Introduction to AI Video Marketing for Scottish Hospitality Businesses

As a Scottish hospitality business—whether you’re running a cosy Highland pub, a bustling Edinburgh restaurant, or a scenic seaside B&B—standing out in today’s crowded digital landscape is essential.

Platforms like TikTok and YouTube provide excellent opportunities to reach wide audiences, with TikTok’s short, snappy videos ideal for capturing quick attention and YouTube better suited to longer, more detailed content such as venue tours or in-depth features.

AI video tools now make it possible to produce professional-looking promotional material quickly and affordably, without the need for a full film crew or advanced technical skills.

AI video involves using artificial intelligence to create or improve video content. This can mean generating full clips from simple text descriptions, such as “a drone view sweeping over Loch Ness towards a welcoming pub entrance,” or using AI to edit existing footage by automatically adding cuts, effects, music, subtitles, or even virtual avatars that narrate in a natural Scottish accent.

Hospitality Marketing

For hospitality businesses, this opens up creative ways to showcase signature dishes like haggis specials, whisky tastings, roaring fireplaces, or stunning local scenery, all while keeping the authentic charm of Scotland front and centre.

The advantages are clear and practical. These tools are cost-effective, eliminating the expense of professional equipment or external hires, and they save considerable time, allowing owners and staff to focus on serving guests rather than production.

Content can be personalised to highlight uniquely Scottish elements, such as ceilidhs, Burns Night celebrations, or regional traditions, which helps attract both domestic visitors and international tourists. On TikTok, the algorithm rewards creative and trending material, while YouTube supports long-term visibility through search engine optimisation for queries like “best Scottish hotels” or “Highland dining experiences.”

Video content in general has been shown to increase bookings significantly, and with AI adoption growing rapidly in 2026, businesses embracing it gain a real competitive edge.

Several user-friendly AI tools are particularly well-suited for hospitality beginners. CapCut, developed by ByteDance (TikTok’s parent company), offers free AI-powered editing features including automatic captions, effects, and ready-made templates, making it perfect for fast TikTok clips.

Synthesia provides AI avatars that can read scripts in realistic voices, including Scottish accents, and is great for virtual venue tours starting from around £20 per month. Runway ML allows text-to-video generation for creating entirely new scenes from written prompts, while HeyGen offers similar avatar capabilities with options to clone your own voice or appearance.

Tools like Adobe Firefly, InVideo, and Pictory can turn existing blog posts, menus, or simple scripts into polished videos automatically. Many of these platforms include options for regional dialects or Gaelic elements to enhance authenticity for Scottish audiences.

To get started, begin by planning your content around clear goals, such as driving direct bookings, highlighting seasonal menus, or promoting upcoming events. Brainstorm ideas that play to Scottish strengths, like short TikTok trends showing a “day in the life of a Scottish chef” or longer YouTube series exploring “hidden gems in the Highlands.” Gather any existing assets, such as smartphone footage of your kitchen in action or guest testimonials, and write concise scripts—aim for 15 to 60 seconds on TikTok and 5 to 10 minutes on YouTube.

Next, select an appropriate tool and bring your idea to life. For example, in Runway ML you might input a prompt describing a warm inn with crackling fireplaces and trays of fresh scones set to upbeat folk music. Use AI features to add subtitles, remove unwanted backgrounds, or sync background tracks automatically. If using Synthesia, upload your script and choose a suitable avatar. Always review the output to ensure it feels genuine and aligns with your brand, avoiding anything that looks overly artificial.

Social Buzz

Once complete, export the video in the right format—vertical for TikTok and horizontal for YouTube—and include strong calls to action, such as “Book now via the link in bio” or on-screen contact details. On TikTok, upload directly through the app or CapCut, optimise with relevant hashtags like #ScottishHospitality, #TikTokScotland, or #FoodieAdventures, and tap into trending sounds or challenges.

Posting frequently, ideally daily short clips, boosts visibility, and engaging with comments or collaborating with local influencers can amplify reach. For YouTube, set up a branded channel, use descriptive SEO-friendly titles like “Ultimate Guide to Scottish Whisky Tasting in Edinburgh,” add detailed descriptions and eye-catching thumbnails, and build playlists around themes such as Scottish recipes.

Cross-promote between platforms to maximise exposure, and consider targeted ads on both if you want to reach specific audiences like UK-based tourists.

To make the most of this approach, focus on storytelling rather than hard selling, respond actively to viewer comments to foster community, and test different styles on a small scale first. Be mindful of UK regulations: disclose AI-generated elements where they aren’t obvious (per Advertising Standards Authority guidance), respect copyright for music or images, and comply with GDPR for any guest appearances. Track performance through built-in analytics and tools like Google Analytics to see which videos drive the most traffic or bookings.

With AI video, Scottish hospitality businesses can beautifully capture the country’s unique spirit and connect with global audiences more effectively than ever. Start small, experiment freely, and you’ll soon see the impact on engagement and reservations. If you’d like examples tailored to your specific venue, feel free to share more details.