In 2026, TikTok continues to evolve. It is no longer just a short-form video social network, it has become a true engine of discovery and credibility for hotel brands and tourist destinations. Its impact goes far beyond entertainment: it influences travel behavior, choice preferences and guest trust.
TikTok: from curiosity to travel intent
The TikTok Next 2026 report identifies cultural trends that directly influence how people discover and interact with brands, including hotels. Concepts such as “Reali-Tea”, which prioritizes honest and unfiltered content, or “Curiosity Detours”, which reinforce intentional discovery journeys, show that audiences no longer want perfect content. Communication strategies must prioritize real and authentic content.
For the hospitality sector, this has profound implications:
- Discovery begins with natural and human content, not overly produced ads.
- Hashtags and trends function as mini social search engines. Users look for real experiences before deciding where to stay.
- Comments, challenges and viral micro-moments can turn an unknown hotel into a booking trend within days.
Authenticity as a currency of credibility
What makes TikTok particularly powerful for hotels is its social belief dynamic. Videos from real guests, behind-the-scenes footage or genuine experiences have more impact than institutional images. Trust is built not through perfection, but through an honest representation of the experience.
As fantasy and overly edited feeds lose cultural relevance, hotels that show what actually happens during a stay, highlight real interactions with staff and guests and share human stories, challenges and intimate details gain more credibility and trust than those relying on traditional messaging.
The importance of TikTok in the booking journey
TikTok is becoming part of the consideration and validation journey when choosing a hotel. Travelers use TikTok to research schedules, experiences and even specific rooms before visiting booking websites. Trending content acts as “social proof”. When other travelers share content about a hotel, trust levels increase. This shift reinforces TikTok’s role as a fundamental layer in marketing, especially for hospitality experiences.
What hotels and hotel brands should do now
To capitalize on this digital and social transformation, we recommend several practical strategies for 2026: invest in real and frequent content, use TikTok analytics tools and align content with your broader digital presence.
Today, TikTok is no longer just an entertainment platform and it has become a cultural force that decisively influences how guests discover, validate and choose hotels. Brands that embrace transparency, authenticity and first-person storytelling are positioned to gain not only visibility, but real credibility among highly demanding audiences.
At Message in a Bottle, we help hotel brands transform cultural trends into communication strategies with real impact. From content planning to TikTok activation, we create authentic narratives that build trust and relevance. If you want your brand to be discovered in 2026, talk to us.
– Mónica Alves, Junior Social Media Manager
