Hotel brands and influencers: how best to work together

The creator economy is booming. Since the world entered a paused state, we’ve been spending more time on social media, and the cream of the world’s 50 million creators have been exploring new ways to reach their full business potential. So for hotel brands looking to reboot their influencer marketing activity in the coming months, what are some of the keys to a successful collaboration?

Creative freedom and authenticity

Influencers should be given clear directives at the start of any project to avoid misunderstandings further down the line. That being said, a brief shouldn’t be so rigid as to impede their creativity. One of the major benefits of working with an influencer (over more traditional forms of advertising) is their ability to connect with an audience in an authentic and relatable way. If it’s a well-aligned partnership – and that is crucial – then brands will undoubtedly get the most out of a collaboration when relinquishing some control. Paid content shouldn’t jar with the organic posts that have earnt the influencer their following; it should feel like a seamless fit. 

Influencers as an extension of the brand

The industry is maturing to become less transactional and more about long-term partnerships. Per eMarketer, influencer marketing spend is set to exceed $3 billion this year in the US alone, compared to a little over $2 billion in 2019. It’s an excellent time to be a creator, so brands may need to think beyond a single promotional post if they want to work with those who are really thriving in the space. A flash-in-the-pan activation can produce quick (but often fleeting) awareness, whereas genuine ambassadorship can build lasting sentiment and trust – a post-pandemic priority for the travel and hospitality industry. More than 54% of people rely on social media to plan their next trip; consumers will take cues from a trusted influencer over a brand, so it’s about reinforcing a true endorsement over time.

Instagram still reigns for travel content

We’re seeing increasing homogeneity in the social app space as key features like ‘Stories’ are being replicated. Meanwhile, influencers are experimenting with different platforms as they compete to become the most creator-friendly. TikTok has emerged from the pandemic as the one to watch, owing to the success of short-form video (not to mention the $2 billion creator fund set up to keep top talent plugged in), however 89% of marketers consider Instagram to be the most important channel for influencer marketing. It’s currently best set up for ads (thanks to the ‘swipe-up’) and a natural home for highly visual travel content. More than 40% of Millennials factor “Instagrammability” when choosing a destination – it has completely changed the way under-40s in particular find, plan, experience and share their travels. 

On location: setting up for a successful stay

After such a dearth of strong UGC and influencer content during long periods of lockdown, many hotel brands will be looking to generate fresh, inspirational imagery this year. Influencers are pros at framing hotels and destinations in the most visually pleasing ways, but it’s important to give them what they need to showcase the guest experience at its best. If hosting an influencer overnight, allocate them a great room – ideally one with abundant natural light, aesthetic appeal and a view – and they will produce great content. Have them fully experience all of the most sellable and unique aspects of a stay. It might sound obvious, but it can often be a missed trick. If an influencer can easily capture honest, stand-out content during a stay that they were truly impressed by, that will shine through online.