We live in the age of social media influencers. Brands across the globe utilize this powerful marketing tool to promote everything from sports drinks to travel to fashion. By understanding the way these influencers work, and by following our methods for engaging with them, your hotel will see increased success on social media and attract more guests.
Who Are Social Media Influencers?
Influencers are “social media personalities with loyal audiences that they earned by sharing content that inspires, entertains, informs, and connects them with their followers.” This direct connection with their followers ultimately drives conversations, sets trends, and gains visibility for whatever brand the influencer is showcasing in their posts. Below are a couple of examples of social media influencers in the travel industry.
These influencers explore the world and share their experiences with their followers, making them a trusted source for future travelers. This type of power is invaluable to your hotel, as it encourages visibility and ultimately will drive bookings. But how do you engage with these influencers and work with them to market your hotel? Here are five steps toward achieving that goal.
Step 1: Identify Your Influencers
As a hotel, you will want to focus on partnering with influencers who travel. Select an influencer whose audience is in line with your hotel’s target market (i.e. families who travel, young couples, and so on). Be sure to take a close look at their profiles and personality as well. How responsive are they with their followers? What verbiage do they use when talking about hotels and locations? There are different levels of influencers ranging from nano and micro (who have a following between 1k and 50k) and celebrity influencers who have millions of followers.
We recommend reaching out to nano and micro influencers. Generally, not only do they have higher engagement due to their smaller audiences, but they are more likely to charge less for their participation. It is a win-win because they are looking to increase their social media presence as an influencer and you are looking to increase visibility to your hotel.
Step 2: Reach Out and Establish Compensation
Once you have identified your influencer, you can reach out to them via direct message on their social channels or via email from their website or blog. Be sure your message is personalized and sincere. If the influencer responds positively, you can then negotiate a form of compensation. Some influencers will stay at your hotel for free to build up their repertoire of travel experiences and followers; however, you should not expect this. You can offer them anything from a free night at your hotel to a free meal at your restaurant. If any form of payment is involved, your influencer will need to disclose this in their posts or on their blog. For example, if you give them a free night’s stay, they will need to specifically call this out in their blog as shown below.
