Do you want to increase the visibility of your business and your voucher, ticket or product offering on social media, but aren’t quite sure where to begin? Influencer marketing can be an effective and authentic way to reach new guests and position your brand in a friendly manner.
In this article we will show you, step by step, how as a hospitality business, hotel or leisure company you can successfully set up an influencer campaign – from defining your goal, through selecting the right influencer, to remuneration and evaluation. Let yourself be inspired – and launch your first campaign with the necessary know-how.
Content at a glance
Why recommendations on social media are so powerful – and how to smartly set up your first influencer campaign
Social media is now a crucial place for inspiration. Guests often discover new favourite spots and events through authentic recommendations rather than classic advertising. With the right strategy and the right influencer you can specifically increase your visibility – and acquire new guests.
Why social media?
Social media is long ago more than a place for pretty pictures – it is a central touch-point for your potential guests. Whether on Instagram, TikTok or via user-generated content (UGC): Whoever is present here is seen – and remembered.
For leisure businesses, hotels or restaurants, social media offers the chance to evoke emotions directly in the target group – for example with insights into the business, personal stories or moments of enjoyment. This creates proximity – and from there often also a booking.
Why influencer marketing?
Influencers build trust – and they do so at a speed that classic advertising rarely achieves. Especially micro- or nano-influencers (under 50,000 followers) have a close connection to their community and are particularly interesting for regional offers. They do not speak “about” your experience, but “first-hand”.
Whether for the opening of a new spa area, promoting a special menu or advertising an excursion offer: influencers pick up your target group where they are – online.
Step by step to a successful campaign
1. Defining your goal
What do you wish to achieve? Do you want attention for your offer (awareness), recommendations (advocacy) or concrete bookings and sales (conversion)? Depending on your goal, the platforms, KPIs and type of influencer will differ.
Goal: Awareness
Possible platform: Instagram, TikTok
Typical influencer type: Visually strong creators
Goal: Trust & information
Possible platform: Instagram, TikTok
Typical influencer type: Micro-influencers, UGC*
Goal: Recommendations, bookings & sales
Possible platform: Instagram, TikTok
Typical influencer type: Fans as brand ambassadors
*UGC, or user-generated content, refers to content created and shared by users of a platform rather than by the platform operators themselves. This content can take various forms such as texts, images, videos or audio files. UGC is an important part of online marketing because it promotes authenticity, credibility and engagement.
2. Finding the right influencer
Choosing the right influencer is crucial for the success of your campaign. You should not only look at the number of followers – more important is that the person is credible, matches your brand and has strong content.
What to watch out for:
- Target group: Does the influencer’s community match your target audience? (e.g., local guests, food lovers, young families)
- Content style: Do you like the influencer’s style? Is the content authentic, high-quality and relevant?
- Reach vs. engagement: Better a smaller influencer with strong community connection than large reach without impact.
- Local affiliation: Particularly for leisure and gourmet offers, local recognition is a major advantage.
- Experience reports rather than advertising: Good influencers tell stories and give personal insights – not classic ad copy.
How to find suitable partners:
- Ask your guests who influenced them.
- Search specifically on Instagram or TikTok with hashtags (e.g., #wellnessswitzerland, #foodiezh).
- Use influencer platforms such as Refluenced or Collabary for simplified, targeted research and selection.
- Extra tip:
Start with a small pool of 2 – 3 suitable influencers and collect first experiences – this helps you sharpen your strategy.
3. Creating the right briefing
A good briefing saves time and ensures better results. It should include:
- Campaign goal
- What exactly should be implemented (e.g., “Show your favourite moment with us”)
- Do’s & Don’ts
- Product information (e.g., voucher to redeem, process, special features)
- Clear call-to-actions (e.g., “Book now with code XYZ10”)
- Extra tip:
Use visual aids such as moodboards, example content or colour codes – this makes it easier for the creators to correctly represent your brand.e ticket”.
4. Payment: Experience or fee?
Perhaps the most frequent question: How much does it cost to work with an influencer? The answer: It depends.
Cash or experience?
Especially in leisure and hospitality, collaborations via experiences are very popular. Many micro- and nano-influencers are happy to receive a voucher or free stay – e.g., for a dinner, spa visit or excursion – and in return produce content for your channels.
Tip: Describe in the briefing exactly what the influencer receives. For example:
- 1 night stay including breakfast for 2 persons
- Entry for 2 persons including consumption voucher
- Experience voucher worth CHF 100
Alternatively: Financial remuneration
Especially for influencers with larger reach (from approx. 10,000–20,000 followers) a monetary remuneration is customary. This can look like:
- Fixed amount per post or story
- Payment per click or booking (e.g., via voucher code or tracking link)
- Combination of experience and fee
Rule of thumb:
- Nano-influencer (1,000–10,000 followers): often in exchange for an experience
- Micro-influencer (10,000–50,000 followers): partly experience, partly fee (CHF 150–500+)
- Mid-Tier (50,000–500,000 followers) and above: fixed prices or contractually defined services
Important: Document the remuneration clearly and transparently in the briefing – this builds trust and prevents misunderstandings.
5. Promoting authentic implementation
Give your influencer creative freedom – no one wants flat advertising. Better:
- Allow personal experiences to be shared
- Show favourite rituals (“My self-care moment in Spa XY”)
- Include a clear call to action (“Book your day of indulgence now with code WELLNESS10”)
6. Measuring success and follow-up
How well did the campaign perform? Check:
- Clicks on booking links or voucher redemptions
- Comments, likes and reach
- Feedback from guests (“I discovered you via XY”)
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Keep your favourite creators in view – maybe it becomes a long-term partnership.
Further tips for your social-media presence
- Post regularly – not just when you have promotions
- Show faces – team, guests, host
- Use Stories & Reels – this brings more visibility
- Work with clear offers – vouchers, specials, limited-time actions
Sample briefing: Beethoven Palace
🎯 Influencer Campaign Briefing
1. Campaign Description
What is the campaign about?
We want to raise awareness of our new Sunday brunch offering at the Beethoven Palace and specifically target gourmet lovers from the region. The aim of the campaign is to create attention for our new culinary highlight and to motivate potential guests to visit or to book via our voucher shop.
Campaign goal:
- Awareness (attention) & decision support (consideration)
- Reach in the region of Musterort and surroundings
- Voucher sales via our website (optional with tracking code)
2. Task Description
What must be implemented?
- 1 Instagram post (image or Reel) with a personal experience report from the brunch on-site
- 2 Instagram Stories with personal impressions and link to the voucher shop (Swipe-Up or Link in Bio)
- Mention @beethovenpalace + #beethovenbrunch
- Integrate the discount code BRUNCH10 (10 % on online vouchers)
Content ideas for inspiration:
- “What I eat in a day” with a focus on brunch
- “My perfect Sunday – brunch, time-out, indulgence”
Do’s:
- Show personal impressions & favourite dishes
- Use a relaxed, honest tone
- Activate the community directly: incorporate a question (“What belongs for you to the perfect brunch?”)
- High-quality images or natural light in the Reel
Don’ts:
- No stock photos or purely advert-like language
- No alcohol in the foreground
3. Remuneration
What will you receive for your participation?
- 1x brunch for 2 persons including drinks
- Voucher worth CHF 100 for our spa area
- Additionally: CHF 200 fee for content creation
Execution notes:
- Brunch date by arrangement
- Payment of the fee after live publication of the contributions
- Content may be reposted by us on our website and social media (with credit)
A well-thought-out influencer campaign brings visibility, trust and in the best case new guests. If you take the time to choose the right strategy and the right partner, you benefit multiple times – with authentic content, genuine interest and more bookings.
Do you want to promote vouchers, communicate a new offer or strengthen your social-media presence? Then influencer marketing could be the right next step.
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