The world of influencer marketing is exploding—like, “blow-up-your-feed” kind of exploding. With the industry projected to jump from $24 billion in 2024 to a whopping $32.55 billion by 2025, brands are racing to figure out how to tap into this booming trend.
TikTok, Instagram, and their influencer-driven magic have become key players, especially in the travel sector, where short-form videos are replacing traditional ads with relatable, real content.
Want to know the secret sauce to success? It’s all about building authentic, long-term partnerships with creators who bring more than just their followers—they bring trust. In fact, travel companies have seen a fivefold increase in views of travel-related TikTok videos since 2021, and destinations like Slovenia and Zanzibar are now trending because of it.
But where does that leave hotels and resorts? Right in the thick of things, embracing video content and savvy influencer strategies. So, how are brands like Monastère des Augustines killing it with campaigns that resonate? Keep reading to find out how this wellness retreat made waves—and why it’s just the beginning for the industry.
- 1. Revitalize Your Mind, Body, and Brand: Monastère des Augustines' Influencer-Driven Success
- 2. Fairmont's Global Escape: Influencers Turned Ambassadors in a Journey of Luxe and Loyalty
- 3. Elevating Comfort and Class: Calgary Marriott Downtown’s Influencer Magic
- 4. Coast Canmore Hotel: Blazing a Trail in Influencer Marketing and Mountain Hospitality
- 5. Hyatt EAME’s TikTok Debut: A Journey of Authenticity and Viral Success
- 6. Hilton’s TikTok Takeover: Breaking the Mold with Influencer-Driven Creativity
- Embrace Innovation: The Future of Social Media Marketing for Hotels & Resorts
- Frequently Asked Questions
1. Revitalize Your Mind, Body, and Brand: Monastère des Augustines' Influencer-Driven Success
When the Monastère des Augustines decided to make waves in the wellness space, they knew a quiet retreat wasn’t enough. They needed a loud presence online—and that’s exactly what they achieved with their influencer-driven campaign, powered by Anorak. Let’s dive into how this campaign managed to raise awareness and drive traffic, with a healthy dose of strategic flair.
Strategic Approach
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Objective: Awareness and traffic generation
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Target Audience: Women, 35+, in Quebec and Ontario
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Influencers: Lifestyle, wellness, yoga, and meditation experts
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Platforms: Instagram, Facebook, and blog
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Content: A blend of photos, videos, and editorial articles
The first act in this captivating wellness narrative involved influencers being invited to the Monastère’s tranquil grounds. They were pampered with everything the retreat had to offer—accommodation, yoga classes, spa services, and a true taste of serenity.
But the magic didn’t stop there. Enter the #MonastereChezSoi campaign, where influencers took this retreat experience virtual, promoting the Monastère’s online wellness platform. With exclusive promo codes on Instagram, they encouraged their followers to discover the relaxing benefits of these at-home courses.
This campaign was a masterclass in strategic influencer partnerships. The chosen influencers—Juliette Bélanger Charpentier, Ève Guilbert, and Virginie Goudreault, to name a few—weren’t just any wellness gurus; they were the trusted voices in their niches.
Their content felt less like an ad and more like an invitation to experience a lifestyle, a seamless fit for the retreat’s core offering. After all, wellness isn’t about loud sales pitches; it’s about quiet, authentic experiences shared with a like-minded community.
Results
- Impressions: 300K+
- Total Reach: 140K+
- Content Created: 87 pieces
- Engagement Rate: 3.5%
Impact
With over 300K impressions and a solid 3.5% engagement rate, the campaign didn’t just whisper to its target audience—it sang. The virtual platform, in particular, found success in converting the relaxing vibes of the Monastère into a digital experience, broadening its reach well beyond the walls of the retreat.
Influencers amplified this by promoting the online courses with their unique codes, merging offline relaxation with online convenience.
2. Fairmont's Global Escape: Influencers Turned Ambassadors in a Journey of Luxe and Loyalty
Fairmont Hotels & Resorts aimed to take their already luxurious offerings up a notch, and they did just that with an influencer-driven campaign that spanned continents and created content that would live on long after the campaign wrapped.
With a strategic mix of well-placed influencer partnerships and a dash of well-curated in-house content, Fairmont made waves on social media and beyond. Let’s break it down.
Strategic Approach
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Objective: Increase awareness of select Fairmont properties and drive travel intent
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Target: Affluent, highly engaged audiences on Instagram, blogs, and social media platforms
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Influencers: Those with a dedicated blog and a passion for luxury travel
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Platforms: Instagram, Twitter, Facebook, and blogs
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Content: 48 blog posts, 78 pieces of social content, 200+ Instagram stories, and a Twitter chat
The heart of the campaign revolved around influencers traveling to six of Fairmont’s luxurious properties, each stay tailored to showcase the unique amenities these locations offer. This wasn’t just a quick photo op or a vacation snap—it was an authentic experience that influencers could share with their followers.
The result? A blend of jaw-dropping imagery, genuine testimonials, and high engagement.
Results
- 78 pieces of content with 700K+ views
- 70+ Instagram posts, garnering over 300K likes/comments
- 200+ Instagram stories mentioning Fairmont and using the #FairmontMoments hashtag
- 28M impressions on Twitter during a one-hour chat
- 170+ Facebook posts tagging Fairmont
- 99M total impressions (with evergreen content still going strong)
Fairmont didn't just target influencers with big follower counts—they selected those with dedicated, passionate audiences who cared about luxury travel as much as they did. From bloggers like iExplore and Travel Mindset to social media personalities with an Instagram game that could make you book a flight on the spot, this campaign felt like a trip to paradise, both for the influencers and their followers.
The #FairmontMoments hashtag acted as the campaign’s signature, enabling influencers to continue sharing their Fairmont experiences long after their stay, transforming them into brand ambassadors in the process.
Impact
Fairmont didn’t just increase awareness—they built a community of ambassadors. Influencers who initially visited once have become loyal brand advocates, continuing to share content long after the campaign’s conclusion. This isn’t just a win; it’s a whole new strategy playbook for how to make influencers feel like part of the brand family.
3. Elevating Comfort and Class: Calgary Marriott Downtown’s Influencer Magic
When Calgary Marriott Downtown decided to show off their unbeatable mix of luxury, comfort, and prime location, they didn’t just slap a couple of posts on Instagram—they called in a team of local influencers to tell the story in an authentic and unforgettable way. Let’s break down how they turned a luxury stay into a marketing masterpiece.
Strategic Approach
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Objective: Increase awareness, positive sentiment, and ongoing promotion through local creators
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Target Audience: Travelers and locals, especially those interested in luxury experiences and city adventures
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Influencers: 5 local creators
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Platforms: Instagram, across posts, stories, and images
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Content: 68+ posts, with 18 images secured for long-term usage
From the iconic Old Fashioneds at ONE18 EMPIRE to the rooftop patio views that scream “Instagrammable,” Calgary Marriott Downtown wasn’t just selling a place to stay—they were promoting an experience. Enter five talented local creators, each capturing the hotel’s unique offerings and giving their followers a taste of what a stay at this downtown gem feels like.
The hotel’s unique position in the city—at the crossroads of comfort, style, and prime location—was an ideal fit for influencers who live and breathe the local scene. By partnering with creators who already have a deep connection to Alberta, Marriott didn’t just get clicks and likes—they earned a genuine endorsement from those who live and work in the city.
This is the kind of authentic marketing that can’t be faked.
The creators didn’t just snap a few photos by the rooftop bar and call it a day. They took their followers on a journey through every corner of the hotel, showcasing everything from the dining experiences to the relaxation opportunities. The 68+ posts weren’t just a one-off blitz; they were carefully curated experiences that resonated with their audiences and continued to drive buzz well after the campaign wrapped.
Results
- Reach: 869K
- Impressions: 437K
- Engagements: 5.3K
- Content: 68+ posts
- Lasting relationships formed with local creators
The partnership created lasting relationships with local creators, ensuring the hotel’s name continued to circulate through word-of-mouth, long after the posts were published.
Impact
This wasn’t just a campaign—it was a lasting impression. Calgary Marriott Downtown didn’t just increase awareness; they elevated their status as a quintessential Calgary destination. And with the strong local creator relationships they built, they now have a built-in network of ambassadors continuing to promote the hotel, making this campaign a brilliant blend of influencer marketing and local authenticity.
4. Coast Canmore Hotel: Blazing a Trail in Influencer Marketing and Mountain Hospitality
If you’ve ever dreamed of a getaway that combines mountain serenity with modern comfort, Coast Canmore Hotel & Conference Centre is the place to be. But the hotel didn’t just rely on stunning views and top-tier amenities to attract visitors—they turned to the power of influencer marketing to amplify their brand and create a wave of buzz that’s still rippling through the industry.
Let’s unpack how this campaign turned Canmore into a must-visit destination, one post at a time.
Strategic Approach
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Objective: Build brand awareness, reinforce reputation, and drive bookings
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Target Audience: Travelers seeking adventure, relaxation, and a taste of local culture
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Influencers: 36 brand-aligned creators over a two-year partnership
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Platforms: Instagram, TikTok, blogs, and more
- Content: 762 posts and 100+ pieces of content
Over the course of a two-year partnership, MODERNSPEAK, the influencer marketing agency behind the campaign, worked closely with Coast Canmore Hotel to bring in an array of influencers each month. Their approach wasn’t a “one-and-done” deal; it was about forming lasting relationships that kept the hotel top of mind with both influencers and their audiences. Pet influencers were used to showcase the hotel's pet-friendly nature and amenities.
@kipandkaan @Coast Canmore Hotel is the best place to plan a weekend of pampering #canmore #kipandkaan #goldenretrievers #cutedogs #dogsoftiktok #dogs #CapCut ♬ Adore - Instrumental - GC
But MODERNSPEAK didn't stop there. They took full charge of the campaign. From negotiating contracts to social media management and even paid ads, MODERNSPEAK made sure every step of the campaign was executed to perfection.
The beauty of this campaign was its ability to capture the essence of Coast Canmore Hotel—pet-friendly, locally sourced, and surrounded by breathtaking wilderness—while also showcasing its high-end services and amenities. Whether influencers were hiking the nearby trails, enjoying cocktails at Table Food + Drink, or hosting a conference, they portrayed the full spectrum of what the hotel has to offer.
Results
- 9.3M impressions
- 36 creators showcasing the hotel’s unique offerings
- Long-term, sustained brand presence
With a total of 9.3 million impressions, the campaign ensured that Coast Canmore Hotel didn’t just show up in feeds—it became the place to stay in Canmore. The 762 posts and 100+ pieces of content provided ongoing visibility that reinforced the hotel’s reputation as a must-visit destination for anyone exploring the Canadian Rockies.
Impact
What’s particularly noteworthy is the long-term nature of this partnership. Influencers didn’t just promote the hotel and move on; they became brand advocates, continuously sharing their experiences and building a loyal following. This kind of sustained engagement is gold in the influencer marketing world, where one viral post can be fleeting.
Coast Canmore Hotel, through strategic and consistent influencer partnerships, has ensured that their name stays top of mind and continues to drive bookings.
5. Hyatt EAME’s TikTok Debut: A Journey of Authenticity and Viral Success
When Hyatt EAME decided to dip its toes into TikTok, they didn’t just throw together a few catchy hashtags and call it a day—they went all in with authentic creator partnerships, creating a seamless fusion of brand storytelling and viral engagement.
The result? A TikTok debut that not only boosted brand awareness but also sparked real connections with a younger, more engaged audience. Let’s dive into how Hyatt turned their “#HyattTakesYouPlaces” motto into a campaign for the ages.
Strategic Approach
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Objective: Boost brand awareness, increase engagement, and build brand affinity
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Target Audience: TikTok users with an interest in travel, luxury experiences, and global exploration
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Influencers: Creators sourced from the TikTok Creator Marketplace, with a focus on authentic, personal narratives
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Content: In-Feed Ads, Spark Ads, and organic creator-generated content
Hyatt’s TikTok debut wasn’t just about showing off beautiful hotel rooms (though, let’s be honest, they are gorgeous)—it was about showcasing the brand’s commitment to creating memorable, human-centric experiences.
With a focus on authenticity, Hyatt partnered with TikTok creators who could genuinely connect with their followers and bring Hyatt’s diverse offerings to life in a way that felt fresh, relatable, and true to the TikTok format.
@hyatt When you get hit with the travel bug 😍 #WorldOfHyatt #TravelTok #TravelGoals #HyattPartners ♬ original sound - Hyatt
The campaign kicked off with a series of dynamic TikTok videos filmed in some of Hyatt’s most iconic locations, including the breathtaking Skyfall Bar at Hyatt Regency Barcelona and the new fitness area at Hyatt Regency The Churchill in London.
These videos weren’t just ad spots; they were experiences. Creators shared their personal journeys and moments of discovery, letting their followers in on everything Hyatt has to offer, from stunning views to luxe fitness spaces, all while remaining true to their own style and voice.
@neeliglover We stayed at the Grand Hyatt Barcelona. We loved everything about this hotel: the rooftop restaurant, the decor, the outside pool... the list could go on forever. This is an iconic luxury hotel that places you within walking distance of many of the area's best cultural sites. #affordableluxury #gogrand #grandhyatt #barcelona #travelsmart #capcut ♬ Aesthetic - Tollan Kim
Results
- 48.3M impressions
- 7.2M two-second views
- 0.61% click-through rate (CTR)
- Exceeding brand affinity and campaign performance standards
With 48.3 million impressions and a stellar 0.61% CTR, Hyatt’s TikTok debut didn’t just stop at eyeballs—it also drove real engagement. Even without a dedicated conversion campaign, the content led to first-time bookings from new guests, proving that authenticity and TikTok magic can lead to tangible results.
Impact
What makes this campaign stand out isn’t just the staggering impressions or the clicks—it’s the lasting brand love. With an elevated affinity for the brand, Hyatt didn’t just capture attention; they built credibility and trust, positioning themselves as a go-to luxury option for TikTok’s savvy, experience-hungry audience. Through strategic creator partnerships and a test-and-learn approach, Hyatt unlocked the true potential of TikTok: not just awareness, but genuine connection.
6. Hilton’s TikTok Takeover: Breaking the Mold with Influencer-Driven Creativity
Hilton Hotels isn’t just staying in the game—it’s redefining how a 104-year-old hospitality giant engages with today’s digital-savvy travelers. With its new global campaign, ‘For the Stay,’ Hilton made a bold debut on TikTok, and the results are nothing short of spectacular.
But it wasn’t just about hopping on the TikTok bandwagon—it was about doing it the right way, using influencer-driven content to build authentic connections and engage viewers in ways traditional advertising never could.
Strategic Approach
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Objective: Boost brand awareness, engage a younger audience, and differentiate Hilton from competitors
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Target Audience: Tech-savvy travelers who are price-conscious but still expect exceptional experiences
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Influencers: Paris Hilton and other prominent creators like Chris Olsen, GirlBossTown, and KelzWright
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Content: 10-minute TikTok video featuring a mash-up of creator styles, effects, and filters
Hilton’s bold step onto TikTok is a game-changer for the hospitality industry. Forget traditional TV ads. The brand turned the camera to creators, embracing the platform’s spontaneous, creative vibe.
Rather than crafting another cookie-cutter ad, Hilton focused on content that felt organic, sponsored by creators who knew exactly what would resonate with their audience. Paris Hilton (yes, that Hilton) led the charge, collaborating with top TikTok stars to create a playful and engaging video that got people to stick around—literally.
By challenging viewers to watch the full 10 minutes in exchange for Hilton Honors Points, the campaign capitalized on TikTok’s natural behavior: endless scrolling. It worked like a charm, capturing attention while showcasing Hilton’s personality and commitment to guest experience.
What makes this campaign shine is Hilton’s knack for personalizing its approach. The video wasn’t just a one-size-fits-all promo. Instead, it brought together a variety of creators, each with their own flair, effects, and filters. This creative collaboration not only kept viewers hooked but also showcased the diversity of Hilton’s offerings—from luxurious accommodations to fun, unexpected moments.
@hilton Unexpected & amazing things can happen when you stay, and we want you to stay with us for 10 minutes. Yup, we made a 10-minute TikTok AND we’re giving away 10M Hilton Honors Points + more. #HiltonStayFor10 #HiltonForTheStay ♬ Hilton’s 10-Minute Stay - Hilton
The humor and self-awareness Hilton embraced, including a veiled jab at Airbnb’s hidden fees, was a strategic move to highlight the transparency and value that Hilton offers, positioning the brand as a reliable, customer-first choice for travelers.
Results
- 7 awards for TikTok campaigns
- Highest engagement for Hilton’s TikTok content
- Increased brand affinity and first-time bookings from new guests
Impact
Beyond the stats, Hilton’s TikTok campaign didn’t just get eyes on the brand—it won hearts, building real affinity with younger, experience-driven audiences. By crafting content with the platform’s unique format in mind and prioritizing creator input, Hilton cemented its place as a brand that not only understands what its audience craves but also delivers on it in a fun, memorable way.
Embrace Innovation: The Future of Social Media Marketing for Hotels & Resorts
The six campaigns reviewed highlight key strategies for success: authenticity, creator-driven content, and cross-platform consistency. TikTok and Instagram have proven invaluable for driving brand visibility, engagement, and consumer trust.
As consumers demand more genuine experiences, hotels and resorts must prioritize unique storytelling through influencer partnerships. Brands that embrace creativity, experiment with new formats, and leverage real-time insights will be better equipped to stand out and thrive in this dynamic digital landscape.
Frequently Asked Questions
What types of content perform best for hotels on TikTok and Instagram?
Short-form videos showcasing room tours, behind-the-scenes glimpses, guest testimonials, and local attractions resonate well. Incorporating trending audio and visual storytelling can enhance engagement.
How can influencer partnerships benefit hotel marketing?
Collaborating with influencers allows hotels to reach targeted audiences authentically. Influencers can showcase unique experiences, boosting brand credibility and encouraging bookings.
What role does user-generated content (UGC) play in hotel marketing?
UGC, such as guest photos and videos, provides authentic social proof. Sharing UGC on your hotel's social media can build trust and encourage potential guests to envision their stay.
How can hotels leverage TikTok challenges for marketing?
Creating or participating in TikTok challenges can increase visibility. Encourage guests to share their experiences using a branded hashtag, fostering community engagement.
What are the benefits of using Instagram Reels for hotel promotions?
Instagram Reels allow hotels to share quick, engaging content like room showcases or local tours. Their high discoverability can attract new audiences and drive bookings.
How can behind-the-scenes content enhance a hotel's social media presence?
Sharing behind-the-scenes content humanizes the brand, offering guests an insider's view of hotel operations and staff, which can build trust and interest.
What impact do giveaways have on hotel social media campaigns?
Organizing giveaways, such as free stays or discounts, can increase engagement and attract new followers. Ensure the prizes are appealing and the entry process is simple.
How can hotels use TikTok for recruitment purposes?
Hotels can showcase their work culture and employee experiences on TikTok to attract potential staff, as seen with resorts using the platform for talent acquisition.
