Is Influencer Marketing Really Helping Your Business- Or Is It Quietly Damaging Your Brand?

Influencer marketing has been one of the fastest-growing marketing strategies of recent years. Back in 2023, it worked incredibly well when I worked on the launch of the new room2 Belfast. Back then, it was widely promoted as a must-have tactic. It was an easy way to get your brand seen, build awareness and drive bookings.

And it worked. It worked for lots of businesses I know and work with.

But as we move forward, I have seen perceptions shift and so have customer mindsets.

Consumers today are more aware than ever that they are being advertised to. They can spot a paid post almost instantly, and with that awareness has come a shift in trust and expectations.

So :

Is influencer marketing still working for your accommodation business or not?

The Shift In Trust

There was a time when influencer content felt authentic. It felt like a recommendation from a trusted source- particularly around 2020 when we were all stuck at home seeking connection to others via social media.

But as influencer marketing became more popular, volume replaced credibility.

Some influencers/ content creators accepted a large numbers of partnerships, often promoting multiple brands in the same week- sometimes even competing ones.

This can feel less like a trusted recommendation and more like constant advertising.

Local digital agency Digital 24 recently published the results of a poll, suggesting 82% of people surveyed scroll past any post marked as an #ad, with 74% of people admitting they no longer trust influencer recommendations.

Visibility no longer means results.

The Problem with Ad-Hoc Influencer Campaigns

One of the most common mistakes I see with accommodation businesses is treating influencer marketing as a single, standalone activity.

They invite an influencer, offer a complimentary experience, get a few posts and hope for the best- without measurable results.

That is not return on investment. A gifted stay comes with associated costs- cleaning, welcome baskets, complimentary Prosecco etc.

And let’s not forget that a gifted stay potentially displaces a genuine paying customer.

Without a clear brief, targeted audience and follow-up to measure the activity, businesses can be left wondering:

• Did it actually generate bookings?

• Did it build brand loyalty?

• Did it reach my target customers at all?

Often, there is no clear answer. The problem becomes worse when accommodation businesses simply ‘accept’ an offer from a content creator that drops into their inbox or socials.

I see this with clients on a weekly basis. A causal message in the DM’s with big promises in return for a free stay.

Audience Matters More Than Follower Numbers

One of the biggest misconceptions in influencer marketing is that bigger audiences automatically mean better results. They don’t.

A local beauty influencer with 50,000 followers across the globe looking for make up tips will not generate the same number of bookings as a local micro influencer who showcases places to eat, drink or visit in your market.

The influencer’s audience needs to match the profile of your target customer.

Alignment over audience size. Always.

Could Influencer Marketing Actually Be Damaging Your Business?

There’s another side to influencer marketing that I am beginning to notice. Being in a unique position where I work alongside these businesses but also run a B2C platform, I notice guest trends.

Too many influencer collaborations can actually damage the customer’s perspective of your business.

In the hotel and accommodation sector especially, guests are becoming more aware of how frequently influencers are invited to stay (often complimentary) while paying customers feel less important.

Some feedback includes questions like:

• Why are influencers staying for free while I’m paying full price?

• Is this hotel focused more on social media exposure than guest experience?

• Does this brand value influencers more than loyal customers?

Overexposure Is A Real Thing

Another growing issue is influencer fatigue.

If potential guests see the same hotel featured repeatedly across multiple influencer accounts now, it can have the opposite effect for your business..

Instead of creating desirability, it can create a feeling of over-promotion, reduced exclusivity and concerns the experience is staged rather than genuine.

For higher-end accommodation in particular, exclusivity is part of the appeal.

Too much exposure can dilute that.

Paying Customers Must Always Come First

Influencer marketing should never make paying customers feel secondary.

Your most valuable audience is still the guest who pays, returns, recommends you to friends and leaves positive reviews.

These customers are your real brand ambassadors.

That means being selective, strategic, and intentional about who you work with.

A Balanced Approach Builds Trust

The strongest hospitality brands are now shifting toward fewer, better influencer relationships rather than large volumes of short-term collaborations.

Trust is paramount- and it is built through consistency.

Today’s Influencer Marketing Is All About Strategy

So, if you are an accommodation business, think of influencer marketing- you need to research and plan.

You need a clear brief.

• What do you want to achieve?

• Who do you want to reach?

• How will you measure success?

It’s the only way to measure if a collaboration worked. It needs to be measured (that’s Marketing 101- its fundamentals).

So, given this changing content creator/ influencer landscape, this is what I am recommending to my accommodation clients…

Long Term Brand Partners/ Ambassadors

One of the most effective ways to use influencer marketing today is through ongoing relationships rather than one-off promotions.

Instead of working with dozens of influencers once, many successful brands now partner with a small number of trusted content creators repeatedly.

Creators become brand ambassadors. They genuinely understand your business, your values, and your audience.

Repetition builds familiarity.

When audiences see the same influencer returning to a brand over time, it feels more authentic and believable, rather than the brand ‘bed-hopping’ I am seeing increasingly in my feeds. The relationship becomes credible.

And any good sales person knows credibility is what drives trust which ultimately improves conversion and bookings.

Quality Over Quantity

Another important shift is moving away from chasing large volumes of influencer content.

More posts do not necessarily mean better results.

Choose fewer partnerships but plan better and get really clear on your messaging.

A single influencer chosen strategically, working with your business consistently can deliver more value than ten random collabs or gifted stays!

Measuring What Matters

Ultimately accommodation business want more bookings.

Awareness is great, new followers is lovely, building reputation is important but any marketing activity needs to hit that bottom line. End of story.

New enquiries that will convert to new business.

So… Is Influencer Marketing Still Worth It?

Of course it is! But you have to do it right.

Influencer marketing isn’t going away, it’s EVOLVING

Businesses that approach it strategically will still see strong results.

The key is moving away from the idea of “getting a post” and toward building partnerships.

Because today’s guests don’t want to feel advertised to, they want genuine authenticity.

When approached this way, influencer marketing becomes an effective part of your marketing strategy.

About the Author

Michelle Davis - Independent sales and marketing consultant working with hotels, accommodation providers and tourism businesses across Northern Ireland.

Through the platform Staycations NI I support hospitality businesses improve visibility, strengthen brand positioning and deliver smarter marketing decisions that deliver measurable results.