11.3 Influencer marketing in hospitality and tourism
5 min read•july 30, 2024
Influencer marketing is a game-changer for travel and hospitality brands. By partnering with social media stars, companies can showcase their offerings through trusted voices, reaching new audiences and building credibility. It's a powerful way to inspire wanderlust and drive bookings.
Successful influencer campaigns require careful planning and execution. Brands must choose partners whose followers align with their target market, create authentic content that resonates, and measure results. When done right, influencer marketing can yield impressive ROI and long-term brand benefits.
Influencer Marketing in Travel & Hospitality
Definition and Role
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Forbes & Traackr in influencer marketing tie up | Scott Guthrie View original
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¿Por qué los influencers tienen cada vez más importancia para las marcas? View original
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Top images from around the web for Definition and Role
Forbes & Traackr in influencer marketing tie up | Scott Guthrie View original
Is this image relevant?
¿Por qué los influencers tienen cada vez más importancia para las marcas? View original
Is this image relevant?
Modern Marketing Communication in Tourism - Researchleap.com View original
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Forbes & Traackr in influencer marketing tie up | Scott Guthrie View original
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¿Por qué los influencers tienen cada vez más importancia para las marcas? View original
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- Influencer marketing uses endorsements and product mentions from individuals with expert knowledge or social influence in their field (travel bloggers, photographers, celebrities) to drive brand awareness and conversions
- Allows travel and hospitality brands to new audiences, build trust and credibility, and showcase their products or services in an authentic and engaging way
- Influencer content can take many forms, such as sponsored posts, product reviews, takeovers, or branded hashtag campaigns, tailored to the specific goals and target audience of the brand
- Particularly effective for promoting travel destinations, hotels, restaurants, and experiences, as it allows potential customers to see the product or service through the eyes of a trusted source and imagine themselves in that setting
Benefits and Advantages
- Reaches new audiences that may not be exposed to traditional advertising channels
- Builds trust and credibility with potential customers by leveraging the influencer's established reputation and relationship with their followers
- Showcases products or services in an authentic and engaging way, through the influencer's unique voice and perspective
- Generates high-quality, that can be repurposed for other marketing channels (website, social media, email marketing)
- Drives measurable results, such as increased website traffic, social media engagement, and bookings or sales, through the use of unique tracking URLs or promo codes
Criteria for Influencer Selection
Audience Alignment
- Relevance: The influencer's content and audience should be aligned with the brand's target market and marketing objectives
- Their followers should have an interest in travel, hospitality, or the specific destination or experience being promoted
- Reach: The influencer should have a significant following on the social media platforms that are most relevant to the brand's target audience
- Measured by metrics such as follower count, , and impressions
- Engagement: The influencer should have an engaged following that actively interacts with their content through likes, comments, and shares
- Higher engagement rates indicate a more dedicated and loyal audience
Brand Compatibility
- : The influencer should have a genuine passion for travel and a track record of creating high-quality, authentic content that resonates with their audience
- Their endorsement of the brand should feel natural and believable
- Brand fit: The influencer's values, aesthetic, and overall brand should be compatible with the travel or hospitality brand they are promoting
- Any potential conflicts or controversies should be carefully considered
- Budget: The influencer's fees and the overall cost of the campaign should align with the brand's marketing budget and expected ROI
- Factors to consider include the influencer's reach, content creation fees, and any additional expenses (travel, accommodations)
Collaborating with Influencers
Campaign Planning
- Define campaign goals and key performance indicators (KPIs) to guide the selection of influencers and measure the success of the campaign
- Common goals for travel and hospitality brands include increasing brand awareness, driving website traffic, boosting social media engagement, and generating bookings or sales
- Identify the social media platforms and content formats that are most effective for reaching the brand's target audience
- Instagram and are popular choices for visual storytelling, while Twitter and Facebook can be used for more news-oriented or community-building content
- Develop a clear and compelling brand brief that communicates the campaign objectives, key messages, and creative guidelines to the influencer
- Include any specific talking points, hashtags, or calls-to-action that the influencer should incorporate into their content
Content Creation and Amplification
- Collaborate with the influencer to create authentic and engaging content that showcases the brand in a positive light
- Provide them with access to the product or service (complimentary hotel stay, travel experience) in exchange for their honest review and promotion
- Ensure that the influencer's content aligns with the brand's values and aesthetic, while still allowing for their unique voice and perspective to shine through
- Provide the influencer with any necessary resources or support (high-quality images, video footage, talking points) to ensure that their content is accurate and on-brand
- Amplify the influencer's content through the brand's own social media channels, website, and other marketing touchpoints
- Extend the reach of the campaign and drive further engagement and conversions
- Offer incentives or rewards to the influencer's followers (discount codes, giveaways) to encourage them to engage with the brand and make a purchase
- Monitor and respond to any comments or questions that arise from the influencer's content, using it as an opportunity to build relationships with potential customers and gather valuable feedback
Effectiveness of Influencer Marketing Campaigns
Measuring Success
- Track key performance indicators (KPIs) throughout the campaign to measure its impact and ROI
- Reach: The number of people who were exposed to the influencer's content (impressions, views, followers gained)
- Engagement: The level of interaction that the influencer's content received (likes, comments, shares, clicks)
- Traffic: The number of visitors driven to the brand's website or social media profiles as a result of the influencer's content (Google Analytics, tracking tools)
- Conversions: The number of sales, bookings, or other desired actions generated as a result of the campaign (promo codes, unique tracking URLs)
- Gather qualitative feedback from the influencer and their followers to gain insights into how the campaign was received and what could be improved for future collaborations
- Surveys, focus groups, social media listening tools
Optimization and Long-term Impact
- Analyze the content created by the influencer to assess its quality, authenticity, and alignment with the brand's messaging and aesthetic
- Look for opportunities to repurpose or optimize the content for other marketing channels
- Compare the results of the influencer campaign to other marketing efforts (paid advertising, owned media) to determine its relative effectiveness and ROI
- Use this data to inform future budget allocations and campaign strategies
- Consider the long-term impact of the influencer collaboration on brand awareness, customer loyalty, and overall reputation
- Influencer marketing can help to build lasting relationships with customers and establish the brand as a trusted authority in the travel and hospitality space
Key Terms to Review (18)
Advertising standards: Advertising standards are a set of guidelines and regulations that govern the content, placement, and promotion of advertisements to ensure they are truthful, fair, and not misleading. These standards help protect consumers from false claims and unethical marketing practices while promoting transparency and accountability within the industry. They also encourage marketers to be responsible in their messaging, which is crucial when developing comprehensive marketing plans and engaging in influencer marketing.
Affiliate marketing: Affiliate marketing is a performance-based marketing strategy where businesses reward affiliates for driving traffic or sales to their products through the affiliate's marketing efforts. This approach leverages partnerships between brands and individuals or organizations to expand reach and boost sales while minimizing upfront costs. It is particularly effective in the hospitality and tourism sectors, where influencers and content creators can promote destinations, services, and experiences to their audience.
Authenticity: Authenticity refers to the genuine, truthful, and original characteristics of a product, service, or experience that align with its true nature. In the context of hospitality and tourism, authenticity is vital as it shapes guest perceptions and expectations, enhancing their overall experience and satisfaction. It encompasses factors such as cultural representation, unique experiences, and the integrity of brand messaging that resonates with travelers seeking genuine connections.
Brand ambassadorship: Brand ambassadorship refers to the role of individuals who promote and represent a brand, often in an informal capacity, and help to shape public perception and engagement. These ambassadors leverage their influence and personal connections to generate authentic conversations about the brand, driving customer loyalty and awareness. They often align closely with the brand’s values and resonate with its target audience, creating a trusted bridge between the brand and potential customers.
Content co-creation: Content co-creation refers to the collaborative process where brands and consumers work together to generate engaging and relevant content. This approach enhances brand authenticity and builds a stronger relationship between the business and its audience, especially in the context of influencer marketing where influencers collaborate with brands to create content that resonates with their followers.
Conversion rate: Conversion rate is a key performance metric that measures the percentage of users who take a desired action out of the total number of visitors. This metric is crucial for evaluating the effectiveness of marketing strategies, as it indicates how well a brand can turn potential customers into actual customers.
Disclosure Regulations: Disclosure regulations are legal requirements that mandate businesses to provide transparent and accurate information to consumers, ensuring they can make informed decisions. These regulations are crucial in maintaining trust and accountability, particularly in sectors like hospitality and tourism where customer relationships and brand reputation are key. They cover aspects like advertising claims, partnerships, and financial disclosures, making it essential for marketers to adhere to these guidelines in their content creation and influencer collaborations.
Engagement rate: Engagement rate is a metric that measures the level of interaction and involvement that an audience has with a piece of content or social media post. This rate is often calculated by dividing the total engagement (likes, shares, comments) by the total number of followers or impressions, which helps marketers understand how effectively their content resonates with their audience. A higher engagement rate indicates a more engaged audience, showcasing the effectiveness of strategies used in marketing efforts.
Instagram: Instagram is a social media platform that allows users to share photos and videos, fostering visual storytelling and engagement. With its focus on visual content, Instagram has become an essential tool for businesses, especially in hospitality and tourism, to create and manage social media content, leverage influencer marketing, promote user-generated content, and engage with audiences effectively.
Macro-influencer: A macro-influencer is an individual who has a significant following on social media platforms, typically ranging from 100,000 to 1 million followers. These influencers often have established credibility and authority in specific niches, allowing them to impact consumer behavior and brand perception. Their large audience can provide brands with extensive reach and engagement when promoting hospitality and tourism offerings.
Micro-influencer: A micro-influencer is a social media user who has a smaller, yet highly engaged following, typically ranging from 1,000 to 100,000 followers. These individuals are recognized as trusted voices within their niche, making them effective in promoting products and services, particularly in the hospitality and tourism industries. Micro-influencers often have a more authentic connection with their audience, leading to higher engagement rates and a greater impact on consumer behavior.
Pay-per-click (ppc) campaigns: Pay-per-click (PPC) campaigns are online advertising strategies where advertisers pay a fee each time their ad is clicked. This model allows businesses to drive traffic to their websites and generate leads, making it a cost-effective way to reach target audiences. In hospitality and tourism, these campaigns often leverage keywords related to destinations, services, and experiences to attract potential customers who are actively searching for travel options.
Reach: Reach refers to the total number of unique users who see a particular piece of content, advertisement, or marketing message. It is a crucial metric that helps businesses understand the potential audience for their communications, allowing them to gauge the effectiveness of their marketing efforts across various platforms, including social media and influencer partnerships. By measuring reach, companies can assess how many people are exposed to their brand and tailor their strategies to improve visibility and engagement.
Return on Investment (ROI): Return on Investment (ROI) is a performance measure used to evaluate the efficiency or profitability of an investment relative to its cost. It helps businesses determine the financial return generated from marketing activities, making it essential for assessing the effectiveness of strategies across various aspects of hospitality and travel marketing.
Traveling jack: A traveling jack is an influencer, often a social media personality or content creator, who specializes in promoting travel-related experiences and services. These individuals leverage their platforms to share authentic travel stories, tips, and recommendations, engaging their audience to inspire travel and tourism choices. Traveling jacks play a crucial role in influencer marketing, bridging the gap between brands and potential customers through relatable content and storytelling.
User-generated content: User-generated content (UGC) refers to any form of content, such as text, videos, images, and reviews, created and shared by consumers rather than brands. This type of content plays a vital role in influencing consumer perceptions and decisions in travel and hospitality, as it reflects real experiences and opinions.
Vanlife campaign: The vanlife campaign is a movement that promotes living and traveling in vans as a lifestyle choice, often showcasing the freedom and adventure associated with it. This campaign not only highlights the aesthetic appeal of van living but also targets a growing audience seeking alternative lifestyles, leveraging social media platforms to inspire followers through stunning visuals and personal stories. The concept taps into themes of minimalism, travel, and community, making it particularly relevant in the hospitality and tourism sectors.
Youtube: YouTube is a video-sharing platform that allows users to upload, view, and share videos. It plays a significant role in the hospitality and travel marketing sectors as brands leverage its extensive reach and visual storytelling capabilities to engage audiences through influencer marketing and promotional content.