INFLUENCER MARKETING: THE MODERN WORD-OF-MOUTH THAT SELLS

Abstract

Social media has radically changed the process by which consumers discover, evaluate and choose hospitality and tourism brands. This research explores influencer marketing as a strategic tool that serves to build sincere engagement and trust. By analyzing examples of Hilton Hotels, Marriott Bonvoy, VisitScotland, the Maine Tourism Authority, and Pigeon Forge Tourism, the study shows that influencer collaborations increase brand visibility, reach a specific audience, and increase conversions. Influencer types such as Nano, Micro, Macro, and Mega are also explored, as are best practices such as experience-based stay, event coverage, local address promotion, and the right to use content. The results show that collaborations that match brand identity and audience orientation provide a higher level of engagement and positive attitude towards traditional advertising. Key indicators such as level of engagement, coverage, conversions and audience feedback are offered to measure efficiency. The study concludes that influencer marketing is an extensible form of word-to-word advertising adapted to the 21st century, a powerful tool to inspire travel desire for hospitality and tourism brands and build long-term commitment in a competitive digital market setting.