Hotels working with Travel Bloggers

Heather CowperHeather on her travels

@heathercowper

Travelator Media@travelatormedia

Why not all bloggers are equal• Different kinds of bloggers;

Up and coming Established bloggers Pro-bloggers

• Vary the package you offer based on the influence of the blogger

Years blogging Uniques/month

Social Media What they are thinking

Up and coming

Less than 18 months

0-10K 0-5K followers So thrilled to get a free stay

Established bloggers

2+ years 10-30K 5-20K followers

Happy to come if it works for me

Pro-bloggers 5+ years 30-150K + 20-100K + followers

How will this benefit me?

How can I assess a blogger?• How old is the blog? • Look for media kit – unique visitors/ page views• Social media following – numbers and engagement• Klout score/ Mozrank – find a blogger you know and respect

to check how they compare• Does the look & feel appeal to your typical guest?• Is their niche/ interests aligned with yours?• What is their nationality/ location• Read their hotels reviews• Read what they have written about a place you know• What are their strengths? - writing/ photography / video /

social media• Look for engagement; comments, likes, interaction• Look for social proof – awards, speaking, consultancy

What value can bloggers give me?• Journalist v Blogger | big bang v slow burn• Social media before/ during/ after the stay • Article/video/ other content about the stay• Ongoing social media/ photo shares• Include you in guides/ reports / interviews / online

or print articles • Mention you in speaking engagements• Recommend you to other bloggers/ influencers• Multiple bloggers give you a tipping point• Pro-bloggers: Media interviews/ Speaking

engagements / consultancy / video / photos

How to get the best from a blogger• Treat the blogger like a best friend you have just met, not a

one-off engagement.• Personal treatment; “We are looking forward to meeting you”• Informal meeting/hotel tour at the beginning of the stay.• Provide photo and experience opportunities• Brief your staff on what to expect• Give the same great service you give to all your guests• Respond and re-share on social media• Cross-promote the blogger to your audience – blog/ news

area on website/ social media channels / link backs• Promote over an extended time frame• Look for opportunities to extend the relationship & tap into

blogger’s network.• Blogger / travel conferences – opportunities for relationship

building

How can I measure the results?• Benchmark blogger ROI against your other marketing

activities• Social Media – assisted rather than direct conversions• Understand how the blogger operates & how they can

bring you results• Blogger activity + your amplification = much greater

impact• Track social media views & engagement• Tweetreach/ Twitter tracking tools – use a #hashtag• After 3-6 months – request unique visitors/ page

views• Trackable links (if you have a good/paid relationship)• Consider extra benefits in return for data

Partnerships to maximise your marketing budget

• Work with local bloggers• Find bloggers who are already planning to visit your

area monitor social media ask local bloggers to inform you search on blogger databases through forums / other contacts

• Tap in to conferences/ events in the region e.g. TBEX

• Reach out to your national and regional tourism boards

• Partner with airlines, restaurants, other hotels to make a package

Trends in Travel Blogging• Explosion of bloggers – growing importance of niche

and differentiation• Growth of the paid blogger/ influencer in travel –

they run their blog as a business• Social media has greater reach than blog articles –

create snackable content• Content consumed via mobile• Video for everyone, everywhere (on mobile)• Development of measurement for social media

campaigns – what’s the ROI?