Before you reach out to an Influencer to promote your hotel brand, you need to figure out:
1) ‘who’ your ideal hotel customer is (and when we say ‘ideal’, we mean the one most aligned with your brand who has purchasing power); and
2) select an on brand Influencer, who can attract those customers to your site.
To help you define your customer more scientifically, you should undertake some customer profiling.
Let’s explore this in a little more detail:
‘WHY do you need to define the ideal customer for your hotel’
This step is crucial for your hotel to master your product offering and the messaging going out to your target market. The effects of skipping this step can be explained using this simple example: on your hotel website, your advertising efforts when un-targeted, increase your website traffic but at the same time your bounce rate increases (bounce rate = the percentage of visitors that enter and exit the site without going through the content). A higher rate indicates more number of visitors leaving the website in a matter of seconds, leaving you with negligible potential conversions and poor ROI. These are unlikely to be people in your target market because your offering is not suited to them.
On the other hand, when a profile of customer is identified and targeted specifically, there are multiple resources that can be utilised effectively. Similarly, defining your ideal hotel customer allows you to allocate resource to certain segments in order to achieve a better ROI.
‘WHAT is a customer profile and HOW can you create one for your hotel?’
A customer profile is a quick summary and grouping of the different characteristics of customers leading to the creation of identifiable market segments. Once the segments are classified, marketing efforts can be optimised and directed to each segment for maximum effectiveness.
To create these profiles you require data on your customer such as:
Demographics: age, gender, income level, family status, profession and location
Psychographics: attitude, tastes, values and lifestyle choices
Behaviour: similar likes or dislikes, sports and hobbies
This data can be collected in different ways, and every point of interaction with customers can be an opportunity to provide some valuable data. Here are just a few:
- Interaction with customers during their stay at check in or check out
- Social media interactions
- Journey through your hotel website
- Feedback surveys left in rooms
- Online research and reviews left by customers
- Just talking to customers
Many conclusions can be made if you aggregate all the information above. Relevant segments can then be created that can provide an insight as to how customers can be influenced in their online journey. Our blog on how travellers plan their trips can arm you with further tools to understand the customer’s online journey.
‘How to SELECT YOUR IDEAL HOTEL INFLUENCER using this Information?’
After customer profiling is done, many decisions need to be taken:
Firstly, a marketing plan needs to identify a customer segment’s aspirational choices on the basis of the different characteristics mentioned above. Most likely, they already follow Influencers based on those choices, on different media sites or they subscribe to the Influencer’s online content. Your ideal Influencer is also quite similar to your ideal customer but may have some additional skillsets. They have the potential to be your brand advocates.
When choosing an Influencer, an evaluation of the Influencer is required according to these points:
- Do the Influencers fit with your brand and values
- What is their online reach, what segments do they cater to, and are they aligned to your target market (e.g.:location)
- How often do they create content, engage with their followers, and do they have the ability to action your campaign
‘HOW can Swayy help?’
Swayy, as the leading hotel Influencer and Instagram marketing platform, connects you with the Influencer community and eliminates your pain points on dealing with Influencers. Swayy’s various key metrics help you make informed decisions in choosing your ideal Influencers. The Swayy platform will provide you with complete control to manage all Influencer based activity in order to find:
- pre-vetted brand ambassadors for the hotel’s target market starting at a fraction of the cost of one of the hotel’s most basic rooms.
If you are interested to discuss or try out our flexible packages, you can Sign up and contact us on +442038088385