Check out what you need to know before closing partnerships with influencers

Traveling to media-inspired destinations is among the trends for the upcoming year. According to the ‘Global Travel Trends for 2024’ survey, released by Visa, influencers increasingly contribute to destination choices, especially among young people and Generation Z.

And in the hospitality industry, it is no different. The work of digital influencers, when done correctly, can positively impact occupancy results and brand recognition. However, experts warn that this communication action needs to be strategic, having a beginning, middle, and end.

“Today, 90% of Brazilians use Instagram to plan a trip, for example. The reach of digital influencers is very powerful, but all this work must be done securely to ensure results,” says Maria Priscila Nabozni, CEO of Mundo Mapping, a self-management platform for hiring influencers, which connects creators with brands and companies.

Based on the considerable increase in influencers seeking partnerships with hotels, the expert indicates what you need to know before closing a barter or paid action with digital influencers to really achieve concrete results.

Currency of exchange

One of the advantages of tourism and hospitality in closing deals with influencers is in terms of payment. The currency of exchange, in almost 100% of cases, is the accommodations and experiences themselves. This facilitates negotiation and gives hoteliers great power in this exchange. However, the possibility needs to be used in a planned and documented way: “just because it becomes easy to make the payment in daily rates does not mean that the agreement process will be done simply by word of mouth. The risk in this process is very high, and we see this happening all the time in hospitality,” says Maria Priscila.

Defining objectives

With a highly advantageous currency of exchange for enterprises and valuable to this audience, it is necessary to define how and why to use it. Knowing if the partnership’s goal will be branding or sales conversion. If the choice is for sales, it is necessary to measure the influencer’s work, using promocodes or an affiliate program. This is possible with the use of tagged links or specific promocodes, for example.

It’s a match

With the objectives defined, it is necessary to know if the influencer’s profile aligns with the enterprise or brand positioning. The recommendation is to analyze and verify if the numbers of this professional are real, check the history based on controversies, or if they have caused problems in previous actions. Here, we leave the tip to use Mundo Mapping’s engagement calculator, which is free and can help in this process.

Measuring the audience

A careful analysis of the influencer’s audience should be carried out and identify who their followers are. Make sure they align with the target audience of your accommodation, to achieve better results. If the enterprise is luxury, for example, it is necessary to choose influencers who resonate with that target.

Agreed terms aren’t costly – but have a contract

Once the objectives and influencer selection are defined, the most important thing is to have the project aligned in a contract and signed by all parties, to ensure security not only for the enterprises but also for the influencers.

On the Mundo Mapping platform, which manages and hires influencers, this contractual process is automatic. Additionally, the digital service enables the search and offers partnership proposals to over 8,000 influencers from all over Brazil. The startup analyzes all registered profiles and evaluates their performance, while influencers register in search of partnerships for promotion. Registered companies can propose campaigns to them.

The platform’s portfolio includes several successful campaigns, among them the Squad Girls action, a trip by influencers Camila Loures, Gabi Lopes, Flay, and Gizelly Bicalho to enjoy the snow in Bariloche. The Gabi Weekend, influencer Gabi Lopes’ 28th birthday in Punta Cana along with Hard Rock Resorts, in addition to other hotels already using it such as Rede Nacional Inn, Cana Brava Resorts, Jurema Águas Quentes, Wyndham Hotels, and Palladium Hotel Group, among many others.

About Mundo Mapping

The startup Mundo Mapping enables the hiring of digital influencers in an easy, objective, and complete way, aligned with the best market practices. The 100% Brazilian technology offers brands and companies access to the direct hiring of over 8,000 influencers from 60 niches. With various benefits for brands and influencers, Mundo Mapping enables job and campaign payments in cash, barter, or hybrid form, with a choice of customized payment terms.

Press Contact – Mundo Mapping

Mundo Mapping

Maria Eduarda Eurich – Communication Assistant – eduarda@mapa360.com.br

Loise Clemente – Communication Coordinator – loise@mapa360.com.br