If you’ve ever mindlessly scrolled through social media and come across a beautiful view that was posted by a gorgeous person with a large following, chances are you are actually being marketed to, not just catching a glimpse of a fabulous vacation. 

We already know social media allows hotels and vacation rentals to build trust and brand loyalty directly with their guests prior to arrival, but what if you had another credible source reaching your ideal clientele, effectively doing some of the legwork for you?

This is influencer marketing.

If influencer marketing is not a central part of your marketing strategy, you are likely missing a huge piece of the puzzle.​​

In 2022, the influencer marketing industry alone
was valued at $16.4 billion.

We know it can be difficult in the digital age we live in to keep track of the latest trends and harness them to present your brand in a cohesive and authentic way. It seems the target is constantly moving, but utilizing influencers to showcase your brand to reach a wider audience and attract more bookings can help you move toward that coveted bullseye.

Here are some ways influencer marketing can provide long-term benefits for short-term rental owners:

1. Increased brand awareness.

By partnering with an influencer, you are gaining access to their thousands, sometimes hundreds of thousands of followers, reaching a much wider audience than you would through traditional marketing methods. Influencers are followed because they have worked to garner trust with their audience. Utilizing the sway they have over their audience to put your brand at the top of the page on the screens in their hands is key to increasing awareness to have guests desperate to have their next vacation be with you.

2. Improved credibility.

Influencers have built their following based on their expertise and authority in a particular niche. By harnessing the reliability of the authenticity and voice of an influencer, you can leverage their credibility to enhance your own brand and reputation. For instance, if your property is in North Carolina, finding a travel influencer that specializes in your state or region is more likely to have a following with your target market. 

3. Increased bookings

Influencers rely on their followers’ desire to imitate their lives from the cup they use to drink water out of, to the bathing suit they wore last year on Spring Break, and more importantly where they vacation. Influencers inspire their followers to take action, whether that’s to book your property for an upcoming season or to utilize a special promotion available only to their followers. According to a 2022 study done by IZEA Insights, more than half (56%) of consumers purchase something after seeing an influencer use it or recommend it. Imagine what your booking calendar might look like after you begin to utilize influencer marketing to inspire your ideal clientele to find their way to your front door.

4. Excellent marketing content

When an influencer stays at your property, you’re getting free videography and photography content that you can reuse in your social media marketing efforts. Influencers are experts at creating content to showcase your property in real-time; partnering with them will ensure you have a steady stream of fresh, authentic and engaging assets to use in and strengthen your own social media channels, saving you valuable time and resources.

Utilizing influencers is just not a marketing tool, but a strategic relationship you can develop over time to achieve your desired marketing objectives. 

Interested in breaking into the world of influencer marketing? At Sawgrass, we have the tools and experience to find the influencer relationship that is right for your property. Our influencer partnerships have seen impressive stats like 2000% growth in followers and $5,000 in booking revenue in one day.

Ready to learn about our social media packages paired with influencer marketing?