The Rise of Hotel Influencer Marketing in 2024

In 2024, hotel influencer marketing has become a solid strategy in the hospitality industry, especially for hotels and resorts aiming to captivate some of the internet’s most digitally-savvy travellers. With millions of consumers turning to social media for future travel inspiration, many hotels have quickly adapted by collaborating with influencers who can share their authentic personal experiences and visually captivating content. This current form of marketing taps directly into the preferences of today’s modern travellers-many of whom seek real recommendations from personalities they trust before making booking decisions. 

Statistics highlight the impact of this shift, a recent study found that 60% of travellers trust hotel influencer marketing reviews as much as peer recommendations, underscoring a significant reliance on social media influencers for travel advice. Additionally, global spending on influencer marketing in the hotel industry rose in 2023, signalling a growing emphasis on this dynamic approach to brand exposure and consumer engagement. By partnering with influencers, hotels and resorts not only reach a wider audience but also connect more meaningfully with niche markets, such as adventure travellers, wellness enthusiasts, and eco-conscious tourists. 

This rise reflects an industry transformation where hotel influencer marketing campaigns are increasingly shaping consumer expectations. As travellers prioritise unique experiences and personalised recommendations, hotels and resorts are leveraging influencer partnerships to elevate their appeal, authentically showcasing their amenities, locations, and standout features through the trusted voices of today’s digital storytellers. 

THE BENEFITS OF HOTEL INFLUENCER MARKETING

Authenticity & Trust

Influencers add credibility to your brand. Their followers trust their recommendations, making their stay at hotels feel genuine and enticing. 

Fairmont Hotels’ Canada 150 campaign collaborated with hotel influencers who shared unique Canadian experiences like snowmobiling and curling. This approach increased the brand’s revenue by 10% across Canada, bringing in 32.9 million impressions, highlighting the power of authentic influencer experiences that resonate with audiences seeking real localised content. 

Visual storytelling

Influencers create stunning, relatable content, showcasing hotels through images and videos that make potential guests picture themselves there.

Marriott launched a visually-driven campaign with Snapchat influencers like Jen Levinson and Sara Hopkins, who shared immersive video journals from stays in vibrant cities. By providing a fresh, behind-the-scenes look into Marriott’s Moxy properties, engaging younger audiences and fostering a sense of excitement around the brand, amplifying the need for visual storytelling across platforms through hotel influencer marketing. 

Targeted Reach

Each influencer has a specific audience, allowing your hotel to connect with exactly the type of guests the hotel is hoping to attract, from honeymooners to digital nomads. 

Increased bookings

With the use of links, swipe-ups, and special codes from influencers make it easy for followers to book directly, driving revenue and engagement without the need for third-party platforms.

St. Tropez House’s campaign with Villa Ama doubled the brand’s Instagram followers and led to near full occupancy at the villa. The hotel influencers created compelling visual content that not only boosted engagement but also drove bookings exclusively from influencer-led promotions, showcasing the direct impact hotel influencer marketing has on revenue for luxury properties.  

Social Proof & FOMO

When people see influencers staying at hotels, it may spark them thinking they might want to stay there too, making your hotel feel like the place to be. 

The Ritz-Carlton’s “Leave Better” campaign and similar initiatives by Marriott and Hilton, use hotel influencers to create social proof, showing trusted figures enjoying unique, meaningful experiences. This builds credibility, encourages bookings by showcasing authentic moments, and resonates especially with younger travellers seeking peer validation.  

Reusable Content

Influencer posts provide a library of high-quality content for social channels, websites, and more, keeping the brand visually fresh.  

CURRENT HOTEL INFLUENCER MARKETING TRENDS

Rise of Micro-Influencers in Hotel Campaigns 

Hotels are increasingly partnering with micro-influencers to tap into-engaged audiences. Micro-influencers, who often tend to have more authentic connections with their audiences, offer ways to market hotels in a cost-effective way to reach specific audience demographics. This shift reflects the growing value of personalised, credible recommendations in hotel influencer marketing.  

@premierinn.uk

Stop it, we’re blushing 💅 #manchester #hotel #fyp 📽️: @hannah.arguelles 📍 Manchester City Centre (Princess Street) hotel

♬ Idea 10 – Gibran Alcocer

Emphasis on Experiential Content

The current hotel influencer marketing strategy tends to prioritise experiential storytelling over straightforward promotion. Hotel influencers can now create immersive content, highlighting unique aspects of their stay – from the hotel room amenities to cultural experiences – offering their audiences a ‘virtual stay’. This approach enhances brand connection and aligns with consumers’ desire for experiential, lifestyle-driven recommendations. 

Focus on Long-Term Brand Ambassadorships 

Rather than short-term collaborations, hotels are increasingly seeking long-term partnerships with hotel influencers. By partnering with them to become brand ambassadors, influencers maintain consistent promotion of a hotel’s offerings over a period of time, highlighting their authentic experiences staying at the partnered locations, building trust among their followers. This trend signals a transfer toward continuity and loyalty in influencer marketing for hotels. 

@hilton

Which co-worker are you? Tag them! @KrianBearney #HiltonForTheStay #HiltonPartner

♬ original sound – hilton

Increased Use of Video Content

With technology constantly improving and sharing platforms like Instagram and TikTok becoming more and more popular, hotels are using video material to present their facilities in engaging, shareable ways. Hotel influencers often create short, visually engaging videos that capture key experiences, making video a staple in influencer marketing for hotels in 2024.  

Sustainability and Eco-Conscious Influencer Campaigns

Hotels collaborate with eco-friendly travel and hotel influencers as consumers prioritise sustainability. Environmentally concerned tourists will be more receptive to hotel influencer marketing initiatives that highlight sustainability measures, such as plastic-free regulations or locally produced products. This pattern is part of a larger movement in the travel industry towards environmentally friendly and socially conscious advertising. 

@treehousehotels

Our festive fairies have been sprinkling their ✨magic✨ #ChristmasDecor #HotelDecor #ChristmasInLondon #reducereuserecycle #holidays

♬ Christmas Is Coming – DM Production

HOW TO RUN AN EFFECTIVE HOTEL INFLUENCER MARKETING STRATEGY

Define your Target Audience 

Identify your ideal guests, such as families, solo travellers, or young luxury seekers. By understanding who you want to reach, you can select influencers whose followers match your audience for maximum impact and credibility. 

Partner with the right Influencers

Choose influencers who align best with your hotel’s image and values. For example, luxury hotels might choose to collaborate with influencers who encapsulate this vibe, emphasising exclusivity, while budget-friendly hotels may work with family or adventure influencers 

Encourage Authentic Storytelling

Let influencers create genuine, engaging content that showcases their experiences at your hotel. Authenticity ultimately builds trust and credibility with followers, turning influencer stories into powerful endorsements that inspire bookings. 

Measure Impact and Engagement 

Track key metrics, such as engagements, reach, and bookings driven by influencer content. This data will help assess the success of the campaign and refine future strategies, ensuring you reach your goals effectively.  

Written by: Emily Bottle

Our influencer marketing agency and social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to find industry insights, visit our influencer marketing and social media blogs.

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