May. 2020 | Issue No 04

Strategies for Staying Connected

Leveraging influencers in the travel space right now

As destinations and hotels begin a phased approach to reopening and adapting to a new normal, influencer marketing is a valuable tool to help get a brand’s message across. Whether you’re deepening existing relationships with influencers or looking for new influencers to work with, the right partnerships will be powerful.

After a sharp dip in early March, hotels and resorts have seen social media engagement bounce back across Instagram, Twitter and Facebook. It’s been encouraging to see that throughout the crisis many influencers have done a great job of supporting small to medium sized businesses. Vancouver-based Claudia Laroye has been supporting local businesses and non-profit fund-raising efforts through Facebook and Instagram posts, as well as looking ahead to a more sustainable future for travel on her blog. Likewise, Alexx Hayward has been encouraging followers to buy gift cards to support some of her favorite small businesses to help them survive the crisis. Influencers want to do their part to help their travel community survive this crisis, so speak up to your engaged influencer community to ask for help.

Even destinations and resorts that previously received many international travellers will be relying heavily on drive market and local travel for the short-term, so hyperlocal influencers have become more important now, than ever before. These local travel experts can amplify your message and be key to your success as you reopen. Influencers will be among the first people to begin travelling again, so implementing a local influencer strategy can be a great, low-budget way to communicate with travellers as we look towards reopening. Enthusiastic recommendations, and demonstrating a safe and comfortable experience will help drive business for the short-term.

If you do not have a budget to work directly with influencers on new campaigns right now, approach your network of influencers who have visited recently or specialize in your destination to see if they would be willing to share a post or story in support.

For example, Sarah Greaves-Gabbadon is a Miami-based travel writer and influencer specializing in Caribbean travel. She has launched a series of videos on IGTV (#TBTWithJSS) to highlight some of her favorite Caribbean destinations and has even informed her followers on where to buy stylish face masks in the Caribbean on her blog. Each week Greaves-Gabbadon has been hosting hour-long Instagram Live broadcasts with her contacts in Caribbean tourism about their lockdown experience, and offering insider tips for where to stay and what to do, see and eat in their destination. “As destinations declare themselves COVID-free, I’ve been sharing the news on my Facebook page and on Instagram,” she says. “My goal is to inspire people to visit once they feel comfortable, not to force them before they do.”

Destinations and hotels need to be careful not to appear tone deaf by encouraging premature travel, but beginning to plan awareness campaigns is a smart move as travellers are daydreaming and planning future vacations. Determine what your phased reopening approach will be and communicate that clearly on the homepage of your website along with a pinned Tweet and prominent Facebook and/or Instagram post, or archived story detailing all the steps you are taking to make your guests feel safe when they are ready to travel again.

Now is a great time to check in with your network of influencers and begin discussions about travelling to your location when things begin to reopen.

Canadian travel writer and influencer Heather Greenwood Davis is already talking to several domestic destinations about future visits, even though dates cannot yet be confirmed. “People are acknowledging the crazy times we are in and they are reminding me that travel has a future that includes me visiting their spaces again down the road,” she says. “Usually there is also a cocktail recipe or a photo to remind me of what’s out there. I think that’s appropriate.” In the meantime, Greenwood Davis is supporting places she’s enjoyed visiting through Instagram posts and blog posts looking back fondly on travel memories. “My posts have taken on a tone of reminding readers why we travel and why it’s important we continue but without a hard push that they board a plane or train anytime soon.”

I’ve never engaged in Influencer Marketing before, or the contact who typically engages influencers is currently furloughed – how can I open up with dialogue during these times?

If you are looking for introductions to reputable local influencers, begin by asking another trusted influencer for recommendations. Start by interacting with these influencers through social media, liking and commenting on their photos, reading recent blog posts, then reaching out via direct message or email. Search through your tagged photos on Instagram to see who has visited you in the last year or so – reaching out to natural ambassadors is the most organic way to develop authentic relationships.

Third-party partners like LuxStory can help you source hyperlocal influencers that fit your target demographic. We also offer a deferred payment program which is a perfect opportunity to begin the work now and pay once the revenue begins to flow back in.

How can DMOs keep relationships with influencers alive when they know their budgets will be severely impacted for the year(s) to come?

Reach out to other bordering DMOs to combine resources for road trips and connect with state and provincial contacts to coordinate budgets. This is a lot more cost and time-effective for all partner organizations as well as for influencers. Being honest with influencers is critical. Payment might not be possible, but outline what support – hotels, meals, hosted activities, a gas stipend – will be provided and what your expectations are. You may also be able to offer a sneak peek at an exclusive new experience or amenity that would be of value to the influencer and their audience.

Getting through this pandemic together will bring the travel community closer together than ever before. Travel influencers realize that their livelihoods depend as much as ours do on a thriving, robust culture of travel. Brands that have practiced true hospitality with open hearts over the years have built up goodwill and loyalty. We must believe that compassion and kindness will prevail.

Check out www.luxstorymedia.com for our past newsletter:

Strategies for Staying Connected: Tips on what to post during this time.