I recently listened to Hospitality Daily's podcast with Don Barnett, and it was packed with some great tips on using social media influencers to promote hotels.

A few nuggets:

• First off, we know Instagram-based influencers are the way to go, but Don suggests skipping the big, pricey influencers.
  
• Instead, team up with local influencers who have 10k-50k followers. They’re more affordable and their recommendations feel like they’re coming from a friend.
  
• Of course, using these influencers to drive local traffic and boost WOM recommendations comes at a cost, but Don advises against paying influencers outright.
  
• Instead, offer them free use of your hotel’s services and a budget for food and drinks. They get a great experience, and you get genuine promotion.

Keep it local and fun to make the collab work for everyone!