For an influence marketing strategy to be successful, we first need to understand what travellers are looking for. By knowing traveller expectations and the tools that they use to find inspiration and book their holidays, hotels will be able to properly work with influencers in order to reach their marketing objectives.
KNOW TRAVELLERS EXPECTATIONS
Travellers behaviors change. They look for value and authenticity. They are zappers who excel in web searches and value their peers advice when choosing a hotel. An opinion leader tells his personal testimony in the first person, which is far more subjective than a traditionnal magazine article. The community identifies with the opinion leader and will be more receptive to its message.
USE MARKETING LEVERS TO GAIN VISIBILITY
In order to inspire and influence travellers, a hotel has to be visible online. This visibility is acquired thanks to marketing levers. This means not only being present on travel websites, but also being available to those interested in the hotel’s website. Visibility is the first thing influencers can help you gain by generating quality content online that will be shared and will reach a specific verified audience.
There is a new opportunity of targeting online travellers through influencers.
In an environment where desire is created, travellers aspire to be inspired. By creating a digital strategy that sends a powerful image of the hotel, Internet users can be reached with stories of customer experiences. The Influence Marketing method works during the inspirational phase of a journey. Internet users pay attention to peer advices which become a powerful lever to attract new clients, who are seduced by the personal experience shared by the influencer. The Influence Marketing method has a more human dimension and it allows for very detailed targeting.
USE INFLUENCERS TO REACH YOUR COMMUNICATION OBJECTIVES
An Influence Marketing campaign helps reaching hotel objectives. Influence Marketing works wether the goal is simply to promote the hotel in the broad sense or wether there are definite objectives like the (re)opening of an establishment, a special event or special offer, or a specific repositioning objective (attract younger clientele and reach a specific target).
CONSIDER WORKING WITH INFLUENCERS AS A SUSTAINABLE MEDIA FOR HOTEL PROMOTION
An hotelier can actually take advantage of the content generated by the influencer, allowing them to build stories together: an article about a stay on a blog, a shared picture on Instagram or Facebook, a video on YouTube, a check-in on Foursquare, a tweet about the hotel, and so on. This improves the hotel referencing in the search engines. It increases its visibility considerably and it reinforces its digital fingerprint. The publications have the advantage of always being available on the web. Opinion leaders represent an important advertising channel for a hotel and lead to more direct bookings.
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