With people putting more trust in influencers on where they should stay, eat, and explore, leveraging influencer content is an essential strategy for hotels looking to increase your brand visibility and appeal. By working with the right type of influencers, you can showcase the unique experiences and amenities your hotel offers, inspiring travelers to choose your property for their next stay.
This guide explores the types of influencer content that will captivate your target audience and promote your hotel effectively.
Understanding the target audience Potential guests' interests
Your potential guests are looking for more than professional photos of your hotel rooms or pictures of your city on social media. They are looking for authentic first-person perspective experiences and personalized recommendations to help them understand what it will be like if they choose to stay with you.
To capture potential guests' attention, consider working with influencers who can share social media posts highlighting what experiences guests can enjoy in and around your hotel, how convenient your property is, and hotel food and beverage offerings to set you apart from your competition. You can have similar offerings as your competitors, but your potential guests are less likely to see social media posts about your property and competitors. Not to mention, most hotels are not yet fully leveraging influencer marketing on a consistent basis, making now a prime opportunity to reach guests where your competitors might not.
Here are some engaging narratives to focus on:
- Highlight unique first-person perspective during the influencers' stay
- Showcase exceptional customer service influencers receive during their stay
- Position your hotel as a convenient location by featuring things to do in and around the property
Types of influencer content you need for your hotel
1. Travel vlogs
Why it works: Visual storytelling in the form of travel vlogs provides an immersive experience. It allows potential guests to virtually "visit" your hotel from another guest's perspective and surroundings before booking.
Type of influencer content to include:
- Room walk-through tours
- Highlighting amenities like rooftop pools, spas, or signature suites
- Local attractions and things to do at or near the hotel
Sample post (with Evolusen):
2. Lifestyle imagery
Why it works: Many travelers visit locations for the 'gram. Although video content is the most popular format for all social media platforms, most guests are not creating video content to share on their personal pages with their friends and family. Influencers can create visually captivating posts that inspire guests who want to capture and share the same image.
57% of travelers surveyed by American Express said that they like to capture content for their social media accounts during their travels.
Type of influencer content to include:
- Stunning photos of the hotel’s interior and exterior
- Incorporate user-generated content to build community
- Hotel's Instagram worthy spots
Sample post (with Evolusen):
3. Food reviews and features
Why It Works: Food is a universal language, and some travelers plan their entire trip around visiting a specific restaurant (American Express). Your hotel's restaurant may not be the one they planned their trip around, but collaborating with food influencers can position your hotel’s restaurant as part of the culinary experience travelers want to visit during that trip.
51% of respondents say that most of their inspiration for where to dine and what to eat while traveling comes from social media (American Express)
Type of influencer content to include:
- Detailed reviews of signature dishes or seasonal menus
- A focus on the ambiance and dining experience
- Highlighting the use of high-quality ingredients
Sample Post (with Evolusen):
Crafting the message
Highlight experiences and amenities
Encourage influencers to focus on their personal experiences and enjoy amenities at your hotel, whether a relaxing day lounging by the pool or enjoying a cocktail in your lobby bar.
Showcase exceptional customer service
Customer stories are compelling. Encourage influencers to share exceptional service experiences they received during their stay to show your potential guests the level of customer service they are likely to receive when staying with you.
Location, Location, Location!
For travelers, location is key. Influencers can highlight how your hotel’s location makes exploring the city easy and convenient. Highlight why most of your current guests choose to stay with you, emphasizing nearby attractions, public transport, and local culture.
Commitment to sustainability
Gen Z, who accounts for 40% of all consumer spending, values sustainability and seeks eco-friendly travel options (Forbes).
If your hotel prides itself on eco-friendly practices, make this known. Influencers can feature your green initiatives, from sustainable building designs to waste reduction programs, appealing to environmentally-conscious travelers.
Celebrate local cuisine
With 81% of respondents agreeing that trying local foods and cuisines is the part of traveling they look forward to most, according to American Express.
It’s clear that highlighting the ingredients and dishes unique to your hotel's region is a critical component to attract your potential guests when they are planning their travel. Encourage influencers to explore and feature signature items on your menu that spotlight local ingredients or traditional recipes. This not only introduces guests to new taste experiences but also taps into the growing trend of travelers seeking authentic and sustainable dining options.
Get Started with Evolusen: Your Partner in Influencer Marketing
Partnering with the right influencers can significantly elevate your hotel’s brand and reach more potential guests. By focusing on influencers who create travel, lifestyle, and foodie content, you create a holistic view of your hotel and attract potential guests looking for your offers. Remember, authentic storytelling and engaging visuals are crucial in conveying your key message effectively.
Now is the time to harness the power of influencers—transform your marketing approach and connect with travelers where they are looking for travel inspiration. Whether you are just getting started with influencer marketing for your hotel or already have a strategy in place, Evolusen can help you navigate this dynamic landscape with ease. Reach out today for a demo and discover how our platform can streamline your influencer marketing efforts.
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