Endless marketing dollars are being wasted on influencer partnerships that never deliver a single booking.
What was once a simple exchange (trading free stays for content) has evolved into a complex ecosystem with varying rates, expectations, and most importantly... results.
Despite these changes, one thing remains true: the right influencer partnerships can still deliver extraordinary returns for hotels.
We've seen it firsthand.
When we first opened Onera, we partnered with a local influencer who generated $30,000 in direct bookings from just two posts.
This wasn’t an outlier; it’s proof of what's possible when you approach influencer marketing strategically.
But finding these partnerships requires knowing exactly what to look for.
Why Do You Need Influencers?
No matter how big (or small) your account is, influencers are a valuable addition to your content strategy:
- They reach audiences you might never access otherwise, especially in the early stages of your social media journey.
- They drive a shocking amount of clicks into your booking funnel through the trust they've built with their audiences.
- They create content that feels authentic and user-generated, helping followers connect more with your property.
Most importantly, they help your account touch on a core function of social media–people connecting with people.
This last point can't be overstated.
People connect with people, not faceless businesses. They don't want to scroll their feed and see content that feels like a commercial.
Influencers bridge that gap, making your property feel like a recommendation from a trusted friend rather than a business transaction.
But the “glory days” of influencer marketing have past…
Early on, you could choose almost any relevant large account and see an ROI on your investment.
Then "micro-influencers" entered the picture–smaller accounts trading a free night for content.
Today, influencers have taken on a life of their own.
Most now expect compensation on top of a free stay. "Influencing" has become a business, and like any business, you have to pay to play.
With more self-proclaimed influencers than ever, finding those who can actually deliver results requires a systematic approach.
When done right, influencer collaborations can still become one of your most powerful marketing tools.
Our journey with influencer marketing began almost by accident.
When we first opened Onera, we were focused entirely on operations–getting the experience right for our first guests. Social media wasn't even on our radar.
Then an influencer named Texas Explorer kept reaching out to feature our property.
After ignoring her several times, we finally agreed to host her.
Her single Instagram post generated $15,000 in direct bookings. She posted again a couple weeks later. Another $15,000 flooded in.
That was our lightbulb moment.
We immediately pivoted our entire marketing strategy around influencers and social media.
For our first year, we went all-in on influencers, ending the year with 35%+ direct bookings.
It was after that we dove headfirst into what is now the basis of our strategy and what has led to 126M+ views across accounts... creating high-quality social media content.
Our current approach focuses on using influencers to supplement our self-produced content–aiming for 2-3 collabs per month to consistently reach new audiences.
And how do we collaborate with influencers we see the highest ROI from?
We go all-in. We partner with them on our clients' accounts and bring them back each year or when we're launching something new.
After working with hundreds of influencers across our properties and client accounts, we've developed a clear framework for identifying high-ROI partnerships:
1. Engagement Rate > Follower Count
The single most important metric isn't followers–it's engagement.
Micro-influencers with 10-50k highly engaged followers can drive more revenue than accounts with 100k+ followers at a fraction of the cost.
That said, certain large accounts can deliver exceptional ROI, like Texas Explorer with her 1M+ followers, when they have genuine authority in your specific market.
We typically target accounts with 5%+ engagement rates, though we occasionally make exceptions based on pricing and requested stay dates.
To calculate engagement, compare likes, comments, and shares to view counts for their recent videos.
Watch out for accounts with engagement below 2%—if they can't get their audience to engage with their content, they certainly won't drive bookings to your property.
2. Location Alignment
For drive-to destinations, local/regional influencers nearly always outperform national accounts.
A Texas-based property partnering with a California influencer creates too much friction–their audience would need to book flights to visit.
But a Texas influencer's audience can make impulse weekend bookings with minimal effort.
For fly-to destinations, however, strategically selected national influencers can be highly effective when their audience matches your target guests.
Always match the influencer's audience geography to your property's realistic guest radius.
3. Audience Relevance and Authority
The ideal influencer's content should align with your property's experience.
We've found local travel accounts and foodies consistently perform best for our properties.
One of the most common pitfalls?
Investing in "look-at-me" influencers–accounts focused solely on an influencer's appearance or lifestyle rather than destinations or experiences.
Their followers are there to see them, not to discover new places to visit.
4. Content Quality and Style
Review their feed before reaching out. Does their aesthetic align with your brand? Will their content style resonate with your ideal guests?
The best partnerships feel natural–not forced.
Avoid accounts that are too self-centered or filled only with paid collaborations–these rarely drive meaningful bookings.
5. Technical Verification
Beyond these concepts, we analyze:
- Average views per post (consistency matters)
- Past collaborations with similar brands and their performance
- Authenticity of their following (we avoid accounts with over 35% fake followers)
We use Modash to help us gather data on these metrics.
We've built our direct booking machine on two complementary pillars:
- High-quality organic content
- Targeted influencer collaborations
The synergy between these two strategies is what drives bookings.
The right approach isn't about chasing trends–it's about building genuine connections that drive real business results.
By focusing on engagement over follower count, prioritizing content quality and ensuring audience alignment, you can create influencer partnerships that deliver exceptional returns.
Exciting news for your hotel!
We’ve expanded the Oasi team to bring you the same strategies and expertise that fueled Onera’s success.
From boosting your social media presence and marketing strategies, to optimizing pricing and offering full-service property management, we’re ready to help your property attract the Modern Traveler and maximize your returns.
Fill out an inquiry here and let’s explore how we can work together.
See you guys next week!
-Ben Wolff
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Ben Wolff
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