In 2019, the use of influencers seems to have become an established marketing tool in many sectors. How about in the hotel business? Hospitality ON investigated practices at 3 different hotel groups, the American Marriott, the European ACCOR and the Chinese JinJiang, through its Radisson brand, to better understand the issues at hand.
In this article:
- Intro: Vogue, Grazia, Margot, Clémence and the others...
- Internet and millennials change the rules of the game
- The Berry, a destination that has experimented with and validated the choice of influencer
- ACCOR, the need to professionalize work through influencers
- Marriott: a strategy with contents focused on video
- Radisson is also interested in micro and nano-influencers on Instagram
- Hôtels lifestyle et "instagramabilité"
Intro: Vogue, Grazia, Margot, Clémence and the others...
June 4, 2018. Deauville. Chanel organized a launch party for its three new 3 fragrances inspired by the travel world in the very city where designer Coco Chanel opened her first boutique in 1913. Among the guests were sector professionals, journalists, and also Belen, Margot and Clémence who are best known for their Instagram aliases @belenhostalet, @youmakefashion et @clemence_allaire. Together the three of them had a total of 1.1 million followers on the favorite social network of 18-35 year olds. Each one has her own style and her own editorial line. Passionate about fashion, they claim their influencer status as a professional activity in and of its own. They invest time and money in it as would any service provider. The outcome is positive for Chanel upon return this trip for which travel from Paris was provided by the legendary Orient Express, several dozen very professional images generate very high audience and commitment scores.
Internet and millennials change the rules of the game
For Chanel, as...
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