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The Dos and Don'ts of TikTok Content Marketing for Hotels

By Shannon Correia on 12 October 2023

Hotels, listen closely! We’ve got the inside scoop on what does and doesn’t work when it comes to TikTok content marketing for hotels. Here’s a guide to all the dos and don’ts to help your brand establish itself as a firm favourite on the platform.


Do get on top of trends

Trends work on TikTok more than any other channel. From the ones that never go out of fashion like #POV (988B views) and #ASMR (925B views), or to more niche travel-related trends, such as #placesthatfeellike (375K views) and #wesanderson (2.5B views). To add, it's not so much a trend, but on TikTok, you have to have sound.

Here’s an example of how you can show off a hotel room with ASMR to create an immersive viewing experience.

@meliahotels Pleasure and comfort, all in one place… Perfect to relax…#INNSiDEbyMeliá#meliahotels#asmr#StayCurious♬ sonido original - Meliá Hotels International

In this next example, we see Hilton’s take on the Wes Anderson trend featuring its signature cinematic style.

@hilton This trend fitting Hotel Wylie like a darn glove 🤝 #HiltonForTheStay#AestheticHotel#AtlantaHotel♬ Wes Anderson-esque Cute Acoustic - Kenji Ueda

There are multiple benefits to posting content that taps into current trends. It shows that your hotel is relevant, ‘in the know’ and listening.


Do take your viewers on regular tours

The room tour is the foundation of content marketing for hotels, as it's such a popular starting point for most travel influencers' reels and stories on Instagram. However, you don’t have to collaborate with influencers to get this right, so ask the front-of-house team to do regular tours instead. They’ll know the rooms better than anyone else.

If you have different room types, you can show off each one and provide viewers with a glimpse of the in-room experience. Tours can and should extend beyond the room as well. You can show off local views, and on-site amenities, and produce even behind-the-scenes content. Take your TikTok fans on an adventure, as they get to know the hotel, its location and the team.

@leeshbrock Possibly one of the nicest hotels I’ve ever stayed in 🗝 #tiktoktravel#hoteltour#luxurytravel#luxuryhotel#switzerland♬ kiss it better x i was never there - xxtristanxo


Do be creative and entertain with creators

Nothing will capture the attention of the TikTok user more than entertainment and humour. In fact, 41% of TikTok users state that ‘lifting their spirits’ is key in motivating them to make a purchase.

Of course, not everything has the gift for entertaining, so that’s where collaborating with creators can come in. Rather than brief an influencer to tick all the normal boxes about showcasing the hotel, give them the freedom to let their humour and creativity shine. Especially if your brand is relatively new to TikTok, as they are likely to have a better idea of what works for them on the platform than you do.

In this clip, we see how a creator enjoyed her time at Hilton, with “so much room for activities.” It features things that may otherwise be frowned upon by marketers, like standing on the furniture, but on this platform and in this style, it works.

@hilton So much room for activities. #Home2Suites#HiltonForTheStay♬ original sound - hilton

Don’t forget, that you can turn to TikTok Creator Marketplace to source suitable creators to collaborate with.


Do embrace the skit

TikTok viewers love creative skits that tell a story. You can begin with bite-sized funny clips to bring your account to life. Let your marketing team’s creativity run wild and use the features that TikTok offers, like this clip by Hotel Hubertus which combines a classic movie clip with drone footage of their own hotel.

@hotelhubertus …better than a T-Rex 🤙🏼 #vacation#jurassicpark#hotel#pool♬ Originalton - Hotel Hubertus


Do be part of the community

Listen, watch and respond to mentions and trends – don't just broadcast. Community is about collaborating, so be sure to reach out, repost and tag other TikTok users to build support and show appreciation.


Do go LIVE on TikTok

TikTok LIVE enables you to interact with and respond to followers. There are many different elements you can focus on, from event coverage to competitions that will encourage viewers to watch and/or participate in real time. If you’re new to live streaming, working with a TikTok creator or an experienced LIVE host would be ideal, but either way here are a few tips:

  • Roughly script some of the content,
  • Choose a good time for your audience (like in the evenings), and
  • Make sure you give your followers a heads-up (with a countdown or schedule).

Here’s a recap and winner announcement of a contest hosted via TikTok LIVE by Riu Hotels.

@riuhotels ✨ Thanks for joining us on our 3rd live from London! 🙏 Watch the full video to find out who is the winner of the live contest 🔴 #RiuPlazaLondonVictoria#riuhotels#riuplaza#London#UnitedKingdom#instatravelling#luxurytravel♬ sonido original - RIU Hotels & Resorts


Don't repost content from other channels

Give users a reason to follow you on each social media channel. On TikTok especially, it’s important that your content is created for the platform specifically. While it’s important to have integrated communication, TikTok content marketing for hotels is in a league of its own. So, do share, but think about what value you’re adding for viewers, how each channel forms part of your overall marketing strategy, and how you’re leveraging the opportunities of each one.


Don't make TikTok a secondary activity

If you're going to be present on TikTok, make sure you post regularly and keep it buzzing. Not every hotel needs to be on TikTok, though it holds ample opportunities, so we do encourage it.

And finally...


Don't take yourself too seriously

TikTok is a fun place to be and a hub for creativity and you’ll succeed when your TikTok hotel marketing is tailored to the channel's strengths. Although travel inspiration works well, it’s a great space for authentic and relatable content, so experiment with being braver and test a few things out.


Keep your friends close and your member friends closer 🤝

♬ becky hate club - qinn🍂

There you have it – all the dos and don’ts for your hotel’s TikTok strategy that will set it apart from the rest.

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