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  • Jeroen Gulickx

All good or all Bad, Influencer marketing within Travel - Part I


Influencer marketing within travel, all good or all bad?

Personal preferences, local cultures and learning from others is all high in priority for travellers world wide. In fact over 74% of travellers want to decide themselves on where to go, where to stay and what experiences they should have when they are away from home.

Hotel growth continues and hotel chains continue to develop and launch new boutique style brands to attract travellers that wish to have a stay that reflects the personal approach. There are numerous ways of communicating brand values to clients, but attracting the right market segment remains the biggest challenge for marketeers.

In the evolution of personalized design, and high service levels, how can hotels differentiate their marketing efforts?

I want to explain a marketing method that can significantly impact the hotel or brand, and is one that is probably discussed as the most controversial one in the current marketing arena in the hospitality industry.

Influencer marketing is a partnership or collaboration between a brand and an influencer, we have seen this in the ‘old’ days when a celebrity becomes the face of a brand. The success of this and sometimes failure, has impacted the way brands are connecting with people, through trust of individuals. That has further developed into individuals who project themselves as professionals online via social media.

Local Treasures Hotels uses Valuefication for all Influencer Marketing efforts.

I am a strong believer on Influencer Marketing, however within hospitality the approach by hotels is far from how it should be. In the next article I will give tips and clues on how to get most out of influencer marketing. Below 4 pillars to ensure success of influencer marketing:

  • Know your brand objectives. Without knowing what your brand objectives are, there is no point campaigning or working with influencers, as you will not know what is required from whom

  • Influencer identification. Identify the influencer that matches your brand requirements. An influencer can be a CEO, a journalist, an impact maker just to give a few examples. All too many times, the term influencer is completely misunderstood.

  • Know the following. Unreal or unimpactful following is often the case, the followers of influencers are fake, bots, have no impact whatsoever or are extremely far from the market segment.

  • Trust results in loyalty. Identifying an influencer goes way beyond just a campaign. For an influencer to build trust with followers, they need to establish long term relationships with brands, and reflect the loyalty to their followers.

The use of a solid tool cannot be avoided. Even for hotels, even for hotels or resorts that get 40 requests a week on average from influencers. A tool that analyses the brand online, and the influencers’ online impact, and matches those for marketing purposes and campaigns.

The tool we recommend as consultants is Valuefication. It does exactly this and much more. www.valuefication.com.


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