Step by Step Guide to Running a Successful Influencer Marketing Campaign for Hotels & Restaurants

Influencer marketing has proven itself as one of the most effective ways to reach a targeted audience, especially in the hospitality sector, where experience and visual appeal are key drivers. Hotels and restaurants are built on reputation, service, and ambiance—things that influencers can showcase better than any traditional ad ever could.

How to Run a Successful Influencer Campaign

Running a successful campaign takes more than just finding an influencer and sending them a free meal or a night’s stay. You need a clear strategy to maximize results and ensure a return on investment (ROI).

Here’s a detailed guide to help you run an influencer marketing campaign that puts your hotel or restaurant on the map:

1. Identify the Right Type of Influencers for Your Brand

Not all influencers are created equal, and that’s especially true for hotels and restaurants. Your brand needs influencers who align with your brand's story, values, and target audience.

Who will best represent your brand? Spend time looking for influencers who already resonate with your target market. If your hotel focuses on luxury experiences, a travel influencer who specializes in budget-friendly tips won’t hit the mark. Similarly, if your restaurant emphasizes wellness and organic ingredients, an influencer who focuses on indulgent, greasy food reviews may not be the best fit for your hotel marketing strategy.

Vetting influencers:
Take the time to research potential partners. Look at their past collaborations with similar brands, and don’t be afraid to reach out for case studies or examples of their previous work. Check their engagement rate, not just their follower count. An influencer with 10K followers and strong engagement could drive more meaningful action than someone with 100K and low interaction.

2. Where to Find the Right Influencers

With countless influencers across all social media platforms, it’s essential to identify which platforms matter most for your campaign. Different influencers shine on different channels:

• Instagram & TikTok – Ideal for lifestyle, travel, food, and visual storytelling. These platforms offer a great way to showcase your hotel or restaurant’s atmosphere, food plating, amenities, and overall experience. Instagram Reels and TikTok videos are incredibly engaging for a younger, visually-driven audience.

• YouTube – Great for long-form content and in-depth reviews. If you want an influencer to create a comprehensive review of your hotel’s services or the dining experience, YouTube can offer a more immersive experience for your potential customers.

• Blogs – Influencers with well-established blogs are valuable for SEO. Their written reviews not only provide more detailed insights but also help with organic search rankings.

3. Defining Success: What Does ROI Look Like?

Before jumping into a campaign, determine what success looks like for you. This can vary depending on your goals:

• Brand Awareness: Are you looking to introduce your hotel or restaurant to a new audience? Then focus on metrics like reach, impressions, and overall engagement.

• Bookings or Reservations: If your goal is to drive direct bookings, reservations, or foot traffic, ensure you have a clear method to track this (i.e., use unique promo codes, trackable booking links, or custom landing pages).

Once you've set your objectives, ensure they align with the influencer’s content and audience. It's important to have realistic expectations and allow enough time for the campaign to gain traction before seeing tangible results.

4. Crafting the Right Content Strategy & Deliverables

Content is king, and influencers are content creators. While it’s important to have a structured brief, it’s equally crucial to allow influencers the creative freedom to tell your story in their own voice. After all, they know their audience better than anyone.

What should the deliverables be?
Deliverables can include Instagram posts, stories, TikTok videos, YouTube vlogs, or blog posts, depending on the influencer and platform. I recommend a mix of formats to cover different touchpoints and offer varied content to your audience.

Don’t forget long-term partnerships:
Think beyond the one-off post. Influencers can be incredibly effective brand ambassadors when given the opportunity to work with you long-term. This creates more authentic and sustained content.

5. Budgeting & Negotiating with Influencers

Budgeting can be a challenge because influencer rates can vary significantly based on their platform, follower count, engagement rate, and expertise. Here's a general guideline for determining a fair price to give you a benchmark, but you will not be required and should not pay in cash. This should purely be an exchange of services or contra deal.

• Nano-Influencers (below 10K): Pure contra deal and usually not a big exchange required. Just access, a tour or invite to a media preview is plenty. Depending on who it is and how engaged their audience is. Nano influencers can surprise you, so don’t under-estimate. Better to test and see what it does—they often over-deliver and provide you with stellar content to use.

• Micro-influencers (10K-50K followers): Expect to pay anywhere from $100 to $1,000 per post, depending on the platform.

• Mid-tier influencers (50K-200K followers): Rates can range from $1,000 to $5,000, with added costs for video content or extensive campaigns.

• Top-tier influencers (200K+ followers): You’re likely looking at $5,000 to $10,000+ for larger influencers or celebrities, depending on their following and the depth of the collaboration.

How do you negotiate?
The key to negotiation is having clear, mutual expectations. Be transparent and offer non-monetary perks, like free stays, meals, or exclusive experiences that could sweeten the deal. Influencers value unique experiences, especially those that allow them to produce authentic content their followers will love.

6. Measuring Success & ROI

Once your campaign is underway, keep track of the key metrics that matter to your goals. These could include:

• Engagement Rate: Likes, comments, shares, and story views are essential for measuring how well the content is resonating with the audience.

• Traffic & Bookings: Trackable links, promo codes, or custom landing pages can help measure direct conversions.

• Content Quality: While this might seem subjective, it's important to assess how the influencer portrays your brand. Are they showcasing your hotel or restaurant in the way you envisioned?

Ultimately, a successful influencer marketing campaign for your hotel or restaurant depends on clarity in your goals, choosing the right influencers, giving them creative freedom, and measuring your results. When done right, the return on investment is more than just numbers; it’s about building a long-lasting, authentic connection with your audience that translates into increased bookings and positive word of mouth.

This guide not only walks you through the steps to execute an effective campaign but also reflects the key principles I’ve developed over years of working with hospitality brands. Having a clear strategy, selecting the right partners, and providing them with creative freedom is essential to a campaign's success. And, of course, don’t overlook the importance of measuring results—because at the end of the day, every campaign needs to contribute to your bottom line.