With competition hotting up between destinations, influencer
marketing is gaining greater focus, as evidenced by a recent webinar
hosted by PATA, the Pacific Asia Travel Association. It touched on
influencer marketing and user-generated content, outlining best
practices of influencer marketing and how user-generated content can
boost destinations’ appeal.
Olivier Henry-Biabaud, partner & managing director at travel and
hospitality firm MMGY TCI Research, outlined statistics showing that 80%
of Asian travellers intend to travel regionally in the coming two
years, with China showing the greatest appetite. As Biabaud pointed out,
this is creating a very good environment for travel but also one that
is extremely competitive, meaning it is more important than ever for
destination marketing organisations (DMOs) to stand out.
“People are very much looking for trust - this is the mood of
travellers today,” he said. “The combination of anonymous influencers
and celebrities or social influencers is probably the best way for DMOs
to portray the destination (in a positive way) and influence
travellers.”
How to use data
Biabaud outlined the type of data which can be used to influence
destinations’ positioning. For destinations that are having geopolitical
issues, it is recommended that DMOs include country context in their
outreach - what is driving conversations around the destination, such as
geopolitics, economy and the climate.
“If there is social unrest or issues around safety, you cannot really
change these but you can adjust the position of the destination by
using local ambassadors who could focus on the safety of the destination
for example,” he said.
Other sources to tap into include stories shared about the place in
terms of blogs, forums, data and insights, and data shared by anonymous
people. From all this combined data, destinations can get a good sense
about what is driving the influencers and the main topics of social
conversations.
Figures from MMGY TCI Research show that for APAC, the most popular
topic is nature and outdoor, followed by events and accommodation.
Focus on emotions too
Biabaud added that another way destinations can use data is by
focusing not just on the experiences available but on the emotions that
they can portray. Biabaud gave Singapore’s shopping experience as one
example, saying it is not just about getting access to the luxury brands
at the right price, it is also about the excitement of being able to
combine a shopping experience with food and entertainment.
By deep-diving into this, a strategy of influence can be created, which in turns, leverages a destination’s DNA.
How to use macro and micro influencers
Mackenzie Bromley, VP social media & content strategy at MMGY
outlined why it is vital for destinations and hotels to define their
influencer campaign goals upfront, whether they are looking to grow
brand awareness, create conversations, collect assets and content and
drive conversions.
Tips include leveraging macro influencers to increase brand
awareness, and utilising micro influencers for creating conversations.
Focus on quality over quantity when it comes to collecting assets and
content and implementing paid amplification to drive conversions.
“Once you have your campaign goals in place, you can start
implementing your influencer campaign workflow, focusing on audience
demographics, brand relevance and safety, platform and content safety,
added-value opportunities and campaign measurement,” said Bromley. “Look
at your audience: who are you trying to target? Develop the right mix
of content to create the best value.”
Background checks
Vetting your influencers and their level of authenticity is critical
too - Bromley suggested taking a look at the comments they are receiving
on their social content - is it the same phrase over and over? If so,
such influencers are likely paying for engagement.
“Pay attention to brand safety - weigh any drawbacks that could come
from your partnership with each influencer,” she added. “Take a close
look at past partnerships, accounts they follow and always conduct a
quick online search to ensure there are no safety issues from past brand
partnerships.”
Expect to compensate influencers and creators and put proper tracking and monitoring measures in place.