Abstract

The purpose of this study is to investigate the significant impact that social media influencers play in the marketing of hotels. These individuals, who are recognised for having a following that is engaged and devote to them, have the ability to dramatically enhance the visibility and credibility of a hotel. Influencers are able to effectively promote hotels as sought-after locations by forging real relationships with their audience via the use of authentic endorsements and material that is relatable to their audience. This study highlights the strategic value of influencer collaborations in the hospitality sector, highlighting the fact that these alliances provide hotels with a dynamic platform to interact and attract prospective visitors. In addition to that, this study offered a strategic framework of influencer marketing that is geared specifically for hotels.