The use of influencers as part of a tourism marketing campaign has risen in popularity over the years but there is much debate on the efficacy of these social media stars to not only raise the profile of a tourism business but to translate that into ‘bums in beds’.
The “yay or nay” debate was covered in Tourism Update this week and it seems industry is still divided.
Marketing consultant, Roland Muller, weighed in on this debate: “I think the only way to see an influencer campaign as a success is if you're either paying for content from the influencer (photos, video, blog posts etc.) that can be used again on your platforms or then if you can track bookings that resulted from the actual campaign posts, like creating a booking code that these thousands of followers can use when they do book. Otherwise, a campaign like this is just one part of a lot of marketing activities.”
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