Influencer Marketing in Hospitality: Boom or Bust?
When you walk into any trendy restaurant on a Saturday night, you’re likely to find a familiar scene: cocktails placed just-so for a photo, the ambient lighting slightly adjusted for a story, and maybe even a ring light tucked beside a plush booth. In 2025, the digital spotlight shines just as bright as the kitchen’s pass—and social media isn’t just shaping where we eat, but why.
Influencer marketing has become a staple in the hospitality world. From micro-creators with fiercely loyal followings to lifestyle influencers whose weekend plans spark waitlists, these partnerships have shifted how bars, restaurants, and hotels engage with the public. But is the return worth the buzz? And more importantly—can it last?
The Allure of the Algorithm
For many businesses, working with influencers offers something traditional advertising can’t: authenticity (or at least the appearance of it). When someone relatable shares a glowing review or dreamy footage of a venue, their followers often take it to heart. It feels personal. It feels trustworthy.
This appeal has led to a rush of brands exchanging meals, stays, or payment for exposure. And when it works, it works. One tagged post can lead to sold-out brunches, fully booked stays, or sudden virality. But when it doesn’t? The costs—both financial and reputational—can be steep.
When Influence Misses the Mark
The hospitality industry is beginning to feel some fatigue. Not every collaboration results in real customers walking through the door. In some cases, businesses invest thousands in content creation, comped services, or paid campaigns—only to see a bump in likes rather than reservations. This disconnect between online engagement and actual foot traffic has sparked important conversations about value.
There’s also growing scrutiny around influencer credibility. Are the recommendations sincere—or are they just the result of a good deal? Audiences are savvier than ever, and trust isn’t guaranteed. Some consumers feel oversaturated by content that blurs the line between genuine suggestion and thinly veiled advertising. And when businesses repeatedly choose “clout” over connection, the local community can feel left behind.
Hospitality Needs Humans—Not Just Hype
At its heart, hospitality is about human connection. A beautifully filtered post can spark curiosity, but it’s the experience—the welcome, the service, the attention to detail—that earns loyalty. Businesses relying solely on influencer marketing without investing in actual guest satisfaction may find themselves on shaky ground.
For consumers, this is where our voice becomes powerful. How we engage with content matters. If we share only the flashiest new spot without regard for quality or ethics, we reinforce short-term thinking. But if we uplift thoughtful experiences—ones with soul, intention, and real value—we help shape a culture that prioritizes substance over spectacle.
How Customers Can Help
Support thoughtfully. Book a table or stay because the vibe feels right—not just because someone said it was “vibe-y.”
Share responsibly. If you post about a local gem, add context. Highlight the service, the atmosphere, the little things that can’t be captured in a boomerang.
Call out the real stars. Servers, bartenders, and hosts are often the unsung heroes behind memorable moments. Give them their flowers.
Ask questions. If a place feels off despite the online hype, trust your gut. Your experience matters.
For Hospitality Brands: Beyond the Grid
Influencer partnerships can be valuable—but they shouldn’t be a shortcut. The most impactful campaigns are rooted in alignment, not just reach. Brands should seek out creators who reflect their values, understand their audience, and can translate moments into meaning. And just as important: don’t overlook your regulars. A loyal guest with 300 followers who raves about you weekly can be more powerful than a one-off post from a mega creator.
Hospitality isn’t just an image—it’s a feeling. When the digital version matches the in-person reality, that’s when the magic happens.
So, Boom or Bust?
The answer, like most things in hospitality, is nuanced. Influencer marketing isn't disappearing anytime soon, but its evolution is underway. Authenticity, intention, and genuine connection are the new currency. Businesses and consumers alike have the opportunity—and responsibility—to use these partnerships to uplift, not exploit.
We don’t need to abandon the trend. We just need to elevate it.
HoCo: Your Partner in Purposeful Hospitality
At HoCo, we help you see beyond the buzz. Whether you're building a brand from scratch or refining your guest experience, our consulting firm brings clarity, creativity, and real strategy to your vision. We understand the modern hospitality landscape and offer insights that go deeper than surface-level trends. Let’s grow your business with intention—together.
