Mastering the art of vetting influencers for your hotel

Influencer marketing has gained popularity in the hotel industry as a new wave of marketing during the digital age. Where unique personalities on social media serve as the inspiration to sway potential guests to book their next trip. But how do you make sure you're partnering with the right influencers to boost your hotel's brand?

Introduction to the Rise of Influencer Marketing in the Hotel Industry

The hotel industry is no stranger to evolving marketing strategies. From billboards to TV ads, it has always sought ways to attract guests. Now, influencer marketing stands at the forefront of this evolution. With millions of followers hanging onto their every post, influencers have the ability to showcase your hotel to a vast audience, potentially transforming viewers into guests. But as engaging as influencer marketing can be, it requires careful selection to truly benefit your brand.

Influencer marketing isn't just a passing trend. Brands that have jumped on this bandwagon report a 33% increase in brand awareness and purchases within a year (Veissi, 2017). The key is finding influencers whose audiences align with your target demographic. This alignment can turn an influencer's endorsement into a powerful recommendation that drives reservations.

Vetting influencers is both art and science. Today, we're diving into the art of vetting influencer.

Identifying the Right Influencers for Your Hotel

Understanding Your Hotel's Unique Selling Points (USPs):

Before you start working with influencers, it's important to identify either what sets your hotel apart from your compset or what you want your hotel to be known for, regardless of whether your compset offers the same features or amenities or both! Is it breathtaking ocean views, gourmet dining experiences, or personalized guest services? Your hotel's USPs should guide you in selecting influencers who can authentically convey these strengths to their audience.

By defining your USPs, you not only refine your brand messaging but also simplify the influencer selection process. Look for influencers who have previously showcased similar experiences or amenities on their social media accounts. Their existing affinity with your USP can enhance the authenticity of your collaboration.

Not Sure What Your Hotel's USP Is?

If you're uncertain about your hotel's USP, a practical solution is to invite a few local influencers to experience your offerings firsthand. Hosting these influencers and allowing them to explore and see your hotel through their eyes can provide valuable perspectives to what parts of your property will resonate most with your guests and the current generation. This immersive experience not only helps clarify your USPs but also encourages authentic content creation that sheds light on your property's most Instagrammable features.

Leveraging Guest-Generated Content for Insights

Another effective strategy for identifying your hotel's USP is examining the content your guests have  already created and shared on social media. By searching through guest posts that tag your hotel, you can gain valuable insights into what features and experiences resonate most with your visitors. Are guests constantly posting about the stunning pool area, a particular spot in your lobby, or mouth-watering culinary offerings?

This analysis not only highlights your hotel's strengths your guests value but also uncovers potential influencers whose content aligns naturally with these aspects. Engaging influencers who already appreciate your hotel's standout features ensures authenticity and strengthens their endorsements. By tapping into your guests' existing narrative, you can refine your influencer strategy and better connect with your target audience.

Matching Influencer Content Focus to Your USP

Once you have a clear understanding of your hotel's unique selling points, the next critical step is to align these with the content focus of potential influencers. This strategic alignment ensures that the messaging resonates seamlessly with both the influencer's audience and your target market. Start by reviewing the type of content that influencers typically share—be it travel videos, lifestyle photos, or culinary recommendations.

For instance, if your hotel's USP is its gourmet dining experience, seek influencers specializing in food and gastronomy. Their authentic reviews and engaging content will highlight your hotel's offerings in a manner that feels organic and relatable to their followers. On the other hand, if your hotel is known for its family-friendly amenities, collaborating with family-oriented influencers will draw in potential guests who are seeking suitable accommodations for their loved ones.

Examples of Influencer Engagements:

Oceanfront Escape: Invite lifestyle or travel influencers to document their stay in an ocean-view room, showcasing scenic views, sunset dinners, and relaxing beach activities. Check out the sample influencer post from one with our partners below:

Culinary Experience: Host food bloggers to enjoy their dining experiences at your hotel's signature offerings. They can share their culinary journey through engaging posts, highlighting your restaurant's atmosphere and unique offerings to an audience passionate about gastronomy. Check out the sample influencer post with one of our partners below:

Incredible Views: Collaborate with travel influencers known for exploring urban destinations to highlight your hotel's stunning landscape. Their content can capture the breathtaking panoramas available from your hotel grounds or balconies, showcasing the views and vibrant atmosphere of the skyline. By promoting your property as the perfect vantage point for seeing your city, this partnership can attract guests seeking both comfort and excitement in a bustling environment. Check out the sample influencer post with one of our partners below:

Such collaborative efforts showcase your unique offerings and create genuine endorsements that resonate with your target audience, ultimately driving more bookings to your hotel.

Aligning Influencer Content with Your Brand Values

Your hotel's brand values form the foundation of its identity. Whether it's sustainability, luxury, or inclusivity, these values should resonate in every piece of content shared by influencers. Ensure that potential influencers have a history of creating content that align with these principles.

Analyze the influencer's past content and collaborations. Do they consistently publish posts that reflect your hotel's ethos? Authenticity is paramount, and any disconnect between your brand values and the influencer's message can appear disingenuous to their audience.

It's best to collaborate with those who already share content that match with your brand values and style. Influencer marketing works best when you give them as much creative freedom as possible, allowing them to create content that feels natural, fits into their feed, and is well received by their audience. This approach maintains brand integrity and fosters authentic and engaging content that relates to the interest of the influencer's followers and your target audience.

Discuss brand values during initial conversations with influencers. Clear communication about your expectations will set the stage for a collaboration that feels natural and sincere.

Embracing Variety in Influencer Collaborations

While aligning with influencers who resonate with your hotel's USP is crucial, don't shy away from testing varieties to capture a broader audience. Diversifying your influencer partnerships can introduce your brand to new demographics and expand your reach within different market segments. For example, while a family travel influencer may effectively showcase your family-friendly amenities, collaborating with a foodie influencer can highlight your food and beverage outlets. This multifaceted approach allows your hotel to appeal to guests with varying interests when deciding between staying with you or one of your competitors, ultimately enhancing your brand's visibility across diverse audiences in an increasingly competitive market.

Vetting Influencers: The Essential Checklist

Relevance and Niche Audience

Relevance is key in influencer marketing. An influencer who regularly covers travel, lifestyle, or foodie content will have an audience already interested in your offerings. Their niche should complement your hotel's target market.

Investigate the influencer's content themes. Are they relevant to your industry and your hotel's offerings? A niche influencer with a smaller but focused audience may drive more conversions than a broadly appealing influencer.

Engaging niche influencers can also enhance your hotel's credibility within specific communities, creating a ripple effect of organic recommendations and reviews.

Professionalism

Working with influencers is the same as working with any contractor, and professionalism is a non-negotiable trait. The best influencers adhere to deadlines, maintain communication, and deliver quality content, which will ensure a smooth partnership. Assess their communication style and responsiveness during initial interactions. A professional demeanor can also translate into a positive representation of your brand.

Best Practices for Effective Communication

Clear and responsive communication sets the stage for successful influencer campaigns. Begin by outlining your expectations, campaign goals, and deadlines. Provide influencers with comprehensive details of your property, offerings, surrounding areas, and key deliverables.

Establish open lines of communication, encouraging influencers to share ideas and feedback. This collaborative approach fosters creativity and ensures the final content aligns with your brands.

Regular check-ins throughout the campaign allow for adjustments and ensure that influencer content remains on track. Remember, influencers are experts in engaging their audience—embrace their expertise.

Leveraging Influencer Partnerships to Enhance Your Hotel's Brand

Influencer partnerships offer hotels a unique opportunity to connect with potential guests authentically. By selecting influencers, who create content that already align with your brand, to showcase your property, you are creating powerful narratives that resonate with their audience.

These partnerships are more than just marketing—they are collaborations that build trust and credibility for your hotel. By showcasing your USPs through authentic influencer content, you can enhance your brand's reputation and appeal.

Influencer marketing is an evolving landscape, but don't be fazed by the ever-changing trends. Being Consistent is one of the best strategies.

Let Us Help You Vet Influencers

Ready to share your experiences with influencer marketing? We'd love to hear from you! Additionally, if you're interested in learning more about how influencer partnerships can elevate your hotel's brand, don't hesitate to reach out to us. Click here to request a demo, and let's explore the potential of influencer marketing together!