What to Consider When Selecting an Influencer for Your Hotel
Did you know that 49% of consumers depend on influencer recommendations? Here are the 5 “S’” to consider as you build out your hotel’s influencer program:
Prior to their stay, sit down with the influencer and discuss what stories, messages, services, or areas of the hotel you want to see showcased on their channels. While you should outline the guidelines beforehand, keep in mind that influencers are professionals in their field, so let them have creative freedom and trust their expertise.
Did you know that 7 out of 10 hashtags on Instagram are branded? Leverage hashtags and provide the influencer with branded hashtags, handles, and location tags you want to see used to promote your hotel.
Do you want to show off your restaurant? Choose a foodie influencer. Do you want to tell everyone about your relaxing spa? Choose a lifestyle blogger. Are you located in the heart of the business district of your city? Choose a business professional.
Does the influencer’s creative view and voice reflect the emotion and aesthetic of your brand? If dark, luxurious, and warm is the style of your hotel, an influencer with a stark white feed may not be the best choice. As we’ve mentioned in our 5 Tips for Collaborating with Social Media Influencers, the influencer’s brand image must align with yours in order for the partnership to be a mutual success.
Not all deals are created equally: tailor the influencer’s contract to your marketing needs. Layout specific guidelines before they arrive for their stay. For example, if your objective is to showcase the restaurant, offer a gift card for the dining establishment or a complimentary dessert for two. Clearly define expectations on both sides so you’re working towards a common goal and there are no questions left unanswered.