The Role of Micro and Nano Influencers in Hospitality Marketing

The hospitality industry is evolving rapidly, with digital trends reshaping how brands connect with travelers. As highlighted in 2025 Travel Trends: Navigating the Future of Hospitality Marketing, traditional advertising alone no longer guarantees meaningful engagement. Instead, travelers seek authenticity and personalized experiences, making influencer marketing a key strategy for hospitality brands in 2025.

Micro and nano influencers offer a powerful mix of authenticity, niche audience targeting, and cost-effectiveness, making them invaluable partners for hotels, restaurants, ski resorts, and experience-based travel businesses. Their niche focus and relatable content resonate with consumers, leading to higher engagement and conversion rates. Hospitality businesses, from hotels and restaurants to ski resorts and experience-driven brands, are leveraging these influencers to boost credibility and bookings.

For hospitality marketers, strategically utilizing micro and nano influencers is essential for staying competitive. These influencers offer cost-effective ways to engage targeted audiences through authentic storytelling, providing a distinct advantage over traditional advertising. As digital marketing trends continue to evolve, influencer marketing remains one of the most powerful tools for capturing consumer trust and driving direct bookings.

Why Micro and Nano Influencers?

As influencer marketing evolves, businesses are shifting focus from mega influencers to smaller, more niche-driven content creators. Micro (10,000–100,000 followers) and nano influencers (1,000–10,000 followers) have gained traction due to their ability to build authentic connections, leading to higher engagement and trust among their followers.

Unlike traditional celebrity endorsements, these influencers are perceived as more relatable, making their recommendations more impactful for hospitality brands looking to build credibility and increase bookings.

How Hospitality Brands Can Leverage Smaller Influencers

1. Partnering with Local Influencers for Destination Marketing

Action Steps for Marketers:

• Identify 5-10 local micro-influencers by researching Instagram, TikTok, and YouTube.
• Offer them a personalized experience in exchange for content creation.
• Track engagement and conversion metrics from influencer-led promotions.
  

To implement this strategy effectively, hotels and resorts can collaborate with local micro influencers who have a strong following within their city or region. These influencers often share insights on hidden gems, local dining experiences, and the best attractions, making them an ideal partner for destination-focused marketing.

Case Study: Wengen's Revitalization Efforts 

 The Alpine village of Wengen in Switzerland has seen a resurgence in tourism, partly attributed to marketing campaigns and influencer posts. These efforts have attracted a new audience, especially during the summer season, leading to full bookings from May to August and a significant increase in American tourists seeking luxury experiences.

2. Creating Exclusive Experience-Based Collaborations

Action Steps for Marketers:

• Design unique influencer experiences, such as VIP events or behind-the-scenes access.
• Offer limited-time promotions that influencers can share with their audience.
• Measure success through social media engagement and direct bookings from influencer content.
  

To make influencer collaborations more impactful, hospitality brands should design exclusive influencer packages that highlight unique aspects of their business. A ski resort, for instance, might provide behind-the-scenes access to snow grooming operations, while a high-end restaurant could host a private tasting menu event just for influencers and their guests.

Case Study: Fusalp's Expansion into the U.S. Market

French luxury ski apparel brand Fusalp aimed to double its sales by 2026 through international expansion, particularly in the United States. In 2022, Fusalp opened flagship stores in New York, Vail, and Aspen. To support these openings, the brand partnered with micro influencers who resonate with the ski community, resulting in over 10.6 million impressions and an estimated media value of €431.77K.

3. Utilizing User-Generated Content (UGC) for Social Proof

Action Steps for Marketers:

• Encourage influencers to create high-quality content by providing guidelines and incentives.
• Repurpose influencer-generated content on official brand social channels and websites.
• Use UGC as part of paid ad campaigns to enhance credibility and engagement.

To maximize return on investment, brands should integrate influencer-generated content seamlessly across their social media, website, and advertising materials. As detailed in How to Maintain Brand Continuity Across Multiple Touchpoints, ensuring a cohesive brand message across platforms strengthens recognition and consumer trust.

According to Ehotelier, the most successful hotel brands are leveraging influencer-generated content across multiple platforms to enhance credibility and drive direct bookings. Since micro and nano influencers often create high-quality, engaging content, hospitality brands can use their authentic visuals and testimonials as social proof to attract new guests.

Case Study: Live Oak Lake Micro-Resort 

In Waco, Texas, entrepreneur Isaac French developed Live Oak Lake, a micro-resort featuring Nordic-inspired cabins. By engaging with travel influencers on Instagram, the resort generated $860,000 in bookings within its first year. This strategic use of influencer marketing not only boosted occupancy rates but also enhanced the property's market value, leading to its sale for $7 million in October 2023.

4. Leveraging Niche Audiences for Targeted Marketing

Action Steps for Marketers:

• Identify influencers within specific travel niches that align with your target audience.
• Work with micro-influencers to create tailored content that resonates with niche travelers.
• Track audience demographics and engagement rates to refine future partnerships.

Micro and nano influencers are particularly effective at engaging niche audiences, such as sustainable travelers, luxury seekers, and adventure enthusiasts. Given that younger generations increasingly rely on peer recommendations, implementing Millennials & Gen Z loyalty strategies can further enhance engagement and retention efforts.

As noted by Ehotelier, hotels are increasingly using micro-segmentation strategies to personalize guest experiences and tailor marketing efforts more effectively. Hospitality brands can align their campaigns with influencers who match their target audience, ensuring their marketing efforts reach the right people.

Case Study: Palate App 

Palate App, a food discovery platform, launched a targeted influencer marketing campaign in late 2024. By collaborating with 18 nano and micro influencers specializing in food and lifestyle content, the app significantly increased its visibility among urban millennials and Gen Z food enthusiasts. This strategy led to a substantial boost in app downloads and user engagement.

5. Running Long-Term Ambassador Programs

Action Steps for Marketers:

• Establish ambassador partnerships with select influencers for long-term collaborations.
• Provide exclusive perks to influencer partners, such as free stays or event access.
• Develop a structured content calendar to maintain consistent influencer storytelling.

For a sustainable approach, brands should build long-term relationships with select influencers who become brand ambassadors, ensuring ongoing engagement and brand loyalty. This allows for consistent storytelling, stronger brand alignment, and an ongoing stream of engaging content.

Case Study: Easy Street Burgers

In October 2023, Easy Street Burgers experienced a remarkable surge in business after TikTok reviewer Keith Lee rated their burgers highly. This endorsement led to large crowds and a doubling of their revenue, underscoring the profound impact that even a single influencer can have on a restaurant's success.

Key Marketing Opportunities for Hospitality Brands

By leveraging micro and nano influencers, hospitality brands can drive authentic engagement, boost credibility, and ultimately increase bookings. Below are actionable marketing strategies to apply these insights:

• Collaborate with local influencers to promote lesser-known destinations and experiences.
• Develop unique influencer packages to showcase premium offerings and behind-the-scenes experiences.
• Use influencer-generated content across digital marketing channels for added credibility and reach.
• Build long-term ambassador programs to maintain consistent brand storytelling and customer engagement.

In an era where trust and authenticity drive consumer decisions, collaborating with micro and nano influencers enables hospitality brands to connect with highly engaged audiences.

Ready to implement an influencer marketing strategy that drives real results? Don't wait—capitalize on the power of micro and nano influencers today to elevate your brand’s visibility and customer engagement. The Travel Foundry specializes in helping hospitality brands craft impactful influencer campaigns that increase engagement and bookings. Get in touch today or email us at hello@thetravelfoundry.com to start your journey.