Forget the stuffy brochures and forget FOMO (fear of missing out) – according to hospitality marketing agency CJ Digital, the new way to entice travellers and foodies is through the vibrant world of TikTok. This short-form video app, known for its catchy tunes and endless creativity, might seem like the playground of Gen Z, but hospitality businesses are discovering its immense potential to reach new audiences, showcase their offerings in an engaging way, and ultimately, drive bookings.
TikTok isn't just about silly dances and viral challenges (although, let's be honest, those can be fun too). It's a platform brimming with opportunity for the hospitality industry to connect with potential customers on an emotional level. Here's how your hotel, restaurant, or catering company can leverage the power of TikTok to supercharge your marketing strategy:
1. Showcase Your Space with Stunning Visuals
Hospitality is all about creating an experience, and what better way to do that than through captivating visuals? TikTok allows you to take viewers on a virtual tour of your property, highlighting its unique features and design. Bucklebury Farm in Reading, for example, can use TikTok to showcase its idyllic countryside setting, the cozy interiors of their farmhouse cottages, and the inviting ambiance of their on-site restaurant.
2. Embrace Behind-the-scenes Content
People love a peek behind the curtain! Take viewers on a journey through your kitchen at Goose Box Catering in London, letting them witness the artistry of your chefs crafting exquisite canapés for a corporate event. You can even film a day in the life of your housekeeping staff at a hotel, showcasing the care and attention to detail that goes into preparing guest rooms.
3. Partner with Influencers
Micro-influencers with engaged followings in the travel or food scene can be powerful allies on TikTok. Partner with creators who resonate with your brand to create authentic content that showcases your offerings. Bucklebury Farm could collaborate with a travel blogger who specializes in staycations and glamping experiences, while Goose Box Catering could partner with a food stylist who creates visually stunning charcuterie board displays.
4. Leverage Trending Sounds and Challenges
Remember the “What I Eat in a Day” trend? Hospitality businesses can adapt this to create fun and informative videos. A hotel chef could whip up a signature breakfast dish within the timeframe of the challenge, or Goose Box Catering could showcase the variety of dietary options they offer for corporate events. Remember, it's all about keeping it light and engaging while subtly promoting your services.
5. Run Contests and Giveaways
Who doesn't love a chance to win? Run a contest or giveaway on TikTok to generate excitement and brand awareness. Bucklebury Farm could offer a weekend staycation for two as a prize, encouraging viewers to follow them, like the video, and tag a friend in the comments. Goose Box Catering could hold a giveaway for a free appetizer platter at a corporate event.
6. Foster User-Generated Content (UGC)
Encourage your guests and customers to create their own TikTok content featuring your business. Bucklebury Farm could run a contest with the hashtag #EscapetoBucklebury, asking guests to share their staycation experiences.
Goose Box Catering could incentivize positive reviews by encouraging attendees at corporate events to film short videos showcasing the delicious food and professional service. UGC is a powerful tool as it builds trust and authenticity – after all, who wouldn't be swayed by the positive experiences of others?
7. Highlight Local Experiences
Hospitality isn't just about the accommodation or the food; it's about the entire experience. Showcase the local attractions and activities that surround your business. Bucklebury Farm can create TikToks highlighting nearby hiking trails, farmers markets, or historical landmarks, positioning themselves as a gateway to exploring the Reading countryside.
8. Educate and Entertain with Recipe Tutorials
People love to learn new things, especially when it comes to food! Goose Box Catering can use TikTok to share bite-sized recipe tutorials, showcasing some of their most popular dishes or creative cocktail concoctions. Keep it short, engaging, and visually appealing – after all, who wouldn't want to learn how to make those mouthwatering mini quiches for their next office party?
9. Humanize Your Brand
Let your team shine! Feature your chefs, bartenders, waiters, or housekeeping staff in your TikTok videos. Showcasing the friendly faces behind the scenes helps to build a connection with potential customers and fosters a sense of community.
10. Be Consistent and Authentic
The key to success on TikTok is consistency. Develop a content calendar and plan out your videos in advance. However, don't be afraid to experiment and have fun with it! The most important thing is to be authentic and let your brand personality shine through.
Lights, Camera, Action!
Remember TikTok might seem intimidating at first, but with a little creativity and these handy tips, your hospitality business can become a star on the platform. Don't be afraid to embrace the fun and quirky nature of TikTok – after all, people are looking for entertaining content, and showcasing your brand in a lighthearted way can leave a lasting impression.
Here are some additional things to keep in mind:
- Quality matters: While the focus on TikTok is on short, engaging content, don't neglect video quality. Invest in a decent smartphone with good camera capabilities and basic editing tools. You don't need Hollywood-level production, but crisp visuals and clear audio will make your videos more professional.
- Hashtags are your friend:Utilize relevant hashtags to ensure your content reaches the right audience. Research popular travel or food hashtags in your area, and create your own branded hashtag to encourage user-generated content.
- Respond to comments and messages: Building a community is key. Respond to comments and messages from viewers, answer their questions, and show appreciation for their engagement.
- Track your results: Analyze your video performance to see what resonates with your audience. This will help you refine your content strategy and tailor it for maximum impact.
By embracing the power of TikTok, hospitality businesses can unlock a world of creative possibilities to connect with potential customers, showcase their offerings, and ultimately, drive bookings. So, grab your phone, hit record, and get ready to show the world what makes your business truly special. After all, in the age of social media, the key to success is to tell your story in a way that captures hearts, minds, and maybe even a few bookings along the way.
