TikTok 2026 trends are redefining how guests discover and trust hotels

Cultural shifts on social platforms are changing guest expectations, hotel storytelling, and booking decisions

TikTok’s Next report highlights how consumer behavior is evolving toward authenticity, intentional discovery, and emotionally grounded decision-making. For hoteliers, these shifts signal that guests are no longer persuaded by polished marketing alone, but by content that feels real, useful, and human. The report groups these changes into three trend signals that directly affect how hotels are discovered, evaluated, and chosen. Together, they point to a future where trust, relevance, and emotional connection increasingly drive booking decisions.

Key takeaways

• Authenticity over aspiration: Travelers are responding more strongly to real moments, honest storytelling, and behind-the-scenes perspectives than to idealized, glossy hotel imagery.
• Reali-Tea and transparency: Guests value unfiltered experiences and peer validation, making staff voices, guest reactions, and everyday hotel life powerful credibility drivers.
• Discovery through curiosity: Travelers increasingly explore destinations, hotels, and experiences through non-linear discovery paths, often starting with niche interests rather than direct hotel searches.
• Emotional ROI in booking decisions: Guests are more intentional about spending and expect clear emotional and practical value, such as reassurance, usefulness, or a sense of belonging, before committing.
• Community as influence: Comments, conversations, and shared reactions on social platforms are shaping perception, meaning hotels are being judged as much by public dialogue as by official messaging.
• Cultural listening as strategy: Monitoring emerging themes and guest sentiment in real time helps hotels adapt their storytelling, positioning, and offers to stay culturally relevant.
• From promotion to participation: Successful hotel brands are shifting from broadcasting offers to actively participating in cultural moments and guest conversations.

Source: TikTok

Enjoying this analysis? Hospitality.today delivers daily insights on hotel distribution, AI trends, and travel commerce — straight to your inbox. Subscribe for free at Hospitality.today →