Influencer Marketing ERA + How it is Affecting the Tourism Industry
Today’s Era is full of technology With New Business Strategies, New Plans and New Ideas. However, Every Year, Business Strategies, Ways of Promoting Something Changed. Even Influencer Marketing Also Changed and Still Changing Every Year, and Now the Real Question is, what is Influencer Marketing and How is it Affecting the Tourism, Hospitality Industry??
As I told before its Technology Era, which means it is full of Creative Thinkers, Nowadays Companies are using Influencer Marketing for getting more sales or Visitors to their hotel/restaurants which is increasing the competition in the industry at a new level.What is the Definition of Influencer Marketing??
Basically, Companies or Brands does not directly Sell their Products to customers, they use pinpoint Celebrities or Key leaders to promote their product or service. In Short Answer – Branded Companies Pay Popular Celebrities/influencers to Promote their Product Service to the Audience that is connected with them through any kind of social media app 
Influencer marketing has become a digital marketing strategy for growing brand awareness, customer loyalty and driving direct bookings. It is widely used to increase awareness about any kind of hotel/airline/Restaurants/tour-operator company. This is because, when we want to try something new, as there can be a lot of options available and choosing the right one become difficult for us and at that time when someone that you trust on, suggest you to buy something, we do, most of the people do.
For example – Kylie Cosmetics, which was Released by Kylie Jenner in 2014 with the help of Seed Beauty (Name of the Production Company of Kylie Cosmetics) As Kylie Jenner was already a famous Celebrity at that time ( and still famous ) so there was a trust between her and her Fans. So, as she announced the release of her Cosmetics website in 2015, Their Website sold out all of the products within a minute, crashing the site,It got sold out because
- As Kylie Jenner was already a famous Celebrity at that time ( and still famous ) with over 155m Followers on Instagram.
- There is a trust between her and the people that are connected with her, usually refer as fans.
- It was promoted by herself which Grabbed the attention of lots of people.
Nowadays in 2020 Influencer Marketing has Changed in Every Industry including Hospitality, Some Companies Started their own Social Media page to promote their Service/Product rather than Paying to the influencers, For Example, Spirit Airlines
– As Now in 2020 Companies Does not blindly Spend Money on influencers that have millions of followers, in fact, they spend money on their Target base audience, so a Travel Company can’t Pay to the famous influencer that loves the Cosmetics products. It will be very irrelevant for both (Company and Influencer) to promote the product/service where they don’t have the Targeted audience.
How it is Affecting the Tourism/Hospitality Industry??
Right now, Influencers marketing has become a larger source of increasing the numbers of sales, it doesn’t matter whatever it is in product sales or Service sales. people are more likely to trust peer recommendations than traditional ads such as tv commercials when making travel purchase decisions.
So, who are the Travel Influencers
Travel Influencers are the new generation of reviewers who can provide a real-life experience of the hotel venue through travel blogs, Pictures, Stories and Hashtags on social media. They reach future customers by engaging on a personal level and building durable and trustworthy relationships with their followers
Instagram is the fastest growing media platform to date, with 800 million active users, and growing by 100 million every six months as it has the highest engagement level as compared to other social media apps, which means your post/video will Reach to your followers more often.
Here’s some example of travel influencers
Another Great example of Influencer marketing is FYRE Festival – The Greatest Party that never Happen As most of you guys have watched FYRE festival documentary, which was a part of our assignment in meeting and incentives class.
So as you know, FYRE festival marketing team used world top 10 Instagram models as influencers to promote their luxury island destination which was completely a lie but still, people got influenced by the influencers/models and booked their tickets without knowing reality and end up wasting their money and time
What they show on Instagram vs Reality
So here what exactly it was looking on Instagram vs in Reality.
So, it shows that how easily people can get influenced by influencers Whenever people see a video/picture of a travel destination/hotel/airline, etc by their favorite celebrity, they get crazy over it and people will do anything do go there.
Questions
1/.do you think in future people will keep getting influenced ?
2/. Is there any other disadvantage of Influencer marketing rather than fake advertisment?
3/. What's your Opinion on influencer marketing?
References - https://smallbiztrends.com/2018/02/influence-marketing-for-hotels.html
https://uproxx.com/life/best-travel-influencers-on-instagram-2019-new/
https://www.business2community.com/marketing/influencer-marketing-2020-trends-stats-02279198
https://en.wikipedia.org/wiki/Fyre_Festival
Simone Gonsalves - 301059659
ReplyDeleteHi guys! Despite the slow awareness and exposure of how fake “influencer marketing” can be, I still believe that the power that social media personalities have will still be too great and continue to have an immense impact on others. This is due to the connection and trust that people feel with these personalities. These days, people like information short and simple. For tour operators to team up with influencers to market a certain tour through a simple picture is quick, easy and effective. It has even worked on me: Before purchasing my Egypt tour with Contiki, I explored instagrams #ContikiEgypt tag to see what I could expect. It was clear that many individuals with a large following had been there. Images were of better quality, a filter was used to enhance the Egyptian landscape and accounts such as @myEgypt @Contiki were tagged. Just from the images alone, I felt like I HAD to go.
Overall, I find influencer marketing to be an extremely useful way of getting your product or attraction out there as the statistics that exist support how much of an impact it actually has. For the tourism industry, I feel like it can be beneficial to smaller attractions and destinations by encouraging people to visit, especially if the influencer creates a vlog which comes off as more intimate, relaxed and trustworthy. In contrast, for larger destinations, it might create some oversaturation thus impacting the carrying capacity (ex: Bali). Therefore, there are some pros and cons to the argument.
Tran Ngoc Linh (Marcus) - 301032987
ReplyDeleteInfluencers can be really helpful, but just make sure you do not collaborate with the fake one. Always verify the legitimacy of your inluencers, need to keep in mind that it is an ad. When the photographs of the destinations are posted on the social networks o, it certainly has gone through a lot of editing to make it more beautiful, harmonious and attractive attention of those who intend to travel at that point. So a lot of people get disillusioned when they got in the tourist destinations that looks like a paradise in photos. It is cool just don't be fooled by what it really is.
Christine Tavares - 301059725
ReplyDeleteFrom my perspective, influencer marketing has its benefits and drawbacks and I, as a consumer in the market, I am easily glazed and convinced by the famous or popular people with the products that they endorse on their social media accounts. As a proof, I easily get confident with their paid advertisements even though I know that sometimes the items are not worth the price and it really doesn’t do its job. As a consumer it is our responsibility to take hold and to assess the items. It is always right if we base on reviews and opinions of other people about the product or service we buy online and not just based on what we see on their page. It is better to think twice than once. Furthermore, influencers are already part of today’s marketing strategy on promoting or to campaign their products. As for contents, influencers are a big help to ease their load on creating contents on their own social media. Businesses will surely get a variety of insights such as unique social feed and it helps their engagement through social media, but it is their job to choose the right influencer who will promote their products in the market.
Lovelyn Bitas 301062209
ReplyDeleteIn my opinion, Influencer marketing is really a hit. To be very honest, I would buy products and try services that the people I’m following on Instagram are buying or trying. This reference group plays a huge impact on my buying behavior.
Today’s social medias are very influential on a global level. I personally admit that before visiting a destination, I will check out the place first on Instagram if it looks good on pictures without even checking the overall condition of the place. I have read an article (https://www.forbes.com/sites/andrewarnold/2018/01/24/heres-how-much-instagram-likes-influence-millennials-choice-of-travel-destinations/#626de1ad4eba) that according to a recent survey conducted by Schofields, more than 40% of those under 33 prioritize ‘Instagrammability’ when choosing their next holiday spot. The picture-worthiness of a particular place beats other factors such as cost, local cuisine, and whether or not alcohol is freely available at a low cost.
Although as a drawback, some may market fake and not good products or services that can do more harm than good because of sponsorships which I think that consumer should be vigilant in buying such products.
Influencer Marketing is one of the best tool of advertisement especially for the new products and services as it build trust and consequently increase turnover. If I talk about its future reliability and power, I think as long as people and celebrity would provide honest reviews of products, it will definitely influence general public. One limitation that i found in this is that it might make people extravagant as people follow blindly to their favorite stars . As far as I am concerned, if i would open my business whether related to tourism or other, I would definitely use this tool to generate revenue.
ReplyDeleteLovepreet Kaur, 301114426
Caine Charles 300938677
ReplyDeleteInfluencer marketing works on the newer generations for sure. if a company finds the right social media personality with the right amount of engagement the product or service that they are selling the bound to be sold, especially with the right audience, oh boy, these kids and young adults will buy anything these influencers promote. A lot of these social media people also promote travel with different companies wanting to fly them place to place through various instagram posts, influencers are showcasing different locations that their followers may never have heard of.
Infuencer Marketing, I did have an experience to hire an influencer to help me promote my products for my online market, and I spent a lot of money for them to get their audiences; however, it didn't work well because my products was clothes; on the other hand, their audiences didn't care about my products. Therefore, I failed. But the good side was that I my website dramatically grew up fast than ever before, at that time so many visitors went to check my website. So for me I think that people can still keep continue using infuencers from social media to drive the traffic because it works very well. On the other hand, everything always have a bad side, so we need to consider about disadvantages of influencer marketing. Firstly, it's not cheap. If you want to compare it with boost your products on Facebook through your website, you just need to pay around 25$ for 5 days and you can get some visitors. However, you have to pay more than thousand dollars for an influencer with a huge number of audiences. Secondly, you might not prepare enough to face with a huge number of audiences come to your website at the same time; therefore, your website might be scratch. Influencer Marketing is still working well for very long time.
ReplyDeleteI think companies who use influencer marketing attract more buyers because example lets take celebrity Beyoncé as my influencer on my skin care products,i will attract more customer because everybody want to have a skin like Beyoncé.So in my point of view I think influencer marketing has a major impact on consumers
ReplyDeletePeople do posts a lot of things these days which influence people in many ways. People think that things shown on social media by "social media influencer" are best things and that is the only thing they want in life now. Most celebrities are shown promoting skin products which maybe expensive and many people could not afford them and makes them feel they are missing only that thing in life. Sometimes doing it in right way helps promoting things all over the world easily and have great impact.
ReplyDeleteNavneet Kaur
300932537
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