Why the tourism industry is tired of free agents of influence

Love them or hate them as the world of travel reopens, influencers are on the move again.

This is good news for some hotels, such as the Langham on Fifth Avenue in New York.

In the video above: Instagram vs reality, an influencer shows what the idyllic Greek islands are really like.

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“Ninety percent of the people we work with are amazing. They are very diligent, it’s their business, and they do it well,” says Louise O’Brien, regional director of communications for the Americas at Langham Hospitality Group.

“They know how to monetize their photography and content creation prowess,” she says, adding that they often “take a look at your hotel and show you something you never thought of doing that your hotel shows.” in a really interesting light.”

O’Brien says the COVID-19 pandemic has caused the hotel to become more proactive than reactive in reaching out to influencers they know in the industry for leisure-related content and says the ad hoc approach is going nowhere get away.

But not all hotels share O’Brien’s enthusiasm.

“I call them the flu,” says Gail Behr, owner of the Dorp Hotel in Cape Town. She says she is contacted five or six times a week by people who don’t fit in with what the hotel is about.

“Posing, almost no clothes in a hotel room does nothing for us – we do not need a clientele,” she explains.

Love them or hate them as the world of travel reopens, influencers are on the move again. Credit: Sven Hansche / Eye Em/Getty Images/EyeEm

A quick glance at the hotel’s website is enough to understand why. Showcasing carefully chosen interiors with warm and cozy spaces, he even describes himself as a bit quirky and old-fashioned.

“On the Internet, everything is promised too much, everything is presented as glamorous or wonderful,” Behr says, in contrast to how she spends her days trying to capture the real magic that happens in her hotel, such as the staff spontaneously singing “Happy Day” birth” or discovering chameleons playing in the garden.

“If someone texted me and said: “Look, I’m overweight, I can’t look glamorous in your hotel, I wear black because I feel more comfortable in it, I have a few strands of hair missing, but I I’m funny as hell, I’m just obsessed with Dorp and would love to come,” I would say “yes, come – someone with a sense of humor, real and sincere,” she adds, lamenting the fact that even the word “authenticity” has become fake fashionable word.

Richard Hanlon, owner of the majestic Bujera Fort in Udaipur, India, shares a similar view.

“The problem with influencers is the lack of quality control,” he says, suggesting “someone should create a TripAdvisor that ranks them.”

He describes how he regularly receives outlandish requests – five rooms for three nights with free airport pickup and free alcohol – and says that people aren’t even customers like…


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