Hotels and influencer marketing
As a hotel manager, is it worth working with influencers? Here is our analysis.
Today, every piece of information, every description and every review or comment about your hotel is liable to be written online and seen by millions of people. A few years ago, if a customer was looking for a product or service, the only way to find out more was word of mouth.
Are you a hotel manager looking to improve your property's reputation, attract more guests and stand out from your competitors? Then work with influencers!
Influencer marketing: what are the benefits? Today, the various social media platforms such as Facebook, YouTube, Twitter, Google +, LinkedIn and business directories allow the whole world to form an opinion simply by reading the comments left by other internet users. Every aspect of the way your hotel runs (your facilities, the quality of the services on offer, the perks and so on) can be put under the microscope!
Influencers are a group of individuals gathered around a clearly defined subject who are able to make their voice heard online in a more effective and more powerful way than a company's own leaders.
These individuals are regarded as a genuine army in the world of online communication and marketing. With their opinions, their points of view, their criticism and their ratings, they are able to influence, either positively or negatively, any conventional marketing or influence strategy. Influencers are also able to prompt internet users to go ahead and book, and to choose your property over others.
Did you know that more than 95% of internet users read online reviews before booking a hotel room? That figure alone proves the effectiveness of influencer marketing.
The power of influencers today lies in their regular posts (reviews, ratings, social media updates, videos and so on).
With technological progress and easy access to the web, the impact of influencers has never stopped growing. That is why more and more hotel managers are attaching importance to this phenomenon in order to reach their targets and establish themselves in the online world and on the market.
Competition is getting ever tougher in the hotel sector. Traditional advertising and conventional marketing techniques have had their day. Today's influence strategies are built on far more effective methods. Influencers, who are very close to their communities, are able to capture internet users' attention with their reviews and their ratings. Problems and crises involving online reputation are usually unpleasant and unpredictable, especially in the hotel sector. That is precisely why you need to harness the power of influencers to build your profile and your brand image! Always remember that influencers can be the ambassadors and the spokespeople for your hotel.
Frequently asked questions
Why do online reviews have such a strong impact on hotel bookings? More than 95% of internet users check reviews before booking a hotel room. The opinions shared by other guests on social media and review platforms directly influence purchasing decisions. This is what gives influencers their power: they embody the voice of potential travelers.
How do influencers become hotel ambassadors? Influencers are individuals gathered around specific topics and capable of making their voices heard effectively online. When a hotelier partners with them, they naturally become spokespeople to their networks. Their regular posts, reviews, and ratings on social media and review platforms strengthen the establishment's reputation and brand image.
Are traditional marketing techniques still effective for hotels? No. In the hotel industry, competition has become very fierce and traditional advertising and marketing techniques are less effective than before. New strategies based on influence marketing, using reviews and ratings from influencers close to their networks, have proven far more effective at capturing the attention of potential customers.
What is the impact of influencers' regular posts? The strength of influencers lies in their regular publications: reviews, ratings, social media updates, videos. With technological development and easy web access, this impact has continued to grow. These constant posts keep your establishment visible, strengthen its credibility, and increase the chances that potential customers will choose your hotel.
How can you manage online reputation crises? Reputation problems are generally unpredictable and unpleasant, especially in the hotel industry. That's why it's important to rely on the power of influencers to build your reputation and brand image. Influencers, as ambassadors of your establishment, can help transform negative perceptions by highlighting the strengths of your hotel.
Which social media platforms are most important for hotels? Several social networks allow customers to form opinions and share their experiences: Facebook, YouTube, Twitter, Google +, LinkedIn, and Yellow Pages. All aspects of your hotel (services, service quality, amenities) can be reviewed on these platforms. Each of these platforms offers opportunities for influencers to share their opinions and draw attention to your establishment.
Social media platforms play a central role in the booking decision. Here are the main channels and how potential guests use them.
| Platform | Function for the hotel |
|---|---|
| Guests share reviews and experiences with their networks | |
| YouTube | Influencers post videos and evaluations |
| Reviews and critiques spread quickly between users | |
| Google+ | Guests consult comments and ratings for the establishment |
| Professional sharing and reviews from industry influencers | |
| Yellow Pages | Customers search for services, amenities and local ratings |
