Influencer marketing is everywhere in hospitality, but is it really pulling its weight?

Max Starkov recently shared some sharp insights that question whether these campaigns actually drive bookings or just look good on paper.

He argues that we should focus less on influencers and more on loyal guests as true brand ambassadors. Mandarin Oriental’s Celebrity Fans programme is a great example, using genuine guest endorsements to build real connections.

It’s a sharp contrast to campaigns built around follower counts that often deliver little substance.

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So, are we putting too much into influencers when our best advocates might already be our guests? Definitely something to think about—what’s your take?

Let me know if you've had experience with the influencer strat!