SnapTraveller-ebook-influence-marketing-hotels

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SnapTraveller-ebook-influence-marketing-hotels

TABLE OF CONTENTS

CAS PRATIQUES

Illustrer le ROI généré selon les types d'opérations (lancement d'hôtel,

PART I INFLUENCE MARKETING: A GODSEND FOR BRANDS 4

rénovation, ciblage de population plus jeune, etc...)

PART II HOW IS INFLUENCE MARKETING APPLIED IN THE HOTEL INDUSTRY 27

THE CONCEPT OF INFLUENCE MARKETING 5

Four Season: INFLUENCER digital storytelling PROFILES strategy

9

http://www.luxurydaily.com/four-seasons-focus-on-social-engagementwith-content-not-number-of-followers/

A GLOBAL MARKETING APPROACH 15

goback=.gde_108417_member_237599175

http://www.luxurydaily.com/four-seasons-pushes-bridal-expertise-viamobile-digital/

ONLINE TRAVELERS ARE LOOKING FOR EXPERIENCES 29

The brand has been present on social media since 2009 when consumers

began to expect THE NEW to be CHALLENGES engaged 24 hours OF a day. HOTEL For many MARKETING brands, what was

35

historically spent on advertising is now being spent on digital advertising and

WORKING WITH INFLUENCERS 41

engaging consumers on digital channels.

CASE STUDIES 52

INFLUENCE MARKETING: 10 KEY POINTS 58

THE AUTHORS 62


INTRODUCTION

In a highly digitized environment, a brand must select an approach to communication that integrates 


a social dimension in order to optimize its digital footprint.

PR 2.0 is based on both an advertising campaign and on

marketing through social media. Above all, there are the new

information relays that give a new face to communication.

Brands appeal to opinion leaders in order to relay an

informative or commercial message. Having brand

ambassadors creates credibility and brand awareness 


on several channels, taking advantage of the influencer

audience.

The PR situation has indeed changed over the years.

Consumers now speak or interact online and now attach

much more credibility to the thoughts of an opinion leader

who they identify with instead of traditional media. Although

these new influencers may not have as many readers as

traditional media does, their influence is sometimes higher

because they have a much more intimate relationship with

their readers.


Content is essential for a brand to spread a message and have 


a positive and relevant impact. This is the starting point. Whether in

written or visual form, content is what makes the brand attractive for

consumers. Original and unique content may be shared and posted on

the web, but quality content will have no impact if it is not supported

by the right people. This is the challenge of Influence Marketing. 


The objective is to create stories that attract the audience to the brand

and generate conversations due to viral social media sharing.

Influence Marketing is presented as an alternative to the acquisition 


of a qualified customer and as an additional way to increase visitors 


to a website. It is at the heart of an integrated communications

strategy that aligns the PR division, marketing, sales and product.

The key is to identify the people who are best placed to relay

information by generating content that will touch the networks 


of influencers and increase brand awareness via word of mouth, which

even today remains the most effective marketing tool. Market-places,

online research tools and analysis allow one to identify influencers and

to automatize marketing campaigns.

The opportunities offered by Influence Marketing are particularly

interesting for a hotel. In a context where users have mastered more

of the web, where they share their travel experiences on social

networks, where they need to be inspired, where the opinions 


of their peers prevail and where interest in a hotel increases direct

bookings, working with opinion leaders brings real results.

Influence marketing offers hotels new challenges. This is what we will

show you in this e-book. We interviewed experts in digital marketing

and heard testimonies and feedback from opinion leaders and

hoteliers who have opted for Influence Marketing.

We have also identified several success stories in the field of travel that

clearly identify the principles of Influence Marketing and its

mechanisms. You will notice that Influence Marketing is a real

marketing opportunity for the hotel industry and has proved itself for

hotels in the same way that it has proved itself in the fields of fashion

and sports.

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INFLUENCE MARKETING: 


A GODSEND 


FOR BRANDS

1.1 Le marketing de l’influence : que se cache derrière ce concept

1.1.1 De quoi s’agit-il Point sur le concept, les leviers, les challenges

Le concept du marketing de l’influence :

Le marketing de l’influence définit la démarche qui consiste à identifier,

rechercher, engager et soutenir les personnes qui créent des conversations

impactant sa marque, ses produits et ses services.

C’est un levier marketing s’appuyant sur des leaders d’opinion afin de

diffuser un message à caractériel promotionnel et/ou informatif. Cela

consiste à identifier un nombre réduit d’individus, les influenceurs, qui vont

devenir des ambassadeurs de la marque et relayer un message auprès de

leur réseau sous forme personnalisée.

Le marketing de l’influence possède un caractère viral. L’influence des

médias sociaux permet de susciter les effets désirables et d’aboutir aux

résultats recherchés.

Influence Marketing: What Is It About

Focusing on the Concept, Levers, Challenges


The term Influence Marketing describes an approach that consists 


of identifying, finding, engaging and supporting people who create

conversations that impact a brand, its products and its services.

THE CONCEPT OF

INFLUENCE

MARKETING

This marketing lever is based on opinion leaders who broadcast a promotional

and/or informative message. Influence Marketing means to identify a small

number of individuals or influencers, who will become brand ambassadors and

relay a message to their network.

Influence Marketing is viral by nature. The influence of social media can bring

about desirable effects and achieve the desired results.

Influence Marketing can be described as bespoke niche marketing, as opposed 


to mass marketing. In fact, opinion leaders allow a brand to target their audience

specifically and to convey a message to a qualified audience. Target audiences

will be more receptive as Influence Marketing is personalized marketing.

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The process of influence marketing

According to Brian Solis, Influence

Marketing on the web is based on 3 pillars:

• Reach. This is the ability to spread 


a message. The impact depends on the

popularity of the emitter’s message, its

proximity to its audience and the audience’s

decision. Without impact, the message is

lost.

• Resonance. This is the amplification of the

message by the influencer’s network. This

is where the viral nature of Influence

Marketing comes into play. The frequency

of and the period for which messages

are played will give them more or less

amplitude.

• Relevance of the message. Consistency

of the message according to the objectives

is essential. A message will be relevant as

the person who broadcasts it has the

authority and has won the trust of the

audience. Relevance also depends on the

affinity of the target audience for the

message.

Source: Traackr

Brands are launching influence marketing

campaigns through various strategies such

as the launching of a new product or

service, the organization of an event, the

launching of an awareness campaign,

content promotion and distribution, the

creation of a community to unite around its

brand and learn more about its customers,

its credibility regarding the content,

managing a crisis, but also analysing the

competition.

6


Levers

Influence Marketing adds value to the current affairs of brands through

influencers who are, for example, journalists. It is about creating

stories and experiences and it develops relevant and authentic content

that will find a certain resonance with the target audience. 


Influence is based on the buzz that will generate the spread of the

message.

The most appropriate channels through which to publish this type of

content and encourage sharing are social networks and blogs. The

advantage of working with bloggers is that the brand is then visible to

multiple readerships.

The main challenges of Influence Marketing

• The brand has the opportunity to identify key influencers for the

brand and the campaign. Influence is not defined by absolute criteria

such as the number of followers, for example, but is related 


to a specific theme. Influence Marketing is contextual. To identify users

who may eventually become brand ambassadors in their own

network, companies must first learn to recognize and accurately

assess their potential with respect to the objectives of their campaign.

• A brand should arouse the attention and interest of influencers

for their brand and create a lasting relationship with them 


by understanding their needs.

• A brand should also adapt content-based typologies 


of influencers on social platforms.

• Finally, a brand needs to accurately measure and assess the

return on investment (ROI) of its Influence Marketing actions.

The size of these challenges varies depending on markets and

companies because each market or company is different. For example,

the British market is very mature, especially in developing relationships

with influencers, while Influence Marketing is still emerging as a

concept in other markets (e.g.: France, Spain).

7


In What Context Has Influence Marketing Been

Developed

Looking for influencers and ambassadors for brands has always existed

in the context of marketing and communication. Targeting (suitable)

people with a high potential to spread a message has always been the

trusted method used by brands to communicate their message.

The fashion, sports and luxury industries were often pioneers in this

field. They have used ambassadors and the powerful relay 


of information to conquer their audiences.

Today, with the advent of social networks and the widespread

distribution and real-time aspect of information, Influence Marketing 


is seen as a re-imagined marketing tool. Brands have never had 


a greater need to understand, identify and collaborate with influencers.

Also, new ways of consuming information (mobile, real-time, diversity

and speed of content) are being adopted by the general public, which

has also enabled a new type of influencer to appear.

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INFLUENCER

PROFILES

Influencers are considered to be experts in a field or regarding a specific

theme. They are recognized by their peers through the sharing 


of experiences.

The notion of context is critical for qualifying an influencer. An influencer is,

above all, a person with whom the community identifies. The influencer has the

role of filtering information to his audience by offering an exclusive and

important content to his readers.

The influencer is usually a reference source for his audience. He is considered 


to be a trend-setter who is a formidable ally who can relay a message to 


a specific audience.

What differentiates spontaneous influencers and those used in Influence

Marketing is the durability of the relationship between the advertiser and the

influencer and the agreement between the two parties.

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According to an Omen study, conducted in three markets (UK, France

and Spain) in February 2014, the attributes of an influencer are:

• A 79% capacity to mobilize public opinion and generate feedback

when talking about a particular topic (Echo).

• A 73% the size of its community on a given topic (Exhibition).

• A 62% level of participation in the conversation on a given topic

(Part Voices).

What are their motivations Influencers are passionate, they want 


to share experiences in their chosen field. They also desire legitimacy

and recognition from their peers in their chosen field.

What tools do they use Influencers are often hyper-connected

individuals. They are instantly recognizable. Many of them have a blog

to complement their social networks. Others choose to focus on 


a particular platform to be recognized and legitimate (Instagram,

YouTube, Pinterest, etc.). They publish their experiences, tips, and often

enrich their sites with their photos and videos. Their choice of platform

depends on the type of message, the desired audience they want 


to reach and the time at which the message is relayed.

Why brands seek influencers The appeal of influencers is part of the

PR 2.0 strategies developed by brands. Influencers are newly qualified

to create value around a brand: valuing the brand’s current affairs and

promoting products and services. Influence Marketing is 


a complementary approach to traditional press relations. People

follow an influencer because they identify with him and his lifestyle.

The message from an influencer may be perceived as more credible

because it is spontaneous and does not come from journalists who are

paid to have information published.

Where can we find them How do brands/agencies come into

contact with influencers Social media is the main way to find

influencers: Twitter, Facebook, Pinterest, Google+ etc. Online market-

places have also grown to include related agencies/brands and

influencers.

10


What is the compensation model This is beneficial both for

cooperation and for the brand influencer. This often leads 


to preferential rates or benefits that the brand gives the influencer, 


but also entails compensation for the campaign.

Who are the targets Influence Marketing takes into account

generational aspects. Depending on the influencers, the brand can

target all audiences. Young people in particular attach as much

importance to new media as to traditional media. But a 50-year’ old

housewife may follow a blog on a subject she loves. Hence the

importance of a brand/agency when choosing their influencers.

The Time Has Come for PR 2.0

The digital environment and especially the boom of the social web

have contributed to a new approach to the management of

communication and press relations. Conventional levers such as press

releases, press conferences, poster campaigns, TV and radio have

changed. Henceforth, we talk about PR 2.0. Here are its main features:

PR 2.0 includes both traditional media campaigns and the social

web. Brands have their own pages on social networks and create

online communities to unite their followers. The community manager

oversees the brand and its communities on all the online channels.

The immediacy and interactivity. Social networks introduce the

concepts of real-time and immediate exchange with consumers.

New information relay. Brands rely on influencers to relay their

current information. An aspect that has changed significantly is that

today as much legitimacy is given to the media as to bloggers. 


In addition, having brand ambassadors improves the brand’s credibility

and radiates more information on multiple channels.

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The continued availability of information. The major advantage of

digital communication is that the information published online can be

easily found. Publishing online contributes to the visibility of the brand

and also enables brands to be better positioned in search engines,

which are often the gateway to web browsing.

Tracking. The novelty with PR 2.0 is the ability to track campaigns and

to measure their effectiveness. The investment in social networks

continues to increase. The weight of Influence Marketing in budgets

explodes because this is where brands can get the highest return 


on their investment.

E-reputation. The reputation of a brand cannot be considered

without taking into account the online dimension.

12



Interview with a blogger


Soraya Khirreddine, 12 goals

« To expand my audience and my business, 


I use a cross media strategy using all social

networks. »

Entrepreneur, journalist and blogger, Soraya is a very dynamic and

motivated person who travels the world to present his new

project: 12 Goals.

1. What is your project

I decided to go to meet people and ask them what inspired them in

life. I meet people in the world and I ask them the sentence that

inspires them the most, the phrase that can positively change the

course of their day, the sentence that could help to raise a difficult

morning. Once the sentence is isolated, I take a picture with the

person's sentence on a sign. The objective is to compile all these

phrases on a site as well as on a mobile application.

2. What are your motivations

One year ago, I resigned from a senior position in a large media

company to devote myself to my desires. I created a program that I

called 12goals (12 goals). For a year, I realized a goal every month. I let

myself be guided by my inspirations, my desires... I wanted to share

inspiration, make viral envy and happiness. I think this project lends

itself quite well! Finally... The future will tell us since the official release

is coming soon.

3. How do you use social media to grow your business and relay

the information to your audience

To expand my audience and my business, I use a cross media strategy

using all social networks: 


- Instagram (video and images) 


- Foursquare / Twitter (location) 


- Twitter (some details in real time on the place in which I find myself) 


- My blog (my experiences, the good feelings, and the pictures taken

with my camera)

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Interview with a blogger


Mariana Berutto, Conexao Paris

« Facebook, for example, is responsible for 40%

of our blog traffic. »

Since 2007, Conexao Paris enthousiasm travelers in South

America. It gained a strong reputation by becoming the reference

information portal for Brazilian travelers coming to Paris with

more than 100,000 monthly readers.

2. What are your motivations

We are excited about the fact that we help people to travel in a

different way, to discover Paris and France as a french. We try to help

them build their own itineraries according to who they are and what

make them happy. I also am very excited because we are building a

new business model inside the touristic industry. We offer free quality

information to our readers and by doing that we build a strong

relationship with them. This engagement allow us to sell guides and

services online.

1. What is your project

My mother and I have a blog about Paris and France aimed to brazilian

tourists. We write about all touristic issues like hotels, restaurants,

sightseeings, museums, etc. But we also write about the french culture

and the parisian way of life.

3. How do you use social media to grow your business and relay

the information to your audience

Besides the blog, we have Facebook, Instagram and YouTube.

Facebook, for example, is responsible for 40% of our blog traffic. We

use our social medias in a integrated way.

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INFLUENCE

MARKETING: 


A GLOBAL

MARKETING

APPROACH

It is now essential for a brand to control its online and offline

environment through a 360 degree marketing approach. We talk about

push and pull marketing. 


Push marketing means bringing consumers to the product through an

incentive message.

Pull marketing (commonly called inbound marketing) occurs after receiving 


a request from the recipient, for example an inquiry from an Internet search.

15


The main levers of digital marketing

SEO. Natural or organic referencing is also called SEO for Search

Engine Optimization. It is based on techniques and optimizations 


to gain visibility on the first page of search engines.

Objectives: Making the site visible in a sustainable manner, driving

qualified traffic to their website from search engines, and building

a brand image among Internet users.

Advertising campaigns. Commonly called Search Engine Marketing

or SEM, this results in the purchase of keywords and display 


or re-targeting campaigns. An advertising campaign cannot be

considered without establishing tracking.

Objectives: To capture users, generate qualified traffic and

encourage the sales.

Emailing. Emailing allows communicating with customers in 


a personalized way. These are often existing customers or prospects

(purchasing emails). The idea is to extend the experience of customers

with the brand.

Objectives: Communication, increasing the number of repeat

customers and improving their satisfaction, increasing retention.

Viral campaigns/Social media Marketing. The essential

characteristic of social media is its viral nature and real-time sharing.

The idea is to create conversations online to promote interaction and

sharing. It is important for a brand to optimize its presence on social

networks to sensitize consumers and influencers. These channels are

placed in the center of the challenging notions of engagement and

social media sharing.

One of the most used variants is social gaming that uses game

mechanics to create viral buzz for a brand.

Objectives: Increasing brand awareness, generating more

qualified leads, retaining customers, accelerating product

adoption, and creating a community and a commitment 


from the community.


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The Content Service of Influence Marketing

Creating quality content is the starting point of marketing. It helps with

SEO optimization and visibility in the search engines. Quality content

also means managing email campaigns and viral campaigns based 


on social networks.

Content marketing is any marketing format that involves creating and

sharing content. The unique aspect of content marketing is that it is

The main idea of content marketing is to share quality content to get

active positive feedback from consumers. This can create value and

target associate positive images with the brand to engage.

The content is precisely what keeps a brand attractive for the

consumers. The brand perception is indeed the key. The objective is 


to engage in conversations with its targets.

In marketing, content is essential.

not only for sales, but is essentially used to communicate and interact

with prospects and customers.

The information can be relayed in the form of visuals such as photos,

graphics, videos or in the form of expert content such as white papers,

e-books, case studies, guides, articles, and so on. Information can also

be shared in the form of stories using storytelling. The objective 


of storytelling is to create stories that attract the audience to the

brand. Note that visual content has more impact. That is why we speak

of visual storytelling. This lever is particularly effective in the field 


of travel.

Without content:

• Users do not share.

• Users do not know the brand.

• Brands do not know Internet users.

Original and unique content will be shared and posted on the web.

But quality content will not have an impact if it is not taken up by

the right people.

This is the challenge of Influence Marketing.

17


CASE STUDY


RED BULL

Or How to Be a Pioneer of

Content Marketing

Red Bull is a prime example of a brand pioneer in Content

Marketing. The Red Bull brand has developed a content

strategy specifically so that it resembles a fully-fledged media

campaign. The brand creates an addictive craze thanks to the

spectacular photos and videos it broadcasts.

With multi-channel communications and an extremely strong

commitment capacity, Red Bull creates conversations around

the world through its content. PR 2.0 is a fundamental aspect

of the Red Bull communication strategy, which is based on

viral marketing. The brand has deployed a very strong digital

presence via social networks.

19


The message spread. The main targets for the Red Bull brand are

teenagers and young adults who want to grow and who like

challenges. Red Bull refers to energy, strength and endurance, but also

a spirit of creativity. Its slogan, "Red Bull gives you wings", still viable 


25 years after its creation, attests to this fact.

The positioning of Red Bull. The brand is positioned based on the

sensational and extreme with the strategy of highlighting the brand

and events, rather than the product. Red Bull excels in the creation

and sponsorship of sporting and artistic events involving the energy of

its ambassadors. Sponsored events include freestyle motorcycle and

snowboarding, surfing, base jumping, urban sports, racing plane, F1,

rally, motorsports, and so on. All the sports events that are associated

with the brand are filmed and broadcast by it. This content, which 


is similar to visual storytelling,is well relayed on different channels.

The most memorable one was the Austrian Felix Baumgartner's

stratospheric jump from space. His jump's digital footprint on social

networks is dramatic: more than eight million live views on YouTube,

600 million views on the channel (which places it in the top five of

sports category with 2,000 tweets per second), 29,000 shares, 21,600

likes and 10,000 comments. 240,000 people continued following

@RedBullStratos a month after the Baumgartner’s achievement. 


The hashtag #stratos, which was used for the event, reached 194,000

mentions.

The Secrets of Red Bull's success

• Favoring content creation when buying advertising space.

• Going from advertising to a new dynamic.

• Collaborating with brand ambassadors to generate sensational

and exclusive content and to reflect a positive image.

• Creating content that boosts sharing and commitment from 


the audience.

• Using the Internet and its own channels to expose its content.

• Adapting its formats for the Internet and cell phone, taking into

consideration technological and social evolution.

• Managing the brand as media with an editorial line 


and frequent posts.

• Addressing the new generation, aficionados of new technologies

and representatives of the evolution in communication modes.

20


Opinion Leading or Influence Marketing: Ways to the

Earned-Media

Earned Media refers to the benefits a brand receives from word of

mouth. It is largely used on social networks and other personal spaces,

such as opinion websites and in comments where information

exchanged between consumers is almost immediate.

As part of a digital marketing strategy, a triangular relationship takes

place between Owned, Bought and Earned Media. Owned Media

refers brand exposure on the brand’s own controlled channels such as

its website and pages on social networks. Paid Media 


is associated with traditional or digital advertising.

Earned marketing is organic. It results from the phenomenon 


of influence. The digitalization of communication creates a desire 


in consumers to go back to more human factors. It is therefore

relevant for a brand to make the most of the opportunities offered 


by Influence Marketing.

Influence Marketing is at the heart of an integrated communication

strategy that includes the PR, marketing, sales and product divisions.

Influence Marketing aims at gaining fame with and obtaining the

commitment of the targeted audience. It especially allows Earned

Media to develop. Content generated by influencers creates value and

adds to the fame of the brand. Influence Marketing seeks to identify

the opinion leaders such as online marketplaces and automated

platforms.

21


Interview with a content marketing agency


Eric Ingrand (VP Content Marketing) 


et Sara Fraser (VP Content Strategy),

EnVeritas Group

« Content is the currency for building relationships that can boost

credibility, influence and action. »

EnVeritas Group is an international content marketing agency

which supports global businesses with communication strategies

and multilingual content, in over 35 languages. Thanks to a strong

global network of experts and content providers, EnVeritas

enables its customers to manage content centrally while

producing it locally.

1. Influence marketing is one of the most essential tool for

content marketing

As a vehicle for influence, content is one of the most powerful tools a

marketer has to attract, engage and inspire action. Content is the

currency for building relationships that can boost credibility, influence

and action.

2. How to harness the power of Influence Marketing

The best and brightest content strategies focus on their audiences.

Their goal is simply to be useful to the customer. But as content

marketing moves into the mainstream, questions of trust arise.

Customers who distrust advertising may also distrust your content.

Even if the content you’re producing doesn’t read like an advertorial,

how can you break through the clutter and make an impact with

audiences The answer is Influence Marketing. Its basic idea is nothing

new. By tapping industry leaders and influencers, a company or brand

can advance its reputation and awareness in the marketplace. It’s a

natural, elevated extension of content marketing.

3. Who are the real influencers

Is it someone popular in online communities Or is it someone who

has earned an audience's attention over time Who can motivate

action

Popularity is not the same as influence – and celebrity endorsements

are often short-lived and superficial. Hugely popular social media

accounts are assaulted with requests to share, endorse and promote.

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4. Find your niche

A smarter way to find and work with influencers is taking the niche

route. Find the quality influencers that are already speaking to your

brand's audience, and build a relationship there. You have a better

chance of success if the influencer is already involved in your industry.

5. How do you engage with influencers

If you’re looking to increase your reach (and who isn’t), you have 


to first plant the seeds that grow into long-lasting, fruitful

relationships.

Building relationships with influencers is similar to building

relationships with an audience. In terms of content marketing, 


it means you produce content that begs to be consumed. Your

content strategy is in place. Your production calendar is regular. You

publish the right pieces at the right time to resonate with the right

audience.

6. How can you build influence internally

As well as tapping influential industry leaders, you should consider

building your own influencer inside your brand. This is another

strategy altogether.

Building influence – and therefore the reputation of your brand –

revolves around content marketing, curation and amplification. Once

you've identified your market niche and who you want to help, you

create content bursting with personality. That's the single way to stand

out in an overcrowded space. Whether you're creating content to

teach, entertain or inspire, it has to have a strong personality.

Influence Marketing stands at the crossroads of brand messaging,

content creation, social media, engagement and public relations.

Before engaging with an influencer, it’s therefore crucial to have 


a solid content marketing plan in place.

The second issue you need to consider is: what can you offer the

influencer in return There must be a value exchange. Without 


a benefit to both sides of the equation, there will be no buy-in.

23


Identifying the Opinion Leaders: Online Marketplaces and

Automated Platforms. What Are the Benefits and Limits

Relationships between consumers have always been present. They are

the essence of the concept of marketing. Word of mouth and opinion

leaders' suggestions have always spread around, or at least, they

always contributed to brand awareness.

Marketing managers are aware that using influencers is another

element for successful content strategy. However, a new element 


to consider is the scope and extent of the message. The web brings

about globalized exchanges, which means there are no more borders

and distribution is bigger.

It is essential to identify one or several people willing to pass on

information by generating content that will affect influencers'

networks and that will lead to viral marketing. Solutions were

developed enabling brands to search for influential individuals and

automate Influence Marketing campaigns online.

Identify influencers and manage projects

While the number of marketing investors increases, it is vital to target

the audience efficiently, segment it and be able to identify the most

relevant individuals to pass on the brand’s information according 


to the goals of the marketing campaign.

The role of online marketplaces is to put brands in touch with opinion

leaders and make them the brand ambassadors. These tools enable 


a marketer to spot the right people on a specific topic with keywords

and by cross-referencing various data such as reach (online presence

and community), theme/specialty, gender, spoken languages,

geographical and demographic criteria, level of education, and so on.

These platforms analyze data from social networks such as Twitter,

Facebook, Google+, LinkedIn, Foursquare, Wikipedia, and Instagram in

order to create each user's profile. Each user is assigned a unique

score proportional to their social influence online. Tools such as Klout

enable one to determine online popularity for each person.

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Among the platforms are Traackr and TapInfluence. Marketing

managers have access to key data and can contact the right people

more easily. These platforms go further -than most by putting

customers in touch. They build relationships that allow one to follow

the brand's voice, what the influencers talk about and to perform

competitive intelligence by watching what is said.

Mobile as a tool to create immediate brand ambassadors

Smartphone applications such as Freebie aim at turning the influence

of social networks into a method of payment. Basically, a brand

wishing to be viral enables the consumers to take advantage of their

social influence to benefit from services, products and free

experiences in exchange for a post that the application will

synchronize on various social networks. The post could be about

restaurants, cafes, cooking classes, launching product evenings 


or even shows, for example.

This concept gives a lot of importance to the potential of the

consumers' social connectivity and to their popularity on social

networks. It enables one to automate word of mouth and viral

marketing.

Added value of the automation

platforms

Time-saving. Meets the

marketing managers' and

public relations agency’s

needs.

Monitoring service and

spotting of influencers.

Relevance and sharpness of

the analysis. Analyzes the

influencers' profiles and

calculates Reach, Resonance

and Relevance scores.

Enables brands to target

according to very specific

criteria.

Enables brands to structure

projects according to upfront

reflection on the goals,

definition of projects with the

right keywords, and ability to

start a conversation with

influencers to make them

partners in the company.

Monitoring social media and

influence in a single ecosystem.

Limits of the automation platforms

Partial automation cannot be

performed at the cost of

human contact. The platforms

are open. Everyone can

subscribe to them, without

necessarily knowing the

influencers.

The platforms do not manage

the relational aspect. Once

the influencers are spotted,

their commitment is needed

and the relationship is

customized.

The platforms give specific

information on the

influencers' ability to create a

specialized network, but not

on their ability to write,

empathize, etc.

Quite expensive.

25


The web: a very powerful CRM

The web is a real gold mine of information on consumers. Notably

with social media, Internet users manage their online profiles and store

all their information online, which enables brands to spot and define

their audience based on occupation, hobbies, geographical and

demographic criteria, and more. Internet users go even further 


by interacting online and creating content: they post their opinions on

their stays, post on forums, etc. This is what we call User Generated

Content (UGC), which is content generated by users. What's more, 


the consumer is more and more inclined to share their data if they feel

they will receive a benefit in return, since they are looking for

customized deals.

However, there are some limits. Regulations protecting personal data

are becoming stricter. What's more, technologies and data techniques

are not completely optimized yet.

We are heading to behavioral and predictive marketing. Influence can

be a lever.

The evolution of platforms leads to data-driven marketing, which

means a smart marketing campaign managed by the users' data. This

new marketing method enables one to customize the user experience

and inspire the travelers’ decision by basing it on other travelers’ ideas.

The big amount of data related to social media, for example, enables

one to build a real Internet users' profile and create a very good

customized experience online. At the same time, data marketing is a

major lever with which to improve the conversion rate and face the

inflation of acquisition costs.

26


HOW IS INFLUENCE

MARKETING APPLIED 


IN THE HOTEL INDUSTRY

How a hotel can benefit from a collaboration with influencers

Mechanisms and key elements


The Problem: How to Get Noticed In a Very Competitive

Market

The evolution of technology to include the web and mobile

dimensions has increased competitiveness in e-tourism and also

multiplied current actors and channels.

The explosion of the web allowed hoteliers to sell directly and thus

create their own ecosystem online and on mobile channels. However,

hoteliers do interact with some partners to ensure their visibility on the

web. Whether they are sales, social or metasearch platforms, there are

many interactions, which make the hotel property environment

complex.

The hotelier benefits from bringing visitors to their website and from

managing and controlling their image. Influence Marketing is a lever

that will allow him to reach his goals.

28


Description of the "New Generation" of Travelers

Technology revolutionized and is still revolutionizing the relationship

between traveling and consumption. What are the characteristics of

these new Internet-using travelers

ONLINE

TRAVELERS ARE

LOOKING FOR

EXPERIENCES

Web specialist Internet users

Internet users' behaviors are evolving. They are looking for good deals

and customization. They always compare offers and have become

familiar with the practices used by tourism professionals. They are

particularly receptive to the information they find online.

Advertisements, imagery, videos, and recommendations catch their

attention. They tend to check the hotel website themselves and book

their room directly. In 2013, Internet users would trust hotel websites

by 77%. This represents a five point rise compared to 2012 (source:

Google Think Insights: ‘’The 2013 Traveller’s Road to Decision: Affluent

Insights’’ / January 2014).

A long customer path

The customer path is quite long. From the initial search step to

booking, the Internet user goes to various websites and therefore uses

many tools to plan their trip.

29


• According to Google, the time to purchase a trip-related product

on the Internet reaches an average of 63 days on a computer

according to the service (hotel, flight, and package). For a hotel

reservation, the customer path lasts 47 days on average. Internet users

are active in their research for five days only, hence the interest 


of keeping them interested during the whole customer path using

marketing levers. On cell phones, the path to purchase is usually

significantly shorter than on the computer. Cell phone users tend 


to turn more to last minute offers.

• According to an Expedia survey from June 2013, consumers go

to 38 different websites 45 days prior to their online booking. A single

Internet user goes to about 16 websites the day of the booking,

including five travel websites.

Internet users are looking for value. For marketing managers, 


the challenge is to make the travelers remember their hotel as soon as

they discover it and for that impression to last all the way up to the

booking. Influence Marketing can contribute to this by sending 


a strong and customized message starting at the search phase.

The web, a source of inspiration

A recent Google survey shows that the Internet is a source of planning

a trip for 87% of travelers. For 64% of them, the web is a source of

inspiration that is as important as consulting their inner circle.

• The number of travelers visiting destination websites (DMO:

Destination Management Organization) when planning a trip has

increased by 30% since 2010. Travelers go back and forth between

these websites and the hotel booking websites. Online travel agencies

are the most visited websites prior to the booking. They represent

almost 48%, that is to say, they receive 18 visits in 45 days.

30


Here is the trend:

• 70% start searching online before deciding where and how they

wish to travel.

• 59% use search engines as a gateway to ideas and information.

• 52% plan to spend more time on online searching before

booking their trip as they grant importance to price-quality ratio.

• 38% of the Internet users are influenced by bloggers when they

make a purchase (source: survey carried out by Technorati,

‘‘TechnoratiMedia 2013 Digital Influence Report’’).

Multimedia content is important to inspire Internet users, especially

when it includes photos and videos. 55% of the Internet users view trip

videos (a five point rise compared to 2012). Multimedia influences their

choice of destination, accommodation and the website which they

will use to book their trip.

Videos are an encouraging format for travelers’ commitment. They

have a bigger impact when they come from the hotel itself (70%), 


or when used for experts' (65%) or amateurs' (53%) travel tales, 


or when posted by travel chains (56%).

Influence Marketing is important during the inspirational phase 


of a trip. Given the importance of opinions and recommendations 


to Internet users, it is a powerful lever to attract new customers

seduced by the experience the influencer shared.

The first activity of travelers is sharing

Social networks have largely favored sharing activity, especially in the

travel industry.

• 400 million photos are shared every day on Facebook (source:

Facebook). Travel is the most shared theme on Facebook (source:

Tnooz).

• 16 billion photos have been taken through Instagram (source:

Instagram).

• There have been five billion check-ins on Foursquare (source:

Foursquare).

• More than 200 million opinions have been posted on hotels (source:

TrustYou).

31


A survey of American travelers conducted by PhoCusWright shows

that nine travelers out of 10 are active on social networks: 73% are

online everyday (often several times a day) and 53% refer to their

network for good deals (22% related to travel). Travelers publish more

often when traveling, up to 31%, than when back home (27%). And yet,

this survey shows that all social media together represents only 4% 


of a travel website’s inbound traffic.

What's more, opinions have become a real factor for choosing a hotel.

This trend is based on the idea that travelers have adopted new

behaviors starting with the purchasing phase.

The influence of opinions about hotels is particularly significant since

96% of hotels claim that opinions affect the bookings in their hotel

(source: TripAdvisor for businesses).

Sharing through social networks ensures good hotel visibility 


and enables the brand to reach a very large public audience. Influence

Marketing can be an alternative lever to Social Media Marketing with 


a more qualified audience targeting

• 93% of the travelers claim that online opinions impact their

booking decision (source: TrustYou).

• 79% of consumers trust online opinions as much as personal

recommendations. This represents a 10% increase compared to 2012

(source: BrightLocal Study 2013).

• 87% of users admit that hotel opinions on TripAdvisor reassure

them about their decision (source: TripAdvisor).

• 53% of the travelers claim that they will not book a hotel that has

not been reviewed by Internet users (source: TripAdvisor).

32


A Close Look at the Generation Y, Digital Natives, 


or Millennials: the Ultimate Online Travelers

The new generation of online travelers has even stronger reliance on

the new consumption habits. They are looking for value. They want 


a real customized online experience. They are looking for interaction

and are very active on social networks.

Generation Y receives a lot of attention since their representatives are

the pioneers of the new ways of consumption:

• These travelers are aged between 18 and 30.

• They are those who travel the most and are looking for a

customized and true travel experience above all. They like to be given

value.

• They love multi-screen devices such as tablets, smartphones,

computers.

• They are eager to share experiences (peer-to-peer). They love

sharing their opinions. They are looking for good deals and are

influenced by what their peers think.

• They live each moment to the full. They want a real-time service,

flexibility, and the ability to find information quickly.

• They are eager for real experiences. Generation Y travelers like 


to meet locals and discover new things during their trip.

Online Generation Y travelers have a lot of influence on their

community. As part of an Influence Marketing campaign, the challenge

is to define these travelers.

• Their purchasing power is prominent.

• They are "hyper-connected". They follow new technologies 


and social networks. Their essential tool during their trip is their

smartphone.

• They keep in touch with their friends and family when traveling

by sharing their experience on social networks.

33


The social media potential has to support its content strategy

Almost every Internet user has an active account on at least one social

network, which makes social media a high potential channel 


to support hotel content strategy. Social content gives visibility to an

establishment. Users can easily find the hotel online and even start 


a thread on Twitter, for example.

What's more, social media is an opportunity to better target Internet

users with contextual messages related to their search history.

Tourism professionals see social media as the new challenges of hotel

marketing.

The essence of social media is the creation of a community and 


a brand federation. This channel enables the hotelier to remain visible

to the Internet users who already showed interest in the brand. Social

networks are indeed a good, non-intrusive way to communicate with

the Internet users who chose to be part of the community. 


The audience is thus qualified and commitment is important. The vital

feature of social media allows the amplification of these messages and

helps them spreading to a larger audience. It is an excellent way to to

obtain commitment from the visitors. During the summer of 2013, IHG

notably launched its campaign on Instagram to get its customers’

commitment by inviting them to submit photos of their trip using

hashtag #DiscoverIHG.

Amadeus blog - Poll Results: How is social media most valuable 


to the travel industry (13 mars 2014)

34


Getting Known

THE NEW

CHALLENGES OF

HOTEL MARKETING

Before turning the Internet user into a potential client, it is important

that the hotel develop brand awareness. This visibility comes from

marketing actions such as natural indexing (SEO), advertising

campaigns, emailing campaigns or social media. All of this serves 


to generate brand enthusiasm. Of course, this awareness comes with 


a price, which is why it is important to ensure the campaign’s

performance to get a satisfying return on investment (ROI).

Once the travelers’ attention is captured, the challenge is to turn them

into customers. Although certain aspects of conversion are handled 


by hotels, others are much less controlled, such as opinions left by

Internet users after their stay.

E-reputation is particularly important for an establishment. Brand

awareness is managed by community management.

35


Retaining Customers to Maintain Attractiveness

Once a customer is won over, the challenge is now to retain them. It is

a difficult challenge when your travelers are netsurfers. You need to

maintain contact with them. Newsletters or social media are also

levers that favor customer relations.

Some hoteliers develop loyalty programs to value and reward their

clients. The hospitality industry has shown an increasing interest in

loyalty programs. More than 80% of all travelers belong to a loyalty

program. They are mainly attracted by the program benefits, in other

words, free overnight stays. Moreover, loyalty programs encourage

travelers to book through a specific sign-in. Thanks to loyalty program,

travelers give priority to direct contact from the hotelier. More than

86% of travelers prefer to receive news related to loyalty programs by

email (source: Google Think Insights: ‘’The 2013 Traveller’s Road to

Decision: Affluent Insights’’ / January 2014).

Optimize their Direct Bookings

The environment in which an hotel is developed is difficult. There are

many players involved in every stage of the customers’ experience.

This creates many channels to manage in order to watch over its

reputation management.

Moreover, being involved in every stage can be expensive: advertising

campaigns, referencing in metasearch engines, commissions paid 


to intermediaries in the distribution chain (OTAs), and so on.

Beyond visibility and reputation management, the main strategy for 


a hotel is to provide direct bookings capability on its website. 


The trend towards multi-screen technology also helps hotels to be

easy to find when the traveler looks for information in any channel. 


In fact, a booking can be directly or indirectly made through a previous

search with another device or another channel.

In order to maximize direct bookings, a hotel should manage its

channels better. Direct booking means cost control and knowledge 


of its clients. This gives them a chance to establish a close relationship

with their clients. They have a chance to make them loyal and

engaged by targeting theirs communications in order to ensure that

they become ambassadors for the company.

36



Interview with a marketing agency


Martin Soler, WIHP

« Traditionnal marketing is a source of rapid

revenue than can and must be optimized

constantly. Influence is the building of a brand

and long term revenue. »

Martin Soler is responsible for business development and

marketing of WIHP, and works with hundred of hotels worldwide

on marketing and communication issues.

1. What are the advantages of ‘traditionnal’ online marketing

Traditionnal" online advertising such as click based SEM, Banners and

meta-search have the advantage of being quick to implement, easy 


to measure and can be managed with any level of budgets. An

additional advantage is that one can adapt easily and change nonresponding

campaigns and actions and thus gradually increase their

efficiency.

2. Why do hoteliers outsource this particular cluster

Traditionally marketing and advertising has always been a specialised

field requiring professionals. With the advent of online marketing many

tools have been built so hotels can do it internally, however as it

becomes more and more technical they need to return to using

agencies.

Of course there is the reduced risk of using an agency that if it doesn't

work they can go somewhere else, whereas doing it internally isn't

always that easy.

3. How to be different Today, on which channels a hotel should

be visible

The trick for a hotel is to find all the channels that are talking about

their destination, these can be paid such as SEM or Meta-search, OTAs

and other such platforms but increasingly hotels need to be present

on "favourites" lists from authorities. Even if that authority isn't related

to travel - for example a tech industry authority who shares their

favourite destinations and hotels in a location.

37


If hotels want to be visible they need to search and find all the places

people will go to get information, inspiration and where they will be

influenced to chose their hotels.

Your average traveler knows he's going to NY so it's pointless to try

and promote NYC. The traveler choses a destination before the hotel.

But once they've decided they're going to NY then they'll look within

their circles for influence of where to stay. And the trick is finding as

many of those places as possible to ensure they are present.

There are only 3 ways they will have an edge on the competition,

either it's a better price, a better comfort/service or a better location.

Hotels need to find which one it is and focus on the right people (read

influencers) that will promote the advantage.

4. What the role of influence

People want to be influenced and I mean that in a good way. It's just

easier to have selections made by people we trust. There are some

500 hotels in NYC, 2000 in Paris - there is no way your average

traveler will know how to chose between that many. Influencers help

travelers because they preselect for them. Take the tech-blogger

example - even though they aren't travel professionals, their readers

are happy to know "the 10 best hotels for tech people" and would

probably be OK to pay a premium for a hotel that has been

recommended. As such influence is a service that many people look

for.

The proof of this is that the highest source of revenue for hotels today

(in the age of internet) is still friends and family - which arguable is the

strongest source of influence.

5. Should we practice both (influence + traditionnal marketing)

The targets are the same

One needs traditional marketing for it's precision and adaptability, it's a

source of rapid revenue that can and must be optimized constantly.

Influence is the building of a brand and long term revenue, that

doesn't mean it's slow, but it is something that stays for a longer time.

38


Interview with an expert


Josiah McKenzie, Director of partnerships and

strategic development, REVIEWPRO

« Identifying the target influencers you want to

engage with requires a strong understanding of

your brand concept. »

Josiah Mackenzie helps turn feedback from the social web into

insight for action at ReviewPro, and previously started the blog

Hotel Marketing Strategies to spotlight innovation in the hotel

industry.

1. In your analysis and work influencers are a big part of a hotel's

popularity. How would you delineate an Influencer Marketing

strategy

An influencer strategy first requires building something that the world's

leading tastemakers will be attracted to. Leading with design.

Something ahead of the curve. Different. Maybe it's the architecture.

Maybe it's the room design. Maybe you're introducing a new twist on

the traditional guest experience. Maybe you've assembled a team of

people that will make this hotel different. Think about your product

design. Then, it's about getting in front of the right people.

An "influencer marketing strategy" reaches those people that others

look to for recommendations. Their advice is trusted. The social web

gives us various metrics that we can use to evaluate the likelihood that

advice will be acted on – with companies such as Klout aggregating

retweets, likes, and other social signals to identify those mavens of

culture.

Once you've identified influential people, you need to decide on which

influencers are the best fit for your brand concept. Just because

someone is influential in one circle doesn't mean they will sway

opinion for the people that matter to you – your potential future

guests and audience. Identifying the target influencers you want to

engage with requires a strong understanding of your brand concept:

what you are and are not. (Hint: It's okay to be polarizing)

Once you identify which influencers you want to reach out to, you

need to decide how you engage with them. Are you looking for their

input Do you need them to stay at your hotel Some sort of creative

collaboration could pay dividends for your hotel marketing strategy.

We've entered an environment where hotels – and every other

business – need to think like media companies - so creating with

influencers and having them amplify your collaboration could bring

valuable exposure.

39


2. Do you think that Influencer Marketing is an optimal way 


to engage customers

If you're strategic with your influencer marketing, it can be a valuable

way to engage customers. It all depends on how focused your

approach is. Relevant influencers will speak to the right audience –

and creative collaborations can increase your brand equity in the eyes

of the audience that matters to you.

3. How do you foresee the evolution of Influencer Marketing

4. What is your vision of the adoption of Influencer Marketing in

the travel/hospitality environment

I'm a strong believer in #H2H – human to human marketing.

Influencer marketing, by definition, puts people – individuals – at the

center of the spotlight. Innovation will always come through people,

and my vision for influencer marketing being adopted on a broader

scale is that it will not only drive more innovation in how guests are

served, but it will also encourage a human-centric approach to

hospitality, travel, and business.

I see influencers becoming more and more involved in creative

collaborations. From design to content to promotions – tapping into

the vision, taste, an audience of these future-thinking people will allow

hotels that engage with influencers to stay ahead of the curve.

40


WORKING WITH

INFLUENCERS

The concept of influence is already widespread in the fashion 


and sports worlds. It’s now rapidly emerging in the tourism industry.

That’s why hospitality brands should take into consideration this new

viral channel.

The Mechanisms of Influence Marketing in the Hotel

Industry

Influential actors are frequently bloggers, stars, and travel lovers who

share their experiences on a blog and on social networks. They are

Internet users who enjoy a certain popularity and who have developed

a true community.

How can opinion leaders be identified Hoteliers or agencies

browse the web looking for influential Internet users who can turn to

influential actors: forums, social networks, blogs platforms, etc.

Specific online markets like Snap Traveller bring the influential actors

into contact with hoteliers or agencies.

41


What is the principle of Influence Marketing in the travel sector 


It is based on generating the content created and published by the

influential actor. The content could be stories of customized trips with

pictures or videos of the visited establishment, destination, activities,

etc. We call this visual storytelling. Thanks to the community of the

influential actor, the message is distributed to a targeted audience,

who will be receptive to the publication and who will maybe share the

information in turn. The message is also distributed to a qualified

audience through the viral marketing effect.

What do the influential actors publish The influential actors tell 


of their trip experience and they publish their stories with multimedia

content on their own blogs and on other websites, specifically on the

social network, because it promotes sharing.

To whom is the message addressed The readership is systematically

qualified. The founding principle of Influence Marketing is to target 


a clientele who will share via word of mouth. The targets change

according to the objectives of hotel campaign. An influential actor 


is chosen in accordance with the community theme and nature.

In What Context Must Influence Marketing Turn 


to Influential Actors

A hotel establishment can launch a campaign of Influence Marketing,

for example, as a result of a hotel reopening, a special event, a bar or

restaurant promotion or also with a specific repositioning objective

(attracting younger clientele, becoming a branch, reaching a concrete

target) or simply to promote the hotel in the broad sense.

What is the main objective The hotel takes advantage of the targets

of opinion leaders to create the buzz on the social networks,

specifically via Twitter, Instagram or Facebook and to obtain a better

reference on Google. The objective is to inspire travelers, make them

dream and increase its visibility on the websites.

How is this going to have an impact on the Internet users The

behavior of Internet users changes. They look for authenticity, online

inspiration and peer advice when choosing a hotel. An influential actor

tells his personal experience in the first person, which is in fact more

subjective than a news article.

42


What is the difference compared to traditional media 


The best advantage to compare to a traditional media campaign is the

permanent character of the publications. Bloggers put most articles

online before, during and after one trip. These publications are always

accessible on the website.

How to Set Up Collaboration

Today, the relationship between opinion leaders and hoteliers is not

strong enough. Hoteliers sometimes can’t take a look at the bloggers

publications. In the interest of transparency, some bloggers explain to

their readers what they have been offered, but there are no general

rules on this subject except in the U.S. and soon in Canada.

What is the business model

• The hotelier can turn to specialized agencies or use online

platforms, which often work based on subscriptions.

• The influencer benefits in most cases from discounts or from 


a free overnight a stay if they share their trip experiences. Sharing can

include articles, sharing pictures and videos, tweets or even just 


a social media check-in. For the hotel, the added value is that 


its image is linked to a qualified influential person.

Influence Marketing has more human dimensions compared 


to traditional digital marketing. It allows a very detailed targeting.

43


Interview with a new influencer platform


SNAP TRAVELLER

« Hotels we work with expect both a help in the

selection of opinion leaders but also an accurate

analysis of their campaigns’ impact on new

Medias. »

Sebastien Felix is in charge of the development of Snap Traveller,

a new innovative platform which connects hoteliers and

influencers. We help hoteliers to find the right people in exchange

of visibility on their social media channels.

1. Can you explain the concept of SnapTraveller How did you get

the idea

Snap Traveller is the first platform dedicated to influence within the

hospitality industry. We connect hotels with influencers to support

them within the implementation of their content marketing strategy

leveraging influence marketing tools. We thus help them to develop

their brand awareness, generating virality and monitoring their return

on investment by targeting qualified and relevant opinion leaders.

Specifically, one the one hand, our influencers can easily get in

contact with hotels (and make requests for a stay), on the other hand,

hoteliers can push special information and promote their hotel.

The origin of the project comes from an encounter between Sebastien

Felix and Hugo Marchand, both working for a few years within the

hospitality industry. Hugo worked as Social Media Manager for “Voyage

Privé” where he established and developed the overall strategy of the

brand on social networks. Sebastien was responsible for digital

marketing within the Sibuet Hotels & Maisons group.

We both had the same conclusion: hotels lack of tools and knowledge

about effective use of social media. Most hotels are focused on

managing Facebook pages or blogs. But few of them base their

strategy on opinion leaders to relay content and generate

commitment to a targeted audience according to their positioning.

From this observation, we designed a platform connecting our opinion

leaders with hoteliers. The project was developed within WIHP, a 360

hotel marketing agency.

44


2. Influence marketing is still relatively new within the field of

travel. How do you see the development of your business

Influence Marketing is a new concept for the travel industry. Traditional

actors (PR agencies, journalists, etc.) are turning digital. In the

meantime, existing online players already propose to manage relations

between bloggers & brands.

We believe influence marketing, which is in the process 


of democratization, will tend to global platforms linking specific

influencers with dedicated industries (fashion, technology, luxury, and

now travel). Tomorrow, online and offline will become only one.

To meet this growing demand in our industry, we are currently

working on the version 2.0 of our website. This will allow us to deepen

the relevance of our projects with a better analyze of our campaigns

for hotels.

3. How do you identify your influencers What is their typology

We define an influencer as a person with a good balance between its

popularity and the engagement is able to create with his audience. 


It can be a blogger, a public figure, a magazine editor, a musician, artist

or just a passionate.

Our platform allows all opinion leaders to register for free. Our team

analyzes each profile and then filtered manually to obtain relevant

segmentations for our customers. The quality of our selection 


is a guarantee of quality and a seal of guarantee for our hotels.

4. What is your business model

Each hotel pays a monthly fee to access the platform, be linked and

work with qualified opinion leaders. This fixed fee is the same

regardless of the number of opinion leaders the hotel wants to work

with.

45


5. What do hoteliers expect from your services Are they globally

satisfied

Hotels we work with expect both a help in the selection of opinion

leaders but also an accurate analysis of their campaign impact on new

medias.

When building tailored campaigns (Influencers contest, special event,

etc.), we can also work hand in hand with the hotel for specific

indicators, consistent with its objectives.

Today, we have worked with over fifty hotels in the last 6 months, and

have contributed to the creation of more than 200 stories and

experiences from our influencers toward our hotels.

6. Can you measure the impact of influence marketing for a hotel

We can precisely measure the impact of each of our campaigns when

a hotel works with our opinion leaders. The key indicators to follow,

are:

- The number of visitors to the hotel website

- Mentions obtained on social networks: retweets, shares, fans

acquisition, etc…

- The commitment generated by posts and publications (how many

people have interacted directly with our content)

46


Interview with a Hotel General Manager


Philippe Vaurs, GROUPE ELEGANCIA

« When one uses influencers to promote its

brand, he must be open minded, willing to work

and sale differently. »

Passionate, and above all a creator of unique experiences,

Philippe Vaurs’ Elegancia Hotels’ offers an innovative and unique

brand of hospitality. Philippe was one of the first hotel directors in

Paris who used influence marketing strategies for the launch of

his hotels. The best example could be the Hotel Seven, which has

incredibly increased its brand awareness becoming one of the

most famous hotel in the French capital.

1. What is the budget dedicated to the online marketing for your

hotels promotion

To promote our 10 hotels, we invested on advertising campaigns

through Google Adwords and Tripadvisor. Our budget dedicated 


to online marketing actions is approximately around 1500€ per month.

2. What did you choose to work with influencers Could you

explain your approach

Influencers allow us to get closer to the consumer market. Potential

customers are much more receptive to a message delivered by 


a person to whom they identify and they will be more likely to rely in

our brand if this message comes from a trustworthy party. Our aim is

also to strengthen our visibility on the web via this powerful media. We

strongly believe in this impact of “word-of-mouth” generated by the

influencers posts to develop our e-reputation.

3. How do you identify influencers and how do you organize this

collaboration What is your business model

We have chosen to go to a specialized agency to help us in our

approach. I work with my partner WIHP to identify influencers. The

business model is a fixed monthly fee to access the Snap Traveller

network. From there, my hotels have their own dedicated pages and

therefore, we can be contacted by influencers.

47


4. What are the actual benefits for your brand

We are very pleased with the results. It is difficult to track the exact

number of reservations recorded via influencers, nevertheless we can

easily point out an increase in terms of brand awareness, which was

one of our initial aims. Mentions for our brand were quickly more

frequent on the web, especially on social networks. In the meantime,

our hotels websites increased quite a lot their traffic thanks to the

influencers posts, including our hotel’s name within their articles. For

example, a few months ago, we organized a special event with Oliver

Lapidus, Hotel Felicien designer. The idea was to organize a breakfast

where the designer himself and a few bloggers could talk and interact

toward the hotel history. In a few hours, we obtain dozen of mentions

on Twitter, Instagram and Facebook.

5. Do you think this approach will be emulated by others

The use of influence Marketing is a state of mind. It changes the

established and the traditional parameters of booking paths. When one

uses influencers to promote its brand, he must be open minded,

willing to work and market its trademark differently.

48



Interview with a Hotel General Manager


Adèle Gutman, VP Sales, Marketing and

Revenue, LIBRARY HOTEL COLLECTION

(NYC)

« We don't want to limit our reputation only to one website. We also

welcome journalists and bloggers with followers that seem to be 


a good fit for the hotel. »

Adele Gutman has over 30 years of experience in all areas of

hospitality marketing. Adele has worked with Henry Kallan for

over 12 years and oversees sales, marketing, revenue

management, public relations, and new hotel concept strategies

and launches at HKHotels.

1. You are particularly focused on traveler reviews and influencers

experiences. Can you describe the approach you adopted and how

it has contributed to raise your brand awareness

When I joined our company 14 years ago, in 2000, Henry Kallan's

philosophy was clear to me from day one. We agreed that if we took

wonderful care of every guest while they were staying with us, we

would never have to advertise; our happy guests would do the

marketing for us. What were wise words then turned out to be

prophetic in the new world of social media and digital marketing. We

always knew that great word of mouth advertising would fill up our

boutique hotels. We could never have imagined the reality, which 


is that being ranked on top of the list on TripAdvisor could put our

brand out in front of tens of thousands or even hundreds of thousands

of travelers every month. Last week alone over a million travelers used

TripAdvisor to plan or research for a trip to New York City. That brings

a lot of traffic straight to our website.

In addition to the general public, people like to read comments and

reviews from journalists, bloggers and influencers who they feel share

their taste and values. While I may not have the budget to court the

high end glossy magazines and television shows to feature our hotels,

the Library Hotel Collection welcomes writers for our A Day in NYC

49


Writer in Residence program to give qualified and approved writers 


a stay at each of our hotels in hopes of inspiring them to write about

the vast wonders of New York City and of course, the guest experience

at each of our hotels. The program is easy and low cost, yet produces

a steady stream of articles and social media shares for us.

2. How do you use social media to interact with your customers &

drive satisfaction

The most important way we use social media is to listen to the voice

of the traveler. Reviews are like a free focus group giving a business

real time information on the guest perspective. We take that

information and constantly adapt and refine our product and service.

These insights from the guest perspective impact our purchasing,

hiring, and training decisions. They also impact our communications.

We find when someone expresses disappointment, it can be because

their expectations were not a perfect match for the experience. Library

Hotel Collection's commitment to authenticity and clarity in all

communications is key to our pursuit of 100% guest satisfaction. One

initiative we are working on this year is our #TipsForTravelers project.

Throughout our company, managers and staff worked together 


to identify areas where we could help resolve travelers issues by giving

them more information to plan their trip. We can already see the

results are receiving positive feedback from travelers who have put the

tips to work for them.

3. Also some hoteliers are not very happy about TripAdvisor,

mainly because its anonymous (you don't need to stay to write a

comment). What do you think about that

The internet has made life so much more fair for independent hotels.

In the past, international travelers would always gravitate to large

chains because they would feel secure that they could expect certain

standards to be upheld chain wide. There was little chance for a small

boutique hotel, no matter how wonderful it was, to attract that

customer without very expensive marketing and distribution options,

such as advertising and wholesale contracts. Now a unique and

individual hotel can provide rich content, images, virtual tours, video,

and in our case, thousands of reviews to let a traveler know what kind

of experience the hotel provides. This means that even if travelers have

never heard of the Library Hotel before today, when they find us on

the top of the list in New York City on TripAdvisor, they have easy

access to everything they need to feel confident about choosing the

Library Hotel for their trip.

50


All a traveler needs to do is understand what kind of service and

amenities they want, and what style of hotel they prefer, and take the

time to do the research to find the best match for them. It is not

enough to see that a hotel is ranked #1. A high ranking comes from

making travelers happy, and is not a sign of opulence or the ultimate

level of luxury. People have different tastes and different needs so if

you need a swimming pool or a grand lobby or 24 hour room service

to be happy, it is easy to check for that on a hotel's website before you

book.

As much as we love TripAdvisor, we don't want to limit our reputation

only to one website. We also welcome journalists and bloggers with

followers that seem to be a good fit for the hotel. People give more

importance to reviews from friends, family, and trusted critics who

share their personal passions and values, so this is a practical and

affordable strategy to attract new business straight to our own

website.

We love TripAdvisor because unlike other promotional opportunities

which one has to pay for, we can get phenomenal publicity by earning

it. Some hotels feel that certain rules on TripAdvisor are unfair, such as

reviews from people who never stayed at the property. What I always

say to those hoteliers is that 100% of hotels have to deal with the same

rules, which does make it a level playing field since we all have the

same obstacles. The fact that the reviews are anonymous does make it

difficult to research what really happened, but the upside is that more

travelers will feel comfortable about writing reviews since they can

choose to be anonymous. More and more, travelers are linking their

TripAdvisor account to facebook, which is making that less of an issue.

51


CASE STUDIES

CAS PRATIQUES

Illustrer le ROI généré selon les types d'opérations (lancement d'hôtel,

rénovation, ciblage de population plus jeune, etc...)

Four Season: digital storytelling strategy

http://www.luxurydaily.com/four-seasons-focus-on-social-engagementwith-content-not-number-of-followers/

goback=.gde_108417_member_237599175

http://www.luxurydaily.com/four-seasons-pushes-bridal-expertise-viamobile-digital/

The brand has been present on social media since 2009 when consumers

began to expect to be engaged 24 hours a day. For many brands, what was

historically spent on advertising is now being spent on digital advertising and

engaging consumers on digital channels.

Discover some influence marketing campaigns 


and amazing success stories.




Hotel Launch or Hotel Reopening

In the context of a hotel launch, Influence Marketing is especially

useful because this lever enables one to build a reputation and

generate a lot of content from the very first month. For example, Snap

Traveller has led several launch campaigns of European hotels. 


The idea was to host influential people during a stay or a specific

event. In exchange for free overnight stays or special discounts, the

influencer creates the hotel’s marketing content, which will be 


re-broadcast on its own social media through tweets, articles, checkin,

and other places to generate viral marketing for the establishment.

Hotel 123 Sebastopol, Paris

The hotel officially opened in September 2013. It has worked with

Snap Traveller to host many qualified bloggers for the opening. 


In three months’ time almost 30 articles have been written and passed

on by fashion, trip and design opinion leaders. This has generated

about 2500 visits on the hotel website and the rate of commitment

from their social networks has increased by 10%.

Here are a few examples of published articles:

http://www.conexaoparis.com.br/2013/10/08/hotel-design-em-paris-cominspiracao-no-cinema-frances/

http://www.soblacktie.com/archive/2013/10/22/123-sebastopol-paris-un-hotel-quifait-son-cinema.html

http://wishwishwish.net/2013/12/123-sebastopol-review/

53


Demographic/Sociological Targeting or Brand

Repositioning

It is necessary to appeal to Influence Marketing when a hotel wishes to

be positioned in a concrete target or niche market where it wasn’t

present before. In this way classic hotels can attract a younger

population group and create special programs to gain popularity with

a group they didn’t reach before.

The campaign concept was “1 meal = 1 quote on the social

networks”.

The buzz generated exceeded expectations. In a short period of time,

302 quotes were collected through Facebook, Twitter and Instagram

creating more than two and a half million views and hundreds of links

to the brand.

This is why Four Seasons is a good example. The brand clearly

understood the power of influencers to change the brand positioning.

In June 2012, Four Seasons Chicago opened a chic restaurant and bar

called Allium. The concept was to attract a younger and more varied

target group in order to rekindle the ancient image of the hotel.

Marketing and traditional advertising efforts were not enough 


to attract this new target group. So, Four Seasons turned to the place

where the younger population spend most of their free time: social

networks. Thanks to a coherent strategy and in partnership with the

Freebie application, the hotel knew how to organize a number of

events. They invited qualified influencers to come to enjoy their new

restaurant.

Source: http://socialmediatoday.com/socialmktgfella/2016041/hipper-social-fourseasons-drives-high-return-rate-case-study

54


Online contest

A good way of increasing your brand’s viral presence on the Internet is

through a competition. The competition can be simple (the Internet

user answers questions, sends pictures or videos or writes a text).


A competition actually allows the use of sharing mechanisms available

to brands through platforms like Facebook. In the context of the hotel

sector, a competition is a good solution to attract new fans or create

traffic to your website.

mentioning the hotel and inviting his community to vote for him. In a

weeks’ time, 25 pictures were published, creating a total of 65,000

“Likes” and 1,200 comments. The competition reached an audience of

nearly one million people on Instagram.

I t w a s b r o a d c a s t l i v e o n t h e c o m p e t i t i o n w e b p a g e : 


http://www.snaptraveller.com/MyParisFashionWeek/

The challenge: distributing the message in order to start the viral

marketing and getting the mechanisms to work.

It is common to use a competition for the end clients of a brand, but

another lever is to organize a competition between influencers

themselves. The engagement rate is generally higher and the impact

more powerful.

Hotel Felicien and Paris Fashion Week

Snap Traveller carried out a campaign on behalf of a new Parisian

boutique hotel. The Félicien hotel was created by the haute couture

French designer Olivier Lapidus. A competition was launched during

Paris Fashion Week. Every influential actor was asked to post a picture

on Instagram about their preparation for the Fashion Week,

55


Promote the Destination

The destinations (DMO: Destination Management Organizations) take

over Influence Marketing. Indeed destinations are often viewed during

the inspirational phase of the traveler’s experience. Travelers turn 


to destination ambassadors who have written and visual material

making use of storytelling and the viral marketing, which proves to be

a profitable strategy. Objectives: make people dream, inspire, create

emotion and encourage viral marketing. Let’s focus on two

destinations.

activities to try. Images were also projected in real time in the heart 


of Melbourne.

During the participatory campaign, Internet users from 158 countries

and 3888 cities visited the website (http://remotecontroltourist.com).

Mashable also reproduced the information, offering a potential of 20

million monthly visits and six million followers from social networks.

The first five days of the campaign generated 150,000 views on

YouTube and 1537 photo shares on Instagram.

Source: http://www.tourism.vic.gov.au/marketing-campaigns/domestic-marketing/

melbourne-campaign/14-about-us/679-melbourne-remote-control-tourist.html

1. Australia is part of a participatory campaign, “Melbourne

Remote Control Tourist”

Tourism Victoria launched an innovative concept addressed to

travelers connected to its campaign “Melbourne Remote Control

Tourist”. What was the idea of the campaign During five days, from

the 9th to 13th of October 2013, Internet users all around the world

were invited to interact with young tourists, who were, the city’s

ambassadors. The tourists, were equipped with small cameras. Internet

users had the chance to control the travelers through Twitter 


or Facebook and tell them where to go, what to taste, and what

2. Canada with « Explore Canada »

Canada has developed a strategy based on ambassadors who

collaborate with bloggers. These bloggers participate in the

development of destination popularity. The campaign “Keep Exploring”

relies on bloggers and a large number of Instagram users who share

their pictures and tell others about their trips. This strategy allows the

Tourist Office in Canada to create content for its Tumblr platform and

to share content via its Twitter page.

56


From September 8th to 30th, 2012, 19 bloggers from different

backgrounds were invited to discover large spaces in Canada. The

visual content they created was published on the blog in the blog’s

menu under “meet the bloggers.”

Another initiative occurred in 2013 when Tbex (“The Future of Travel

Media”) was based in Toronto. The Canadian Tourism Commission

launched a project called “journey to Tbex.” The idea was to take

advantage of the bloggers attending the program in Canada. 


28 bloggers were also invited to live three unique experiences from

West to East or from North to South, with Toronto as final destination.

Again, the same mechanisms were used. Content was published 


on Tumblr. The impact was huge. A project led by Instagram users has

generated more than three million likes, more than 40,000 comments

and the number of subscribers on Instagram ExploreCanada has

increased by 80%.

Source: http://www.articleonze-tourisme.com/

57


CAS INFLUENCE PRATIQUES MARKETING:

10 KEY POINTS

Illustrer le ROI généré selon les types d'opérations (lancement d'hôtel,

rénovation, ciblage de population plus jeune, etc...)

Four Season: digital storytelling strategy

http://www.luxurydaily.com/four-seasons-focus-on-social-engagementwith-content-not-number-of-followers/

goback=.gde_108417_member_237599175

http://www.luxurydaily.com/four-seasons-pushes-bridal-expertise-viamobile-digital/

The brand has been present on social media since 2009 when consumers

began to expect to be engaged 24 hours a day. For many brands, what was

historically spent on advertising is now being spent on digital advertising and

engaging consumers on digital channels.

The basics to create a relevant and measurable 


influence marketing strategy


Five Basic Points

1. PR pole is undeniably 2.0

Due to the explosion of social web, communication management and

media relations are indivisible from the digital. The online awareness 


is a basic component for a brand. Consumers interact online. 


The community manager manages the brand and its communities on

every online channels. But especially, brands involve new

communication channels closer to consumers: opinion leaders.

2. The content is used for Influence Marketing

The principle of content marketing is to create and share quality

content with its audience. This permits creating the value and

maintaining the brand attractiveness. The content allows the brand 


to attract its audience. Influence Marketing consists of creating

content by the intermediary method of using opinion leaders. The

issue is to find good opinion leaders to pass them the content and

create viral sharing.

3. Social media, essential levers of influence and Earned Media

Sharing through social media assures the visibility of a brand. Sharing

can reach a wide public by creating conversations. When an influential

actor distributes a message to his community, the message gets

bigger through the viral sharing. Earned Media is one of the results of

the influence phenomenon. Influence can attract loyal purchasers 


of the brand through the buzz effect.

4. Identify the rights influencers: the key to success of the

campaign

The challenge of an Influence Marketing campaign is to identify the

right information relays to create and distribute content. The message

they distribute will reach all networks. It will be bigger and 


in this way viral sharing is generated. The selection of influential actors

allows for targeting a message to a specific audience. In fact,

according to the opinion leader, a brand can be targeted to every

audience.

59


5. The pillars of Influence Marketing

The influence is based on three pillars. Reach, the power of

distributing a message and the number of people reached by the

influencer. Resonance, which occurs when the message gets bigger

through sharing to the network of influential actor. Relevance, which

refers to the relevance of the influencer to the targets’ likeness and the

promoted product or service.

5 More Tips About Hotels and the Influence Marketing

Approach

1. Know traveler expectations

The behavior of traveler’s changes. They look for value and

authenticity. They are zappers. They are experts in web mechanisms

and peer advice is very important to them when choosing a hotel. 


An opinion leader tells his personal testimony in the first person, which

in fact is more subjective than a news article. The community 


of opinion leaders will be more receptive to the message to the extent

that they identify with it.

2. Be visible where travelers go thanks to marketing levers

Before having popularity, it is necessary to be visible. A hotel has to be

present on the websites consulted by Internet users, in order for a

traveler to be inspired and influenced by the hotel. This visibility is

acquired thanks to marketing levers. This means not just being present

on travel websites, but also being available to those interested in the

hotel. Visibility is the reason why influential actors can reach specific

targets.

60


3. Inspiration: a new opportunity of targeting online travelers

through opinion leaders

In an environment where offers are created, travelers aspire to be

inspired. By creating a digital strategy that sends a powerful image of

the hotel, Internet users can be reached with stories of customer

experiences. The Influence Marketing method works during the

inspirational phase of a journey. Internet users pay attention to peer

advice and advice is a powerful lever to attract new clients, who are

seduced by the personal experience shared by the influencer. The

Influence Marketing method has a more human dimension and it

allows for very detailed targeting.

5. Consider influence as a sustainable media for hotel promotion

An hotelier can actually take advantage of the content generated 


by the user, allowing the ambassadors to tell their stories for him: 


an article about his stay on a blog, a shared picture on Instagram 


or Facebook, a video on YouTube, a check-in on Foursquare, a tweet

about the hotel, and so on. This improves the hotel referencing in the

search engines. It increases its visibility considerably and it reinforces

its digital fingerprint so the publications have the advantage of always

being available on the web. Opinion leaders represent an important

advertising channel for a hotel and lead to the advantage of direct

bookings.

4. Use influencers to reach your job objectives

A Influence Marketing campaign helps meet hotel objectives.

Influence Marketing works wether the goal is simply to promote the

hotel in the broad sense or wether there are specific objectives like the

(re)opening of an establishment, a special event, a bar or restaurant

promotion or also with a specific repositioning objective (attract

younger clientele, become hype, and reach a concrete target).

61


THE AUTHORS

Snap Traveller: www.snaptraveller.com

Snap Traveller is a project imagined by Sébastien Félix and Hugo Marchand and created inside WIHP (a hotel marketing agency).

Its main goal is to put hoteliers in contact with opinion leaders and new digital influencers. Once the hotel listed on the platform, it

can receive directly requests from bloggers and worldwide influencers in exchange of online visibility (blog posts, social media

mentions, content creation, etc.).

Sébastien Félix

Sébastien is an expert and an enthusiast of digital marketing. He is responsible for digital marketing within the WIHP agency. 


He works on communication and online marketing for hotels around the world. After developing both technical and marketing

profiles, Sébastien has started to work in the hotel industry within Maisons & Hôtels Sibuet group where he was in charge of digital

projects.

WIHP: www.wihphotels.com

WIHP is an online marketing agency specialized in the hotel industry. With an approach focused on performance and results, 


the main objective of the campaign is to increase direct bookings of their hotel clients.

TravelThink: www.travel-think.com

TravelThink was created by Aurélie Krau, who is consumed with her passion for the tourism industry and innovation. TravelThink

collaborates with travel players in projects related to the digital environment: consulting, control of technological projects, creation

of specialized content. In a context where technological environment and consumption habits constantly change, TravelThink

brings its professional expertise and its dual competence Leisure Travel and Business Travel.


SOURCES

CAS PRATIQUES

Illustrer le ROI généré selon les types d'opérations (lancement d'hôtel,

rénovation, ciblage de population plus jeune, etc...)

Google Travel Study May to June 2013/ Publication Janvier 2014

Rapport Think Insights: ‘The 2013 Traveler's Road to Decision: Affluent Insights’

Rapport Google – 2013 Traveler / Novembre 2013 :http://www.thinkwithgoogle.com/research-studies/2013-traveler.html

Four Season: digital storytelling strategy

Tnooz-TrustYou webinar: Travel reviews + data analysis = better experiences - 20 November 2013 : http://www.tnooz.com/event/webinar-travel-reviews-data-analysis-better-experiences/

Amplified Content Marketing with Influencers - Tap Influence : http://blogs.forrester.com/interactive_marketing/2009/12/defining-earned-owned-and-paid-media.html

L’étude de Google a porté sur des achats ayant eu lieu de décembre 2012 à mai 2013 : http://www.lechotouristique.com/article/selon-google-le-parcours-d-achat-dure-63-jours,61931

goback=.gde_108417_member_237599175

Etude d’Expedia datant de juin 2013 : http://skift.com/2013/08/26/travelers-visit-38-sites-before-booking-a-vacation-study-says/

Tnooz : http://www.tnooz.com/article/reach-travelers-facebook-infographic/

http://www.luxurydaily.com/four-seasons-focus-on-social-engagementwith-content-not-number-of-followers/

http://www.luxurydaily.com/four-seasons-pushes-bridal-expertise-viamobile-digital/

Article Tnooz citant etude PhoCusWright :http://www.tnooz.com/article/crack-code-social-media-marketing/#utm_source=Tnooz+Mailing+List&utm_medium=email&utm_campaign=42455b2dd1-

The brand has been present on social media since 2009 when consumers

RSS_EMAIL_CAMPAIGN&utm_term=0_c691357c44-42455b2dd1-137273329

began to expect to be engaged 24 hours a day. For many brands, what was

Next Gen travelers Amadeus blog : http://www.amadeus.com/blog/21/03/evolving-needs-nextgen-travelers-shape-travel-technology/

historically spent on advertising is now being spent on digital advertising and

http://www.hotelnewsnow.com/Article/11154/Brands-engage-guests-on-Pinterest-Instagram#.UinO0ejTC_w.twitter

engaging consumers on digital channels.

Amadeus blog / social media poll: http://www.amadeus.com/blog/13/03/poll-results-social-media-valuable-travel-industry/

Etude Augure : http://www.augure.com/fr/blog/etude-augure-marketing-influence-20140226utm_source=linkedin&utm_medium=social&utm_campaign=influencer-report

http://traackr.com/wp-content/uploads/2013/11/influencer-marketing-framework-by-traackr-lewispr.png

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