September 05, 2018

Harnessing the power of online influencers and brand advocates

Paid advertising will only get you so far in marketing. If you’re serious about maximizing awareness of your hotel brand, you need to make engaging advocates and online influencers part of your strategy.

Advocates are people who post positive content online about a business or a brand. They actively encourage others to try the product or service, are passionate about the brand and are loyal to it. Their relationship with the brand tends to be long-term, and they aren’t easily swayed by other brands.

Advocates are unpaid; their motivation is to help their friends or to spread the word rather than to gain personally. Their recommendations tend to be highly trusted; however, their audience size and sphere of influence are typically limited.

For hotels, brand advocates are guests who love your hotel so much they post rave reviews, share photos on Facebook and Instagram, and tell others about it at every opportunity.

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