How to Work with Influencers
Influencer marketing is one of the effective strategies for driving direct bookings, building brand awareness, and increasing profitability for independent hotels. Yet, many hotel marketers feel uncertain about how to navigate influencer partnerships. How do you choose the right influencers? What should you expect from a campaign? How can you measure success?
This blog post will answer these questions and more. By the end, you’ll be ready to confidently design an influencer strategy, leverage their platforms to grow your business, and, most importantly, drive measurable results.
Why Influencers Matter in Hotel Marketing?
Influencers excel at showcasing experiences—something the hospitality industry thrives on. From stunning Instagram reels of your infinity pool to heartfelt blog posts about your customer service, influencers can introduce your hotel to new audiences in ways traditional advertising cannot.
When done right, influencer campaigns can:
Increase direct bookings by building trust with their followers.
Showcase your hotel’s unique features authentically and engagingly.
Build your brand’s reputation in competitive markets.
Step 1: Understand the Types of Influencers
Choosing the right influencer starts with understanding their categories and where they fit in your marketing funnel.
1. Nano Influencers (1K–10K followers)
Role: Authentic and personal. Their small, highly engaged audiences trust their recommendations.
Funnel Stage: Conversion & Loyalty.
What to Expect:
High engagement rates (4%–8%).
1–5 direct bookings per campaign.
Budget-friendly campaigns, often requiring free stays and minimal cash compensation. This is subject to the rules of the country.
2. Micro Influencers (10K–50K followers)
Role: Credibility and broader reach. They’re ideal for targeting niche demographics.
Funnel Stage: Consideration & Conversion.
What to Expect:
Engagement rates of 2%–4%.
Content that’s polished but still authentic.
Deliverables like Instagram posts, reels, and stories showcasing their experience.
3. Macro Influencers (50K–500K followers)
Role: Aspirational and brand-building. They offer significant reach to large, diverse audiences.
Funnel Stage: Awareness & Consideration.
What to Expect:
Wide reach but lower engagement (1%–2%).
Higher fees, ranging from $500–$5,000 per post.
Content that positions your hotel as a premium destination.
4. Mega Influencers (500K+ followers)
Role: Mass visibility and star power. Often includes celebrities or social media stars.
Funnel Stage: Awareness.
What to Expect:
Significant visibility, perfect for major launches or luxury properties.
High costs, ranging from $10,000+ per campaign.
Less personalisation and direct ROI but excellent for building buzz.
Those Mega influencers will work with large chains of hotels due to budget constraints for smaller hotels
Step 2: Define Campaign Goals
Every successful campaign starts with clear objectives. Ask yourself:
Do I want to build brand awareness? Use macro or mega influencers to reach large audiences.
Do I want direct bookings? Nano and micro influencers are your go-to for driving conversions.
Do I want to promote a specific offer? Collaborate with influencers who can target the right audience at the right time.
Set KPIs (e.g., website traffic, promo code usage, or engagement) to measure success.
Make it stand out
Whatever it is, the way you tell your story online can make all the difference.
Step 3: Choose the Right Influencers
How to Vet Influencers
Audience Analysis: Are their followers aligned with your target guests? Check demographics, interests, and location.
Engagement Rates: Look for rates of 2%–8%, depending on the influencer’s size.
Content Style: Does their content match your brand? A luxury hotel requires polished, high-quality visuals, while a boutique property might benefit from a more down-to-earth style.
Past Campaigns: Have they successfully partnered with hotels before? Review their previous work for professionalism and results.
Tools for Research
Use platforms like Social Blade, HypeAuditor, or BuzzSumo to analyse influencer performance.
Step 4: Craft a Win-Win Collaboration
What to Offer Influencers
Compensation: Nano & Micro influencers may accept a complimentary stay (subject to country regulations), while micro and macro influencers typically require $200–$3,000, depending on their reach and the country where your hotel is located.
Unique Experiences: Make their stay unforgettable with perks like private dinning, cocktail masterclass, spa treatments, or curated local tours. The list is endless but never loose sight of what you need to achieve with the campaign.
Clear Deliverables: Define what you expect, such as:
1–4 Instagram posts.
1 Instagram reel or TikTok video.
3–5 Instagram stories with swipe-up links.
Example: Simple Pitch to Influencers
Subject: Let’s Collaborate – Stay & Share Your Experience
Hi [Influencer's Name],
We recently saw your post about [similar property] and loved your take on [specific aspect they covered]. Your content style is a great fit for our brand, and we’d love to collaborate!
We’d love to invite you to experience our newly renovated suites and some of the special touches that make our hotel unique. We think your audience would enjoy an exclusive peek inside! Let’s chat about how we can work together.
Looking forward to hearing your thoughts!
Best,
[Your Name]
[Your Hotel Name]
Step 5: Run the Campaign
Execution Tips
Pre-Stay Briefing: Share a clear campaign brief with brand guidelines, hashtags (although not so relevant these days) and must-capture features (e.g., your pool, suites, or dining options).
Roll Out the Red Carpet: A memorable stay leads to better content. Ensure seamless service and create opportunities for sharable moments.
Encourage Creativity: Trust the influencer’s expertise to tell your story authentically.
Step 6: Measure Results
Metrics to Track
Engagement: Likes, comments, shares, and story views.
Website Traffic: Use UTM links and Google Analytics to track visits from influencer campaigns.
Direct Bookings: Assign promo codes or trackable links to measure ROI.
ROI: Calculate the total revenue generated compared to your campaign cost.
Example: Nano Influencer Campaign Success
If an independent boutique hotel in Bali partnered with 5 nano influencers (each with 5,000 followers). They offered a 2-night stay, $100 cash per influencer, and promo codes for their audience.
Results:
Total Followers Reached: 25,000.
Engagement: 1,500 likes and comments.
Website Visits: 300 clicks.
Direct Bookings: 10 bookings, totalling $3,000 in revenue.
ROI: 5x return on investment.
Final Thoughts
Nano, micro, macro influencers (I will not refer to the Mega influencers as budget will be a limitation) as each play a unique role in your hotel or serviced apartment marketing funnel. By aligning your goals with the right influencers, offering compelling incentives, and measuring your results, you can create campaigns that drive direct bookings, elevate your brand, and deliver long-term growth.
Let’s turn influencer marketing into a powerful tool for your hotel’s success!
FAQ: Working with Influencers for Hotels and Serviced Apartments
1. How do I choose the right influencer for my hotel?
Choosing the right influencer is all about alignment. Look for someone whose followers match your ideal guests — in terms of demographics, interests, and location. Check their engagement rates (2–8% is a sweet spot) and review their past collaborations. Always prioritise quality over follower count: an influencer with 5,000 loyal fans can drive more bookings than one with 500,000 passive followers! Tools like Social Blade and HypeAuditor can help you vet influencers like a pro.
2. What should I offer an influencer to secure a successful collaboration?
Offer a combination of unique experiences and fair compensation. For nano and micro influencers, a complimentary stay with personalised touches (think: a private dining experience, a spa treatment, or a local tour) can often seal the deal, although it is subject to rules and regulations in each country. For influencers with larger followings, expect to offer both experiences and payment. Whatever you offer, make sure it’s memorable — the better the experience, the better the content they’ll create for your property.
3. How much should I budget for an influencer marketing campaign?
It varies depending on the influencer’s reach and your campaign goals. For nano influencers, a stay and small cash amount ($50–$200) might suffice. Micro influencers typically require $200–$1,000+, while macro influencers can command $500–$5,000 per post. Always set a clear budget in advance and remember: a carefully chosen, smaller campaign often delivers a better ROI than splashing out on one big name.
4. How can I measure the success of an influencer campaign?
Success isn’t just about likes and pretty pictures. Track concrete KPIs like:
Website traffic (use UTM links).
Direct bookings (promo codes or tracked links).
Engagement rates (likes, comments, shares, saves).
ROI (revenue generated vs. campaign costs). If your campaign goal is direct bookings, then bookings must be your main metric — not just reach!
5. Can influencer marketing really work for small, independent hotels?
Absolutely for most hotels — and can often works better than traditional ads! Independent hotels and serviced apartments can shine with influencers because people crave authentic, discoverable experiences. By partnering with the right nano and micro influencers, even a small property can generate a real buzz, drive direct bookings, and carve out a strong brand identity. It's not about shouting the loudest — it's about connecting the smartest.
People Also Ask
How do hotels find influencers to work with?
Hotels can find influencers through platforms like Social Blade, HypeAuditor, or even by manually searching hashtags and geotags related to their destination. A targeted DM or email with a personalised pitch usually gets the best response!
Are nano influencers effective for hotel marketing?
Yes! Nano influencers often have highly engaged, loyal audiences. They’re especially powerful for independent hotels wanting to drive direct bookings without spending huge budgets.
What should be included in an influencer collaboration agreement?
At minimum, include deliverables (posts, reels, stories), deadlines, usage rights, compensation details, and any must-capture hotel features. Clear agreements protect both parties and set the campaign up for success.
How long should a hotel influencer campaign last?
Most hotel influencer collaborations revolve around a 2-3 night stay, with content posted during and shortly after the visit. However, for deeper brand partnerships, consider multi-stay or year-round ambassador agreements.