Let’s be honest, the current influencer marketing model for hotels often feels like a race to the bottom. Hotels are bombarded with requests for free stays, often from “influencers” with questionable engagement and a focus on their own personal brand, rather than the hotel’s story. Meanwhile, genuine storytellers and content creators who could truly showcase a hotel’s unique offerings are often overlooked. Something needs to change.
The traditional model, where hotels simply gift rooms and hope for the best, is no longer sustainable. It’s a gamble with a low probability of a significant return. Why? Because the market is saturated. Guests are becoming increasingly savvy and can spot a generic, paid-for post a mile away. They crave authenticity, genuine experiences, and relatable content. And frankly, many “influencers” aren’t delivering.
So, where did we go wrong, and more importantly, how can we fix it?
The Core Problems:
Lack of Measurable ROI: Hotels often struggle to track the actual impact of influencer marketing. Vanity metrics like likes and followers don’t necessarily translate into bookings.
Focus on Quantity over Quality: The sheer volume of influencer requests often leads hotels to prioritize numbers over genuine engagement and audience alignment. A million followers mean nothing if they aren’t the hotel’s target demographic.
Transactional Relationships: The “free stay for a post” model fosters a transactional relationship, rather than a genuine partnership. This often results in superficial content that lacks depth and authenticity.
Misaligned Expectations: Hotels and influencers often have different goals. Hotels want bookings, while influencers often prioritize building their own personal brand. This misalignment can lead to disappointment on both sides.
A New Approach: Moving Beyond Transactions to Partnerships
The solution lies in shifting the focus from transactions to partnerships. Here’s how hotels can revamp their influencer marketing strategy:
Define Clear Objectives: What do you want to achieve with influencer marketing? Increased brand awareness? Driving bookings for a specific package? Targeting a new demographic? Clearly defined objectives are crucial for measuring success.
Identify the Right Partners: Don’t just chase the biggest follower count. Look for influencers whose audience aligns with your target demographic and who genuinely appreciate your brand and its values. Focus on engagement, content quality, and authenticity.
Develop Collaborative Content: Instead of simply gifting a stay, work with influencers to create compelling content that showcases the unique aspects of your hotel. Think beyond a few Instagram posts. Consider video content, blog articles, or even interactive experiences.
Measure and Analyze: Track the impact of your influencer marketing campaigns. Use analytics to measure website traffic, bookings, and brand mentions. This data will help you refine your strategy and optimize your ROI.
Build Long-Term Relationships: Treat influencers as partners, not just as a means to an end. Foster genuine relationships and collaborate on ongoing projects. This will lead to more authentic and impactful content.
The Future of Hotel Influencer Marketing:
The future of hotel influencer marketing lies in genuine partnerships, authentic storytelling, and measurable results. By moving beyond the transactional “free stay for a post” model, hotels can unlock the true potential of influencer marketing and connect with their target audience in a meaningful way. It’s time to ditch the old playbook and embrace a new era of collaborative, results-driven influencer marketing. The hotels that do will be the ones that thrive.
WIWT – WISH I WAS THERE
WIWT – WISH I WAS THERE offers a completely different solution for hotels to sell rooms to the followers of inluencers. Our social selling platfrom works on an affiliate marketing model, where hotels pay commission for each room booked, just like with an OTA. And influencers can make a comission when their fans book a room at a hotel. We have simplified the influencer marketing landscape, taking out the high touch and labor intensive element.
Hotels can simply connect their channel manager, and WIWT takes care of selling rooms. Check it out!
WIWT – WISH I WAS THEREWIWT
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