How can you use micro-influencers to improve your hospitality brand?

If you run a hospitality business, you know how important it is to attract and retain customers through effective marketing and branding. But how can you stand out from the competition and reach your target audience in a crowded and noisy online environment? One way is to leverage the power of micro-influencers, who are social media users with a relatively small but loyal and engaged following. In this article, you will learn what micro-influencers are, why they are valuable for your hospitality brand, and how to find and work with them.

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1 What are micro-influencers?

Micro-influencers are people who have between 1,000 and 100,000 followers on social media platforms such as Instagram, YouTube, TikTok, or Twitter. They are not celebrities or experts, but rather ordinary people who share their passions, opinions, and experiences with their online communities. They often focus on a specific niche, such as travel, food, lifestyle, or wellness, and have a high level of trust and influence among their followers.

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L.Pasquale - 理偌 M.

Holistic F&B Support and Management l Brand Awareness I Culinary
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-Increase brand awareness and reach: Micro-influencers can help hospitality brands to increase new audience and brand awareness. -Generate positive word-of-mouth: Can help to generate positive word-of-mouth for hospitality brands. When micro-influencers share their experiences with their followers, it can have a big impact on their decision-making process. -Drive bookings and revenue: Can help to drive revenue for hospitality brands. promote a hotel or other hospitality business to their followers. -Improve brand reputation: Micro-influencers can help to improve the brand reputation of hospitality brands. When micro-influencers share positive content about a brand, it can help to build trust and credibility with potential customers.

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Adrian Francois

C-Suite Global Enterprise Executive | Hospitality, Travel & Technology
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1. Authentic Promotion: Micro-influencers have a loyal and engaged audience that trusts their opinion. Their recommendations feel more genuine and sincere compared to celebrity endorsements. Thus, having them use and review your hospitality brand can help to boost its credibility and reputation. 2. Increase Brand Awareness: By collaborating with micro-influencers, you can reach a wider audience and increase awareness about your brand. They can share posts, stories, or videos about their experience with your brand, giving you more exposure. 3. User-Generated Content: Micro-influencers can create unique content featuring your brand.

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2 Why are micro-influencers valuable for your hospitality brand?

Micro-influencers can help you improve your hospitality brand in several ways. First, they can increase your brand awareness and reach by exposing your business to their followers, who are likely to be interested in your products or services. Second, they can enhance your brand reputation and credibility by providing authentic and positive reviews, testimonials, or recommendations of your business. Third, they can drive more traffic and conversions to your website or booking platform by creating engaging and compelling content that showcases your unique selling proposition and encourages their followers to take action.

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Nick Day

Brand + Marketing Strategies and Action Plans
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An additional benefit of micro-influencers than many don't consider is the value of content creation. Hiring photographers, videographers and models for a photo shoot can be incredibly expensive. A micro-influencer will often be happy to share with you the high quality photos and video from their stay. This can be used for social media and other communications. This is why it's important to choose to work with influencers that match the look and feel you wish to create on your social media channels. The Mexican resort Azulik is a great example. They have become the world's most followed hotel Instagram account by working with influencers that match their style and sharing mostly content created by influencers that stay with them.

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3 How to find micro-influencers for your hospitality brand?

Finding the right micro-influencers for your hospitality brand can be challenging, but not impossible. To aid your search, you can use hashtags and keywords related to your niche, location, or target audience to identify potential micro-influencers. Tools such as BuzzSumo, Followerwonk, or Upfluence can help filter and analyze micro-influencers based on their follower count, engagement rate, content quality, and audience demographics. Additionally, you can use your own social media accounts or website to invite existing customers or fans to become micro-influencers for your brand. Offering incentives such as discounts, freebies, or rewards for sharing their experiences with your business may be a great incentive.

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4 How to work with micro-influencers for your hospitality brand?

Working with micro-influencers for your hospitality brand requires a clear and mutually beneficial collaboration. To ensure success, it's important to define your goals and expectations for the campaign, such as the number of posts, the type of content, and the metrics to measure the results. Communicate your brand values and guidelines to the micro-influencers, while also giving them creative freedom and flexibility to express their own personality and style. Provide them with resources and support to help them create high-quality content for your brand, and compensate them fairly and transparently with money, products, services, or exposure. Monitor and evaluate the performance of the campaign, provide feedback and recognition to the micro-influencers, and maintain a long-term relationship with them in order to encourage them to become loyal advocates for your brand.

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5 How to use micro-influencers to improve your hospitality brand?

Micro-influencers are powerful allies for your hospitality brand, as they can help you reach and engage your target audience, build trust and credibility, and drive more bookings and sales. To use them effectively, you need to find and work with them in a strategic and respectful way, and align your goals and values with theirs. By doing so, you can create a win-win situation for both your brand and the micro-influencers, and enjoy the benefits of word-of-mouth marketing.

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Nick Day

Brand + Marketing Strategies and Action Plans
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Another way in which you can gain additional benefit from influencers is through arranging a short training session between them and your property marketing team. Influencers can help teach photography and videography. Or share tactics for improving engagement on social media channels.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you use micro-influencers to improve your hospitality brand?

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1 What are micro-influencers?

2 Why are micro-influencers valuable for your hospitality brand?

3 How to find micro-influencers for your hospitality brand?

4 How to work with micro-influencers for your hospitality brand?

5 How to use micro-influencers to improve your hospitality brand?

6 Here’s what else to consider

Hospitality Management

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How can you use micro-influencers to improve your hospitality brand?

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1 What are micro-influencers?

2 Why are micro-influencers valuable for your hospitality brand?

3 How to find micro-influencers for your hospitality brand?

4 How to work with micro-influencers for your hospitality brand?

5 How to use micro-influencers to improve your hospitality brand?

6 Here’s what else to consider

Hospitality Management

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