With the rise of applications such as Airbnb, more and more people are turning away from traditional hotel stays and leaning towards a more authentic get away experience. Many international chain hotels combat this by investing large sums in their marketing campaigns. This leaves many independent hotels being forgotten and struggling to grow their business.
In the meantime, influencer marketing has also grown. An independent hotel that can learn how to take full advantage of it, will find itself being just as popular as its chain hotel counterparts.
Influencer marketing can be a great way to increase awareness of your property sustainably. Think of collaborating with an influencer just like having a person with lots of friends stay at your hotel. That person with many friends who value their advice will then go on to tell them how great your property is. Those friends will then remember your hotel when they are looking for a place to go on holiday. Since you were recommended by a friend which they trust more than an online review, they are more likely to come and stay at your property.
Why is it sustainable to use influencers?
The sustainable aspect of influencer marketing comes from the fact that it’s a one-time investment for a prolonged return. When you buy an advert space, it is highly likely that it will appear once on a user’s screen. That user who is exposed to so many other adverts all day every day will very likely ignore it and never see it again. This is therefore an investment with none to minimal return.
However, when an influencer promotes your property, the content remains on their page for all their followers to see. The post will grab a follower’s attention due to their admiration for the influencer already creating interest for your hotel. Majority of the time, old and new followers will go on to an influencers profile to have a look at their content. Once again, your property will pop up, making more people aware of it. This means that the collaboration that you did could still have an effect and generate bookings 6 months to a year down the line.
For influencer marketing to have the best effect it can, you need to make sure that you are hiring an influencer with the appropriate audience for your hotel. There is no use collaborating with a teenage student influencer if you are trying to promote your luxury hotel that the majority of her audience can’t afford. If your budget allows for it, you could run separate social media campaigns to target a variety of audiences. Just ensure your message as a brand stays consistent and authentic throughout.
Another effective way to ensure sustainable growth is by building local partnerships. This a great way to build a sense of community with the businesses around your hotel and create a guest experience that is truly unique to your property. Partnering with surrounding businesses and creating events to co-promote each other is a great inexpensive way to gain public attention. It is apparent when a hotel which is proud of its surrounding location as they will take the time to market the location as well as their hotel through their social media channels. A guest is much more likely to book a stay with you if they feel like the property has great connections with the surrounding area.
Our mission at Swayy is to ensure that you are getting the most out of influencer marketing by partnering with our pre-vetted, travel focused influencers. If you’re looking to grow your business, or just expand your reach here are a few ways in which Swayy can help you.
Think of Swayy as a hotel booking website for digital influencers. Long gone are the days where you’d have to spend hours scrolling through Instagram to find a suitable influencer just to then receive no response to your collaboration request.
By signing up to Swayy you will have access to a multitude of experienced travel influencers who are looking to collaborate with you. You can contact them directly through our platform and agree on the terms of collaboration. Once you have worked together, you can then review the influencer which will help them secure future jobs.
To find out more about Swayy and how it works click here!