Influencer marketing for the hospitality sector is a powerful tool. This is especially true in Asia where markets are fragmented and language barriers may hinder the effectiveness of traditional marketing channels. Influencer marketing can help hotels attract new customers, expand into new markets and drive business. By partnering with the right influencers, hotels can reach a large and engaged audience, and tap into the trust and credibility that the influencers have with their fan base. This in turn allows hotels to build up their own branding, and increase their customer base as well.
Step 1 – Identifying The Right Influencer
The first step in using influencer marketing for your hotel, is to identify an influencer who is the right fit both for your brand image and your target audience. Influencers are considered experts in their field, and their opinions and recommendations are highly valued by their followers. By partnering with an influencer, you can tap into their credibility and trust, which can help build awareness and credibility for your hotel.
You should thus ideally partner an influencer who has a significant following of fans who are interested in travel and hospitality. The influencer’s image and behaviour should align with your hotel’s values and have a similar target audience. For example, if your hotel specialises in eco-tourism, influencers who specialise in sustainable travel and have a large following of environmentally conscious consumers would be ideal.
Step 2 – Create A Strategic Influencer Marketing Campaign
Once you have identified the right influencer, you can work with them to create a strategic influencer marketing campaign. This will involve having the influencer stay at your hotel and create content about their experience, such as a blog post, Instagram or Tiktok post, YouTube video, or on Chinese social media platforms such as weibo and RED (小红书). The influencer can then promote your hotel to their audiences.
Influencer marketing is an effective way to showcase the unique features and amenities that your hotel has. For example, you can work with the influencer to create content that highlights the hotel’s spa, pool, or restaurant. By showcasing the unique experiences that your hotel offers, you can attract new customers who are looking for that something special for their hotel stay.
Another effective way to “influence” your potential customers’ consideration and close the deal, is to sweeten the deal with exclusive deals or discounts for your influencer’s followers. For example, you can offer a special rate or package to the influencer’s followers who book a stay at your hotel. This will not only help you attract new customers, but it will also add to the value that the influencer brings to their audiences, thus making the influencer more likely to partner with you for future campaigns.
Step 3 – Measure The Success Of Your Influencer Marketing Campaign
It is important to measure the success of your influencer marketing campaign. Metrics such as the number of bookings, website traffic, and social media engagement can show if your campaign is successful in driving new customers to your hotel. Use this information to optimise your campaign and ensure that you are getting the best return on your investment.
Simplify Your Influencer Campaigns With MCN Asia
Make no mistake, while influencer campaigns can be effective, they are also a lot of work. You will have to find the correct influencers, contact them, bridge language barriers (if using overseas influencers) enter into contractual agreements, and manage them. Multiply this by the number of influencers you may need to engage throughout the year, and you might be left with a substantial commitment you do not have the time or resources to manage.
MCN Asia can help you with your influencer marketing campaigns in the China, Korea, Taiwan, Hong Kong, Singapore, Thailand and Malaysia markets. We have more than 3,000 influencers with a combined total of 380 million followers with us. Our US$2,500 Recruit & Manage pack is a favourite of our travel clients – it gives you 5 influencers per target country, and the recruitment, engagement and management of the influencers will all be carried out by our experienced team of influencer marketers.