Choice Hotels targets millennial and Gen Z travelers with first TikTok marketing campaign

Dive Temporary:

• Selection Accommodations Worldwide has launched its first-ever TikTok advertising marketing campaign, the corporate introduced in a launch obtained by Resort Dive. 
• The marketing campaign, which sees the corporate accomplice with influencer Jimmy Darts to provide away two journeys to Florida and Texas, spotlights the Consolation and Cambria manufacturers. 
• The marketing campaign targets millennials as a main viewers, with Gen Z as a secondary focus, to increase model consciousness, Chief Advertising and marketing Officer Noha Abdalla advised Resort Dive. The TikTok marketing campaign builds upon Selection’s lately launched multichannel marketing campaign, “A Keep for Any You.”

Dive Perception:

Darts’ feel-good content material typically sees the influencer give money presents to folks in want. Darts has 12 million followers on TikTok and over 23 million followers throughout his social platforms. 

In his partnership with Selection, Darts gave away two Selection-sponsored holidays: one to Orlando, Florida, to a household that hadn’t traveled in 9 years, and one other to Austin, Texas, to a waitress who had by no means been on a airplane. Each events obtained a three-night keep at a Selection lodge and $7,500 in journey bills — an quantity chosen to mirror the 7,500 Selection motels worldwide. 

The marketing campaign options the midscale Consolation and upscale Cambria Accommodations manufacturers, particularly. The aim of the marketing campaign, Abdalla mentioned, is “to extend consciousness with youthful vacationers on TikTok that Selection has the right lodge for each journey and funds.” 

“Our partnership with Jimmy Darts on TikTok serves as a robust instrument to interact each [millennial and Gen Z] demographics, as TikTok is extensively widespread amongst these generations,” Abdalla mentioned.

The TikTok push builds upon the corporate’s largest advertising marketing campaign thus far, which debuted in January. Selection designed “A Keep for Any You” to spotlight Selection’s rising presence within the upscale phase, which incorporates the rising Cambria Accommodations model. 

“This is a chance for us to assist our company perceive the vary and breadth of our portfolio and assist shift their notion from pondering that Selection Accommodations is extra of a midscale lodge firm to pondering Selection has a portfolio of lodge manufacturers that has a keep that’s proper for any model of them,” Abdalla mentioned on the time of the marketing campaign’s launch. 

Although Selection is increasing its presence within the upscale phase, it stays “dedicated as ever” to its core manufacturers, Chief Section and Worldwide Operations Officer Raul Ramirez mentioned in an announcement yesterday upon the firm’s appointment of Judd Wadholm, a brand new normal supervisor of core manufacturers. 

Hilton has additionally made TikTok pushes in a bid to draw youthful company as a part of its “For the Keep” advertising platform, together with a 10-minute TikTok starring Paris Hilton.