In an increasingly competitive retail environment, influencer marketing is becoming a strategic lever for hotel professionals. Through social networks, influencers are transforming inspiration into purchasing. Their impact on the behaviour of travellers, particularly the younger generations, represents an opportunity for establishments wishing to increase their visibility, strengthen their brand image and diversify their acquisition channels. But this apparently seductive dynamic calls for a structured, selective approach tailored to the specific characteristics of each hotel positioning.
Social networks and influencers, influencers 2.0
The influence of social networks on the tourism industry is now undeniable. According to a study by Opodo, 33% of French people say they are influenced by social networks when choosing their next travel destination. Unsurprisingly, this figure rises to 58% among people aged between 25 and 34.
And this power of influence is very real, as a study by Phocuswright confirms. It reveals that 62% of travellers say they have already booked a holiday after being influenced by content seen on social networks.
Most of this content is created by influencers, also known as content creators. People who have become real influencers in recent years, particularly in the tourism sector. It's important to note that travel is one of the most popular themes on social networks, particularly Instagram and TikTok.
From inspiration to action
Just as they influence the choice of destinations, these content creators can encourage their community to choose one hotel over another. According to a survey published by TravelBoomMarketing, 28% of travellers have stayed at a particular hotel on the recommendation of an influencer. What's more, 37% of respondents say that they frequently follow influencer recommendations.
And there is still plenty of room for improvement, since 42% of them would be prepared to consider choosing a hotel highlighted by an influencer if the establishment matched their personal preferences. In terms of channels, Instagram (68%) and YouTube (67%) are the two most influential platforms.
Pinterest is also emerging as a platform of choice for travel influencer marketing. According to a study commissioned by Pinterest, 8 out of 10 users go there to plan their next getaway, and 68% even make the final decision in their travel purchase journey on the platform.
And Pinterest allows hoteliers to import their hotel rooms onto...
France
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