creating engaging content that resonates with this demographic, hotels can build brand awareness and increase their online visibility.
One hotel that has successfully leveraged TikTok is the Ritz-Carlton. In 2020, the luxury hotel chain launched their #rcmemories campaign on TikTok, encouraging users to share their favorite memories from their Ritz-Carlton stays. The campaign was a huge success, with users sharing thousands of videos and helping to boost the Ritz-Carlton's profile on the platform with organic, user-generated content.
TikTok using #rcmemories
2. Hilton Hotels 10 minutes long TikTok
Hilton Hotels recently went viral on TikTok for producing a 10-minute video accumulating more than 35 million views that was not only an ad, but also a challenge for viewers to watch until the end and get the opportunity to win Hilton Honors Points. The video featured famous creators and influencers, such as Paris Hilton, Chris Olsen, GirlBossTown, and KelzWright. Despite some criticisms on the length of the video and its content, it was the unique creative mash-up approach of the video that made it stand out on TikTok.
Hilton's viral video on TikTok highlights the importance of creating unique and engaging content that resonates with the platform's users while also driving them to the direct channel. By tapping into the power of influencers and collaborating with creators to create exciting content, hotels can leverage TikTok's growing popularity to advertise and enhance their brand image.
Hilton’s landing page linked to their TikTok account
3. Wynn Las Vegas
Another hotel that has found success on TikTok is the Wynn Las Vegas. With a series of fun and engaging videos, they were able to showcase their facilities to a new audience, including their pool, restaurants, and shopping areas. The hotel also promoted their new show Awakening, reaching over 2.7 million views.
By highlighting the unique features of their property in a creative way, the Wynn increased their reach and built brand loyalty amongst a new audience. With a direct link to their website in their TikTok biography, viewers are invited to learn more about the hotel's unique offers, bringing more visibility and more potential bookings via the direct channel.
TikTok by Wynn Las Vegas displaying their spa facilities
4. Meliá Hotels International
Meliá Hotels International, a prominent leader in social communication within the hospitality industry, has consistently maintained a strong social media presence. Recently, they demonstrated their understanding of their TikTok audience by utilizing the platform to showcase their hotels' locations and amenities, primarily through the perspective of their guests. They successfully connected with their audience by partnering with their first TikTok ambassador, and worked with universities worldwide to define their content strategy. These efforts have led to over 50,000 followers, with their videos receiving impressive view counts of up to 6 million per post.
High user engagement visible on the Meliá Hotels International TikTok account
Implementing such strategies is crucial in establishing your hotel as a major player and improving brand visibility. However, this is only the initial step as the ultimate goal of creating brand awareness is to eventually translate this into increased revenue. It is important for hoteliers to recognize that driving traffic to their website from social media platforms like TikTok is only half the battle. What about the user journey once a social media follower lands on your direct channel?
Converting lookers from TikTok into bookers
Hotels can convert potential customers into actual bookings on their website and boost conversion rates by optimizing the online user journey. If a hotel detects that a visitor landing on their website is coming from TikTok, they can display personalized and relevant messages to the visitor. By offering exclusive perks like a tempting discount, free cancellation, or complimentary breakfast, hotels can entice their followers to make a direct booking. This personal touch can make TikTok followers feel valued and special, and is a great way for hoteliers to drive revenue from their, often substantial, social media audience.
Layer welcoming traffic coming from social media platforms
TikTok is a powerful tool for hotels looking to advertise and enhance their brand image and direct channel visibility. By creating engaging content that resonates with a younger audience, hotels can increase their online visibility and build brand loyalty, then turn to personalization to increase the likelihood of converting TikTok users into loyal customers. So, why not give it a try and see the results for yourself?