Using Influencers Effectively Gives Hotels a Strategic Advantage
By Maite Velez-Couto Vice President, rbb Communications | September 18, 2016
Effectively communicating brand messages to current and future guests remains an essential business strategy for any hotel. More and more, companies are turning to influencers to reach a broader audience and help boost sales.
But not every brand or hotel has mastered the complexity of these partnerships nor are they really sure how to best measure their success. Although there are three basic elements to influencer engagement – plan, research and measure – the key is in the nuances.
Not all Influencers are Created Equal
The selection process remains a critical component to ensuring the greatest return on investment.
To start, hotel executives should carefully consider the potential value each individual influencer is likely to add to a campaign. Be wary of those who only tout a large audience and don't offer much else. Having a significant number of followers will mean little for your property if consumers do not value and act upon the influencer's advice. Ask for specific examples, with data, demonstrating how they boosted brand awareness or increased sales in the past, especially for similar size companies.
Another best practice is to consider experts beyond the travel space to expand campaign reach through new audiences. People who promote technology-driven convenience, health & wellness for busy professionals, or weekend adventures for millennials can easily tailor their messaging to tie in with travel. These less obvious influencers can add substantial value and insight to an engagement campaign and provide a strategic advantage to hotel brands willing to reach customers more creatively.