292 | People of Persuasion: Travel influencers grow in sophistication and significance in COVID-19 age
Hoteliers might think of a travel influencer as a selfie-obsessed millennial looking to wrangle a free night stay in exchange for a positive review. But in the COVID-19 age even influencers would agree: Nobody’s got time for that. Influencers have come of age and are turning out to be digitally savvy sophisticated content creators who can be part of a hotel’s marketing strategy as it works to emerge from the coronavirus crisis with new business on the books. Long Live Lodging peeks into the world of travel influencers and how they generate online content that promotes people, places and things to audiences traditional marketing might never reach. This report is part of our ongoing coverage of the coronavirus crisis and its impact on the hotel industry.