In the current marketing landscape, traditional marketing and hotel's own social media strategies are no longer enough for hotel marketers to reach modern travelers. Influencer marketing, a dynamic and evolving strategy, is now a crucial tool for the hospitality industry. It is a powerful and cost-effective strategy for hotel marketers looking to standout from your compset, build trust, and increase bookings. But why is it so effective, and how can hotel marketers leverage it to your advantage? Let's explore:
The Power of Social Media
We can't talk about influencer marketing without talking about social media. Since at the end of the day, that's where the influencers are posting their content to get the attention of your potential guests. Social media has also dramatically changed the way we connect, share, and communicate with guests. With billions of active users across multiple platforms, its power and reach is undeniable, making it a must to drive awareness and engagement for your hotel. Through social media, you can showcase your hotel's unique offerings, engage with guests in real-time, and ultimately drive the kind of buzz that leads to increased bookings.
Here's some statistics you need to know before we dive in:
Social Media:
- Internet users spend an average of 2.5 hours per day on social media (Statista). This heavy usage makes social media a prime space for hotels to capture the attention of potential guests during their inspiration and planning stages.
- Gen Z and Millennials, aged 12 to 43, are increasingly using social media platforms as much as traditional search engines like Google to research brands (Hootsuite). This shift indicates that a strong presence on social media can significantly impact a hotel’s visibility and desirability.
Need to focus on attracting leisure Gen Z and Millennial guests:
- More than 80% of corporate buyers are planning significant travel reductions to meet sustainability targets (Deloitte)
- By 2030, all Baby Boomers will be over 65 years old, an age where travel incidences drop significantly (Deloitte)
- Gen Z and Millennials will account for 50% of all travelers by 2030 (Deloitte)
Shift in Travel Research Habits:
We would further say that people use social media more to find travel, lodging, or dining inspiration/recommendations than search engines, making social media platforms powerful tools for inspiration and planning. On the other hand, when travelers start to use search engines like Google, they typically are looking for specific details like reviews or pricing, which means they are further along the decision-making process. This could sound unrealistic, but let's think about consumer behavior. People don't start on Google and search for where to go next. They start by being exposed to the destination, hotel, or restaurant they want to experience through friends, family, or the content they consume.
- 75% of travelers say they are influenced by social media when choosing their travel destinations (American Express)
So, why not just focus on my social media channels instead of working with influencers?
Benefits of Influencer Marketing for Hotels
Influencer marketing involves partnering with individuals who have a significant and engaged social media following and the ability to affect their audience's purchasing decisions. For hotels, these influencers should focus on creating travel, lifestyle, and food content.
Enhanced Credibility and Trust
Influencers have built trust with their followers based on authenticity and genuine recommendations that traditional advertising and brands cannot compete with, and are shaping where people stay, eat and explore. When influencers share their positive, first-person experiences at a hotel, it provides authentic endorsements that resonate well with potential guests compared to a hotel’s own promotional content, which can seem biased or self-serving.
- Influencer travel advice is now almost as trusted (67%) as recommendations from friends and family (72%) and 72% of converters say influencer posts have influenced their travel plans (Phocuswire)
Wider Reach
By partnering with influencers, hotels can tap into their follower bases, reaching audiences the hotel does not already have. Partnering with influencers allows hotels to tap into these communities, offering broader reach and enhanced engagement. This extended reach is especially beneficial for targeting younger demographics who are more likely to follow influencers than brands.
- 70% of Gen Zers follow at least one influencer on social media platforms like Instagram or Youtube (Sprinklr)
Targeted Marketing
Influencers often cater to specific niches, such as local explorers, adventure trips, or family-friendly vacations. They can create different types of content you need to showcase your hotel. By choosing the right influencer, hotels can ensure your marketing efforts are reaching the exact audience you intend to attract. This precision helps attract potential guests who are more likely to be interested in your offerings.
- 60% of marketers say influencer content consistently outperforms brand-created posts (Charle Agency).
Engagement and Content Creation
Influencers' posts have higher engagement because they bring creativity and a personal touch to their posts, crafting narratives around their first-person experiences and perspectives that inspire their followers to consider visiting the hotel being featured in their content.
- Influencer marketing can often be more cost-effective compared to traditional advertising channels. Rather than investing in larger campaigns, hotel marketers can work with influencers across various niches and follower counts to achieve your desired marketing outcomes efficiently. The stats of this one really depend on what you are currently doing.
- Also, whitelisting influencer content (aka using influencer content as ads) outperforms brand social media ads by 20-50% (Techreport)
Pairing Influencer Marketing and Owned Social Media:
By combining influencer marketing with your own social media efforts, hotels can effectively capture potential guests' interest during the awareness stage and guide them through a visually engaging journey from inspiration to booking. Ready to see the impact for yourself?
Get Started with Evolusen: Your Partner in Influencer Marketing
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 assist with your influencer marketing efforts.
PS. want to try it out yourself first? Check out our blog on Mastering the art of vetting influencers for your hotel
Subscribe to our blog
Where we share industry trends and best practices monthly
