Written by: Dounia Senouci
Over the last few years, we have been noticing the increasing importance of social media and how hotels are leveraging the different social platforms. As part of social media, more and more businesses are embracing social influencer marketing. Some of you might have already heard of it and others are wondering what is it.
Well, social influencer marketing consists in establishing relationships with influencers so that they can spread your message and reach a wider audience. These influencers can reach an audience you might never have been able to reach. So if you do not know about the new ruler that is social influencer marketing, it is time for you to catch up.
It has never been easier to share your opinion about a product or about your last trip than now through social media. Encouraging people to share their experience in your hotel will completely change customers’ buying process since through this user generated content they will finally have an authentic, valuable and reliable point of view.
If you want your hotel to gain visibility and increase your hotel occupancy, hiring a community manager is no longer enough, you absolutely need to partner with the proper influencers for them to share your message and reach a bigger audience.
Who can be your social influencers? Anybody that is trusted by his audience and has the power to influence it. The influencer can be one of your customers, one of your advocates who is really committed to your brand. It can also be a blogger or a vlogger (a video blogger).
According to a study conducted by Nielsen (a global information and measurement company), “92% of consumers trust recommendations from other people – even if they don’t know them personally – over promotional content that comes directly from brands.” Furthermore, 70% of people declare that online reviews are their second most trusted source of information.
We could now wonder whether social influencer marketing is worthy or not. Influencers can benefit your hotel in many ways. In fact, they create brand awareness by introducing your hotel to their own audience. They can also generate more traffic towards your website by adding a link to their blog or to their social media platforms.
Thanks to influencers you can gain visibility on social media and have more followers on your different social media platforms. Last but not least, they can help you reversing negative feedback and increasing your hotel occupancy.
According to studies, in addition to increase profits by sharing a brand message, the influencer is also increasing the brand loyalty. In fact, customers who decide to purchase from a brand thanks to social influencers have almost a 40% higher retention rate.
Basically, if you partner with devoted influencers with established networks, you will reach new customers and increase profits. Moreover, never forget that reviews from influencers or customers are more trusted by potential clients than brand content.