We closed out 2024’s “Under the Influence” with the topic everyone is thinking about: their upcoming travel over the holidays. Bonnie Helena, Director of Public Relations at AIC Hotel Group joined us to chat influencer strategy for hotels.
In the following video, Helena distills a lot of good advice for travel marketers, as well as anyone running influencer marketing. Our favorite bits of wisdom included:
- Do your due diligence. If you’re having trouble convincing leadership on the importance of an influencer strategy, do the research and find the case studies and data to support your argument. You’ll learn from other’s successes and challenges along the way.
- Work with good, quality creators and establish a mutually beneficial partnership. It should benefit the both of you.
- Pay attention to audience engagement. For AIC, engagement is the biggest metric they look for, as they want to “fall on ears that want to listen”. This also ensures the content stays authentic to the creator,
- Try everything! There is no recipe for going viral. Try everything and narrow in on content that works for you. You should even try creators “outside” your industry, like fashion or beauty creators showing their trip.
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