Working with influencers: what you need to know
In today’s digital-first travel landscape, influencers can be effective partners in promoting your accommodation. But as with any partnership, to truly benefit, you need to identify the right influencers, set clear expectations and know how to leverage the content they create.
Before we begin, let us clarify what the difference is between a content creator and a content influencer.
Traditionally, content creators focus on the content itself: producing high-quality, original content for their own channels or for brands. Influencers are driven by the development of a loyal audience, their ability to promote third-party brands and services and influence their audience’s purchasing decisions.
A content creator can become an influencer as the quality of their content creation develops a strong audience following, allowing them to incorporate third-party brand promotion within their activity.
Do I Need to Be Working with Influencers?
Not every accommodation business needs to work with influencers - but for many, it can be a smart way to reach new audiences and build trust. If your target guests are active on social media, value peer recommendations or discover travel experiences online, influencer marketing can be highly effective.
However, if your bookings come primarily from repeat guests, referrals or corporate channels, influencer partnerships may not be essential. Always remember that it is important to align your marketing strategy with your business goals, audience behaviour and travel research patterns.
The Changing Search Patterns of Travellers
Travellers are now searching differently. Instead of relying solely on traditional booking platforms or search engines, many are discovering destinations to visit, places to stay and experiences to undertake through:
AI tools including ChatGPT, Gemini and CoPilot.
Social media platforms: Facebook, Instagram, TikTok and YouTube.
New content sharing platforms such as Substack.
Influencer generated content highlighting real experiences and lesser-known experiences.
Destination hashtags and location tags.
Guest reviews and user-generated content on Google, TripAdvisor and online booking platforms.
This shift means that having a presence across these discovery channels can significantly increase your visibility. Travellers are no longer just searching for ‘hotels in Queenstown’ or ‘accommodation in Byron Bay’; they are looking for experiences, recommendations and authentic stories that resonate with who they are and what they are seeking from their travels.
Why Work with Content Influencers?
Influencers can provide:
Authentic storytelling that resonates with modern travellers.
Access to niche audiences who align with their brand and trust their recommendations.
High-quality content that can be repurposed across your marketing channels.
Influencers can be especially valuable when aligned with broader campaigns run by your regional tourism organisation or destination marketing body, who may already be working with them to target specific traveller segments - such as culturally motivated travellers, family groups or pet-friendly accommodation seekers; together with geo-demographic audiences, such as Chinese influencers that are directly engaging with local Chinese communities.
Does an Influencer Need a Large Following?
While follower count can be a useful indicator, it is not the most important factor when choosing an influencer. Well-aligned or specialist micro-influencers (usually 1,000 to 50,000 followers) often deliver higher engagement rates and more targeted reach than larger influencers; making them a better solution for small-medium sized accommodation operators.
More relatable and trusted by their audience.
Higher engagement and interaction per post.
More affordable and flexible to work with.
Often local or niche-focused, making them ideal for regional tourism destinations.
Instead of focusing solely on audience size, consider:
Engagement rate: likes, comments, shares.
Audience relevance: location, interests, travel habits.
Content quality: visuals, storytelling, tone of voice.
Past collaborations and results.
Beware of the “So-Called Influencer”
Not everyone with a camera and a few thousand followers is a true influencer. Many are simply holidaying and seeking complimentary stays without offering any measurable marketing value.
Red flags to watch for:
No media kit or past campaign results.
Vague promises of exposure without clear deliverables.
Low engagement rates or inflated follower counts.
No alignment with your target audience or region.
If someone approaches you for a free stay, consider it in the same you would a business proposal. Ask for specifics and do not be afraid to say no if there is no clear value proposition.
Our Influencer Evaluation Checklist
We have created our checklist to help guide you when considering working with an Influencer:
Has a professional media kit that incorporates:
Bio and their content focus.
Audience demographics: ensure their audience aligns with your ideal guest profile.
Platform and performance metrics: followers, average engagement rate, monthly reach and growth trends.
Within their audience metrics, achieves an engagement rate of between 2–5%.
Examples of past campaigns and outcomes.
Client testimonials.
Relevant to your region or accommodation experience.
Has examples of past campaigns and has previously worked with other destination marketing bodies or tourism and hospitality businesses.
Delivers high-quality, authentic content.
Outlines clear usage rights, terms of all generated content and rate card.
Demonstrates a history of complying with all applicable laws and regulations regarding the disclosure of paid partnerships or sponsorships.
Is not just holidaying for freebies.
What You Need to Make the Most of Influencer Content
To maximise the value of influencer collaborations:
Have a clear brief: outline your goals, preferred messaging, business handles and hashtags, any must-have shots or experiences and timelines.
Confirm what the specific, shareable, deliverables will be. For example: 2 Instagram stories, 1 Instagram reel; a blog on their website, or and your usage rights within your own marketing activity.
Ensure you are monitoring their social media activity during their stay and sharing it across your owned platforms.
Track performance:
Website traffic
Bookings (consider offering a promotion code for the influencer to share with their audience)
Social media engagement
Follower growth
Many content influencers now offer the option of conducting a more extensive, paid photo shoot during their stay. This can be a great way to get high-quality, styled images of your property. If you choose to proceed, it is important to have a clear set of expectations and agreements in place:
Define the scope of the shoot: what areas of the property will be photographed? Will staff or guests be included – if so, do you have a Talent Release form?
Agree on deliverables: how many edited images and video content will you receive, and in what format.
Clarify usage rights: ensure you have permission to use the content across your website, social media and other marketing channels for perpetuity. Are image credits required?
Establish timelines: when will the shoot take place and content delivered.
Discuss payment terms: confirm the cost, payment method and any cancellation policies.
Include branding guidelines: if you have a specific look or message, share it upfront to guide the shoot.
Tourism Partner Collaborations
Your local tourism organisation, or other businesses in the region may already be working with ‘vetted’ influencers and, or running campaigns, you can leverage:
Engage with your regional tourism body to identify any co-operative marketing opportunities that can offer a low-cost entry point; or media familiarisations that may only require the contribution of complimentary accommodation.
Create bundled content itinerary opportunities with other tourism operators to attract influencers who are looking for more substantial experiences and share any associated costs across several businesses.
Connect with influencer agencies that work with specific cultural groups and types of travellers – such as Indian or accessible travellers, to find influencers who can create content that engages directly with those audiences.
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