Why is influencer marketing such a hot topic, you may ask? Well, it’s mostly a matter of authenticity, or at least perceived authenticity. Paid media, from newspaper ads to web banners or even social media promoted posts, is often perceived as less credible than reviews generated by peers or fellow travelers. In fact, according to a study by Bloglovin (2017), 88% of customers will trust online reviews by strangers as much as they would recommendations from friends.

And with the rise of YouTubers and Instagramers, with their own niche critical mass of followers, it’s no wonder to see 70% of teenage YouTube subscribers say they relate to YouTube creators more than celebrities (Google, 2017).

So how can hoteliers and hospitality marketers embrace and make the most of influencer marketing? This neat infographic created by the folks at Killarney Hotels shows the basic elements that should be taken into consideration when it comes to crafting an effective influencer marketing strategy.


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