Using influencer marketing to promote your property

In 2020, social media play an important role for hoteliers wishing to promote their properties online. Indeed, with a generation of hyperconnected people, represented by a total of 3,8 billion active users, a distinguished presence on social media would increase your property’s notoriety. Furthermore, influencer marketing has become  a real marketing strategy for the hospitality industry’s players. They do not hesitate to bet on high quality partnerships and transforming influencers into a brand ambassadors. By definition, influencer marketing is a digital marketing strategy that involves using influencers to promote brands.

Therefore, their role is to promote your property but also to influence the travelers’ purchasing decision while remaining transparent as much as possible. However, always keep in mind the main goal of using this new promotion method : increasing your property’s reputation and the number of bookings. To do so, be sure to calculate the return on investment you could get before starting this process.

marketing-influence-hotellerie
Using influencer marketing to promote your property

Why including influencers in your digital marketing strategy?

To start with, there are different types of influencers: nano-influencers (less than 10K followers), micro-influencers (more than 10K followers), macro-influencers (more than 100K followers) and celebrities (over 500K followers). They are considered as true experts specialized in a particular niche and also opinion leaders. Also, they use communication channels such as blogs and social media like Facebook, Twitter, Youtube and especially Instagram which has proven to be a very effective tool. Indeed, Instagram is the ideal social platform to highlight a concept of visual storytelling. In 2017, there were over 13 million of sponsored posts on Instagram.

Moreover, it is proven that 85% of consumers will trust influencers and follow their recommendation rather than those directly given by a brand. Same for Millennials, 8 out of 10 confirm the important role of influencers in their buying process. To do so, the influencers’ role is to enhance your property and to reassure individuals in their purchasing process. A good influencer is a spontaneous and authentic person who likes to share experiences whether good or bad. Seen as a real expert, influencers’ content such as blog posts, Youtube videos, Facebook and Instagram posts on several properties help travelers in their decision-making process. So remember to highlight your property’s overall experience with all services offered but also the experience lived by travelers either with the use of new technologies such as check-in kiosks, room service robot or even with personalized atmospheres using automation.
As a result, influencer marketing is a real advantage because it allows you to strengthen the e-reputation and visibility of your property, to increase your credibility, to engage your community on your social media, to generate traffic on your website and therefore to increase your sales via your online booking engine. Don’t forget that the best influencers are those who will succeed in having full confidence of their followers and those who will persuade them to change their purchasing behavior, therefore book a stay within your property. Finally, when an influencer stays at your property, it will be very important to identify him well, for example by using the VIP function of your property management system (PMS).

How to make sure you collaborate with the right influencers?

In general, partnering with an influencer isn’t free. Before offering a stay, free services or a financial compensation, you must plan your influence marketing campaign. Start by defining the campaign objectives and also the budget allocated. Furthermore, define the selection of criteria that will help you choose your brand ambassador. It is very important to favor partnerships with influencers who match your values and your target customers so people can identify to them. For example, you can ask yourself the following questions: Why would I choose this influencer? Does he share the same values as us? Does its audience match with our targeted clientele? Does the influencer’s content is suitable for our property? It is true that we don’t become influencers overnight, so make sure that the person chosen has an excellent reputation, a large audience on several social media platforms, a high engagement rate as well as excellent technical knowledge and technologies of social media. Also, choose an influencer who fits your property’s concept because it’s very important that his personality is in line with your concept if you want to get the most of your partnership and investment.


8 out of 10 consumers trust an influencer rather than brand advertising campaigns. Thus, 59% of companies plan to increase their marketing budget dedicated to influence marketing campaigns.

And you? Are you ready to use influencer marketing to promote your property?

Some articles that might interest you

augmenter-reservations-hote
12 May, 2016 | Claudine Vio

9 Ways to Boost Hotel Bookings and Increase Revenue

Tip 1: Solidify your hotel guest personas With the help of your hotel database, find out who your…
Read the article
raisons-creer-questionnaire-satisfaction
28 June, 2016 | Nicolas Audiffren

8 great reasons to create a customer satisfaction survey

To make sure the service you offer matches your customers’ needs/expectations Where striving for quality is concerned, the…
Read the article
conseils-marketing-digital-hotel
25 August, 2016 | Nicolas Audiffren

10 Digital Marketing Tips to Differentiate Your Hotel

1 - Embrace your specialization Your hotel should appear in the distribution channels most relevant to your market…
Read the article
personnel-hotelier-productif
24 January, 2017 | Sarah Trépanier

5 tips to make your hotel staff more productive

Give incentives to work harder One of the first things you can do to encourage your hotel team…
Read the article
17-01-conseils-ameliorer-service-clientele-00
26 January, 2017 | Catherine Daoust

6 tips to improve your customer service skills today

1. Engage with your target audience The customer service’s goal is to offer a positive experience to your…
Read the article
personnel-heureux-hotellerie
| Catherine Daoust

4 ways to keep your hospitality staff happy

1 - Establish a working culture of learning and development The nature of the hospitality industry is that…
Read the article
formations-hotellerie
3 April, 2017 | Sarah Trépanier

Why is it beneficial for hoteliers to train their staff?

1 - Boost their performance Investing in training isn’t done simply for the employee’s benefit — it can…
Read the article
cybersecurite-hotel-pms
23 May, 2017 | Karine Thibeault

Hotel management software: what about cybersecurity?

Physical security Should your establishment suffer damage from a fire or water infiltration, it would be unfortunate to…
Read the article
augmenter-reservations-directes
12 July, 2017 | Nicolas Audiffren

8 easy steps to boost direct bookings

Augmentez vos réservations directes en 8 étapes faciles 1. Make the reservation process easy To encourage people who…
Read the article
qualites-moteur-reservation
3 August, 2017 | Claudine Vio

4 booking engine attributes that boost conversions

User-friendly and intuitive The easier and more intuitive the booking experience, the more likely conversions will result. Therefore,…
Read the article
programme-fidelisation-hotellerie
7 February, 2018 | Sarah Trépanier

Everything you need to know about loyalty programs

Reasons for a loyalty program Loyalty programs are well known for creating a win-win situation: Guests get rewarded…
Read the article
attract-business-travelers
7 March, 2018 | Sarah Trépanier

How to attract business travellers

Technology is essential C’est simple, pour inciter les voyageurs d’affaires à séjourner dans votre établissement, celui-ci doit être…
Read the article
qualites-bon-pms-hotel
24 April, 2018 | Karine Thibeault

6 Qualities of a Good PMS

Les 6 qualités d'un bons PMS hôtel A good PMS must: Be easy to use Your PMS must…
Read the article
automatisation-hotel
15 May, 2018 | Claudine Vio

Let automation lead the way

Laissez-vous guider par l'automatisation The booking process Automation begins with booking. When booking is done online, the booking…
Read the article
connectivite-pms
21 June, 2018 | Karine Thibeault

With PMS integration, you have the luxury of choice

Why is integration capability important? An establishment’s hotel management system (PMS) lies at the heart of its operations. While…
Read the article
maximiser-logiciel-hotelier
26 June, 2018 | Karine Thibeault

5 tips to maximize your property management software

1. Training: getting to know your PMS When implementing or changing your hotel management system, proper training is key. As…
Read the article