Using Influencer Marketing to Build Your Hotel’s Brand

Turn social buzz into direct bookings

The rise of social media has transformed how travelers discover hotels. Today, many guests don’t find properties through brochures or travel agents — they find them on Instagram, TikTok, or YouTube, often through influencers they trust. For independent hotels competing with global chains, influencer marketing can level the playing field by driving brand awareness, engagement, and bookings.

According to Expedia, nearly 40% of travelers under 35 say social media influencers impact their booking decisions. That makes influencer partnerships a critical tool for hotels looking to capture younger, experience-driven travelers.

At Premiere Advisory Group, we help hotels identify and activate influencer strategies that balance reach, authenticity, and ROI. Here’s how influencer marketing can transform your hotel’s brand presence.

1. Choose the Right Influencers

Not all influencers deliver equal value. The key is alignment between the influencer’s audience and your hotel’s target market.

• Micro-influencers (10k–50k followers): Offer high engagement rates and niche credibility.
• Mid-tier influencers (50k–250k): Balance reach and relatability.
• Luxury or travel macro-influencers (250k+): Best for large awareness campaigns but often come with higher costs.

Hotels that collaborate with micro-influencers often see better ROI due to stronger trust and targeted reach.

2. Focus on Authentic Storytelling

Guests can spot an inauthentic post from a mile away. The most effective influencer content feels genuine and experience-driven.

• Allow influencers to capture their stay organically rather than scripting every detail.
• Highlight authentic experiences: enjoying breakfast on the terrace, exploring local neighborhoods, or unwinding at the spa.
• Encourage them to showcase your unique value proposition — design, service, or community connection.

Authenticity builds trust, and trust drives bookings.

3. Leverage Multiple Content Formats

Different platforms reward different types of content, and hotels should maximize this diversity.

• Instagram & TikTok: Short-form reels showing room tours, dining, or “day in the life” at your property.
• YouTube: Longer vlogs with in-depth reviews and travel tips.
• Blogs & LinkedIn: Written reviews or case studies for SEO and professional credibility.

Cross-platform content ensures your hotel is visible at every stage of the traveler journey.

4. Use Influencers for Direct Booking Campaigns

Influencers can drive awareness, but the real win is converting that visibility into direct bookings.

• Provide exclusive promo codes or packages tied to influencer campaigns.
• Track performance with UTM links and booking engine integrations.
• Retarget audiences that engage with influencer content via paid ads.

Hotels that connect influencer campaigns directly to booking paths see higher conversion and stronger ROI.

5. Collaborate Beyond One-Off Stays

The most successful influencer strategies go beyond one-time posts.

• Build ongoing relationships with influencers as brand ambassadors.
• Invite influencers to co-create seasonal campaigns or highlight special events.
• Partner with local creators for repeat storytelling that keeps your hotel top-of-mind.

Long-term partnerships generate more consistent brand equity than transactional campaigns.

6. The Future of Influencer Marketing in Hospitality

Influencer marketing is evolving rapidly, and hotels should stay ahead of key trends:

• AI-powered influencer matching: Tools that analyze engagement and audience demographics.
• Shoppable video content: Allowing followers to book stays directly from reels.
• Virtual influencers: Digital avatars gaining traction in fashion and travel spaces.

Independent hotels that embrace these innovations will capture attention where travelers are already spending their time.

Conclusion

Influencer marketing is no longer a trend — it’s a cornerstone of hotel branding in the digital age. By choosing the right influencers, prioritizing authenticity, leveraging diverse formats, and tying campaigns directly to bookings, hotels can extend their reach and compete with global brands. At Premiere Advisory Group, we help hotels design influencer strategies that balance creativity with commercial outcomes — ensuring every campaign drives both visibility and revenue. Let’s connect to create your next influencer strategy.

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