Should you work with a travel influencer?

Social media’s impact on the global hotel landscape can’t be underestimated. It’s created a universal set of expectations that have shaped how hotels are designed and marketed the world over. 

We look to social media for both escapism and connection, so it’s little wonder that it’s become so fundamental to the way we plan and experience our travels. In fact, nearly 55% of people use social media posts to guide their wanderlust. Influencers have clearly played an enormous role, and it’s one that’s evolving to become more authentic and targeted. We take a look at the benefits of influencer marketing for hotels and travel brands, and how to set your partnership up for success.

Keeping it real

What may have started as a tendency to share the world through a (heavily) rose-tinted lens has shifted towards a more honest point of view. While influencers still know the value of a well-angled shot captured at golden hour, they also recognise that consumers are an increasingly sceptical bunch. Nowadays, there’s a balance to be struck between gloss and transparency; when scrolling Instagram, we’re generally open to aspirational content, but less so when it feels like a total departure from reality. 

The best influencers connect with their followers in a way that feels natural, rather than contrived, which is hugely powerful. This is a skill particularly well executed by micro-influencers – those who have built a tight-knit community of under 100k fans – who know exactly what will resonate within their very specific niche. They’re not trying to be something to everyone and that’s great news for engagement.

Leveraging trust

As influencer marketing pioneer Ricky Ray Butler recently wrote for Forbes, “Influencers have a level of loyalty that’s rarely seen with traditional businesses: People are generally more dedicated to people than brands.” By partnering with an influencer with a highly engaged audience, you’re borrowing that trust and affinity – something that’s both a challenge and priority for the travel industry as we emerge from the pandemic. 

Before Instagram entered our lives with its tantalising infinite scroll, we already sought peer approval for our travel plans by checking TripAdvisor. Citizen journalism on review sites, blogs and elsewhere has long informed our decision-making when it comes to destinations or places to stay. An influencer recommendation takes this validation and raises it. Instead of a stranger on the internet, it’s effectively a friend that you look to for lifestyle cues.

With all of this in mind, it makes sense that the most authentic collaborations happen when influencers are given creative control. Rigidity from brands can backfire; it pays to allow these social media savants to shape their content in a way that doesn’t feel forced, and piques the interest of their audience.

Determining success

Influencer Marketing Hub recently reported that influencer-produced content can drive as much as 68% more purchase intent than content produced by brands, while engagement, awareness and improved brand perception are all benefits that can be seen. The general rule is this: the more colossal the follower count, the lower the reach and engagement, so working with micro-influencers offers the best value for money. If possible, use the opportunity to create not one post but a bank of content that you can get some mileage out of.

Laying the groundwork

Being selective is crucial. If a partnership comes off as misaligned, it’s a missed opportunity to work with an influencer who embodies your brand values. As part of the vetting process, check that their follower growth hasn’t had a helping hand and that they have a high-quality, truly engaged audience. As we posited last autumn in our report on the future of influencer travel marketing, the need for long-term, authentic relationships with brands, over the one-off gifting approach, is a widely held sentiment. 

What stands out is true storytelling and that is especially achievable when an influencer is a genuine ambassador for your brand. Their audience might not even be primarily seeking travel content – look for shared interests and behaviours that could extend your reach to a previously untapped fanbase.