Hotel marketers are increasingly turning to TikTok in an effort to attract guests, setting an example others should follow.

TikTok has revolutionized the social media industry with its short-form videos. Countless influencers’ careers have started on TikTok, with short-form videos that have gone viral. Hotels are now using short-form videos to show off their properties, attract guests, and tap into people’s desire for something unique.

“TikTok is no longer considered a dance-trend app for teenagers,” Richard Hyde, managing director of Small Luxury Hotels, told Skift. “The platform is rapidly aging up. We’ve seen engagement from users of all ages on our Small Luxury Hotels of the World account.”

“Authenticity is quickly becoming the new cultural currency,” he said, speaking of the popular “behind the scenes” approach. “Our hotels are experiential, entertaining, spontaneous, enriching, and fun – like Tik Tok. The platform doesn’t require polished content. Users will sniff out professionally made videos and they won’t perform as well. Our TikTok strategy is based on showing our beautiful hotels from a guest’s perspective.”

As Skift points out, TikTok is an especially valuable resource for hotels and companies with limited marketing budgets. Savvy marketers can tap into existing trends and then tie in their products or services, thereby benefiting from the wealth of user-generated content.

For example, the report highlights The Retreat Elcot Park in the English countryside, which tapped into the popularity of Netflix’s Bridgerton.

“With the Bridgerton tag trending on TikTok, we entered that cultural conversation in an authentic way,” Hyde said. “Using a soundbite from the new series, we framed the hotel as a place that Bridgerton fans must visit.”

“The TikTok reached an audience of 50,000 — 86 percent of whom discovered the video via the ‘For You Page’, meaning they were not following us yet,” Hyde added. “The comments were filled with friends tagging each other saying that they must visit the property.”

“As well as discoverability, ‘saves’ are an important metric for us,” Hyde explained. “Users are now saving the destinations they would like to visit in the future.”

TikTok has clearly evolved far beyond its roots and is now playing a major role in many companies marketing campaigns. With a little effort and even less budget, your company could benefit from this phenomenon and reap the rewards of engaging with user-created content.