SALES & MARKETING
UNDER the
INFLUENCE
HOW HOTELS CAN GET THE MOST OUT OF SOCIAL MEDIA INFLUENCERS .
Contributed BY JULIANA SHALLCROSS
# CitiesbyCurio influencer at Ames Boston Hotel , Curio Collection by Hilton
When The Everly , a Kimpton Hotel , opened in Hollywood , California , in early August , the hotel used a thoroughly modern way to get the word out — it invited local “ micro-influencers ” to visit . These social media mavens , most with a small following in the design , art or culinary worlds , stayed at the hotel and shared their experiences with followers .
“ We wanted local people to help build the buzz in our hometown and get in front of people who would be our eventual guests , come opening ,” says Meredith Strodel , senior account supervisor for C & R Communications , which oversees The Everly ’ s social media campaigns .
Using micro-influencers – those with 7,000 to 20,000 followers but with a hyper-engaged audience – is one way hotels are getting smarter about hosting famous-on-the-internet people in exchange for exposure , whether it ’ s with a large , targeted campaign run by a media agency or with selected posts arranged by the general manager or publicist . According to Mediakix , an influencer marketing agency , this visual , personal form of marketing is expected to grow into a US $ 5 billion to US $ 10 billion business in just five years .
MEASURING INFLUENCE There are challenges , though : many social media platforms , thousands of influencers and no clear way to measure impact . ( Oh , and in the U . S ., the Federal Trade Commission has gotten involved , making sure free stays are properly disclosed .)
Evan Asano , founder and CEO of Mediakix , which recently spearheaded a global social media campaign for Fairmont Hotels & Resorts , advises hotels to look at their core marketing goals and match an influencer to the overall sales and marketing plan . “ Knowing and understanding
58 hotelsmag . com October 2017