travel influencers

Influencer Marketing for the Hotel Industry

Influencer marketing for hotels

Generating exposure can be tough for any brand, no matter how big or small. And that goes for the hotel industry too.

Unfortunately, it doesn’t matter how beautiful your lakeside view is or how crisp your linens are if nobody sees them. You need to spread the word far and wide, and one of the most incredible ways to do it is with influencer marketing.

This new approach to social media marketing can generate up to 11 times the ROI of traditional advertising – and it’s hard to argue with cold hard numbers. Keep reading to find out how your hotel brand can take advantage of the up-and-coming trend…


Your target market is turning to social media

In this modern age, people are going online to perform in-depth research before making decisions on purchases – and they’re turning to influencers for guidance too.

Did you know that 66% of your audience trust consumer opinions posted online? Add in the fact that only 1% of millennials (that’s people aged 18-34 to me and you) have been influenced by a traditional advert, and it’s easy to see why influencer marketing is skyrocketing.

95% of millennials follow brands through social media. That’s a huge demographic – fresh to the workforce with disposable income – all flocking to the same few online platforms. Whether it’s Snapchat, Twitter or Instagram, it’s incredibly important to ensure your brand is represented in a positive light on the same platforms your target customers are using. And influencer marketing is a powerful way to achieve this goal.

Photo credit to  Em Sheldon

Photo credit to Em Sheldon

Does influencer marketing work in the hotel industry?

100% yes. In fact, 42% of baby boomers admit that social media influences their booking decision. And, according to research into millennial travel trends, 87% look at Facebook for travel inspiration with 97% posting their experiences online whilst travelling.

Influencers hold significant weight, whether it’s through tweets, blogging or vlogging. They have the power to affect purchase decisions. From 1,000 to 100,000 followers, influencers have clout which can’t be ignored. This is especially prevalent in the travel industry, where consumers are more likely to use social media for inspiration, reviews and recommendations.

Consumers react positively to influencer marketing due to increased loyalty. And people trust influencers to deliver posts that are #travelgoals.

Can influencer marketing help my hotel brand?

With the right know how and the appropriate influencers, hotels and accommodation providers can build prosperous and significant relationships.

As a hotel, you may be missing out on a whole range of guests. Influencers can navigate these people to your website directly, using hashtags, images and videos. The aim is to entice customers with content that makes them want to hop, skip and jump all the way to your front door.

The beauty of the influencer is that they can help you understand and adapt your strategies. Influencers capture data, create original content and boost sales. With relatively little input on your part, you can enjoy a fantastic ROI and a wider global reach.


Finding the best influencer for your business

Before jumping into influencer marketing there’s a couple of things to keep in mind.

  1.  You want to build lasting relationships – The more the influencer trusts and enjoys your hotel, the more other guests will. It’s about the long-term engagement, it shouldn’t be a quick fix.
  2.  You understand your brand more than anyone else – That’s why it’s important to connect with an influencer who can match this brand seamlessly, whilst still bringing their own original ideas and content. This makes the marketing seem less “staged” and gives a sense of authentic content.

Need some help?

Not sure where to start with your influencer marketing campaign? Contact us today on 0161 731 0048 or email us on

42% of Baby Boomers picking holiday destinations based on social media


Four out of ten baby boomers admit that social media content posted about a holiday destination or accommodation influences their booking decision.

The use of social media during the holiday-researching process is now being extended to older generations, with 42% finding it hard to ignore the level of insight certain platforms, such as Instagram, can give to bookers. 

Despite being a generation that's been associated with playing catch-up when it comes to the use of social media platforms, 37% of those aged 55-64 said they use social media as a way of researching holiday destinations. If they find social media images that show a holiday destination or accommodation that isn't up to their standards, then this will put them off booking. 

Traditionally, travel review sites have always played a prominent role in the holiday-reviewing and researching process. When baby boomers were asked whether social media content could be trusted over a review site, over a third said they're now starting to use a mix of both when researching a holiday destination. 

The study by QHotels, managed by RBH of more than 2,000 UK adults found that while social media content does impact the booking process for baby boomers, 'Instagrammability' is not a factor, whereas millennials prioritise how 'Instagrammable' a destination looks before they book. 

When it comes to sharing holiday snaps, over half of Brits (55%) share them while they're still on their trip. For those that wait until they get home said the biggest reason (41%) for this was down to security and not wanting to advertise being away on holiday. Nearly half of baby boomers (48%) would be concerned about the safety of their home while on holiday, which is more than double the proportion of millennials.

John Stuart, Chief Operating Officer at RBH, commented: "We're not surprised to see that using social media to do some extra digging on a hotel or destination is on the rise. What is interesting is how much baby boomers are valuing this content when it comes to making a final decision, and for some, this could be a deal breaker.

"This research gives insight into the changing holiday booking habits of baby boomers, and how the whole researching process is evolving from using travel review sites or just going back to the same place as they always have done. They seemed to have acknowledged the value of using social media in the reviewing process, which has been a trend that has naturally been driven by younger generations. 

"Travel review sites have been a great addition to the travel sector, but social media platforms like Facebook and Instagram offer another layer of awareness into what a certain destination or accommodation is like. Hotels can no longer hide behind a professional photo lens as authentic, consumer-generated content is becoming more important for bookers looking to get a truer perspective on their potential holiday destination. And this is becoming apparent across all generations."