What is the level of influence of TikTok on hospitality consumption?

more than 70% Spaniards realize that industry Marketing and communication influence purchase decision. In reality, What they are most remembered for is the ad campaign for the Christmas lottery In addition to Coca-Cola (10%) and Casio (7%). The latter, due to the brand’s reaction to the song that Shakira performed with Bizarab.

By age, for approximately 60% of young people between the ages of 18-24, the industry affects in some way, while for 19% it affects in a significant way. Which is far from the opinion of the older Spaniards, since in this case 44% of them admit that this effect exists, and 9% believe that it does not appear often. It’s all data from a study conducted by Appinio in collaboration with Ipmark.

New communication channels

69% of respondents see this information more often Through advertising on television, radio and the press. This is followed by video marketing actions, such as various promotions on a TikTok or YouTube Short (53%), influencer marketing (49%), real-time marketing (47%), and street marketing (17%). On the contrary, 5.8% of Spaniards confirm that they do not notice any kind of marketing activity through any of these channels.

by gender, Women are more attentive to influencer marketing– 56% compared to 42% of men. The same happens with promotions made on TikTok and YouTube, women are more receptive (56%) compared to 50% of men. 62% of young adults tend to give all of their attention and all of their time to influencer marketing, compared to 76% of “older adults” who claim to have a greater perception of advertising through traditional channels.

despite this, Advertising via social networks (16%) is the type of advertising that Spaniards do not consider reliableIt is followed by advertising through linear television (8%), subscription television (8%) and digital journalism (8%).

The importance of TikTok

Communication and digitization are also central to a’s business strategy Create a hotel. Tweeters for social networks and search engines like Google have become powerful tools for attracting customers. An example of this is the social networking revolution Tik Tokwhich has seen the greatest growth in recent years in Spain.

In this sense and according to a report from the end of 2022 by MGH, 38% of users who watched a restaurant video on TikTok visited it afterwards or order their food. In the case of Millennials (born between 1981 and 1996), the number rises to 53%. In addition, 72% of users of this social network in the United States have ordered food at a catering establishment thanks to finding it “appetizing” in the video.

In Spain, some tiktokeros success stories related to Horeca channel They are influencers Alex Chia (2.5 million followers), Cocina con Coqui (3.4 million followers and award creator in Lifestyle 2022 according to the platform), or Cocina del Pirata (2.3 million followers and award creator in Lifestyle 2022 according to the platform). They each share their commitment to short videos, with very careful curation and a sampling of the delicacies the user wants to eat.

As a whole trend it has become digital marketing and thus, digitization in the industry, Hip 2023 It will address issues that arise around this topic.

Koldo Royoa Michelin starred chef with nearly a million followers on TikTok, Fabian LeonFounder of The Food Media and Masterchef Finalist (159k followers on Instagram), David Monterothe chef of Rice Paella (58k followers on Instagram) OR Lara GuerreroCEO of Pepina Pastel (65.2k followers on Instagram), are some of the experts who at HIP will explain the keys to creating high-quality, highly engaging content with which to go fast and accelerate business.

equally, Sylvia Timon y Silvia SanchezThe founders of Thinknovate, an offshoot of elBullifoundation dedicated to innovation, will share the role of each social network in order to learn how to choose which network to participate in depending on each business model and strategy. With regard to the hotel sector, Victor MaynesDirector of Marketing at Artem Hotels, and Jorge Alvarez DiguezHotel Manager of Gran Bilbao, will present their experience of using video, text and design to capture the attention of their clients.

“Storytelling,” which is another trend in digital marketing

In addition to networks, another resource that stimulates the growth of enterprises in the Horeca sector is “storytelling”. Telling emotional stories that can be empathized with and connect with is at the heart of the concept, and at HIP 2023, Tina Nielsenfounder of gastronomic novels; Martha Lavenderllc Medre ThomasinaCreative writing professionals. Daniela GoicoecheaGoiko founder and CEO of Brandcrops; And Oscar SantamaríaDirector of Marketing, Brand and Product at iryo, will present the keys to creating creative stories to differentiate themselves, build customer loyalty and increase income.

In the same way, Antonio LorenzDirector of the Food and Beverage Division of Meliá Hotels International; Donald BurnsFounder and CEO of The Restaurant Coach Consultancy; And the journalist Diego Coquelles They will share all of the 2023 innovations in digital marketing used by hospitality companies that succeed at networking.

In this regard, an innovative strategy that will analyze Alfredo SolanoCEO of Cool Tabs, are interactive, motivation-driven campaigns that are delivered as a way to generate “engagement,” attract and connect with a target audience, and maintain that relationship over time.

to complete, Digitization of hospitality It has become an additional element by which business experience and profitability can be improved. In this sense, HIP will discover what application the Horeca segment can make of technologies such as ChatGPT or Blockhain.

Experts of standing Martha Adanesco-founder of Blockchain4hotels; Michael Wolffounder and CEO of de The Spoon Company; Lacy Rohineenan international specialist in Artificial Intelligence, Web3 and Digital Marketing, OR Daniel Perezfounder and CEO of a revenue management consulting firm, Will consider integrating “emerging technologies” by entrepreneurs into their organizations.

In contrast, exhibiting companies such as Aplus Gastromarketing, Caixabank, Mapal Software, TheFork, GStock, Ágora, Hosteltáctil, Loomis Pay, Square, VNE o Yurest They will present their digital solutions to the hospitality industry in order to run the business more efficiently and achieve greater profitability.

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