CURSE OR BLESSING?
We have all read their proposals, engaged with their content and formed our opinions. Influencer Marketing for hotels is no longer just a buzzword. Influencers and content creators have become a constant presence and force in the world of marketing.
Don’t underestimate the power of pretty pictures of plates and beds
The impact of influencer marketing, even in the hotel industry, can’t be overlooked anymore. The power to create visually pleasing images of plates and beds or document a traveler’s lifestyle has become a useful tool for reaching and influencing new audiences. As the influencer industry continues its significant growth, it is supposed to reach a market size of approximately $21.1 billion by the end of 2023.
For brands, especially in the hotel industry, it is essential to approach influencer collaborations with careful consideration and strategic planning. Rather than opting for a quick, “Tinder-like” fix, seeking professional assistance can be a game changer in making well-informed choices that fit the brand’s values and ideas.
A creative image can spark emotions, inspire and influence a guests’ decisions. For hotels, using this marketing power can translate to higher online visibility, increased bookings, and a positive impact on the overall brand image.
Let`s have a quick look
An influencer is an individual who has built up an online presence and created a dedicated following on social media platforms. They are often seen as trendsetters or trusted voices and thus a great way for brands and hotels to widen their online reach. They can be differentiated by size: Macro-influencers (100.000 – 1 Mio Followers), Micro-Influencers (10.000 -100.000 followers) and Nano-influencers (1.000 – 10.000 followers). Whilst macro-influencers offer a wider reach, micro- and nano-influencers can at times provide higher engagement rates.
An influencer can shine through expertise in a certain field e.g. hiking or simply through fame. Either way, it has become an economic lifeline and professional field of work. Influencers live in brand partnerships, paid collaborations, and content creation. They can possess a wide range of expertise in the creation of digital content. The content can be, but is not limited to funny, entertaining, or educational material.
People love influencers for their relatability, authenticity, entertainment value, perceived expertise, accessibility, cultural influence, and the escapism they provide from everyday life. Followers feel a strong personal connection to „their” influencers and their presentation of aspirational lifestyles. Over the past years, blogger- and influencer relations have become a real competition to traditional press-relations.
People reach people!
It’s broadly known that an authentic recommendation from a friend or a “trusted human source” works better than any broadcast message by a company trying to convince you to buy something. Studies show that people trust in their digital friends and opinion-shapers just like they do in real friends and acquaintances.
Genuine content that resonates with a specific target audience holds the key to effective collaboration. The trend hereby lies in investing in long-term partnerships and building a series of campaigns rather than opting for quick, one-time arrangements. User-generated content is the primary reason for influencer marketing (45%), whereas the importance of sales (29%) and awareness (26%) is noticeably reduced.
Nothing influences people more than a recommendation from a trusted friend. A trusted referral influences people more than the best broadcast message. A trusted referral is the holy grail of advertising.
Mark Zuckerberg | Meta
Hotels looking for influencers – Find the perfect fit
Choosing the right influencer for your hotel or destination is important for a successful collaboration. A thorough research and investigation to find the perfect fit involves careful consideration of various factors to ensure alignment with your brand, target audience, marketing goals and the success of the campaign.
- Request a media kit to see earlier work and to evaluate the influencer’s style and values.
- Research the influencer’s niche and understand their and your target audience.
- Evaluate their engagement and authenticity – genuine interactions and connections are valuable assets.
- Examine the quality and relevance of their followership. Understand the value and difference of macro- and micro-influencers – quality stands above quantity.
The process of finding suitable collaborations can be time-consuming and demands expertise and budget, but the outcomes—such as exploring new target groups, expanding online reach, and crafting creative campaigns—are worth the investment.
In essence, taking your time and choosing wisely which collaborations make sense is the way to go. You want to tell an authentic story with a partner that reflects your values and ideas.
How to manage Influencer Marketing within the hotel industry?
Effectively managing Influencer Marketing for hotels involves a strategic approach and clear communication as well as set goals for any collaboration. Defined target audiences, quality research, set relevant KPIs, and transparent straightforward contractual communication can avoid any potential disappointment. Document your communication in written form or even a contract.
Collaborations between influencers and hotels also involve legal aspects, which have to be taken into account to ensure a mutually beneficial partnership and comply with local online standards. Labeling posts and ads correctly to local regulations, providing proper terms & conditions for raffles and giveaways, considering image rights and stating clear communication with the followership should not be underestimated and managed professionally.
Contacting agencies and seeking expertise can be a great support to rely on in these topics.
Influencer collaborations for hotels
Inviting influencers into your hotel or restaurant is one thing, but there’s more. There are plenty of possibilities to collaborate out there for hotels looking for influencers.
In general, influencers’ niche expertise establishes them as authorities, and followers value their recommendations. Influencers engage actively with their audience through comments, direct messages, and other interactions. Knowing their community and understanding its preferences allows them to reach their audience on a personal level.
1. Familiarization (FAM) Trips:
Invite influencers for a complimentary stay to experience your hotel’s amenities and services.
Encourage them to share their experiences on their social media platforms.
2. Sponsored Content:
Partner with influencers to create sponsored content featuring your hotel.
This can include blog posts, Instagram posts, YouTube videos, or other types of content.
3. Social Media Takeovers:
Allow influencers to take over your hotel’s social media accounts for a day or a specific event.
This gives followers a unique perspective and can create excitement around your hotel.
4. Collaborative Events:
Host events or experiences at your hotel in collaboration with influencers.
This could be a special influencer meetup, a launch event, or a themed experience.
5. Contests, Giveaway & Raffles:
Partner with influencers to host contests or giveaways featuring a stay at your hotel as a prize.
This can help increase engagement and reach on social media.
6. Affiliate Marketing Programs:
Set up an affiliate marketing program where influencers earn a commission for every booking made through their referral link.
This incentivizes influencers to promote your hotel.
7. Exclusive Packages & Prices
Create exclusive packages or offers for the influencer’s audience.
This can include special discounts, perks, or added value for bookings made through the influencer.
Voucher codes help to ensure smooth and trackable bookings
8. User-Generated Content Campaigns:
Encourage influencers and their followers to create and share user-generated content related to your hotel.
This can amplify your brand reach and authenticity.
9. Long-Term Partnerships:
Consider establishing long-term partnerships with influencers.
Long-term collaborations can build stronger relationships and provide ongoing exposure for your hotel.
10. Collaborate beyond the web– make it special!
Talk to each other! Come up with something tailor-made.
Invent a cocktail, create a dish together, design a hotel room, …
A successful hotel influencer collaboration can significantly impact a hotel’s visibility, attract new guests, and enhance its online reputation within the community.
A question of ROI
Compared to traditional advertising, influencer marketing can offer a cost-effective way to reach a large and specifically targeted audience.
Depending on the goal of the influencer campaign the success of the campaigns can be measured in metrics such as #engagement rates, #click-through rates, an increase of #followers, #conversion rates, #sales and return on investment (#ROI), offering insights into the effectiveness of the campaign concerning audience interaction, interest, and impact on business objectives.
Why to work with influencers as a hotel
Influencer marketing can be powerful tool for hotels when applied with a fitting strategy. Especially in terms of stagnating natural reach and AI-generated content influencers and collaborations are an important source of authentic content, that can boost brands… Still not convinced? Check this out!
- Increased reach and exposure:
Expand your hotel’ reach by tapping into their existing follower base - Targeted audience engagement:
The specific niche allows you to reach a better targeted and engaged audience - Authenticity and trust:
Influencers build trust with their followers, and a recommendation from them can enhance the authenticity of your brand - Social proof:
Positive experiences shared by influencers serve as social proof - Content creation & story telling:
Influencers are skilled content creators, providing high-quality and engaging visuals - SEO benefits:
Backlinks, backlinks, backlinks and increased online mentions - Increased credibility:
Associating with respected influencers in your industry enhances your brand’s credibility and authority
- Cost-effective marketing:
Compared to traditional advertising, influencer marketing can offer a cost-effective way to reach a large and targeted audience - Cultural relevance:
Influencers often stay attuned to current trends, ensuring that your brand remains culturally relevant and resonates with contemporary audiences - Community building:
Collaborating with influencers fosters a sense of community among their followers, creating a network of engaged and loyal customers - Quick market entry:
Partnering with influencers allows for a swift entry into new markets, leveraging the influencer’s established presence and connections - Flexible partnerships:
Allowing you to adapt campaigns to different goals, from product launches to awareness-building initiatives - Diversified content formats:
Diversify your marketing efforts through images, videos, and stories made for you
- Prioritize authenticity:
Align content with the target audience. - Work strategically & set goals:
Choose influencers and campaign timing wisely. - Invest in long-term collabs:
Establish consistency through a series of campaigns - Interview and audit influencers:
Thoroughly assess engagement, request media kits, and review previous work. - Foster creativity:
Collaborate on new ideas without over-briefing.
- Make it special:
Real, creative collaborations and authentic content are the trends -
- Tell a story:
Go beyond selling products; showcase a lifestyle that stands out. -
- Review legal requirements
and seek all necessary permits and information. - Set well communicated expectations,
discuss possibilities and hopes. Record this in writing. - Respect Time and Work:
Acknowledge each other’s value – this is an exchange, not a free service
- Review legal requirements
- Tell a story:
Our conclusion:
Get those Influencers on board!
Influencer marketing for hotels is still a heatedly discussed topic, offering both challenges and opportunities. Success lies in strategic collaboration, prioritizing authenticity, and understanding the unique dynamics of influencer partnerships. While influencers may not be suitable for every hotel, the potential for growing online reach and gaining new target audiences, creates an interesting opportunity for many brands and businesses.
Whether or not a hotel or destination should engage with influencers depends on factors such as target segments, influencer availability, budgets, and campaign goals. With strategic planning, a commitment to authentic storytelling, and research on the right fit of influencers, they can indeed be a blessing for the hospitality industry.
Do you need help setting up your Influencer Marketing?
Get in touch! We are happy to help!
