Recently, hospitality brands have turned to a more authentic source of influence: micro-influencers and content creators. These individuals may not have millions of followers, but their niche audiences are loyal, engaged, and – most importantly – listening.

In fact, research from Nielsen shows that over 70% of consumers trust recommendations from people they know over branded content. Micro-influencers, with followings typically between 1,000 and 100,000, often come across as relatable and credible, making them powerful partners for hotels seeking real engagement over reach.

Hospitality Guests Crave Authenticity

Guests today crave authenticity. A glossy, corporate ad or PR stunt might grab attention, but a genuine review or behind-the-scenes post from a creator staying at your hotel? That builds trust.

Hotels partnering with micro-influencers aren’t just chasing likes- they’re creating stories that resonate. A well-timed Instagram reel of a sunrise view from a balcony or a TikTok about the spa experience can generate more interest (and bookings) than a paid media slot. It feels real because it is real, and audiences are more likely to act on it.

How to do PR Stunts Authentically.

Trends don’t feel like trends, if done correctly by influencers.

This isn’t just a passing social media trend. Micro-influencers have become a strategic asset in hospitality marketing, offering hotels access to targeted audiences that align with specific guest personas – from wellness travellers to digital nomads, foodies to family holidaymakers.

By working with creators who speak directly to your ideal guest, hotels can highlight tailored experiences that align with what those travellers actually care about.

Say you’re a boutique hotel in Cornwall. A travel creator with 15k followers who documents UK staycations will likely drive more qualified leads than a celebrity with millions of disengaged followers. It’s targeted, it’s trackable, and it drives results.

Room Revenue Does Not Matter

Content creators don’t just spotlight rooms, they bring the entire PR experience to life. From cocktails in the bar, to yoga on the terrace, their content can highlight the often-overlooked details that make a stay memorable.

Take a hotel restaurant, for example. A foodie influencer might showcase a locally sourced tasting menu, sparking interest from guests who hadn’t considered dining in before. It’s not just about a free meal – it’s about generating buzz, elevating the F&B offering, and increasing ancillary revenue.

And when creators share content across multiple platforms (Instagram, YouTube Shorts, blog posts) it builds a digital footprint that keeps on giving.

It Has to be Done in the Correct Way, Unless it isn’t Authentic

As with any strategy, success comes down to how it’s executed.

Authenticity is key. Hotels need to vet influencers carefully, checking engagement rates, audience quality, and content tone. Partnerships should be mutually beneficial, with clear expectations, creative freedom, and transparency around gifted stays or paid promotions.

It’s not about control, it’s about collaboration. When content creators feel trusted, they produce better content. And when guests see that content? They trust you more, too.

The Bottom Line? Influence isn’t Just for the Mega-famous.

In today’s hospitality landscape, relevance and authenticity beat reach and repetition. Micro-influencers offer hotels a direct line to real audiences and the ability to craft stories that feel personal, credible, and compelling.

By building thoughtful partnerships with content creators who genuinely align with your brand, you’re not just filling rooms- you’re creating lasting impressions that extend far beyond checkout.

And that? That’s real influencing.

Want to learn more on what the best micro- influencers are the best fit for your brand?

Drop us a message and we can help you find your perfect fit! Call us on 0113 255 7285 or head to our contact page.