Choice Hotels Targets Millennials and Gen Z with First TikTok Campaign
Choice Hotels International is making waves on TikTok with its inaugural marketing campaign aimed at capturing the attention of millennial and Gen Z travelers. Partnering with influencer Jimmy Darts, this initiative focuses on increasing brand awareness for Choice’s Comfort and Cambria properties.
Campaign Overview
The campaign marks Choice Hotels' first foray into TikTok marketing, as announced in a press release shared with Hotel Dive. By collaborating with Jimmy Darts, known for his heartwarming content and generous giveaways, Choice Hotels is offering two lucky winners trips to Florida and Texas. This campaign is part of a broader strategy to connect with younger audiences, as highlighted by Chief Marketing Officer Noha Abdalla.
Influencer Collaboration
Jimmy Darts, who boasts 12 million followers on TikTok and over 23 million followers across all social platforms, is renowned for his feel-good videos where he gives cash gifts to those in need. In this partnership with Choice Hotels, Darts awarded two Choice-sponsored vacations. One was given to a family traveling to Orlando, Florida, who hadn't vacationed in nine years, and the other to a waitress heading to Austin, Texas, who had never been on a plane. Each recipient enjoyed a three-night stay at a Choice hotel and received $7,500 for travel expenses, symbolizing the 7,500 Choice hotels worldwide.
Target Audience and Goals
The campaign primarily targets millennials, with Gen Z as a secondary audience. By leveraging TikTok's popularity among these demographics, Choice Hotels aims to broaden its brand awareness and highlight that it offers the perfect hotel for every trip and budget.
"Our partnership with Jimmy Darts on TikTok serves as a powerful tool to engage both millennial and Gen Z demographics, as TikTok is widely popular among these generations," said Abdalla.
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Building on Previous Campaigns
This TikTok initiative builds upon Choice’s largest marketing campaign to date, “A Stay for Any You,” which launched in January. This multichannel campaign was designed to emphasize Choice’s expanding presence in the upscale segment, including the rapidly growing Cambria Hotels brand. The campaign aims to shift consumer perception of Choice Hotels from being primarily a midscale hotel company to one that offers a diverse portfolio suitable for various travel needs and budgets.
“This is an opportunity for us to help our guests understand the range and breadth of our portfolio and help shift their perception from thinking that Choice Hotels is more of a midscale hotel company to thinking Choice has a portfolio of hotel brands that has a stay that’s right for any version of them,” Abdalla explained at the launch of the campaign.
Commitment to Core Brands
While expanding its upscale offerings, Choice Hotels remains dedicated to its core brands. Raul Ramirez, Chief Segment and International Operations Officer, reiterated this commitment following the appointment of Judd Wadholm as the new general manager of core brands.
Industry Trends
Choice Hotels isn’t alone in tapping into TikTok to reach younger travelers. Hilton, for instance, has also embraced the platform as part of its “For the Stay” marketing initiative, which includes a notable 10-minute TikTok video featuring Paris Hilton.
Conclusion
By launching its first TikTok marketing campaign with Jimmy Darts, Choice Hotels is effectively engaging millennials and Gen Z travelers, showcasing the versatility and appeal of its Comfort and Cambria properties. This innovative approach not only enhances brand awareness but also aligns with current trends in digital marketing, positioning Choice Hotels as a forward-thinking leader in the hospitality industry.
