THE TRUTH ABOUT HOTEL MARKETING: WHY “INFLUENCER MARKETING IS DEAD” IS A MYTH

By Rory May

Over the past few years, many hotels and resorts have begun turning their backs on influencer marketing, calling it a “dying trend” or worse, a waste of time and budget. But the real issue isn’t that influencer marketing no longer works — it’s that it was never properly executed to begin with.

Too often, hotels partnered with anyone boasting a large follower count without any consideration for strategy, brand alignment, or guest experience design. But true success lies in one simple but essential structure: Before. During. After. Fail to plan these stages, and you’re left with lazy marketing and little to no long-term impact.

THE “BEFORE” – KNOW YOUR AUDIENCE, THEN ACT

Before even approaching an influencer — or any influential guest — hotels must first identify their target demographic. Who are you truly trying to attract? More importantly, are your current offerings aligned with that audience?

Do your amenities and experiences reflect their tastes and expectations? What kind of dining experience are you providing? What’s on your cocktail menu — and how are those drinks presented? What entertainment options exist for guests who value both exclusivity and engagement?

Take the time to research. For example, if your desired audience is from Western Europe or the U.S., but your current setup caters to a Russian or Indian market, then launching a Western campaign without changing your actual offering is not only ineffective — it’s potentially damaging.

At Nuelo, we experienced this firsthand while working with a resort in the Maldives. Their goal was to appeal to a Western audience, but everything — from their menus to their guest services — was built around Russian and Indian preferences. Our advice was clear: Don’t market to a new audience unless you’re willing to tailor your experience to meet their expectations. We helped them restructure everything from the dining and entertainment to the overall ambiance — and only then did the marketing begin.

THE “DURING” – MEANINGFUL CONNECTIONS, NOT MASS POSTS

If you’re going to work with someone who holds influence — whether online or in real life — get to know them. What do they like to eat? What are their go-to drinks? What kind of setting excites them?

Let’s say your guest loves a Picante cocktail. If they find it on the menu, it’s made perfectly, and it’s beautifully presented — they’ll likely rave about it. They’ll post it. They’ll tell friends you make the best Picante. That one detail becomes a powerful, organic marketing tool.

What doesn’t work is trying to push what you think is great onto them. Force-fed experiences usually dim enthusiasm and result in underwhelming, short-lived partnerships. This leads to poor outcomes, failed collaborations, and a growing myth that influencer marketing doesn’t work — when in fact, the process was flawed from the start.

THE “AFTER” – THE POWER OF NATURAL ADVOCACY

If a person with influence genuinely enjoys their stay — the food, the cocktails, the entertainment, the service — they’ll naturally share it. And the more trusted they are in their circles, the more powerful that endorsement becomes.

This is where most of the real work begins. When trust is built through great experiences, others follow. Your resort or hotel becomes a destination, not just a location. You’ll start to see circles overlapping — executives, athletes, creatives, tastemakers — all choosing to return to the same places year after year. Why? Because it’s not just about being seen — it’s about knowing the right people have been, and they loved it.

INFLUENCERS VS INFLUENTIAL GUESTS — KNOW THE DIFFERENCE

Too many in the hospitality world confuse the two — but they play very different roles.

Influencers are typically content creators whose business model revolves around sharing and promoting products or experiences to an online audience. When used strategically, they can provide strong visibility and reach — especially with planned collaboration, content direction, and alignment with the property’s goals.

Influential guests, on the other hand, don’t post for the sake of promotion. These could be athletes, music artists, film producers, stylists, fashion buyers, executives, or private investors. They move in powerful, often private circles. When these individuals enjoy a hotel or resort, they create quiet but potent ripples of influence. They’re the ones who bring the right people in without needing to shout. Their presence alone builds your brand’s credibility.

It’s not just about their visibility — it’s about their pull. These are the people who can fill your villas with high-spending, high-trust individuals who follow their lead without question.

A FINAL WORD: PLAN IT RIGHT, OR DON’T DO IT AT ALL

Before launching any collaboration, ask yourself:

• Have we identified the right audience?
• Have we tailored our offerings — dining, entertainment, experiences — to that demographic?
• Have we considered what kind of influential person we’re inviting and how we plan to engage them?
• Do we have a clear after-plan to build on the momentum?

Influencer marketing isn’t dead. It’s just evolving — and lazy campaigns won’t cut it anymore. When done properly, in partnership with the right voices and the right structure, it can be one of the most powerful tools in your resort’s growth strategy.

At Nuelo, this is exactly where we come in.