Choice Hotels taps into TikTok to engage millennial and Gen Z audience

Article Brief:

Choice Hotels International has launched its first-ever TikTok marketing campaign, the company announced in a release obtained by Hotel Dive. 

The company has partnered with influencer Jimmy Darts for a campaign that highlights the Comfort and Cambria brands. They are giving away two trips to Florida and Texas.

Chief Marketing Officer Noha Abdalla mentioned to Hotel Dive that the campaign is aimed at millennials as the primary audience, with Gen Z as a secondary focus. This will help to increase brand awareness. The TikTok campaign is part of Choice's larger multichannel campaign, "A Stay for Any You."

Darts' Generosity on Social Media

Darts, a popular influencer, is known for spreading positivity through his feel-good content. One of his common acts of kindness is giving cash gifts to those in need. With a massive following of 12 million on TikTok and over 23 million across his other social media platforms, Darts has a significant reach to inspire others to do good deeds.

Darts partnered with Choice to give away two Choice-sponsored vacations. One vacation went to a family in Orlando, Florida, who hadn't traveled in nine years. The other vacation was awarded to a waitress in Austin, Texas, who had never flown before. Each party enjoyed a three-night stay at a Choice hotel and received $7,500 for travel expenses, symbolizing the 7,500 Choice hotels worldwide.

The campaign focuses on the Comfort and Cambria Hotels brands, aiming to raise awareness among younger travelers on TikTok. Abdalla explained that the goal is to show that Choice offers the perfect hotel for every trip and budget.

Abdalla mentioned that our collaboration with Jimmy Darts on TikTok is a great way to connect with both millennial and Gen Z audiences, as these generations are big fans of TikTok.

This TikTok initiative is part of our biggest marketing campaign yet, which was launched in January. The campaign, titled "A Stay for Any You", showcases Choice's expanding presence in the upscale market, featuring the popular Cambria Hotels brand.

Abdalla mentioned during the campaign launch that this is a chance for us to help our guests understand the wide variety of hotels in our portfolio. Our goal is to change their perception from seeing Choice Hotels as mainly midscale to recognizing that we offer a diverse range of hotel brands to suit everyone.

Even as Choice Hotels expands into the upscale market, Raul Ramirez, Chief Segment and International Operations Officer, emphasized the company's unwavering commitment to its core brands. This statement came after the appointment of Judd Wadholm as the new general manager of core brands.

Hilton has also made TikTok pushes in a bid to attract younger guests as part of its “For the Stay” marketing platform, including a 10-minute TikTok starring Paris Hilton.

Editor's P/S:

Choice Hotels International's TikTok campaign represents a strategic move to tap into the growing influence of the platform among millennials and Gen Z. By partnering with influential content creator Jimmy Darts, who embodies the values of positivity and generosity, Choice aims to raise brand awareness and resonate with younger audiences. Darts' philanthropic initiatives, such as providing cash gifts to those in need, align with Choice's commitment to creating meaningful connections and making travel accessible to all.

This campaign is part of Choice's broader "A Stay for Any You" multichannel campaign, which highlights the company's diverse portfolio of hotel brands. By showcasing the Comfort and Cambria brands on TikTok, Choice aims to demonstrate its ability to cater to the needs of younger travelers, who value affordability, convenience, and a unique experience. The campaign's focus on user-generated content and the involvement of influential creators like Darts further amplifies its reach and authenticity, making it a promising strategy for Choice to engage with its target audience.