Influencer marketing has impacted the way brands across numerous industries reach potential customers. That said, the idea isn’t exactly new, even if the specifics are somewhat different from past marketing trends. Basically, influencer marketing involves partnering with a popular online personality (often someone with a strong social media following) to promote a brand. It’s essentially a new form of celebrity endorsements.
It’s also worth considering if you work in the hospitality industry. To better understand if hotel influencer marketing is right for your goals, keep the following points in mind.
Hotel Influencer Marketing Reaches Customers
All marketers know they need to consider potential return-on-investment when deciding which channels and strategies to use. It’s important to spend money on tactics that will help your marketing content reach potential customers.
That’s a good reason to look into coordinating with influencers. According to research, the majority of consumers now seek travel and recreation inspiration on social media.
This makes sense. On platforms such as Instagram, users can share dynamic pictures that highlight the many different reasons someone may want to visit a particular destination, including gorgeous views, unique amenities, delicious meals, and much more. Thus, if an influencer is known for sharing photos of their glamorous and exciting lifestyle, you could attract the attention of many potential guests by hiring them to post photos of your hotel or resort.
Hotel Influencer Marketing Helps You Compete with OTAs
Anyone who works in the hospitality industry knows that getting people to book directly though a hotel’s site is preferable to letting them book through online travel agencies. When guests book through OTAs, the OTA takes a commission. That’s not good for a hotel brand’s bottom line.
It’s less of an issue when an influencer promotes your hospitality brand. Instead of directing users to an OTA, an influencer can send them directly to your site, social media page, or any other destination you choose. This is key to exercising greater control over how guests book rooms.
Influencers Need to Match Your Target Audience
The points described above explain just a few reasons why influencer marketing can be very useful in the hospitality industry. However, that doesn’t mean you can simply partner with any famous social media personality and expect results. You need to consider your target audience, and find an influencer whose followers share key similarities with your audience.
For example, perhaps you’re marketing a luxury resort that offers beautiful ocean views and beach access. Your goal might be to market to relatively affluent young people who enjoy luxurious vacations in destinations they can show off on Instagram. Thus, you wouldn’t coordinate with a social media influencer who tends to post about urban experiences. The people who follow them may not be interested in your resort. If you find an influencer who is known for posting pictures of beautiful beaches and high-class experiences, however, you’ll be more likely to reach the right people.
Consider these points the next time you’re reevaluating your hotel marketing strategy. If you haven’t taken advantage of influencer marketing yet, now may be the time to do so. Just remember to carefully plan your strategy if you go this route. By taking the time to find the right influencer for your goals, you’re much more likely to attract guests.
