Influencer Marketing for Hospitality: Boost Your Bookings

Mireille • May 23, 2023 • 8 min read

Influencer Marketing for Hospitality

Welcome, hospitality owners and management, to the world of influencer marketing in the hospitality industry. In this comprehensive guide, we will delve into the strategies and insights that can revolutionize your hotel’s marketing efforts and propel your brand to new heights.

Influencer marketing has emerged as a powerful tool, allowing hotels to connect with their target audience in an authentic and impactful way. By partnering with influential individuals, you can tap into their engaged followership and leverage their creativity to showcase the unique offerings of your hotel.

Let’s embark on this exciting journey together and uncover the secrets of successful influencer marketing campaigns.


1. Understanding Influencer Marketing

What is Influencer Marketing?

Influencer marketing: Your VIP Pass to the Coolest Marketing Party in Town!

Welcome to the world of influencer marketing, where hospitality owners and management can unleash the power of digital rock stars to skyrocket their brand’s success. Influencer marketing is like having a backstage pass to the hottest concert in town, except instead of musicians, we have influential individuals who rule the social media universe.

So, what exactly is influencer marketing? It’s a strategic partnership between hotels and influential individuals who have built a dedicated following on social media. These influencers have the ability to captivate their audience through authentic content and compelling storytelling.

By collaborating with them, hotels can tap into their influence, leverage their creativity, and showcase their unique offerings to a captive audience. Read our in-depth article about what a influencer is.

Types of Influencers in the Hospitality Industry

Meet the Stellar Cast of Influencers in the Hospitality Universe!

  1. Macro-influencers: The Celebrities of the Digital Cosmos
    Macro-influencers are the A-listers of the social media world. With a massive following in the hundreds of thousands or even millions, they have a gravitational pull that attracts audiences from all corners of the galaxy. However, their broad appeal may not always align perfectly with niche targeting.
  2. Micro-influencers: The Hidden Gems of the Digital Galaxy
    Micro-influencers are like the local heroes who bring the charm and authenticity of a small town to the digital space. With a modest but engaged following ranging from a few thousand to tens of thousands, they specialize in specific niches. Collaborating with micro-influencers allows hotels to create a more intimate and targeted connection with their ideal guests.
  3. Nano-influencers: The Rising Stars of the Influencer Constellation
    Nano-influencers are the rising stars who shine brightly in their niche. With a smaller following, typically a few hundred to a few thousand, they have a hyper-local focus and possess an unparalleled level of authenticity and relatability. For hotels targeting a specific local community or seeking to create a genuine and intimate connection, nano-influencers are like hidden treasures waiting to be discovered.

To dive deeper into hospitality marketing, read our expert guide about hospitality marketing here.

2. Choosing the Right Influencers for Your Hospitality Business

Finding Your Perfect Influencer Match: Where Celestial Alignment Meets Marketing Magic!

Identifying Influencers Aligned with Your Target Audience and Brand Image

Think of it as finding your hotel’s soulmate in the influencer universe. Seek influencers whose content aligns with your target audience’s interests, passions, and demographics. By partnering with influencers who resonate with your ideal guests, you can ensure that your message hits the right note and creates an authentic connection.

Evaluating Influencers Based on Engagement, Authenticity, and Previous Collaborations

Don’t be blinded by follower counts; focus on the substance! Look for influencers who foster genuine engagement with their audience through likes, comments, and meaningful interactions.

Authenticity is key, so assess their previous collaborations to ensure they align with your hotel’s values and image. Remember, it’s not just about their popularity but also about their ability to connect with their followers in a meaningful way.

By carefully selecting influencers who align with your target audience and brand image, you can create powerful collaborations that resonate with potential guests, drive engagement, and ultimately boost bookings. So, get ready to shine bright in the influencer galaxy, and let the magic of influencer marketing take your hotel to new heights!

3. Crafting an Influencer Marketing Strategy for Hospitality

Are you ready to embark on an epic quest to craft an influencer marketing strategy that will make your hotel shine brighter than a supernova? Buckle up, hotel owners and management, because we’re about to delve into the exhilarating world of crafting an influencer marketing strategy that will skyrocket your success.

Defining Goals and Objectives: Charting a Course for Success

Grab your compass and map, because setting clear goals and objectives is the first step in any successful journey. By following the SMART approach—specific, measurable, achievable, relevant, and time-bound—you’ll ensure that your goals are as rock-solid as the foundation of your hotel.

Whether you want to increase brand awareness, drive direct bookings, or boost your social media following, make sure your goals are crystal clear and quantifiable. Set specific metrics and benchmarks that will help you track your progress and evaluate the success of your influencer marketing campaigns. Remember, clear goals will guide your entire strategy and keep you focused on the prize.

Identifying Target Audience and Selecting Appropriate Platforms: Finding the Galactic Hub of Your Guests

To reach the stars, you need to know your audience like the back of your hand. Analyze customer demographics and preferences to understand who your ideal guests are. Are they adventurous Millennials, luxury-seeking Baby Boomers, or families in search of unforgettable experiences?

Once you’ve zeroed in on your hospitality target audience, it’s time to select the most effective social media platforms for your influencer campaigns. Are your guests scrolling through Instagram, mesmerized by captivating visuals? Or do they flock to Twitter for real-time updates and engaging conversations? By aligning your platform selection with your audience’s preferences, you’ll maximize the impact of your influencer collaborations.

Collaborating with Influencers: Forging Cosmic Connections

Now that you know your goals and audience, it’s time to set off on a quest to find the perfect influencers who will light up your hotel’s galaxy. Approach influencers with a genuine and personalized message that highlights why your collaboration is a match made in heaven.

Show them that you’ve done your homework and understand their unique style, interests, and audience.

Establishing mutually beneficial partnerships is key. Be transparent about your expectations and what you can offer in return. Remember, it’s not just about monetary compensation; it’s about creating a win-win situation.

Collaborate with influencers who genuinely resonate with your hotel’s values and are excited to showcase your offerings to their audience.

Negotiate terms and create contractual agreements to ensure a smooth journey together. Clearly outline deliverables, timelines, usage rights, and any exclusivity arrangements. Don’t forget to add a sprinkle of flexibility, allowing the influencers’ creativity to shine through while maintaining alignment with your brand’s guidelines.

Creating Compelling Influencer Campaigns: Igniting the Cosmic Spark

Prepare to unleash your creativity and join forces with the influencers to create captivating campaigns that will leave a lasting impression on potential guests. Design unique and engaging content ideas that highlight your hotel’s distinct offerings and create a sense of FOMO (Fear of Missing Out) in your audience.

Leverage the influencers’ expertise and creativity to showcase your hotel’s unique features, breathtaking views, mouthwatering cuisine, and exceptional experiences. Let them take the stage and bring their storytelling skills to the forefront.

Encourage them to share personal anecdotes, behind-the-scenes moments, and immersive experiences that will transport their followers to your hotel’s celestial realm.

Tracking and Measuring Campaign Performance: Navigating by the Stars

In the ever-evolving universe of influencer marketing, tracking and measuring campaign performance is crucial to steering your strategy in the right direction. Utilize analytics tools to monitor reach, engagement, and conversions generatedby your influencer campaigns.

Think of it as your own intergalactic dashboard, providing valuable insights into the impact of your collaborations.

Keep a close eye on the reach of your campaigns, measuring the number of impressions and views generated. This will give you a sense of how many potential guests have been exposed to your hotel through the influencers’ content.

Dive deeper into engagement metrics like likes, comments, and shares to gauge the level of audience interaction and interest.

But don’t stop there! Track the conversions driven by your influencer campaigns, whether it’s direct bookings, website traffic, or other desired actions. By attributing conversions to specific influencers or campaigns, you can identify what’s working and optimize your future efforts.


Bring Your Hotel to the Next Level:


4. Legal and Ethical Considerations in Influencer Marketing

Disclosure and Transparency

In the galaxy of influencer marketing, transparency takes center stage. It’s essential for influencers and hotels to prioritize disclosure and transparency in their collaborations.

The Importance of Being Transparent

Imagine watching a favorite influencer rave about a hotel, only to discover later that it was a paid partnership. That plot twist can leave a sour taste in the audience’s mouth.

That’s why transparency is key. Influencers must disclose when they’re promoting sponsored content, ensuring their followers have all the information they need to make informed decisions. It builds trust and maintains the integrity of influencer marketing.

Guidelines and Regulations: Navigating the Legal Landscape

To navigate the legal and ethical dimensions of influencer marketing, it’s crucial to stay informed about the guidelines and regulations. Different countries have their own rules and regulations, making it akin to traveling to different planets with varying laws.

Familiarize yourself with guidelines set by the Federal Trade Commission (FTC) or other relevant regulatory bodies in your region. By understanding and adhering to these rules, you can ensure your collaborations are transparent and compliant.

Maintaining Authenticity and Credibility: Striking the Balance

Authenticity and credibility are like the twin stars of influencer marketing. To succeed, influencers and hotels must strike the right balance between promotional content and genuine recommendations.

Balancing Promotional Content and Genuine Recommendations

Authenticity is the secret ingredient that adds flavor to influencer marketing. Striking the right balance ensures that the audience feels like they’re receiving a genuine recommendation rather than a pushy advertisement.

Influencers should find creative ways to seamlessly integrate promotional content into their genuine recommendations. It’s like a cosmic dance where the audience can’t tell where the recommendation ends and the promotion begins.

Finding Alignment: Influencers and Hospitality Values

Collaborating with influencers who align with your hotel’s values is crucial to maintaining authenticity and credibility. Seek out influencers who genuinely resonate with your brand and can authentically connect with their followers.

When influencers are passionate about the hotel and its offerings, their recommendations reflect their true experiences. This alignment builds trust, strengthens relationships with potential guests, and sets the stage for long-term success.

In the vast universe of influencer marketing, legal and ethical considerations play a vital role in maintaining transparency and authenticity. So, let transparency be your guiding star, adhere to guidelines and regulations, strike the balance between promotion and authenticity, and find alignment between influencers and hotel values.

Together, we can navigate the stars of influencer marketing, creating impactful collaborations that captivate audiences and leave a lasting impression.


Don*t miss our large library of hotel photography guides:
Master Hotel Photography
How to take Photos of the Hotel Foyer
Ideas for Hotel Photography
How to shoot a Hotel Room
Lifestyle photos for Hotels


5. Leveraging User-Generated Content: Unleashing the Creative Force of Your Guests

The Power and Benefits of User-Generated Content: Let Your Guests Shine

It’s time to roll out the red carpet for the real stars of your hotel—the guests themselves. User-generated content is like a galaxy of creative energy waiting to be harnessed. Let’s explore the power and benefits of leveraging user-generated content for hotels.

Strategies for Encouraging Guests to Create and Share Content: Lights, Camera, Share!

Want to unlock the full potential of user-generated content? Encouraging your guests to create and share content is the key. Here are some strategies to ignite their inner creativity:

  • Create Share-Worthy Spaces: Design captivating spaces within your hotel that beg to be captured on camera. Whether it’s a stunning rooftop with panoramic views or a cozy corner with quirky decor, make sure your guests have Instagram-worthy moments at every turn.
  • Engage through Contests and Challenges: Who doesn’t love a little friendly competition? Host photo contests or challenges that inspire guests to showcase their creativity. Offer enticing prizes or incentives to motivate them to participate and share their experiences.
  • Craft Memorable Experiences: Wow your guests with unforgettable experiences that are begging to be documented. From unique culinary adventures to exhilarating activities, create moments that are not only enjoyable but also highly shareable.
  • Create Branded Hashtags: Unleash the power of hashtags to curate and track user-generated content. Develop a branded hashtag that captures the essence of your hotel and encourages guests to use it when sharing their experiences.
  • Engage and Share Guest Content: Show your appreciation for guest creativity by actively engaging with and sharing their content. Comment on their posts, repost their photos (with permission), and give them a shoutout. This not only motivates other guests to create content but also fosters a sense of community and connection.

By leveraging user-generated content, you’re tapping into the authentic and influential voices of your guests. So, let the creativity of your guests take center stage, and watch as your hotel’s online presence shines brighter than ever before. Let the galaxy of user-generated content illuminate your brand and captivate potential guests from near and far. Lights, camera, share!

Conclusion

As we wrap up our cosmic journey through influencer marketing in the hospitality industry, it’s clear that this strategy holds immense potential for hotels. By collaborating with influencers, hotels can tap into their reach, authenticity, and creative storytelling to captivate audiences and boost their brand.

From understanding the different types of influencers and choosing the right ones for your hotel, to crafting compelling campaigns and navigating the legal and ethical considerations, we’ve explored the key elements of a successful influencer marketing strategy.

So, hotel owners and management, it’s time to embrace the power of influencer marketing and let it guide you to new horizons. Let the stars of the digital world shine a light on your hotel, attract a loyal following, and elevate your brand to celestial heights. Lights, camera, influence! It’s your time to shine in the hospitality galaxy.

Hospitality business with influencer marketing in their promotional strategies:

  1. The Ace Hotel (https://www.acehotel.com/)
  2. The Ritz-Carlton (https://www.ritzcarlton.com/)
  3. The Standard Hotels (https://www.standardhotels.com/)
  4. The Four Seasons Hotels and Resorts (https://www.fourseasons.com/)
  5. The Hilton Hotels and Resorts (https://www.hilton.com/)
  6. The Marriott Hotels (https://www.marriott.com/)
  7. The Moxy Hotels (https://www.marriott.com/moxy-hotels/)

Further readings:
How Travel Bloggers Can Make a Positive Impact
Ethical travel blogging: Being honest with readers
49 million Instagram influencers hacked

 
 
 
 
 
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A post shared by Himjot Kaur (HK) | Vancouver Influencer (@that_brownbeauty)

What is your take on Influencer Marketing for Hospitality? Let us know in the comments.

By Mireille
Meet Mireille, a marketing and tourism expert. She crafts compelling marketing strategies using the latest techniques to attract, engage, and retain customers. Her deep understanding of consumer behavior and attention to detail drive measurable results for business growth. Find her exploring the world for new marketing insights to help clients stay ahead.

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