Influencer Marketing for Hotels and B&B’s – The Secret to More Guests

Influencer marketing is no longer just a trendy buzzword—it’s a full-on strategy that can unlock more bookings and exposure for your B&B.

Social media is shaping travel decisions like never before, and your potential guests are scrolling through Instagram, TikTok, and YouTube for inspiration.

So how do you get your B&B in front of them?

What is Influencer Marketing?

Influencer marketing uses individuals with a large following to promote your brand. These influencers have credibility and can sway their followers’ opinions. It’s word-of-mouth on steroids.

Influencer Marketing for Hotels and B&B’s

Why Should Hotels Work With Influencers?

Influencers have the kind of reach and trust that can make or break a booking decision. Whether it’s a travel vlogger capturing their weekend getaway or an Instagram influencer sharing a morning coffee at your B&B, these moments create FOMO (Fear of Missing Out) that drives bookings.

Your future guests want authentic experiences, and influencers have a way of showcasing just that. Plus, the ROI on influencer campaigns can far outweigh traditional advertising because you’re hitting your target market right where they spend most of their time—on social media.

Benefits of Influencer Marketing

Why Is Influencer Marketing Important in the Hospitality Industry?

Influencer marketing for the hospitality industry isn’t just a “nice to have”—it’s essential.

The trust that people have in influencers translates to direct actions, like booking a stay or visiting your B&B’s website.

This kind of social proof can convince those on the fence to make a reservation.

12 Benefits of Influencer Marketing for Your Hotel

1. Builds trust with a targeted audience
2. Creates authentic content that resonates
3. Drives bookings from inspired followers
4. Increases brand awareness
5. Showcases your unique selling points
6. Gives you social proof
7. Helps you reach new demographics
8. Leverages platforms like Instagram and YouTube where travel decisions are made
9. Builds long-term relationships with influencers and their audiences
10. Provides a more cost-effective marketing strategy compared to traditional ads
11. Offers measurable results (followers, engagements, bookings)
12. Enhances your overall digital marketing efforts

The Rise of Influencer Marketing in the Hospitality Industry

In recent years, influencer marketing has become one of the most powerful tools in the hospitality industry.

Travelers are relying more on personal recommendations from influencers than ads or brochures. It’s no longer about “if” you should use influencers, but “how” you should be doing it.

How to Leverage Influencer Marketing for Hotels and B&B’s

How Do Hotels Work With Influencers?

Influencers are essentially modern-day travel agents with massive followings. To work with them effectively, you’ll need to:

• Identify influencers that align with your B&B’s brand
• Negotiate collaborations where both parties benefit (free stays, paid partnerships, etc.)
• Create campaigns that resonate with both the influencer’s audience and your ideal guests

What Are the Different Types of Influencers?

1. Nano influencers (1k-10k followers): Highly engaged and niche-focused
2. Micro influencers (10k-50k followers): More reach but still personal
3. Macro influencers (50k-1M followers): Broader audience, but less intimate engagement
4. Mega influencers (1M+ followers): Celebrity-level influence with mass appeal

Creating an Influencer Marketing Strategy

5 Questions You Need to Ask

1. What is Your Objective and Target Demographic? 🎯

Define who you want to reach and why. Are you after honeymooners, solo travelers, or family vacationers? Your target will dictate which influencers you should work with.

2. Which Platform Do You Want to Target? 📱

Instagram and TikTok are ideal for visual storytelling, while YouTube allows longer, in-depth reviews. Know where your potential guests hang out.

3. Which Influencers Will Best Help You Achieve Your Objectives? 🌟

Find influencers who align with your B&B’s values and audience. Check their engagement rates and the authenticity of their content.

4. What Should They Share? 🎥

Give them creative freedom, but ensure they capture your B&B’s highlights—whether it’s the cozy ambiance, unique decor, or breathtaking views.

5. Strategic Amplification via Social Media Ads 📣

Once the content is live, amplify it with paid social ads to ensure it reaches beyond the influencer’s audience.

How Will You Measure Your Campaign’s Success? 📊

Track key metrics like engagement rates, new followers, and, most importantly, bookings. Use tracking links or discount codes to directly measure the ROI of your campaigns.

Four Examples of Hotels and B&B’s Influencer Campaigns

1. A luxury resort collaborating with a YouTube travel vlogger to showcase a full resort tour
2. A boutique B&B teaming up with an Instagram influencer to highlight a weekend getaway
3. A family-friendly hotel partnering with a family travel blogger to promote kid-friendly amenities
4. A coastal B&B using TikTok influencers to create fun, short-form content showing off the area’s attractions

Getting Started with Influencer Marketing

Building a Partnership

1. Reach Out Professionally Send a concise, genuine message. Explain why you think they’re a good fit.
2. Offer Value Provide a free stay, exclusive experience, or a unique package. Make it worth their while.
3. Be Clear on Deliverables Define what you expect. Number of posts, type of content, and usage rights.

Creating Engaging Content

1. Storytelling Influencers should tell a story about their stay. A day in the life at your B&B.
2. High-Quality Visuals Ensure they post high-quality photos and videos showcasing your B&B.
3. Honest Reviews Authenticity is key. Genuine feedback, even if not all positive, builds trust.

Measuring Success

1. Track Engagement Likes, comments, shares, and saves. These metrics show interest.
2. Monitor Bookings Check if there’s an increase in bookings post-campaign.
3. Gather Feedback Ask guests if they came through the influencer’s content.

Tools to Help You

Influencer Marketing FAQs for Hotels and B&B’s

How Much Do Hotels Pay Influencers?

Costs vary based on the influencer’s reach. Nano influencers may work in exchange for a free stay, while macro influencers may charge thousands per post. Always balance the cost with expected ROI.

How Much Does Influencer Marketing Cost?

Expect to spend anywhere from a few hundred pounds to tens of thousands, depending on the influencer and scope of the campaign. Set a clear budget before reaching out.

How do I know if an influencer is a good fit?

Look at their content style and audience engagement. Ensure their followers align with your target guests.

Can I work with multiple influencers?

Yes, but start with one to test the waters.

What kind of content should influencers create?

Visual content like photos and videos, accompanied by personal stories.

How long does it take to see results?

It varies, but typically within a few weeks of the campaign.

Final Tips

Influencer marketing for B&Bs isn’t just a trend. It’s a powerful strategy to boost visibility and bookings. Pick the right influencers. Create engaging content. Track your results.
Your B&B deserves the spotlight.