STR and MARKETING - INFLUENCERS

[Diaz Principe Nicolas]

HEY HOSTSS!! Would you say influencer marketing is worth the investment? 

[Garrett Brown]

Hey @Diaz Principe Nicolas ! Welcome to the forums. I am a huge fan of marketing for STRs. It is very dependent on your place, location, and target guest, but I have built my properties' social following to almost 50,000 followers, with 65% direct bookings from that. The influencers are great, but not everyone is a slam dunk or is in exactly your niche. I would make sure their audience fits your goals and try to get exchange creators to come on Mondays or Tuesdays (slow days) instead of paying them. My smaller creators have had videos go viral just as much as the big creators. They also help point out small things I need to attend to without it being a paid guest complaining.

[Nathan M kiefer]

Quote from @Diaz Principe Nicolas:

HEY HOSTSS!! Would you say influencer marketing is worth the investment? 

yes if you like blowing your money. Just set up a nice place, air,vrbo and direct and the rest takes care of itself(considering you are investing in place where STR are allowed and have done associated diligence)

[Collin Hays]

Quote from @Diaz Principe Nicolas:

HEY HOSTSS!! Would you say influencer marketing is worth the investment? 

No.  That would be like shooting at a flying goose blindfolded.

[John Underwood]

Quote from @Garrett Brown:

Hey @Diaz Principe Nicolas ! Welcome to the forums. I am a huge fan of marketing for STRs. It is very dependent on your place, location, and target guest, but I have built my properties' social following to almost 50,000 followers, with 65% direct bookings from that. The influencers are great, but not everyone is a slam dunk or is in exactly your niche. I would make sure their audience fits your goals and try to get exchange creators to come on Mondays or Tuesdays (slow days) instead of paying them. My smaller creators have had videos go viral just as much as the big creators. They also help point out small things I need to attend to without it being a paid guest complaining.

 I agree that the influencer would have to be a fit for your product or house.

[Michael Baum]

I am with everyone else. My groups probably never look at influencers or care what they have to say.

Most of our folks are either families, extended families or groups riding the bike trail.

I think it could work is some instances, but I would have to ask myself, "Do I want that sort of guest?"

[Sarah Kensinger]

Many people love hosting influencers and others not so much. I would do some research on it, especially talking with other hosts who have done it. I know a number that have been very successful with influencers, but of course the host knew how to use them correctly. People search on social media where to travel long before they would on the OTA platforms! Instagram especially is becoming a major marketing tool! I highly doubt you'll find anyone here, but DM STR accounts on Instagram may help you connect with a host who has done it.

[Andrew Steffens]

We get solicited by influences all the time trying to stay at our places for free in exchange for a shout out.

No thanks.

Maybe an influencer can get me to buy a widget but their biased opinion will not influence my decision of where I stay on vacation.

[Brooke Larson]

It depends on who your ideal guest is & what your marketing goals are. Similarly to what was said above, if you are looking for a younger audience that is more social media heavy, than it could be an option. In addition, if you are looking for more brand awareness this is a good option too. Being realistic, conversions to actual bookings are typically low.

However, doing your research on potential travel influencers is key and understanding their packages & deliverables. Ensure the influencer you work with has a following in your area! 

In addition, be strategic about when they would stay - don't give away premium nights during your peak season for this.

[Yogev Lifchin]

I'm a marketing aficionado, but I’ve never dealt with influencer marketing. As a frequent Airbnb user, I personally wouldn’t choose a place just because an influencer recommended it.

If you’re compensating in perks, that might work, but if I were in your shoes, I wouldn’t spend my hard-earned money that way. That said, since I'm not actively involved in it myself, I may not be the most credible voice on the topic.