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Glossary overview

Influencer Marketing

Armin Gögele, last updated on July 25, 2023


Influencer marketing is a subdiscipline of online marketing where influencers and their reach are used for marketing and communication purposes. Influencers are people that produce and share different content such as videos, photos, texts, or blog entries on social networks and platforms. The more fans follow this content, the more reach and coverage an influencer gains.


Influencers are perceived as trustworthy by their community, and their opinions are highly valued. Companies benefit from this trustworthiness by using influencers to promote their brand. The collaboration with an influencer can have different goals like increasing sales, improving brand awareness, or generating a positive image. By promoting and interacting with products, services, brands, and companies, an influencer can affect people's perception and purchase behavior.

Advantages of influencer marketing in hotel marketing

  • Increased brand presence
  • Authenticity and trust
  • Target audience orientation
  • Engaging content
  • Enhanced online reputation

Frequently asked questions about influencer marketing

How can hotels find suitable influencers for collaboration?

Hotels can look for suitable influencers to collaborate with by searching for popular travel, lifestyle and hospitality accounts on relevant social media platforms and analyzing their content, followers and engagement rate. The influencer's target audience should match that of the hotel, and their authenticity and previous collaborations should be assessed to ensure they are a good fit for the brand.

What type of content do influencers create for hotels?

 Influencers are able to produce a variety of content, including engaging images, captivating videos showcasing the hotel's facilities and amenities, and authentic accounts of their experiences at the hotel.

How can hotels measure the success of their influencer marketing campaigns?

Metrics such as reach, engagement, website traffic, bookings, and generated revenue can help measure the effectiveness of an influencer marketing campaign.