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.
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.
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.
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.
