What is Influencer Marketing?

The Rise of Influencer Marketing in Hospitality

Growth in social media

The explosive growth of platforms like Instagram, YouTube, and TikTok has revolutionised the way businesses market themselves, particularly in the hospitality industry. As a result, Influencers and their dedicated followers have become powerful opinion leaders who can shape consumer trends, especially in sectors like travel, food, and lifestyle. Their authentic content, UGC creation and online personalities have a significant impact on how potential guests perceive brands. A whopping 72% of marketers work with influencers and creators primarily on Instagram. 

Statistics highlight the rapid rise of this marketing strategy, with predictions for the global influencer marketing market size to be $22.2 billion by 2025. More than double what it was in 2020. 

The power of visual content

The reason influencer-style content works so well in the hospitality industry is that it thrives on visual appeal. Hotels and restaurants offer visually rich environments, from stunning hotel rooms with ocean views to beautifully plated gourmet dishes. Platforms like Instagram allow influencers to share these elements in an engaging way, capturing the attention of potential guests with striking visuals and immersive experiences.

Influencers also excel at showcasing authentic, real life experiences, which is vital in the hospitality industry. Their ability to narrate personal stories and share genuine moments helps brands in the hospitality space create an emotional connection with their audience which often inspires their followers to consider booking similar experiences for themselves.

Word of mouth influence

As online social media progresses and new channels come to the forefront, influencer recommendations have become the modern form of word of mouth marketing, which is traditionally seen as one of the most trusted forms of advertising. Consumers today are more likely to trust recommendations from influencers they follow and admire, seeing them as authentic and relatable compared to traditional, often impersonal, advertising. Not only do their audiences already like them, but they also trust how influencers offer personalised insights into their experiences. This form of organic endorsement holds immense value for businesses, helping to stand out in a crowded market and influencing guest decisions in a way that feels genuine.

 

How Hotels and Restaurants Can Use Influencer Marketing

Collaborate with relevant influencers

One of the key steps to maximise influencer marketing is identifying influencers whose audience aligns with your target market. For example, hotels may look to collaborate with travel bloggers who specialise in luxury stays, family-friendly vacations, or adventure travel, depending on the type of guests they wish to attract. Similarly, restaurants can partner with food influencers who cater to diners looking for fine dining, creators who focus on unique culinary experiences, or creators who offer location-based content, such as the best [dish name] in London, for example. 

By aligning with influencers who share the same values and appeal to your potential customers, you ensure the authenticity of the partnership and the potential to reach the right audience. Furthermore, working with influencers who understand your niche helps create more authentic and relevant content that resonates with followers and enhances your brand’s credibility.

Offer experiential stays or dining

A highly effective way to use influencer marketing in hospitality is to offer influencers a free stay or dining experience in exchange for content that highlights your property or restaurant. This could be a luxurious hotel stay, a unique tasting menu, or a signature spa treatment. By providing influencers with a memorable and share-worthy experience, you encourage them to naturally create engaging content, whether through Instagram posts, YouTube videos, or TikTok videos. 

By offering free stays or meals in exchange for honest reviews, hotels and restaurants can consistently generate UGC and influencer endorsements, keeping a steady flow of brand exposure to be used by both the influencer and for by you across your organic strategy. 

Host influencer events

Hosting events specifically for influencers is another great way to generate buzz and social media coverage. Hotels can organise influencer events around a grand opening, a new suite launch, or a seasonal experience, while restaurants might offer an exclusive tasting menu or a behind the scenes menu launch. These types of events create excitement and give influencers unique content to share with their followers, which can significantly increase your brand’s exposure, ready for when you open your doors to the general public. 

Having multiple influencers attend an event further amplifies the impact, as each influencer will share their perspective, style, and audience reach, providing diverse content and more opportunities for potential guests to discover your brand.

Utilise UGC

Influencer-generated content offers authentic, visually engaging material that can be repurposed across your social media channels and website. Sharing influencer posts, videos, and stories on your own profiles allows you to leverage their creativity while maintaining consistency in your marketing. Repurposing this content helps establish your brand’s authenticity and provides valuable social proof, showing potential guests that real people are enjoying your services.

Benefits of Using Influencer Marketing in Hospitality

Increased brand awareness

One of the biggest advantages of influencer marketing is the exposure it provides to new, relevant audiences. Influencers introduce your brand to followers who may not have been aware of your brand. This boost in visibility can help you reach new customer segments, especially if you collaborate with influencers whose audience aligns with your target markets.

Additionally, influencer followers often trust their recommendations. When an influencer speaks highly of your venue, their followers are more likely to take that recommendation seriously and consider your hotel or restaurant for their next trip or dining experience. This trusted referral system can significantly elevate brand awareness and improve engagement.

Authentic content creation

Influencers create authentic, engaging content that resonates with their audience, which can make your brand appear more approachable and trustworthy. This kind of content is often more effective than traditional advertising because it feels genuine, rather than manufactured.

The authenticity of influencer-generated content also leads to better performance on social media, with more likes, shares, and comments compared to standard ads. When an influencer shares their real experience staying at your hotel or dining at your restaurant, it creates a natural connection with potential guests who can visualise themselves enjoying the same experience. Which in truth, is where the power of this type of marketing is held.

Boost in bookings and sales

Influencer marketing can directly impact your direct bookings by driving traffic to your website or booking platform. After influencers share their experiences, followers are often inspired to book the same trip or dining experience. 

Additionally, offering promotional discounts or special packages through influencers can further incentivise bookings. Followers may be more inclined to book a stay or meal if they know they are receiving an exclusive deal through a trusted influencer.

Cost effective marketing

Compared to traditional advertising methods, influencer marketing is often more affordable while still delivering measurable results. By working with influencers who have a targeted audience, you can ensure that your marketing efforts are reaching the right people without the high costs associated with traditional ads. Moreover, influencer marketing typically yields high engagement and conversion rates, making it an effective, cost-efficient way to promote your hotel or restaurant.

While some influencers may ask for an upfront cost for their services, many UGC influencers simply ask for an exchange of services. This means they will provide their content in exchange for a gifted hotel stay, a free dinner, etc, making it incredibly viable from a cost perspective.