Influencers, ¿yes or no?

Reading Time: 4 mins. 07/02/2018

More and more hospitality professionals are complaining about the attitude of the influencers, who are considered advantageous people trying to get free stays or dinners. But are the influencers all the same? Is it really useful to collaborate with influencers?
At the beginning of the year, a tweet from the celebrity chef David Muñoz became viral, condemning some influencers for having offered to publish positive content about his restaurant in exchange for a free dinner, which David himself considered an insult. More recently the hotel White Moose Café also reported the email received from an influencer in which he also offered to share material about the hotel in exchange for a free stay.

With these media criticism, many hoteliers wonder what to do with the increase in requests from influencers with supposedly thousands of followers, if they can really help them to promote their brand and if they are all the same.
Our point of view is that they can help hotel brands, but we must carefully select whom we collaborate with, since one of the problems with these well-known figures is that there are many that define themselves as influencers, but in reality they are not so much, either because their thousands of followers are not potential customers for our brand or because a large part of these followers are bought and their area of influence is really much smaller.
But let's start from the beginning, what do we understand by influencer? A person who has a certain presence and influence on social media, becoming a reference on certain topics, capable of generating conversation around a product or a brand.
We live in an environment in which users feel 'bombarded' by thousands of messages coming from brands, which lack that personal connection that every user craves. Influencers have achieved this connection because whoever communicates is a person with whom their followers feel an affinity - in the end it’s a person-to-person communication.
The main advantages of working with influencers could be summarized as:
  • The reputation it brings to our hotel or brand.
  • The ability to reach a large number of potential customers
  • Increase in traffic to the hotel's own website
  • The ability to generate content about our brand throughout comments on the network
But not all influencers are the same and not all of them can help all brands. Therefore, the first step is to identify those influencers that fit into the brand’s profile, and which ones can help us achieve our goals. Here we have to assess the communication style, which must fit with our brand’s and should be aligned with our values.
The second step is to assess the potential of the profiles we have selected. We must analyze not only the number of followers, but their ability to generate opinions and comments on a specific topic. Basically, we must analyze the engagement achieved through the different communication platforms. It is useless to collaborate with an influencer that has 500 thousand followers if what you get is 300/400 reactions per publication.
Finally, we must analyze if the followers of this influencer can be potential clients of our hotels. It won’t help us to work with a profile whose followers don’t fit with our target, since the return of the actions carried out will be practically zero.
Most studies show that there are many brands that include “collaboration with influencers” in their marketing campaigns, as a way to increase the reach of their hotels. According to a launchmetrics study, 74% of marketeers believe that their actions with Influencers had a direct impact in sales generation.
As you see, collaborating with influencers can be very positive for your brand and can strongly benefit your direct sales. Even so, do not trust anyone who contacts your brand by calling itself an influencer. In all cases we recommend you to follow the advice we give you and collaborate only with those that suit your product and market.