How Does Hotel Influencer Marketing Work? (+ Why it Works Well)

Hotel influencer marketing is when hotels work with social media influencers to spread the word about their property. Influencers share their stay through posts, videos, and blogs. Their followers see the content and might decide to book a stay.

People trust real experiences more than ads. When they see someone they follow enjoying a hotel, it feels like a personal recommendation.

That’s why hotels of all sizes—big chains, small boutique stays, and resorts—use influencer marketing to get noticed. 

So, should you start getting into hotel influencer marketing? Let's talk about it.

How Hotel Influencer Marketing Works

Hotels work with influencers in different ways to get more people interested in their property. Some influencers get a free stay in exchange for posts, while others get paid for creating content. 

The type of content depends on the hotel’s goals, but examples could be:

• Hotel reviews – Influencers write or record honest reviews about their stay. They talk about the rooms, service, location, and overall experience. These reviews help potential guests decide if the hotel is right for them.
• Instagram posts and stories – Instagram is a big platform for travel content. Influencers post high-quality photos of the hotel’s best features—like stylish rooms, pools, or rooftop views. Stories and reels give a behind-the-scenes look at their stay, making it feel more personal.
• TikTok clips – TikTok videos are short, fun, and engaging. Influencers create content like “A Day at This Amazing Hotel” or “5 Reasons to Stay Here.” These videos often go viral and reach thousands, sometimes millions, of potential guests.
• YouTube room tours – YouTube is great for longer, detailed content. Influencers walk through their room, explore the hotel’s facilities, and share their thoughts. People searching for hotel reviews often turn to YouTube before booking a stay.
• Blog posts – Travel bloggers write in-depth articles about their hotel experience. These posts help the hotel show up on Google when people search for places to stay. A good blog review can bring in guests for years.

What Do Influencers Get in Return?

Out of all these efforts, what do influencers get in return? Well, hotels offer different perks to influencers depending on their audience size and content quality. Common perks include:

• Free nights – Many influencers get a free stay in exchange for posts and videos.
• Paid collaborations – Bigger influencers get payment on top of a free stay.
• Exclusive experiences – Hotels might offer spa treatments, private tours, or special dinners to make the content more exciting.
• Affiliate commissions – Some hotels give influencers a booking link that lets them earn a small fee when their followers book a stay.

Make Hotel Influencer Marketing Affordable and Simple With Bulba!

Hotels thrive on visibility and trust, and influencer marketing is one of the best ways to attract new guests. With Bulba, you don’t need a big budget to get influencers talking about your hotel, just offer free stays in exchange for authentic social media content.

Bulba makes hotel influencer marketing simple and affordable:

No Cash Required

Give influencers a free stay instead of paying for promotions. This means you get high-quality social media exposure without spending on ads or sponsorships.

Real-Time Influencer Data

Connect with verified creators who have real engagement. Bulba pulls live data from Instagram and TikTok, so you collaborate with influencers who actually reach your target audience.

Easy Booking and Approvals

Managing influencer visits is simple. Approve, reschedule, or reject requests in just a few clicks using the Bulba web panel—no back-and-forth emails needed.

Track Performance Effortlessly

See influencer posts, engagement, and reach in real time. Bulba’s dashboard gives you full visibility, so you know exactly how your hotel is being promoted.

Get started with Bulba today and fill your rooms with guests who find you through trusted influencers!

How You Can Reach the Right Influencers with Bulba

With Bulba, you don’t have to worry about writing a great message or reaching out to multiple influencers in hopes of a collaboration. Top influencers will come to you instead!

So how can you do this? Let’s walk you through:

On the campaigns page, choose what kind of collaboration you want for your hotel.

Let's say your campaign focuses on promoting your hotel with a sea view as a weekend getaway, you can place this as the name of your campaign. After this, you can choose what you want to offer influencers.

With a gifted campaign, you offer free stays, meals, or experiences at your hotel in exchange for social media content. Instead of leaving empty rooms unsold, you can fill those spaces by inviting local micro-influencers to promote your hotel. This is great if you're just starting out and want to see if influencer marketing works for you.

With a paid campaign, you pay influencers directly to promote your hotel. Bulba helps you connect with top influencers while giving you more control over pricing and content. 

Unlike traditional influencer marketing platforms, Bulba doesn’t take extra fees from paid campaigns—they count toward your monthly credits, just like gifted collaborations. This can help you save money while still working with well-known influencers.

The campaigns page also allows you to make eligibility metrics such as minimum followers and average view counts to narrow down the type of influencers that can send you requests.

You can even narrow down your inbound requests by adding categories that relate to the niche you're targeting, such as "Adventure" and "Travel." This helps you target influencers who specialize in travel or adventure content. You also set the system to auto-confirm influencers that match the categories and metrics you specified.

Finally, you need to set the location of your campaign. This will help you better target influencers that have a local following in the area you're targeting.

After completing your campaign details, all you have to do is save and activate it. You can then chill and wait as Bulba finds the right influencers you're looking for. It's that easy!

Why Hotels Should Invest in Influencer Marketing

What does hotel influencer marketing offer you? Here are some benefits:

Influencer Marketing Helps Hotels Get Noticed

Ads can be expensive, and let’s be honest—not everyone trusts them. But when a travel influencer shares their stay at a hotel, it feels more real. They show their followers what the experience is actually like, and that kind of content grabs attention.

One post, story, or video can introduce a hotel to thousands (or even millions) of people. Instead of paying for ads that might not work, hotels can get in front of the right audience in a way that feels natural.

Influencers Build Trust With Travelers

People trust real people more than ads. When an influencer stays at a hotel and talks about their experience, it feels like a recommendation from a friend. A well-made video or a detailed review gives future guests confidence in their choice.

And since influencers usually chat with their followers in the comments, they answer questions in real time. That makes the hotel seem even more reliable.

Hotels Can Reach the Right Guests

Not all travelers are the same, and hotels don’t want to attract just anyone. That’s why working with the right influencers is key. Luxury hotels can team up with influencers who post about five-star experiences.

Smaller boutique hotels can work with influencers who love stylish, unique stays. Budget-friendly hotels can connect with travel bloggers who focus on affordable trips.

And if a hotel wants to bring in guests to a specific location, it can work with influencers who already post about that area. It’s all about putting the hotel in front of the right people.

Influencers Help Increase Bookings

Seeing an influencer enjoy a hotel stay makes people want to book their own trip. It’s like social proof—if someone they trust loves the hotel, it must be worth it.

Many influencers also include direct links to booking pages so their followers can reserve a room right away.

Some hotels even offer special promo codes through influencers, giving people an extra push to book. And if a post or video goes viral, hotels can see a big jump in reservations.

Hotels Get Great Content They Can Use Again

The best part? Hotels don’t just get one-time exposure. The content influencers create—photos, videos, blog posts—can be reused on hotel websites, ads, and social media. It makes the hotel’s marketing feel more real and engaging.

Plus, blog posts about the hotel can help it rank higher on Google, making it easier for future guests to find. And since this content stays online, it keeps attracting guests long after the influencer’s stay.

Influencer Marketing Brings Long-Term Benefits

Working with influencers isn’t just about getting attention for a few days. It’s about building relationships with travelers and creating content that keeps bringing in guests over time.

A single influencer campaign can lead to more bookings, more visibility, and more trust—all without relying on traditional ads. That’s why so many hotels are using influencer marketing to grow their business.

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FAQs About Hotel Influencer Marketing

How do hotels work with influencers?

Hotels collaborate with influencers to promote their brand, attract guests, and increase website traffic. This is done through influencer partnerships where hotels offer free stays, discounts, or payments in exchange for content that showcases their property.

A successful influencer marketing campaign helps hotels reach their target demographic by leveraging user-generated content that feels authentic.

Hotels usually identify influencers whose audience aligns with their brand, ensuring the content reaches potential guests who are likely to book a stay.

What is influencer marketing in the hospitality industry?

Influencer marketing in the hotel industry is a digital marketing strategy where hotels work with influencers to promote their property.

These influencer campaigns involve creating engaging content, such as social media posts, videos, and blog reviews, to attract new guests.

A well-planned influencer marketing strategy helps hotels build brand awareness, increase direct bookings, and improve their online reputation.

Hotels often work with local influencers to target a specific region or traveler type so that their influencer marketing efforts are reaching the right audience.

How much do hotels pay influencers?

The payment depends on the influencer’s reach, engagement, and the hotel’s marketing budget. Some influencers receive free stays in exchange for content, while others charge a fee for promoting the hotel.

A larger influencer marketing campaign with high-profile influencers can cost thousands of dollars, while smaller hotels may work with micro-influencers who accept complimentary stays.

The key is to work with the right influencer whose audience aligns with the hotel’s target demographic, ensuring the influencer content generates real value.

How to ask a hotel for a free stay as an influencer?

If you want to collaborate with a hotel, start by researching properties that fit your brand and audience. Reach out with a professional pitch explaining your influencer marketing strategy, previous influencer campaigns, and how your content can help the hotel.

Show them how your audience aligns with their target market and highlight any past influencer marketing efforts that delivered results. Hotels are more likely to say yes if they see clear benefits, such as increased website traffic or user-generated content that enhances their digital presence.

You can directly book hotel stay collaborations you’re eligible for from Bulba from all over the world.