How to get usable content, measurable demand, and fewer “nice posts” that don’t move bookings.
Quick answer: what makes an influencer collab worth it?
A collaboration is worth doing when you’re clear on one primary outcome (content library, demand, or bookings), you secure usage rights for the assets, and you can measure performance with tracked links and retargeting. If you can’t do those three, you’re mostly donating free stays for vibes.
Why do hotels and resorts collaborate with creators?
Because creators help you produce trust-building content at scale, in formats travellers actually consume (Reels/TikTok/Shorts), and they can accelerate discovery for niche experiences (surf, diving, liveaboards, remote villas).
But the real value usually isn’t the post. It’s what you can do after the post:
- turn the best clips into paid creatives
- build a content bank for your website, email, and OTAs
- retarget engaged viewers into enquiries/bookings
That only works if you handle the collab like a system, not a one-off.
What should you ask for: influencer posts or UGC?
Most operators should separate these two:
UGC (User Generated Content)
You’re paying for assets (videos/photos) you can use on your channels and in ads.
Influencer marketing
You’re paying for distribution (their audience) plus some assets.
In 2026, the smart move is usually:
- consistent monthly/quarterly UGC batches for fresh creatives
- a smaller number of influencers for bigger story-led moments
How do you choose the right creators (without getting fooled by follower count)?
Follower count is the laziest metric in the game. Prioritise:
1) Audience match
- Are their followers your guests?
- Do they create content in your exact niche (surf travel, dive travel, boutique stays)?
- Do their comments show intent (“How much?”, “Where is this?”, “When’s best season?”)
2) Proof of influence
Ask for:
- saves + shares per post
- story link clicks (when relevant)
- examples of past brand collabs that felt natural (not scripted)
3) Content quality (the real ROI)
Can they consistently deliver:
- strong hooks in the first 1–2 seconds
- clear shots of the experience
- natural voiceovers that don’t feel like ads
- content that fits your brand standards
What should a “good” collaboration agreement include in 2026?
This is where most hotels get rinsed.
At minimum, your agreement should cover:
Deliverables
- number of videos + photos
- formats (9:16, 4K if possible, raw clips if needed)
- timeline for drafts + final delivery
Usage rights and licensing
Creators own their content by default. You need explicit permission to use it (and for how long, where, and in what formats).
Include:
- organic usage (website, email, socials)
- paid usage (ads)
- duration (e.g., 6–12 months)
- territories (global vs specific markets)
- whitelisting/allowlisting permissions (running ads from creator handle)
Disclosure & compliance
Creators must disclose material relationships clearly (paid stays, free nights, comp, affiliate). In the US, FTC guidance emphasises clear disclosures; in the UK, ASA guidance focuses on making ads obviously identifiable (eg “Ad” / “#ad”).
Content approval boundaries
Don’t try to micromanage. Instead:
- define “must include” points
- define “must avoid” points
- require one draft review for factual accuracy (location, pricing inclusions, safety)
Should you pay creators, or do barter stays?
Barter can work, but only when:
- the creator is genuinely aligned
- you’re getting licensed assets you can reuse
- the deliverables are specific and enforceable
Paid is usually better when you want:
- ad-ready content
- reliable delivery
- deeper rights (especially paid usage / allowlisting)
If you’re asking for usage rights + allowlisting, expect pricing to increase. (That’s normal—those rights are value.)
What “win-win” looks like (without being naïve)
A collaboration is win-win when:
- the creator gets a great experience and content they’re proud of
- you get a usable, licensed content library that continues to convert after they leave
Practical ways to make it work:
- give them one standout experience to film (chef’s table, surf boat, guided dive, sunset cruise)
- provide a simple shot list of “moments” (not scripts)
- make logistics frictionless (check-in, meal times, activity schedule)
How do you make influencer content actually drive bookings?
If your influencer posts are “nice” but don’t move enquiries, it’s usually because you missed the conversion layer.
Use tracked links
- UTM links to a dedicated landing page
- unique promo codes only if they fit your brand (often they don’t for luxury)
Retarget engaged viewers
Run ads to:
- people who watched 25%–95% of the video
- IG engagers
- site visitors who clicked through
Then push them to:
- a clear offer page
- an enquiry form
- WhatsApp/concierge chat
Reuse the best content as ads (Partnership Ads / allowlisting)
“Partnership Ads” (running ads from a creator identity / tagged partnership setup) can outperform brand-only creatives because the content feels native and carries social proof. Make sure your agreements and setup align with Meta’s branded content rules.
What creator content should you prioritise for hotels and resorts?
If you only commission 5–10 assets, prioritise these:
- Room walkthrough (simple, honest, no cringe)
- “A day here looks like this” montage
- Experience proof (surf, dive, charter, spa, food)
- Trust and reassurance (how to get there, what’s included, safety, who it’s for)
- One strong “why this place” story (founder vibe / location vibe)
These formats match how travellers actually decide.
Common mistakes (and how to avoid them)
Mistake 1: Trading nights for “posts”
Fix: Trade for licensed assets + clear deliverables.
Mistake 2: Choosing creators by followers
Fix: Choose by audience match + content quality + proof of influence.
Mistake 3: No tracking
Fix: UTM links + landing page + retargeting audiences.
Mistake 4: Not securing usage rights
Fix: Put licensing terms in writing.
Mistake 5: Ignoring disclosure rules
Fix: Require compliant “Ad/#ad” or equivalent disclosure where relevant.
A simple collaboration checklist (copy/paste)
Before
- Goal defined (assets / demand / bookings)
- Creator selected (audience match + content quality)
- Deliverables agreed (formats + deadlines)
- Licensing agreed (organic + paid + duration + territory)
- Tracking setup (UTMs + landing page)
- Disclosure requirements agreed
During
- Capture hero moments (experience, people, place)
- One factual review round (no creative suffocation)
After
- Collect all assets + raw files
- Publish + boost best performers
- Retarget engagers
- Add best clips to website/email
- Review results + decide repeat/upgrade
FAQs
Do we need creators to disclose gifted stays?
Yes. If there’s a “material connection” (free stay, discount, payment, affiliate), disclosure should be clear and easy to notice. FTC and ASA guidance cover this, and enforcement focus has increased over time.
Can we use creator content in ads?
Only if your agreement grants permission (licensing/usage rights), and if you follow platform rules for branded content/partnership ads.
Is barter still worth it?
Sometimes. But only when deliverables + rights + tracking are handled properly. Otherwise you’re buying vibes with inventory.
Should we work with micro-influencers?
Often, yes—especially in surf/dive/niche travel. Relevance and trust usually beat reach.