“Why the Average Hotel Influencer Has Nothing To Do With Getting Group Business”
1️⃣ Their Audience Doesn’t Match the Buyer
Most influencers speak to travelers, not planners.
Their followers want leisure experiences, not contracts, room blocks, load-in schedules, or banquet minimums.
Group business buyers are:
Meeting planners
Event organizers
Corporate travel managers
Associations
Sports organizations
And those people aren’t taking booking advice from someone doing a swimsuit photoshoot in a hotel pool.
Key Line:
“Just because you’re popular doesn’t mean you’re influential in hospitality.” - Russell of Hotels
2️⃣ Their Content Doesn’t Convert to Group Demand
Hotels push money toward influencers who create content that has zero impact on:
Room blocks
Meeting space inquiries
Offsite events
Banquet business
Group revenue
Aesthetic photos don’t help planners make decisions.
Planners want to see:
Meeting setups
Floor plans
Breakout rooms
Load-in access
AV capabilities
F&B quality
Staff responsiveness
The average influencer never touches any of that.
Key Line:
“Group business is built on information, not images.” - Russell of Hotels
3️⃣ They Don’t Have Hospitality Credibility — They Have Social Credibility
Group business is a trust-based industry.
Planners listen to people who’ve:
Worked in hotels
Toured hotels
Negotiated contracts
Managed groups
Understand policies, concessions, and attrition
The average influencer has no understanding of:
Sales process
RFP flow
Service standards
Event logistics
Operations
Revenue strategy
But hotels hire them hoping their content will generate business it was never designed to attract.
“Influencers influence attention — hospitality experts influence bookings.” - Russell of Hotels