SOMETIMES, YOU JUST NEED TO CREATE A LITTLE BUZZ
The effects of influencer marketing on prestigious properties are real. The definition of an influencer program refers to the partnership between a brand and a social media personality to promote a product or experience. Is an influencer strategy right for your high-end resort? There are many opinions on this, with some experts believing the hype and others belittling it. But it’s hard to argue with the stats. The influencer industry in 2023 is a $21 Billion dollar juggernaut with 61% of consumers saying they trust influencer recommendations. From working with this media channel for years, specifically in hotel social media, we have identified the use cases where even the most reluctant properties can see the benefits.
1. MAKE YOUR NEW HOTEL LAUNCH A BOOM
A new hotel launch, a renovation, or a re-brand are all opportunities to build anticipation and buzz for a hotel. This kind of activation works best with several influencers or content creators. Think somewhere between 6-8 who can reach various audiences that match your goals. Having a handful of influencers is beneficial because it amplifies your key message and can create virality for both social users and media outlets. A new hotel wants to be the talk of the town, and working with influencers for a soft launch will help generate positive press and the desire for travelers to book and show off.
2. PLAYING UP A PRESTIGIOUS AWARD
Having a little moment in the limelight? Put that into the spotlight. Suppose your hotel has won a Travel & Leisure award, Condenast Traveler award, the World's 50 Best, or other prestigious media publications. In that case, it can bring a new surge of interest and consideration. Winning a highly regarded award builds an immediate level of trust & credibility among consumers, thus enticing them to move your hotel to the top of the list for that destination. Working with a few influencers can be a surefire way to drive business. Even better, work with influencers on an all-expenses giveaway to celebrate your award and reward your audience. We’ve collected insights on setting up a program strategy. https://bcvsocial.com/blog/how-to-build-your-hotel-s-luxury-influencer-strategy
3. TARGETING A UNIQUE TARGET AUDIENCE FOR THE FIRST TIME
There are so many types of travelers, and reasons to travel it can be hard to get a personalized message out to all of them. With influencers, you can hit your niche and show them what you offer. For example, being a pet-friendly hotel is never the main message of a hotel, but working with a pet influencer may be the perfect way to ensure that service and amenities reach the people who matter. Another consideration is the level of influencer to use. The mega influencer with over 1 million followers might not be the best star for the job. Instead, a nano influencer with 10K followers whose content is hyper-targeted on a topic, such as pets, could be a great fit.
4. BOOST INTEREST IN YOUR DESTINATION
If you're starting to see a dip in tourism, a great strategy is working with influencers who can simultaneously promote the destination and your hotel. An influencer can highlight the most desirable things to do in the city or even closest to your hotel. They can offer itineraries and provide social proof to their loyal audience that your destination is the place to be. An alternative strategy would be to work with the tourism bureau on activation or even with a sister property where the influencer could show an ideal road trip.
5. NEW PRODUCT? NEW PROMOTION
If you sell merchandise such as the Four Seasons or Westin brands who sell bedding, an influencer collaboration could be just the thing your brand needs to boost sales. The timeliness of this around the holidays could also be an extra punch, with so many influencers doing gift round-ups.
For those who do not sell merch, a gift card or loyalty membership could be great plugs. If this is your route, a longer partnership could be more beneficial. Think more of an ambassador program where an influencer consistently talks about the perks and promotions that come with your loyalty program. The frequency of their messages about your hotels speaks volumes and is a very convincing tactic when it comes to moving someone from inspiration to action.
6. FEED ON THE NEWS OF A NEW CHEF OR MENU
Don’t forget your restaurant. If you have a well-known chef or a unique menu, influencer collaborations are perfect for driving foot traffic among locals. In this situation, we’d recommend hosting an influencer dinner party. Imagine an exclusive chef tasting in which you invite 10-15 local influencers with a plus one. They mingle with those in their network, share an experience, and generate content. Bonus if they use a plus 1 on another influencer.
RING LIGHT, IPHONE, ACTION!
Are you ready to jump into the influencer game? If any (or all) of the above situations apply, it’s time to start getting things together. Download this handy influencer collaboration checklist for a quick guide to what you’ll want to have in place and how to proceed. But don’t overthink it! Part of the power of the influencer movement is truly being in the moment. And if you need a few moments to discuss how that works, please reach out to your friends here at BCV.