TikTok just opened a new front door for hotels with the ‘Nearby Feed’ and if you work in hospitality you should treat this like an alarm bell 🛎️. TikTok isn’t just entertainment anymore. It’s search. It’s discovery. It’s influence. And now it’s becoming the place where travelers choose what hotel feels right before they ever open your site. When someone lands in your city TikTok will start showing them what’s happening around them in real time. That means your rooms your food your neighborhood your staff your energy your story. If your property isn’t present there you’re not even in the conversation.
Travelers trust what feels real and they trust what feels local. TikTok just gave them a feed that delivers both. That’s why this matters right now. The discovery journey has collapsed. People aren’t waiting to research a hotel later. They want instant proof of vibe instant proof of culture instant proof of experience. Nearby Feed gives them that and if your content is weak or nonexistent someone else nearby will win your customer before you even know they were looking.
Here’s why this hits hospitality so hard right now.
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The industry’s fighting for attention in a world where booking decisions happen faster than ever. Consumers scroll with intent and buy with emotion. TikTok’s training them to choose hotels the same way they choose restaurants or activities. They want proximity. They want authenticity. They want something that feels alive. A polished video that looks like an ad won’t survive in this environment. Real moments will. Staff interactions will. Local stories will. Honest behind the scenes will. The Nearby Feed rewards properties that are brave enough to show real life.
Here’s what hotels should do TODAY. Start posting daily content that shows your world as it actually feels. Use location tagging every single time. Show your team. Show what makes your neighborhood worth staying in. Show the moments that define your guest experience. Build a pipeline of content now so when TikTok flips the feature on in your region you rise to the top instantly.
Waiting for the rollout is how you lose.
Preparing right now is how you win!
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If you like the way I look at the world of hospitality let’s chat scott@mrscotteddy.com