Do Hotels Use TikTok? Why or Why Not?
✅ Why Some Hotels Do Use TikTok:
Reach a New Audience
TikTok is popular with Millennials and Gen Z travelers, who discover destinations through short-form video.
Hotels use TikTok to drive awareness, showcase authentic guest experiences, and build community.
User-Generated Content (UGC) Goldmine
Guests are already tagging hotels in TikToks.
Smart hotels engage with this content, re-share it, or create duets/stitches to amplify their brand.
Cost-Effective Exposure
You don’t need a huge ad budget. Organic content can go viral.
A 30-second room tour, sunset from the rooftop, or staff moment can outperform a traditional ad campaign.
It Humanizes the Brand
TikTok allows hotels to show behind-the-scenes, staff stories, and real-life moments, which builds trust.
❌ Why Many Hotels Still Avoid TikTok:
Fear of the Unknown
Leadership may view TikTok as a “dancing app” and not a business tool.
There’s a lack of understanding of its power for branding and bookings.
Resource Limitations
Hotels claim they don’t have time or talent to consistently create content.
Many don’t have a dedicated social media strategy or person on-property.
Risk-Averse Culture
Some hotel brands are too corporate or conservative, fearing off-brand content or public mistakes.
No Clear ROI (Yet)
It’s harder to track TikTok performance in direct revenue terms compared to paid ads or OTAs.
Final Thought:
“TikTok isn’t about trends—it’s about attention. If your hotel isn’t showing up where people are scrolling, you’re invisible.”