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H-ON Le Mag April : Hotel distribution in the age of influencer marketing

  • b.courtin
  • 21 May 2025
  • 2 minute read
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This article was written by HospitalityOn. Click here to read the original article

Social media and influencers: the new generation of tastemakers

Selon une étude menée par Opodo, 33% des Français se disent influencés par les réseaux sociaux pour choisir leur prochaine destination de voyage. Une proportion qui, sans surprise, monte jusqu’à 58% chez les jeunes de 25 à 34 ans. 

Et ce pouvoir d’influence est bien concret, comme le confirme une étude de Phocuswright qui révèle que 62% des voyageurs déclarent avoir déjà réservé un séjour après avoir été influencés par un contenu vu sur les réseaux sociaux. 

Un contenu majoritairement créé par des influenceurs, qui se rebaptisent créateurs de contenus, devenus de réels prescripteurs, notamment dans le secteur du tourisme. Il est important de souligner que le voyage est l’une des thématiques les plus populaires sur les réseaux sociaux, en particulier Instagram et TikTok. 

ti

From inspiration to action

In the same way they influence destination choices, content creators can steer their audience toward one hotel over another. According to TravelBoomMarketing, 28% of travellers have already booked a stay at a specific hotel following an influencer’s recommendation. Moreover, 37% regularly follow influencer advice. The potential for growth remains significant, with 42% stating they would consider booking an influencer-endorsed hotel, provided it aligns with their personal preferences. Instagram (68%) and YouTube (67%) are the most impactful platforms.

U.S. Consumer Travel Report
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U.S. Consumer Travel Report

Pinterest is also gaining traction as a travel-focused influence channel. A platform study shows that 8 out of 10 users plan their trips on Pinterest, and 68% finalize their travel purchases there. Pinterest even enables hoteliers to upload room listings, discoverable through organic or sponsored content—a feature already adopted by MGallery, Mercure, and Club Med.

Influencer marketing as a strategic tool for hoteliers

Influencer collaborations allow hoteliers to regain control over their distribution and online reputation—crucial at a time when dependence on OTAs is a pressing…

Please click here to access the full original article.

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