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n 2026, marketing trends will be largely driven by new technologies (think: AI and VR), coupled with the continued consumer demand for authenticity and personalization. Even as sophisticated technology tools gain traction, audiences still crave genuine human connection — and they prefer to buy from value-driven brands. Successful 2026 campaigns and marketing strategies will balance AI-related gains in impact and efficiency with a commitment to building trust and brand loyalty.

As we head into the new year, here are seven major trends for marketers to keep in mind.

1. AI-Powered Personalization

Almost 90% of marketers use AI daily for a variety of tasks, but personalization is perhaps the biggest AI-related marketing trend for the year ahead. Consumers want to feel seen and heard, and AI can do that by interpreting subtle behavioral signals and dynamically tailoring content, ad copy, product recommendations, and even websites in real time. For example, a first-time visitor to a site might see a welcome offer and a clear depiction of the brand story, while a returning customer will see recommendations based on their past activity.

2. Generative Engine Optimization (GEO)

SEO is so 2024. The new goal for marketers? To create content that can be cited as a credible source by AI chatbots or LLMs (large language models). GEO refers to optimizing content so it can be easily crawled and summarized, making it a reliable source that helps generative AI formulate meaningful, long-form responses. This is a huge area of growth for the travel industry: A 2025 survey found that about 70% of Millennials and 66% of Gen Z already use AI to create their vacation itineraries, and that number is predicted to increase in 2026.

3. Storytelling Through Video and VR

Short-form, easily digestible video content on platforms like TikTok and Instagram Reels will continue to engage viewers in high numbers, with these channels increasingly functioning as search tools for consumers. Immersive storytelling and experiences will take a leap forward, as Augmented Reality (AR) and Virtual Reality (VR) move into mainstream marketing. There’s exciting potential for these technologies in the travel and wedding industries — for example, customers can virtually “try on” wedding dresses, walk through resorts, or explore a city they’re planning to visit.

4. User-Generated Content (UGC) and Authenticity

With AI becoming commonplace in digital ads and other promotional materials, consumers are seeking genuine human connection. That means even more importance is placed on all forms of UGC. UGC, or user-generated content, refers to reviews, images, videos, or testimonials created by consumers rather than by the brand. Instead of slick, overly polished imagery and messaging, marketers will want to give greater visibility to real people and raw, unfiltered content.

5. Community Building

Social media used to be a place where you could easily find your niche or community. Now that social platforms have become oversaturated and less differentiated, more users are seeking out private communities on specialized forums like Facebook Groups, Discord, and Slack. Case in point: About two-thirds of internet users belong to online communities. Brands can build loyalty and gain valuable audience insights by participating authentically in these spaces.

6. Strategy and Ethics

Data breaches, deepfakes, text scams, AI hallucinations — these days, there are minefields everywhere in the online world. Marketers will need to balance technological innovation with building trust and making audiences feel safe. Growing user privacy concerns have led to the phase-out of third-party cookies, making it crucial for marketers to collect and leverage first-party data (information willingly shared by customers). Consumers are more likely to share that personal information with brands that respect their privacy and clearly communicate their data practices.

7. Meaningful and Inclusive Marketing

Consumers, particularly younger audiences, want brands to care about what they’re selling and the impact it makes. Marketing that prioritizes ethical practices, inclusive design, and cultural sensitivity appeals to audiences who want to buy from companies with values that mirror their own. That means going beyond the basics to encompass functionality as well as content — for example, a digital asset could feature people of diverse races, and also include either video captions or alt text for imagery to ensure it’s accessible to people with vision disabilities.

Looking to craft a strategy that takes into account the biggest 2026 marketing trends? Hawthorn Creative can help you head into the new year with a strong marketing plan. Get in touch today to schedule a consultation.

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n 2026, travelers are seeking highly personalized experiences that align with their specific passions, interests, and wellness needs. For hotels and DMOs looking to keep up with these emerging trends — from restorative, digital detoxing getaways to emotionally driven “whycations” — it’s all about digging deep into what makes your destination shine.

Ahead, we’re outlining 10 of the biggest 2026 travel trends to know, plus tips for how hotels and DMOs can tap into them through creative marketing strategies.

1. Hushpitality and Calm-cations

“Hushpitality” is a travel trend focused on creating calm, quiet, and restorative experiences — otherwise known as “calm-cations” to relax, recharge, and reset. These travelers are seeking to slow down and disconnect from the everyday chaos and the always-on digital world, with generous doses of nature immersion and digital detoxing.

With 50% of US adults reporting stress, it makes sense that travelers are prioritizing mental and emotional well-being. To achieve that sense of calm, travelers are seeking destinations that prioritize stillness — through design, service, and the surrounding environment itself.

How hotels and DMOs can tap into the trend: By highlighting your destination’s natural features, spiritual experiences, and wellness amenities across all marketing channels — from spa-focused social media content to blog posts outlining your property’s various wellness experiences.

2. Overland Travel

Travelers are on the road — and on the rails — again. Train journeys, car-sharing, and even biking trips are growing in popularity as greener alternatives to air travel. Case in point: Explore Worldwide’s Travel Market Report shows a 25% year-over-year increase in rail journey bookings in 2025. This return to train-based travel may be a reaction to the hectic nature of air travel lately (in the form of increased cancellations and delays).

The classic American road trip is also seeing a resurgence, partly due to the upcoming 250th anniversary of the United States in 2026. The US Department of Transportation’s Great American Road Trip initiative is enticing would-be road trippers with interactive maps and curated itineraries for exploring the nation’s highways, historic landmarks, and scenic destinations.

How hotels and DMOs can tap into the trend: By collaborating with nearby attractions to create detailed itinerary content (think: blogs showcasing the must-visit stops on a road or rail trip) and using geotargeting to market to audiences who live within a comfortable driving distance.

3. Off-Season and Off the Beaten Path

Drawn by lower prices, fewer crowds, and richer local experiences, travelers are increasingly booking trips during off-peak seasons. That might mean heading to Iceland in winter or visiting the Greek Islands in spring before the summer crowds arrive. They’re also seeking out lesser-known locations, like Mongolia, Nicaragua, Kyrgyzstan, and Bhutan — countries with rich cultural experiences and natural beauty that aren’t yet known as top tourist destinations.

How hotels and DMOs can tap into the trend: By focusing your content marketing efforts on experiences that aren’t available during the high season — like winter culinary adventures in a beach town or that giant ropes course that takes over the ski resort in summer.

4. AI-Powered Travel Planning

One of the biggest 2026 travel trends, according to experts, will be the growth of artificial intelligence as a tool for planning and booking trips. Travelers are already leaning on AI to create personalized itineraries, optimize bookings, and act as a virtual travel assistant. Users can also utilize AI tools to source itineraries based on specific criteria, such as budget, interests, mood, or preferred seating on a plane.

How hotels and DMOs can tap into the trend: By enhancing your GEO (generative engine optimization) strategy, which helps AI assistants and chatbots recognize the authority of your content and draw from it when making suggestions.

5. Accommodation as the Destination

Lately, hotels themselves are becoming destinations, with travelers choosing accommodations that offer a wide range of activities right on-site. More than just a place to sleep, the hotel or resort is an integral part of the overall experience. Brands are developing hotels with distinct personalities and creative design — including amenities, comfort, service, and the specific atmosphere and vibe.

How hotels and DMOs can tap into the trend: By posting social media content that highlights truly unique stays — from plush, cozy cabins to maximalist hotel rooms adorned with locally inspired art and decor.

6. “Whycations” and “Little Treat” Trips

Another big trend for 2026? Travel driven by emotional motivations, hobbies, and milestones. Hilton’s 2026 Trends Report found that 72% of travelers want to take time off to explore a personal passion. Instead of booking vacations during the holidays or for anniversaries, for example, travelers are planning trips based on purpose and meaning — whether it’s a spontaneous getaway to celebrate a new job offer or a carefully designed national park trip to check items off an adventure-focused bucket list.

How hotels and DMOs can tap into the trend: By crafting blog posts and email campaigns centered around why guests should choose your property. Is it your proximity to historic landmarks, your wellness offerings, or perhaps your thriving culinary scene?

7. Astrotourism

Travelers are looking to the skies in 2026, as celestial events are predicted to drive travel next year. With a total solar eclipse sweeping across Europe in August and 2026 expected to be a prime year for viewing the Northern Lights, demand for trips combining stargazing and natural phenomena is likely to soar. Tourists are seeking locations with dark skies and minimal light pollution, allowing better viewing of stars and other celestial objects.

How hotels and DMOs can tap into the trend: By partnering with local educational organizations to offer (and promote) after-dark activities. Think: guided night hikes, moonlit kayaking, or stargazing tours.

8. Micro-Retirements

The rise of the micro-retirement — essentially a mid-career sabbatical while on leave or between jobs — is expected to grow in 2026, with an increasing number of travelers leaving the 9-to-5 behind to embark on longer trips that blend adventure with personal interests. Rather than waiting until retirement age to check items off their bucket list, people of all ages are seizing the day.

According to Explore, 80% of Americans said they are interested in (and ready to take) an extended career break in the next two years, and 41% said they would travel during that time for 1-3 months.

How hotels and DMOs can tap into the trend: By offering flexible, long-term stay options, accompanied by curated experiences that dive deep into local activities and attractions; and/or crafting multi-week itineraries that attract “micro-retirees” on longer getaways.

9. Multigenerational Journeys

Studies show an increasing demand for extended-family trips, with parents, grandparents, and the kids all together. In fact, 57% of parents are planning travel with grandparents and children, according to the Family Travel Association’s annual survey in late 2025. Families want to spend quality time together, strengthen family dynamics, and, in some cases, share the cost of travel.

How hotels and DMOs can tap into the trend: By tailoring your marketing efforts to what each generation responds to and varying your content across platforms and channels.

10. Set-Jetting

Also known as film tourism or screen tourism, set-jetting is the practice of traveling to real-life locations featured in popular movies and TV shows. The Lord of the Rings movies helped jump-start the trend, drawing fans to the dramatic locations in New Zealand where the films were set. This year, the third season of The White Lotus drew a new wave of visitors to the luxury resorts and stunning scenery of Koh Samui in Thailand.

Set-jetters also love to retrace the steps of Sex and the City characters in Manhattan and Emily in Paris locations like Emily’s apartment in the 5th arrondissement. Next year, the live-action adaptation of Disney’s Moana is expected to boost tourism in Samoa, while the Wuthering Heights adaptation, releasing in February, could attract travelers to Yorkshire, England.

How hotels and DMOs can tap into the trend: By producing content about both well-known and hidden gem filming locations in your area and building events and promotions around them. (Check out this blog post from our client, Opal Collection, about their Adirondack lodge’s feature in Succession for inspiration.)

With 2026 travel trends in mind, it’s a great time to consider a rebrand or launch an exciting new marketing campaign. Set up a call with our expert team — we’ll work together to create a brand strategy that resonates with your target audience and expands your reach.

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e’re midway through Q4, and it’s time for marketing professionals to decide how to allocate their 2026 advertising budget. While many marketing departments might already be locked into recurring annual contracts, it’s always worth taking a fresh look at where your ad spend is going, how it’s working for your brand, and whether it’s helping you reach your intended audience.

At the same time, you’ll want to keep an eye on emerging platforms and new investment opportunities in the quickly changing marketing landscape. Here, we look at the advertising-related questions you should revisit every year, what to evaluate going forward, and common budgeting mistakes to avoid.

Steps for Planning an Annual Advertising Budget

Below are a few essential steps to take whenever you’re planning your annual advertising budget — no matter how many times you’ve done it before.

• Examine What’s Working: Before you plan your 2026 ad spend, look closely at your 2025 advertising metrics and analyze which channels and campaigns generated the most leads and bookings this year. Then, increase your spending on top performers and cut (or eliminate) spending on underperforming areas.
• Assess Your Audience: Consumer behavior is constantly evolving, and each generation interacts with ads and social media differently. Track how your advertising channels performed across different audience segments, and reference this information against the demographics of your frequent customers.
• Dive Deeper into the Data: Move beyond impressions and clicks to focus on more nuanced KPIs (key performance indicators) that link directly to revenue. For example, hotels and resorts can track metrics such as occupancy rate, average length of stay, cost per occupied room, and loyalty mix (the percentage of business that comes from repeat visitors enrolled in a loyalty program).
• Set Clear Goals: Define what you want to achieve with your 2026 advertising and attach a number to the goal so you can measure your progress at the end of next year. Do you want to grow direct online purchases by 15%? Achieve 20% revenue growth from new customers? Increase your repeat business by 10%? Ensure every dollar of your ad spend is connected to a measurable outcome.

Key Investment Areas for 2026

Once you’ve assessed your 2025 advertising efforts, consider what you want to put money toward in the new year — a good rule of thumb is to allocate about one-quarter of your overall budget for testing new ideas — and take into account the following investment areas:

• Social Media and Google Ads: For Google Ads, base your budget on the average cost per click (CPC) for your target keywords, accounting for travel industry trends and competitor analysis. To determine your social media advertising budget, you can simply do the math: Multiply the number of website visitors you need to achieve your 2026 goal by what you’ve been paying for each visitor.
• AI Tools: You can optimize your ad spend by using an AI tool that continuously monitors your campaign performance across multiple channels (e.g., Google Ads, Meta, TikTok). Tools like this can automatically reallocate budgets from underperforming ads or platforms to those delivering better results. If you want to go super high-tech, try an AI tool that can generate and test thousands of ad variations (with different images, headlines, and calls to action) to determine which resonates best with specific audience segments.
• GEO Ads: GEO — generative engine optimization — will play a prominent role in online advertising in 2026. You’ll want to optimize your ads to offer clear, comprehensive information. For sponsored long-form content, focus on creating high-quality, easily digestible posts to improve AI search visibility, and include FAQs that position your business as an authoritative source.

Common Budgeting Mistakes to Avoid

Now that we’ve covered the dos of planning your 2026 ad spend, here’s an overview of what not to do:

• Don’t Throw Spaghetti at the Wall: Avoid spreading your ad budget too thin across multiple channels — sometimes known as “spray and pray.”
• Don’t Ignore Lead Quality: Ensure your campaigns aren’t just generating leads on paper; they are producing quality leads that actually convert.
• Don’t Underestimate “Hidden” Costs: Remember to budget for production of ads, landing pages, and videos created for paid media, not just the ad spend itself.
• Don’t Think of Your Budget as Set in Stone: Once your 2026 advertising budget is in place, don’t be afraid to be flexible. The most successful budgets are dynamic and nimble, allowing for quick adaptation to market shifts and new opportunities.

Looking for expert support while planning your 2026 ad spend? Our team can help. Reach out today to schedule a consultation.

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f you’ve never spent time managing paid media before, dipping your toe into the world of digital ad targeting can feel overwhelming. While it may seem like a massive undertaking for your marketing team, targeting is the key to ensuring your paid campaigns not only reach people, but also reach the right people — those who are most likely to book your property, venue, or service. Here, we break down three key aspects of paid media targeting that can help you reach the audiences that are most likely to convert.

1. Personalized Retargeting Ads

What It Is

Retargeting involves reaching out to audiences who have interacted with your online presence in some way. They might have visited your website or clicked on an ad, but they haven’t progressed far enough down your marketing funnel to provide an email or phone number.

(A quick aside: While you might see the phrase “retargeting” used interchangeably with “remarketing,” they’re not quite the same. Remarketing is about reengaging people who have already provided their contact information — by booking in the past, signing up for your newsletter, or filling out a partial booking. Because you have their email addresses and phone numbers, you can reach these folks via email campaigns, text messages, or push notifications.)

How It Works

So, how do you reach these anonymous yet interested audiences? To activate retargeting ads for your brand, you’ll need to add tags to your website that use cookies and pixels to track visitors and their behavior. (You may want to consider using a third-party service to manage the technical aspects of this process.)

Your retargeting list might include anyone who’s visited your website in the last three months, if you want to cast a broader net. Or, fine-tune it by showing personalized ads to visitors who clicked into specific landing pages on your website — like your special offers page — but didn’t take the final step to book. Once you’ve got your list, you’re ready to run a campaign targeting the audience through display ads and social media ads on platforms like Facebook, Instagram, and LinkedIn.

There’s also a strategy called search retargeting. Google Ads lets you retarget visitors to your site when they’ve also searched for a relevant phrase. So, instead of targeting people searching for “beach resort” or “outdoor wedding venue,” you can target only those who have visited your website and also searched for that keyword.

The Benefits

• It’s always a good idea to help people find something they were already looking for. That’s why the average click-through rate for retargeted ads is approximately 10 times higher than for standard display ads.
• Retargeting allows you to stay in front of your audience, so they won’t forget your brand when they’re ready to book.
• With retargeting, you can personalize your ads according to visitors’ behavior on your site — such as serving an ad featuring images of your best-loved dishes to anyone who’s visited your restaurant landing page.

2. Geotargeting and Geofencing

What It Is

Geotargeting allows brands to zero in on audiences and deliver ads based on their location (city, state, or zip code). It utilizes a virtual boundary to trigger personalized ads or actions in real-time when a user enters or exits a specific “fenced” area.

How It Works

Geotargeting works by using a person’s device data (generally their IP address or GPS data) to determine their geographic location and deliver customized content or ads. Geofencing employs software to create a virtual boundary around a real-world geographic area. When a location-enabled device, like a smartphone, is within this digital perimeter, it triggers a pre-programmed action (think: sending a notification, alert, or ad directly to the user’s phone).

The Benefits

• Geotargeting enables you to reach people in your area, which can be useful for a range of marketing campaigns. Hotels could advertise in zip codes within driving distance of the property to promote last-minute specials, or target even closer areas with ads for the restaurant or day spa. A destination marketing campaign, for example, might target a statewide audience to encourage local tourism to a specific city or region.
• Hotels and resorts can deliver ads to people in specific locations, like a ski resort, county fair, or another local attraction near you, encouraging them to extend their stay in the region.
• Through geofencing, you can advertise to people who have already booked your service — and offer them a discount (or other incentive) for repeat business.

3. Lookalike Audiences

What It Is

You know a lot about existing customers — their interests, traits, behaviors, and especially the fact that they love your business. So ideally, what your brand needs is more people like them! Lookalike targeting increases your customer base by targeting populations with similar profiles.

How It Works

You provide a sampling of your repeat visitors to ad platforms like Meta, TikTok, and Google, which use their algorithms to identify new individuals who share the same characteristics (and deliver your ads straight to them).

The Benefits

• Rather than throwing spaghetti at the wall, you’re honing in on the people who are most likely to engage with your content, and ultimately, convert. Lookalike audiences typically have a higher average click-through rate than other audiences, sometimes by as much as 90%, according to CustomerLabs.
• You don’t have to work hard to gather the first-party data you need to run lookalike campaigns — it’s all right there in your CRM, customer email lists, and website visitor history.
• By expanding your reach to a relevant audience, you’re growing brand awareness among people who will probably love what you have to offer, but might not have otherwise encountered your service.

Need some help getting started? Book a consultation with our team of digital marketing experts.

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t sounds like an oxymoron, but research shows it’s a fact: The more we use AI, the worse we feel about it. A 2025 global study found that fewer than half (46%) of respondents around the world trust AI systems — a statistic even lower than in a previous study conducted in 2022.

The strongest marketing strategies in 2026 will find creative ways to address consumers’ mixed reactions to AI by leveraging technology while focusing on what matters to humans. Three of the key elements in this approach are GEO, authenticity, and trust.

1. GEO: Generative Engine Optimization

First there was SEO, then there was AEO (answer engine optimization), and now there’s GEO — generative engine optimization. GEO is starting to play a prominent role in content marketing, so understanding what it means and building an effective GEO strategy will be critical for your 2026 marketing plan.

Going Beyond Featured Snippets

While AEO strategies help your content appear in featured snippets and AI-powered searches, GEO takes it to the next level: optimizing content so it can be easily crawled and summarized by large language models (LLMs), outside of traditional search results. To put it another way, AEO is about providing a quick, short answer to a frequently asked question, while GEO is about being a reliable source that helps generative AI (genAI) formulate meaningful long-form responses. That’s why establishing your domain authority and thought leadership is crucial to GEO.

Tapping Into Travel Planning

About two-thirds of travelers are using genAI to help them research destinations and plan itineraries, so it’s vital to get your content in the mix. The goal of GEO is to help AI assistants and chatbots (like ChatGPT, Gemini, and Claude) recognize the authority of your content and draw from it when generating conversational responses, step-by-step guides, and other in-depth interactions. The key is to create and share content that showcases your brand as the expert on your destination and region, the experience travelers will have when they stay with you, and what they need to know before and during their trip.

Using GenAI to Reach GenAI

Weird but true: Generative AI models can provide you with tools and insights that boost the chances of your content being referenced within those models. For example, you can use genAI to create tables, graphs, and images, which in turn attract AI bots because they present material in ways that are easy to crawl and digest. You can also provide genAI with data, quotes, and statistics that build credibility around your brand, increasing the likelihood that your content will be cited by genAI in other conversations. It’s a little like the ouroboros, the ancient symbol depicting a snake or dragon eating its own tail. In fact, there’s a concept called “the ouroboros AI effect” — the idea that AI systems will be continually trained on their own outputs in a never-ending cycle of information exchange.

2. Authenticity

While AI can make people’s lives (and travel planning) easier, they aren’t willing to sacrifice that sense of human connection. While they might find you through a chatbot, once they get to your site or follow your social media accounts, make sure they get a sense of your brand’s unique personality. Here are some ways to showcase the authenticity of your brand in your 2026 marketing strategy.

Have Real Conversations

Communicate with your audiences as much as possible. Always respond to comments on your social media, and initiate interactions, too. You could ask followers to share their favorite item on your menu, weigh in on naming a new event space, or vote for a fragrance for your in-room bath products. When you post on social media or send promotional emails, consider including an introduction or sign-off from a real person who works at your property and is uniquely equipped to answer a particular question. Here are more ideas for creating authentic content.

Own Your Imperfections

If you receive consistent negative feedback about an aspect of your property, don’t give a canned reply — let them know you’ve heard them, make a change that shows you listened, and then let everyone know. You could even build an ad or email campaign around your nimble responses to criticism, whether it’s extending the pool hours, bringing back that lava cake everyone loved, or replacing the showerheads in your guestrooms. Think: “5 Changes We Made Because You Asked Us To.” Nothing says human like imperfection, and owning up to it and trying harder will endear you to your audiences.

Showcase Your Experts

Authenticity is all around you — so put it on camera! Livestream a cooking class with your chef in your sunlit kitchen or a gardening how-to with your landscape designer in a blossoming rose garden. Capture your mixologist coming up with a new seasonal cocktail. Ask your Instagram followers to submit questions for your concierge, and then share a video of them answering the queries one by one. Interview your general manager or CEO about what’s next for your property. This is all great content for organic and paid social media posts, emails, and your website.

3. Trust

Data breaches, deepfakes, text scams, AI hallucinations — there are minefields everywhere in the online world. While that may seem less relevant to resorts and hotels than it does to banks or healthcare companies, every brand with an online presence should strive to make people feel safer right now. Think about it: Most new visitors book sight unseen, and the trust you build at a distance will help them feel comfortable taking the leap.

Transparency

Be transparent about your processes and policies. If you’re using AI in your marketing, booking process, or elsewhere, explain how and why you use it. Make sure your hotel’s pricing and cancellation policies are easily accessible and clearly explained on your website, with no confusing language or legalese. Your marketing team might not be involved in setting these policies, but it should take the lead in communicating them effectively.

Privacy

Consumers are increasingly unwilling to engage with companies that don’t protect their data. To assure them that you prioritize their privacy, publish a comprehensive privacy policy on your website that explains what data you collect (and why), how you use and store it, and who you share it with. If you use third-party platforms on your site for booking or partner with other brick-and-mortar companies (tour guides or transportation providers, for example), check that they all have strong data protection policies in place, and share that information with your guests as well.

Ethics

Walk the talk: Don’t just tell people about your values, show how you’re putting them into practice. If you highlight sustainability in your marketing — such as using renewable energy or energy-efficient systems — share third-party data and certifications that validate your success in going green. Showcase your partnerships with local farms, nonprofits, and community initiatives by interviewing key people in the orgs and posting the videos on social media. You could even create a dedicated section on your website where you detail your ethical commitments and share your progress on goals.

What’s great is that the top three goals for 2026 marketing are closely interwoven, so what you do to support one area will benefit the others. For example, communicating authenticity through expert interviews builds trust with your audiences. And if your experts not only speak specifically about your property, but also address general questions about their areas of knowledge, that’s good for GEO, too.

Ready to get started on building a solid marketing strategy for 2026? Our team can support you with every aspect of your 2026 marketing, from content to search optimization to branding. Get in touch today to schedule a consultation.

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sing TikTok to market luxury brands might seem like an oxymoron. The app is probably best known for promoting weird trends (ever heard of Sephora kids?) and bizarre challenges (remember when all the teens were eating Tide Pods?), but TikTok isn’t just the domain of the young. In fact, more than half of TikTok users (51%) are between the ages of 25 and 44 — a segment that’s increasingly prioritizing luxury travel and high-end destinations.

So, how do you use TikTok to expand your property’s reach and increase bookings? As with any social media marketing strategy, authenticity, storytelling, and focusing on your target generations are the keys to building a strong connection with users and showcasing your destination’s unique value. Here are five recommended approaches for using TikTok to market luxury brands

1. Know Your Target Audience

Millennials and older Gen Z are leaving budget travel behind in favor of experiences that are both memorable and comfortable. By 2030, these age groups are expected to account for 60-70% of luxury purchases. These generations respond to marketing that feels genuine and personalized, and they place high value on sustainability and transparency.

To appeal to these audiences, don’t try to jump on TikTok trends or trumpet your eco-friendly practices. Instead, give them beautiful visuals, behind-the-scenes looks at your property, and access to exclusive events and promotions. Gen Z even uses TikTok as a search engine — so you can bring them to your account by providing informative content about your region, the experiences you offer onsite, and luxury travel in general.

2. Produce High-Quality Content

TikTok is all about the visuals, so make them count. Capture and share visually appealing footage that showcases your site, amenities, local attractions, and natural beauty, as well as your staff and guests. Mirror the feeling of your property in your online space, whether that’s a sense of serenity, a trip back in time, or the celebratory vibe of being at the best party ever.

Don’t worry too much about the length of your videos — while 15 to 30 seconds seems to be the sweet spot, longer videos are also gaining traction on the app. Videos filmed in TikTok can be up to 10 minutes long, but you can upload videos as long as an hour, so consider experimenting with posting a detailed cooking video filmed in your kitchen, a surfing lesson with guests, or a yoga session on the beach or in the garden. Plus, not every TikTok post needs to be a video: The app now supports photo posts as well.

3. Collaborate With (and Get Inspired by) Influencers

Luxury brands like Gucci, Louis Vuitton, and Prada have successfully leveraged influencer collaborations on TikTok. To appeal to the app’s savvy audiences, partner with a travel influencer who aligns with your target demographic and matches your property’s aesthetic.

Even if you’re not ready to launch a collaboration, there’s a lot to learn from popular influencers about how to showcase a destination in an engaging way. Start by checking out our list of 10 travel influencers to follow in 2025.

4. Encourage User-Generated Content

While older generations rely more on familiarity with brands, younger users want to know what their peers think. The generations most likely to be on TikTok are also more likely to respond to user-generated content (UGC), so using TikTok to market luxury brands needs to include a strategy for engaging guests and followers.

To encourage guests to post on TikTok while onsite, develop a brand hashtag and actively reshare their photos and videos from recent stays. Participate in conversations, respond to comments, and build a strong relationship with your followers. You might even consider creating exclusive promotions for them to drive engagement and bookings.

5. Utilize TikTok’s Advertising Tools and Track Your Performance

Want to invest in paid social media efforts? Explore ad options like Spark Ads, TopView Ads, and branded AR filters to amplify your message and drive traffic to your website.

To make sure you’re not just throwing spaghetti at the TikTok wall and seeing what sticks, monitor and analyze your property’s performance on the app by tracking key metrics like views, engagement, and conversions. Then, take the time to review the data and optimize your strategy. Are your photo posts outperforming videos? Is there a certain topic your audience seems more drawn to? These can all inform your content strategy moving forward.

Need support using TikTok to market your luxury brand? To build a strategy that brings followers first to your account and then to your property, book a social media consultation with our experts.

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T

o effectively market your property, it’s vital to reach everyone, not just the generations that currently spend the most on traveling and hotel stays. Building loyalty and connection with emerging consumers will pay off in both the short term and the long run.

Generational marketing involves tapping into the values, engagement habits, and favorite channels of each age group. Of course, it’s important to remember that people born within the same decade or so aren’t a monolith with identical traits and preferences. Still, understanding the overall identities and habits of each age group can help you fine-tune your strategies for marketing to different generations.

Here we offer tips for marketing to four generations, from Gen Z to Baby Boomers.

Gen Z (Born 1997–2012)

Generation Z values authenticity, personalization, and social awareness. As digital natives, they are typically drawn toward striking visuals, interactive content, and brands that aren’t afraid to step outside the box. Gen Zers are almost all on social media, so that’s where you’ll reach them — they use TikTok and YouTube as search engines for recipes, shopping, and even news updates. Try these approaches across various social media platforms to gain traction with this generation of emerging consumers.

Marketing Dos

• Do promote engagement and interactions. Share a quiz on Instagram asking about their favorite ways to relax, ask for input naming a new seasonal cocktail, or consider working with a Gen Z influencer. When users comment or ask questions, respond promptly with relevant information or appreciation.
• Do expand your social media marketing beyond the basics. Establish a presence on some of the new social media platforms this generation is gravitating toward, (think Bluesky and Threads).
• Do give them highly visual, behind-the-scenes glimpses of your destination, such as pictures of new amenities, a video tour of your luxury spa, or an Instagram story about a special event or holiday party. You might even turn over your social media for a day or two to a savvy Gen Z staff member who can give viewers an inside look at your property from their POV.

Marketing Don’ts

• Don’t try to hop on Gen Z trends or lingo. For one thing, they come and go like the wind, so if you flub the timing, your post or campaign will bomb. Getting the tone wrong is also a big no-no; Gen Z followers will call it out right away (and potentially unfollow you).
• Don’t virtue-signal. In other words, show them your property’s commitment to sustainability or social values rather than talking about it. Share a video highlighting the line of organic beauty products used in your rooms, profile a local farmer who provides fresh veggies for your restaurant, or share photos of a fundraiser you hosted for a nonprofit whose cause you genuinely care about.
• Don’t veer away from being quirky. Instead, lean into what makes your destination unusual or even weird, like a haunted room, an odd architectural feature, or a surprising phase in your property’s history. Whatever sets you apart from the crowd will pique Gen Z’s curiosity.

Millennials (Born 1981–1996)

Like Gen Z, Millennials respond to marketing that feels genuine and personalized, and they respect brands that are transparent and socially responsible. While this generation is comfortable on social media, they spend less time there than their younger siblings, and they’re not opposed to opening an email or two. User-generated content and reviews are particularly important for this age group; they want to know what their real-life peers are saying on forums like Reddit and OpenTable. Here’s how to reach Millennials using a generation-based content strategy.

Marketing Dos

• Do tap into the power of user-generated content (UGC) to sway Millennials. Encourage reviews by providing a QR code to your Google My Business site at checkout and/or sending them an email follow-up asking about their stay — invite them to send photos, too! Then, splash their testimonials across your website and social media.
• Do build connections in Reddit communities. Unlike most social media platforms, which saw slight drops in engagement over the last year, Reddit reports a 50% growth in active users between 2023 and 2025. In large part, this shift is thanks to users’ desire to get advice from other humans rather than AI bots. Instead of overtly promoting your property, offer expertise about your destination and region on relevant subreddits, like r/hotels, r/LuxuryTravel, r/travel, or more niche communities, such as r/solotravel or r/roadtrips.
• Do create and share valuable content tailored for this generation, like a blog post on traveling with the whole family, an email focused on amenities and menus for kids, or a video of your chef whipping up a special dinner entrée or a quick breakfast smoothie.

Marketing Don’ts

• Don’t waste their time. Millennials are currently the most likely to hold full-time jobs and raise young children, so they don’t have a lot of free time to spare researching. Include FAQs, clear and concise announcements of special offers, and informational graphics across your Millennial marketing efforts.
• Don’t forget about the kids: Market family-friendly amenities and feature families in your imagery. But you can also tap into busy Millennials’ desire to get away from it all once in a while, with emails and social posts sharing romantic weekend packages that “aren’t just for newlyweds.”
• Don’t assume Millennials aren’t on TikTok. In fact, they make up the largest percentage (35%) of all the demographics on the app, even higher than Gen Z at 25%. They may not spend as much time there, but it’s still an effective way to reach them.

Generation X (Born 1965–1980)

Gen X consumers are perhaps the most flexible of the generations. They’ve embraced digital spaces but are still happy to engage with “old-fashioned” media like magazines and direct mail. Independent and adaptable, with a higher income than other age groups, Generation X seeks quality and comfort, and if they like what they get, they’re your customers for life. This generation spends more than other age groups on luxury hotels, so if your strategy involves marketing to different generations, put Gen X at the top of the list.

Marketing Dos

• Do use all the channels at your disposal, including direct mail, email, magazine ads, social media, and review sites. Gen X is conversant across both new and traditional marketing mediums, and they’re comfortable engaging on various platforms. Consider a seasonal campaign that encompasses everything — a postcard, social posts, an email series, and paid media.
• Do find ways to push this generation’s nostalgia buttons, as they have longstanding emotional connections to the 1970s, ‘80s, and ‘90s brands of their youth. Play into this by using vintage-style graphics and fonts on ads and direct mail, and referencing pop culture and products of those eras in lighthearted social posts.
• Do fine-tune your SEO and AEO (Answer Engine Optimization), as Gen X uses both traditional search engines and chatbots to get their questions answered. That means exploring strategies to get your property to show up in Google AI snippets and on bots like ChatGPT, Gemini, and Claude.

Marketing Don’ts

• Don’t hesitate to spotlight luxury. A 2025 Bank of America Institute report found that Gen X accounts for the largest share of luxury purchases, including high-end hotels (with older Millennials close behind). Invest in professional photo shoots that highlight the sumptuous aspects of your destination, from sophisticated desserts to plush bedding and a fully equipped gym.
• Don’t underestimate Gen X’s dedication to their values when it comes to their spending choices. They may not be as overtly political as Gen Z or Millennials tend to be, but they put their money where their morals are. Be transparent and authentic in your messaging to this generation.
• Don’t betray their trust. Unlike Gen Z and Millennials, who grew up with a cancel-culture sensibility, Gen Xers often find what they like and stick with it. To build their allegiance, run campaigns that highlight your excellent customer service and the benefits of your loyalty program (and consider creating one if you don’t have it yet).

Baby Boomers (Born 1946–1964)

This generation prizes quality and reliability, and while they are most comfortable with traditional platforms, they’re more online than you might think. That doesn’t mean they’re tech-savvy or trend-focused, though, so keep digital communication clear and simple. Once you’ve engaged them, follow-through is essential for this age group. Here are more tips to keep in mind when marketing your destination to Boomers.

Marketing Dos

• Do communicate promptly and clearly. Boomers appreciate the basics — responsiveness and straightforward information. Use email and direct mail to provide them with classic promotions and messaging. When they reach out, respond immediately.
• Do splurge on larger investments like billboards, TV ads, and high-profile print publications targeted to this demographic, as they’re used to digesting promotional content in these formats.
• Do spend time and money on high-quality long-form content, including blog posts, advertorials, and more robust emails. Boomers are readers and often have more free time to peruse written content.

Marketing Don’ts

• Don’t focus on trends. Boomers aren’t interested in what’s hot or not, or the meme of the moment. They’re usually won over by brands with longevity and history. Showcase your property’s story, staying power, and return visitors on your website and in email campaigns.
• Don’t get too cutesy with puns or pop culture references. Instead, emphasize value statements, beautiful visuals, and up-front messaging about what makes your destination stand out from the rest.
• Don’t disregard the impact of Facebook for marketing to Baby Boomers. 88% of them use it regularly. Post vibrant photos, share your blog entries, and make announcements about specials and updates.

Need help fine-tuning your marketing strategy for different generations? Contact us to learn how our brand strategists can help you earn lifelong customers of any age.

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• • 5 Must-Have Elements on Your Wedding Venue Website
  • 5 Tips for Marketing Your Wedding Venue: 2025 Edition
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