Influencers & Creators: Powerful Partners for the Hospitality Industry
Influencer Relations Event with Hidden Pond, Kennebunkport Hotels
In an era where digital presence defines perception, influencers and content creators have become essential partners for hotels, resorts, and travel brands. They’re some of modern hospitality’s most powerful storytellers.
Redefining Influence in Hospitality
Influencers are more than social media personalities with followers, they’re curators of experience. They shape how destinations are discovered, how travelers make choices, and how memories are shared. The modern traveler often doesn’t find their next getaway in a brochure but through a 15-second video, a beautifully shot photo carousel or an honest personal review.
For the hospitality industry, especially post-pandemic, this evolution isn’t optional, it’s an opportunity. Creators help a property stay visible, relatable and relevant in a digital-first marketplace.
From Transactions to Partnerships
The outdated “free room for a post” model has given the field a bad reputation. The best collaborations, however, are built on the exchange of value, not freebies. When hotels partner with creators who genuinely align with their ethos, both sides gain: the creator gets authentic content that resonates with their audience and the property gains storytelling that feels organic, not forced.
By setting clear expectations, understanding audience fit and co-creating experiences, properties move from transactional relationships to long-term partnerships—ones that sustain loyalty and build trust.
Why Creators Matter More Than Ever
Influencers don’t replace marketing teams, they amplify them.
Their power lies in precision: they reach niche audiences with emotional relevance. Whether it’s a family-travel blogger showing resort amenities or a visual artist capturing the serenity of a mountain lodge, creators communicate through emotion and authenticity values at the heart of hospitality.
Creators help humanize your brand. They show the people, passion and purpose behind your services. That human storytelling turns potential guests into believers long before they check in.
The Future Is Collaborative
As hospitality continues to evolve, brands that embrace collaboration will outperform those that resist it. Hoteliers and marketers who view creators as narrative partners—not outsiders—will find themselves with richer, more dynamic stories to tell.
After all, luxury isn’t merely about where you stay, it’s about how that stay makes you feel. And in that emotional connection, influencers and creators are undeniably your greatest friends.
Influencers and creators change perception by adding human, authentic storytelling around your property and they drive revenue by turning that emotional connection into measurable bookings, upsells and brand lifetime value.
How They Change Perception
They humanize your brand by showing real people experiencing rooms, amenities and service instead of polished ad copy, which builds trust and relatability for skeptical travelers. They shift your image from “just another hotel” to a lifestyle experience by framing your property within local culture, design, wellness, food and community narratives that guests aspire to be part of. They modernize brand reputation by signaling that your hotel understands current platforms (Instagram, TikTok, YouTube) and speaks the same visual language as Millennial and Gen Z travelers.
How They Drive Direct Revenue
They influence booking decisions:
Studies show that 61% of people have booked accommodations after seeing them on Instagram, which means well-structured creator campaigns directly convert inspiration into revenue.
They boost campaign ROI:
Hotels like South Lodge Hotel & Spa have achieved up to 9.1x return on ad spend and reached millions of potential guests through targeted influencer collaborations amplified with paid media. They fill specific revenue gaps by promoting time-bound offers (spa packages, midweek stays, soft-opening deals), with campaigns showing spikes like 60% increases in spa bookings and double-digit rises in room reservations over short windows.
Long-Term Financial Upside
They expand your qualified audience by tapping into highly targeted, engaged communities you would struggle to reach with your own channels alone, keeping your funnel full all year. They generate reusable content that your team can repurpose in ads, email, and OTA listings, saving on production costs while improving click-through and conversion rates.
They strengthen brand loyalty and repeat stays by aligning with creators whose values and stories mirror your own, so guests feel emotionally invested before they ever arrive on property.
Dashing Digital Offers Full Service Training for Frontline Hospitality, supporting the pr, marketing and social media marketing teams with continuity in brand messaging across all frontline staff.
