Influencers have come to shape trends and influence purchase decisions. If you own or work at a high-end hotel, you’ve likely pondered if partnering with these creatives can boost your reach and engagement authentically. The short answer? It absolutely can. Working with the right influencers can be a game-changer in your hotel marketing strategy, elevating your brand and attracting a discerning clientele… when done right, of course!
INFLUENCER MARKETING PSYCHOLOGY
Luxury travellers are more than just consumers; they are seekers of experiences. They value exclusivity, authenticity, and personalized service. Influencer marketing can tap into these desires by offering genuine recommendations from trusted sources.
1. Influencers can provide access to exclusive amenities, events, or behind-the-scenes. For instance, your luxury hotel might partner with an influencer with a passion for wellness to offer their followers a private yoga session or a curated spa treatment.
2. Influencers can provide genuine recommendations and insights that resonate with their audience. By sharing personal experiences, influencers create a sense of trust and authenticity.
3. Influencers can showcase the personalized experiences they've had at your property. For example, an influencer might share a story about how the hotel staff went above and beyond to accommodate their special request.
HOW TO CHOOSE THE RIGHT INFLUENCERS
In an era with so many creatives trying to build a strong community and influence on multiple online platforms, the influencer world has become increasingly competitive. Are followers truly all that matter? While follower count is often a primary consideration, there’s much more to consider when selecting an influencer to partner with.
It’s crucial to get a deeper understanding of the influencers’ audience demographics, beyond their follower count and engagement rates. Who are they really reaching? Do their followers align with your brand's target audience in terms of age, interests, and location? Does their content resonate with your brand values and messaging?
HERE’S HOW YOU DO IT
1. Identify influencers who specialize in luxury travel, wellness or dining experiences ensuring a strong alignment with your brand's offerings. For instance, if your hotel is known for its gourmet dining, partnering with a food influencer could be a great choice.
2. Look for influencers with high engagement rates and a genuine passion for travel or luxury. Their followers are more likely to trust their recommendations. A high engagement rate indicates that the influencer's content is resonating with their audience and that their followers are actively interacting with their posts.
3. Choose influencers whose content aligns with your brand's values, aesthetics, and target audience. For instance, if your hotel has a minimalist, modern aesthetic, partner with influencers who have a similar style.
4. Consider building long-term relationships with influencers who can become brand advocates and consistently promote your property. These partnerships can be mutually beneficial, as influencers can benefit from ongoing access to exclusive experiences and your brand can benefit from consistent exposure.
TYPES OF INFLUENCERS
Nano-Influencers: < 10,000 followers
Micro-Influencers: Between 10,000 and 100,000 followers
Macro-Influencers: Between 100,000 and 1 million followers
Mega-Influencers: > 1 million followers
From these four categories, we can further refine our influencer strategy by focusing on niche influencers who align closely with your brand's values and target audience. For instance, if your luxury hotel specializes in wellness retreats, you could partner with nano-influencers who are yoga teachers or wellness coaches, for example.
Ultimately, the best way to determine the right influencer for your brand is to consider your specific goals, target audience, and budget.
HOW TO MEASURE THE SUCCESS OF YOUR INFLUENCER MARKETING STRATEGIES
As you get ready to measure the success of your influencer marketing campaigns, you need to keep in mind your initial goal(s). Were you aiming to drive more bookings, increase brand awareness, or promote a specific event?
If your goal is to drive more bookings:
Track direct attributed bookings: Monitor the number of bookings that can be directly linked to the influencer's content. This might involve using unique tracking codes or asking guests how they heard about your hotel.
Monitor occupancy rates: Compare your hotel's occupancy rates during and after the influencer campaign. Look for significant increases that can be attributed to the influencer's promotion.
Analyze average daily rates (ADR): Assess whether the influencer campaign led to an increase in the average daily rate of bookings. This can indicate the effectiveness of the campaign in attracting higher-value guests.
If your goal is to increase brand awareness:
Monitor website traffic: Track increases in website traffic from the influencer's audience. Look for spikes in traffic around the time of the influencer's posts or campaigns.
Track social media engagement: Pay attention to the number of likes, comments, shares, and mentions your brand receives on social media platforms. An increase in engagement indicates that the influencer's content is resonating with their audience.
If your goal is to promote a specific event:
Track event attendance: Monitor the number of attendees who registered or attended the event through the influencer's promotion.
Analyze ticket sales: Compare ticket sales during and after the influencer campaign.
Track social media engagement: Pay attention to the engagement metrics related to the event, such as likes, comments, and shares on posts promoting the event.
Client: W Hotel Toronto
While this blog post provides an overview of key strategies and considerations, influencer marketing is a complex field with many nuances. Ethical considerations, common challenges, and opportunities for deeper partnerships are some other essential aspects to explore further.
Did you know that we also offer influencer marketing services?
We’re a digital marketing agency passionate about helping luxury hospitality brands like yours thrive in the digital world. By partnering with us for your influencer marketing campaign, you can benefit from both our luxury hospitality knowledge and strong influencer marketing experience.
We’re excited to collaborate with you, reach out today HERE.
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