How a 5-star hotel in Poland got 3+ million views on TikTok

This Week’s Big Story: Destinations Over Overtourism

Protests against mass tourism continue to grow, and nowhere is more associated with the love-hate relationship with tourism in this moment than Spain.

From fake signs at beaches in Mallorca advising tourists not to come and protests in Ibiza to tourists being sprayed with water guns in Barcelona, Spain is the go-to spot for this kind of conflict.

In Barcelona, that conversation is particularly tense. Its overtourism problems are not unique (short-term rentals cutting in on housing supply and raising prices, tourist shops replacing businesses that benefit locals, etc.). What makes their situation difficult is the city’s dependence on tourism: the sector contributes 14% of the city’s revenues.

Barcelona's government sends mixed signals by revoking short-term rental licenses while pursuing large-scale events like the America's Cup. This leaves residents uncertain about the city's commitment to sustainable tourism management.

These challenges didn't emerge overnight, and prevention requires foresight and inclusive planning. A key strategy is managing expectations and involving the entire community in tourism decisions, not just industry stakeholders. Tourism's impact extends far beyond those directly employed in the sector, affecting every aspect of local life.

The lesson from Barcelona is clear: sustainable tourism demands a holistic approach that considers all stakeholders, especially local residents.

Until then, be sure to pack something waterproof if you’re visiting Barcelona!

This Week’s Creative Campaign: A Polish Hotel Goes Viral

At the time of this writing, Elements Hotel Spa, a 5-star hotel in Poland, has more than 3 million views of their latest video.

The video, seemingly amateur (but deliberately so!), features a disinterested receptionist giving a lackluster tour of the hotel's amenities.

“Here’s warm”, she says, referring to the sauna. “Here’s where we eat,” is a reference to the dining room. And so on, referring to kid’s play areas, reception, and more.

By presenting a famous Polish boxer and luxurious facilities with complete indifference, it’s clear the video’s tongue is firmly in its cheek.

This unconventional approach - one free of fancy effects and budgets - has not only entertained millions but also garnered significant media attention, making it a standout success in Polish hospitality marketing.

(Then if your Polish is as non-existent as mine, check out the translated video here.)

💡 This Week’s Travel Marketing Tips 💡

This week, we've seen the full spectrum of travel marketing - from the lighthearted viral success of a Polish hotel's cheeky video to the sobering reality of overtourism in Barcelona. Here are some takeways to consider for your travel organization:

1. Authenticity > Production Value - The Polish hotel's viral success shows that authenticity and humor can be more effective than high-budget productions. In an era of polished content, a deliberately unpolished approach can stand out and resonate with audiences.
   
   Takeaway: Consider how you can showcase your brand's personality in unexpected ways.
   

2. Involve Your Community - Barcelona's overtourism issues highlight the importance of including local residents in tourism planning. Successful, sustainable marketing isn't just about attracting visitors—it's about creating experiences that benefit both tourists and locals.
   
   Takeaway: Share in your marketing materials the ways in which you involve your community (we hire our guides from the communities we visit, etc.).
   

3. Why Not Jump On A Trend - TikTok used to be known as the place for viral dances. Now, 5-star hotels are getting millions of views. Don’t worry about if TikTok is the right spot for you - just have some fun.
   
   Takeaway: Take an hour and record your own version of the Elements Hotel Spa video, with 7-10 short scenes introducing your business or destination.

Your Travel Marketing Toolkit

At Passport Creative, we're committed to helping you grow travel businesses and tourism destinations responsibly. When you're ready to take the next step, here are some resources we've crafted just for you:

• 🌍️ Plan Fam Trips 🌍️ - Our exclusive fam trip platform links travel sellers with suppliers, fostering meaningful partnerships in the industry.

• ⚡️ Travel Marketing Plan ⚡️ - Develop actionable strategies that align with your values, attract the right kinds of tourists, and lead to responsible growth.

• 🗞️ Travel Marketing Sunday 🗞️ - Keep coming back for weekly insights that'll help you stay competitive while promoting responsible tourism.