TikTok for hotels: Best practices & content ideas

While TikTok was initially ridiculed as a pure Gen Z platform for over-the-top dance videos, it is now one of the most important social media platforms for marketers. In this article, you can find out how to use TikTok profitably in the hotel industry and which best practices you should follow.

The most important facts at a glance:

• TikTok is a social media platform from China that uses short videos to appeal to a younger audience.
• Suitable TikTok content can include, for example, highlights from the hotel and surrounding area, user-generated content, TikTok challenges and behind-the-scenes insights.
• To ensure that your videos go viral, you should follow various best practices. This includes keeping your videos short but meaningful and showing your creative side.
• Also pay attention to trends and popular hashtags and respond to comments. It is also worth including a link to your booking page in your TikTok bio.

TikTok is the leading social media platform for short videos. The platform was founded in China in 2016 under the name Douyin and established itself worldwide as TikTok in 2018. The platform's videos range from funny sketches and dance videos to informative tutorials and travel tips. Originally, the length of the videos was limited to 15 to 60 seconds. However, since February 2022, TikTok has allowed a video length of 10 minutes.

It's a common myth that TikTok is full of teenagers taking part in dance challenges. This is only half the truth - a growing number of older users have now discovered TikTok for themselves. 

For many hoteliers, TikTok is new territory. So that you are not thrown in at the deep end, here are a few tips to help you get started with TikTok:

1. Set goals: Familiarise yourself with the platform and define clear goals. For example, do you want to expand the reach and reputation of your hotel or do you want to increase bookings at your hotel? You should also be clear about which target group you want to reach.

2. Set up a TikTok business account: A business account will give you real-time analytics, such as the number of monthly users, views and even demographics of your target audience. Link your website and other communication channels in your profile.

3. Clarify organisational matters: a consistent publication schedule is just as crucial for success as a clear distribution of tasks. Appoint employees who are familiar with TikTok and marketing trends and have a passion for social media.

Highlight the hotel's facilities: On TikTok, you can use short videos to show the highlights of your hotel and the surrounding area. Tours and short guided tours of your facilities are also suitable. You can also promote user-generated content (UGC) by using challenges to encourage guests to share videos of their stay.

Participate in TikTok Challenges: Challenges on TikTok are one of the platform's most popular features. Certain activities, such as dances or stunts, are performed in front of the camera and then shared under a hashtag. You can always see which challenges are currently popular on TikTok's Discover page. Don't be afraid to create your own challenges that relate to your hotel.

Take a look behind the scenes: Show potential guests things they wouldn't normally see. With a look behind the scenes, you can show your accommodation from its human side and thus gain trust. Show the different areas of your hotel, for example how breakfast is prepared in the kitchen.

Once you've followed the preparation steps above and decided on a content theme, you're ready for your first TikTok video. Our best practices will help you get the most out of your videos:

1. Keep an eye on trends
The majority of TikTok content is orientated around certain trends. To stay relevant, hotels need to keep up with TikTok trends. But beware: If your brand picks up on a trend too late, it will have a counterproductive effect on its image.

2. Keep your videos short
Although the short video platform has now significantly increased the time limit for videos, TikTok recommends a length of between 21 and 35 seconds even for business videos. This is still enough time to get your message across without overtaxing the viewer's attention span.

3. Stay authentic
Authenticity is key on TikTok. Sophisticated content is not necessary. Your potential guests don't want to see polished videos, they want to get a realistic insight into what they can actually expect in your hotel.

4. Be creative
Show your creative side and leave your comfort zone by sharing playful and entertaining content. Interactive content that involves your guests is particularly well received.

5. Use relevant hashtags
Hashtag challenges offer hotels a fun way to interact with travellers. Hashtags also help to increase your discoverability. Use hashtags that are relevant to the hotel industry.

6. Respond to comments
Keep an eye on the reactions to your posts and actively respond to comments. This provides an additional point of contact with potential guests and shows them that you take them seriously. It also helps to improve your reach and ranking.

7. Use subtitles
In the travel industry in particular, you are dealing with customers from different countries. You should add subtitles so that these guests can also understand your videos. This makes your content more accessible and opens it up to a wider audience. 

8. Include link in bio
By including a link to your booking page in your TikTok bio, you can offer potential customers an additional booking channel. In your videos, encourage your audience to visit your bio to book a stay. This guarantees a seamless transition to purchase.