How to Deal with Off-Brand Influencers in Your Hotel

Nowadays, it’s common for influencers to wreak some minor havoc on your hotel with pranks or other activities meant to bring attention to themselves. How you respond is key, and here’s what you should consider.

The unfortunate reality is that social media influencers often expect free hotel stays. Regardless of what you think about people who accrue their fame from Internet spectators, you must be prepared to deal with these requests. As long as businesses put their money into posting on social media, there will be people who will push for free rooms and food from hotels that are eager to attract possible guests.

But what if their brand has little or nothing to do with yours? That’s when it’s safe to make a business decision and say no. Here’s how:

Make sure your staff is on the same page

If someone on your staff is familiar with an influencer, you don’t want them to treat any guest differently than others. Not only does that give the idea that staff are willing to step out of the line, but it may embolden the influencer. This is especially a concern with younger and public-facing personnel, who might be innocently starstruck. They might even see a post with an influencer as a way to expand their online reach.

Smart influencers will note similarities between their content and your hotel. Before requesting free accommodations, they should contact your team with a business proposition. Your team should have the power to evaluate and potentially turn them down.

You don’t always need to roll out the red carpet

A smart staff treats these folks like anyone else and makes it clear that the business won’t be comping rooms or meals during their stay. Charge them the full price for a room, the same way you would charge an ordinary civilian. Be clear that hotel policy wouldn’t allow you to do anything. Perhaps an introduction to group sales policy would be apt. They will pay like anyone else, but if they can bring room sales to you, they may get a cut of the proceeds. The most important aspect of your staff’s interactions is that they understand that your business isn’t willing to bend to their demands, now or at any time in the future.

Treat all of them the same

Be careful not to treat these folks differently. You don’t want to run the risk of their fanbase(s) catching wind of it and berating you online. In a very real sense, your public online persona matters, as does theirs, and their supporters will take any opportunity to besmirch your name if you give them the opportunity to do so. Plenty of micro-influencers will want these benefits without the vast following that might justify it under the rarest of circumstances.

There may be some other ways to use influencers. Maybe you host an event where they can meet folks as long as they buy at least one room from your place. That should be reserved for folks with a substantial following and some experience with happenings like those.