In an increasingly digitally-driven world, hotel marketing is evolving at an extraordinary rate. With more travellers turning to platforms such as Instagram, TikTok and YouTube for holiday inspiration, influencers have quickly become a key marketing tool for hospitality businesses worldwide.
In this article, we’ll look at some of the most compelling statistics behind this trend. These statistics demonstrate the impact of influencers, from boosting brand visibility to enhancing guest engagement and increasing bookings.
Whether you’re a hotel marketer, hospitality professional or simply curious to learn more, these insights will reveal how influencers are shaping consumer preferences and driving tangible results.
61% of people book a hotel after seeing it on Instagram
A survey by Big 7 Media found that 61% of people have booked a stay at a hotel after seeing it featured on their Instagram feed.
This statistic underscores the visual appeal of social media marketing in the hospitality industry. By showcasing enticing images and positive experiences, hotels can effectively convert casual browsers into guests. It demonstrates just how vital Instagram is for driving bookings and increasing revenue.
66% of people trust reviews posted by others
In 2022, a remarkable 66% of US consumers trusted online reviews more than any other information source when making purchasing decisions. For hotel marketing, this emphasises the importance of cultivating and promoting positive guest reviews. Potential travellers rely on the opinions of real people who have previously visited, making it essential for hotels to manage their online reputation and encourage influencers to share their experiences with their followers.
Consumers are more likely to view user-generated content as authentic
Recent studies reveal that consumers are 2.4x more likely to view user-generated content (UGC) as authentic compared to brand-created content.
For hotels, UGC serves as both genuine testimonials and a means to organically expand brand reach. Marketing strategies that incorporate UGC are seen as more credible, making them highly effective in building trust and attracting new guests.
95% of millennials follow brands through social media
A majority of millennials follow brands on social media, representing a significant demographic with disposable income. This group regularly uses platforms such as Instagram, TikTok and Facebook. For hotels, it’s crucial to maintain a strong and visible presence on platforms where target customers are active. Influencer marketing is an effective strategy to achieve this, as influencers can enhance brand visibility through sharing authentic, relatable content.
75% of people try to avoid adverts at any opportunity
With a massive 75% of people actively avoiding adverts and 912 million ad block users worldwide, reaching audiences through traditional advertising has become increasingly difficult in recent years.
This is where influencers can make a difference. By sharing authentic content that bypasses ad blockers, hospitality businesses can promote their hotels more effectively. Influencers create genuine connections with potential guests, making them a valuable asset in today’s marketing landscape.
92% of consumers trust influencers over celebrities
According to Nielsen’s Consumer Trust Index, 92% of consumers trust influencer marketing more than traditional advertising. This high level of trust underscores the effectiveness of influencers in building authentic connections with audiences. For hotels, working with an influencer can significantly enhance credibility and influence potential guests’ decisions, making it a powerful tool in modern marketing.
For every $1 spent on influencer marketing, businesses can generate $6.50 in return
Due to how effective hotel influencer marketing is, it generates huge return on investment. According to one study, for every $1 spent, influencer marketing generates $6.50 in revenue. But that’s not all. Influencer content delivers 11x better ROI than other more traditional marketing tactics.
This highlights the cost-effectiveness of influencer marketing and makes it a highly profitable investment for boosting brand visibility and driving revenue.
75% of travellers say social media inspire their choice of destination
As reported by the Trends Global Survey, social media was the most influential factor for leisure travellers’ choice of destinations in 2023. An impressive 75% of people polled said that social media inspired their trips to specific locations. It demonstrates the important role that social media content, including from influencers, plays in shaping travel decisions. For hotels, a strong social media presence is essential for attracting and inspiring potential guests.
What does a successful hotel influencer marketing campaign look like?
Manor House
🎬 158 Pieces of content produced
🌍 5m Reach and impressions
❤️ 287,000+ Engagements
💵8 x Return on ad spend
The Manor House is a 14th Century luxury hotel and golf club in Wiltshire. This stunning location offers fairy-tale weddings, romantic nights away, Michelin starred dining and a championship standard golf course.
The Manor House approached Hoopla Marketing to help create awareness of their luxury hotel, tap into new audiences and to increase online bookings. We began by researching and building authentic relationships with key luxury lifestyle and travel influencers, whose online audiences aligned perfectly with The Manor House’s target audience.
Next came an opportunity for the influencers to experience the hotel. We made sure that those selected had expertise in their niche and proven experience of connecting with an online following and creating quality content.
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Personalised invitations and detailed creative briefs were sent out to help guide content development. We also launched social media advertising campaigns that targeted key audiences, boosted reach and drove traffic to our website, ultimately ending in increased bookings.
Lastly, we compiled all the content produced and reported on the data collected to measure the end results. Find out more >
Discover how influencer marketing can benefit your hotel today
You’ve seen the stats, and now it’s time for your own business to benefit from influencer marketing.
The data clearly demonstrates the transformative power influencers can have on your hotel’s visibility, credibility and bookings. But, if you’re not sure where to begin, Hoopla Marketing is here to help.
We collaborate with some of the country’s top influencers to create campaigns that engage audiences and perfectly align with brand values. Contact us to harness the full potential of influencer marketing and see your hotel business thrive.