Nadine Sykora has some significant
statistics behind her. She is the
top travel influencer and travel
videographer on Youtube having made
over 800 videos gaining 40 million+
views. Here, she talks about identifying
the right travel blogger for your
property and how to build a successful
partnership where both of you benefit.
HOW DO LUXURY HOTELS
BUILD SUCCESSFUL
RELATIONSHIPS WITH TRAVEL
VLOGGERS?
Finding the right people is key to
building a good relationship. How you
find those vloggers is by doing your
research. You can’t build a successful
relationship unless you know who you
are working with. So, watch several
of their videos and get to know their
style. When reaching out, ask for some
previous examples of work they have
done with other brands or clients.
Then, create a proper contract,
outlining what it is that you would like
to receive and what you can provide.
Discuss this with the vlogger, and
listen to their thoughts, opinions, and
concerns. They know their audience
and know what works for them. Also,
be aware that there are varying price
ranges when it comes to vloggers,
several will work for free, but most will
ask for compensation and payment.
Negotiations and rates should always
be discussed beforehand.
WHAT SHOULD THEY LOOK
FOR WHEN DETERMINING
WHETHER A SPECIFIC
VLOGGER IS RIGHT FOR THEIR
BRAND?
First is to watch some of their
videos. How do they act? Are they
respectful? Do they showcase the
places, destinations, brands through
stunning visuals and do they have any
information throughout their videos?
Or are they jumping out of windows,
climbing roofs, and breaking rules?
Do they take photos as well?
Instagram is HUGE and adding photos
is a great way to get more content and
more value for the same duration of
time.
If you are wanting to work with them
because of their social numbers: are
they a target demo to your hotel, or is
their audience? Will they attract the
right people?
What’s the Quality of the Content?
Can you hire them as a video
production crew to produce a piece
for your channels or the brands?
HOW CAN HOTELS PREPARE
FOR A VISIT FROM A TRAVEL
VLOGGER?
The biggest thing is making sure the
vlogger has permission to film, you’d
be surprised how many memos don’t
get passed down. If there is a drone
required, can they fly it over or around
the hotel? When it comes to other
guests, privacy can be an issue. Some
travel vloggers are aware of this and
avoid filming close-ups of other
guests, while others might not think
of it. So as a client it’s up to you to
discuss and make clear to the vlogger
where they can and can’t film.
Also, giving the vlogger freedom and
enough time to film. Filming takes
far more time than photos or writing
and we need to have enough time
scheduled so we can spend more time
getting creative shots.
Don’t over-hashtag or over-tag.
One or two hashtags and one or two
account tags is BEST. The more you
have, the more difficult it is to follow
up. Make sure the influencer knows
to location tag and that they have the
proper accounts to tag with an outline
of what all needs to be included.
HOW CAN THEY LEVERAGE THE
EXPOSURE A TRAVEL VLOGGER
IS WILLING TO PROVIDE?
WHAT SHOULD THEY OFFER IN
RETURN?
The right travel vlogger can do
wonders for a hotel. They can create
an excitement and wow factor
that makes people not just want
to go to the destination, but go
to the destination because of the
hotel. Travel vloggers are also mini-
production companies, they carry
high-quality cameras, audio gear,
and stabilizers. The best content you
can create together is something of
mutual benefit. Each travel vlogger
has their own style, format, and knows
what they like to film. It’s best to let
them create the content they want
for their own videos. That’s the way
you get the most organic content and
utilize the natural distribution network
and audience they already have.
But while they are there, you also
can use that opportunity to get the
travel vlogger to create a hotel tour
or review, take photos, or film a piece
specifically for your networks. That
way you are getting a piece of content
that can be tailored to your style. Of
course, that being said, ALWAYS
have a set of agreed-upon outlines
before you invite any Influencer to
your property, so everyone is clear.
Contracts are tedious, but they are so
important, even for just a freebie and
the one-night comp stays.
WHAT ARE THE KEY TRENDS
IN TRAVEL VLOGGING THIS
COMING YEAR? WHAT’S THE
NEXT BEST THING?
Exotic, unique, and Instagram worthy.
People want to take cute photos on
balconies, at pools, with breakfast
in bed. They are looking for photo
backgrounds for their own curated
travel experience, even if the photos
are only taken on their phone. Hotels
are all a part of the travel experience,
not just a place to stay, and people
want to showcase that to all their
friends and family.
ILHA 19