In recent years, social media has emerged as a powerful method of digital marketing within the hospitality industry. Tik Tok especially has had proven success in engaging new audiences with 95 per cent of Australian adults aged 18-35 on the platform, with 59 per cent of users discovering new brands on TikTok, and 40 per cent of users purchasing something after seeing it on the platform.
This has been driven by a rise in consumer demand for connection with brands that are personal and prioritise story telling.
Nicole Irvine, social media and digital communications manager at Melbourne’s The Grand Hotel Warrandyte, found recent success in harnessing the power of TikTok as a platform to draw attention to the venue and generate engagement both on-and offline.
Always a stand-out marketer, Irvine was awarded ‘Emerging Young Leader of The Year’ 2021 by the Australian Hotels Association Victoria (AHA Vic) and in 2023, 2024 and 2025 The Grand Hotel was named Victorian State Finalist for ‘Best Marketed Hotel’ by AHA. The pub also was awarded Triple M’s ‘Best Pub of Melbourne’ 2024, following a successful marketing campaign.
The Grand Hotel first joined TikTok in 2022, fairly early within the domestic hospitality landscape. Irvine told Australian Hotelier the goal was to reach a growing online audience.
“There weren’t many hospitality businesses posting to this platform yet and we saw it as an opportunity to grow our online community and reach a wider audience where others hadn’t tapped into yet.”
By focusing on creating fun and authentic content of the venue and staff, Irvine said the account began to gain interest online.
“TikTok is a lot of fun and is a chance to show a more relaxed look inside our business and team. We showcase our brand by posting current trends, along with exclusive monthly specials, upcoming events, our venue and our team. TikTok allows us to engage with our community on a deeper level and interact in ways that other platforms don’t allow.”
Success on TikTok
Now, with millions of views, around 4,500 followers, and nearly 500,000 likes on TikTok, Irvine said the business has seen a direct correlation between success on social media and visitation to the pub.
Just last month, the account achieved a milestone with more than 650,000 views from 14 videos in 15 days via TikTok content – with no money spent on advertising.
“With our TikTok’s appearing in users’ feeds, it promotes visibility and awareness, and we are at the front of their minds when they’re deciding where to eat or drink next. Users comment on videos ‘Trip to Melbourne?’ and tag their friends.
“Users save our videos to remind them to visit our venue. Our team are constantly receiving comments in venue [like] ‘I’m visiting the pub as I saw you on TikTok’ or ‘Hey, you’re the girl from TikTok’ or ‘I saw this on your TikTok’. Some team members have even been asked for a photo with the customer!”
Irvine said the key to the pub’s online success has been closely linked to showing content that aligns with the pub’s values and spotlighting the real people behind the business, identifying a rise in ‘employee generated content’.
According to recent studies, lo-fi content receives 38 per cent more engagement than highly produced content. Video content performs even better, as social media algorithms prioritise it in people’s feeds.
For The Grand Hotel’s account, Irvine said: “The best engaged content is when our team is involved, either participating in current trends, challenges or being authentically themselves. I believe this content performs best as it is our opportunity to express ourselves and showcase our unique personalities as real people,” she said.
“The process of creating content starts from what’s trending online or ideas brainstormed from within our team. The content is then filmed in the venue by me, edited, scheduled and posted. Once posted online we show up for our community by engaging and interacting with them.”
Advice for pub operators
Reflecting on The Grand Hotel Warrandyte’s success on TikTok, Irvine offers advice to other pubs looking to engage an online audience.
“Make the most of your internal resources of your team and what you already have inside your venue and start filming. We all start somewhere and even if your video only reaches 1,000 views – that’s 1,000 more users you wouldn’t have reached if you didn’t post the video. TikTok is so powerful to create awareness, engage with your community and drive traffic to your venue.”