WHAT IT IS?
CEO of Alma Hotels, Joaquin Ausejo Asiain has talked about the essence and beauty of the two luxury hotels he manages concentrating in the sofisticated services, gastronomy, openess of humans meeting humans and just how organic, carefree, and “joie de vivre” vibe i’ts one of the most important aspect of the brand.
One of his concerns was how can they ‘seduce’ people to book at the hotel websites directly and I would say maybe a stronger presence on social media. Not in a “spamming” way but more about what he precisely speaks about in his interview, the uniqueness of the brand, the “more things happening at the table than eating” in the restaurants. The story telling. The images and videos of little corners of the hotels narrated by the human capital in the hotel, the people that eventually make it special. I would even suggest, ocassional partnering with brands that align with the same values and aesthetics, host small events respecting the reputation of the hotel and reaching specific niches.
THE FENOMENOM OF MICRO-INFLUENCERS
Despite the fact that these are ordinary people who have managed to attract a large number of followers with their content, there are studies that verify a higher engagement with their publications than mass influencers, and the fact is that concentrating millions of followers has become an antagonism when it comes to reaching a segmented and specific audience for a brand.
WHY IT´S COOL?
- They humanise your brand.
- They allow access to segmented audiences and niche markets.
- They make for very natural advertising. Users share their daily lives, so when they promote something they do it in a natural way and it is fully contextualised.
- They have a great capacity to generate conversation around a topic or brand.
- They are very active on social networks and their involvement is the key action to ensure success.
- They transmit their passion in the form of carefully crafted content.
- They have high credibility and a very receptive audience. They generate trust among their followers, so users will always be interested and receptive to the content they publish.
- They are close to the consumer. Influencers are potential users and any user can identify with them.
Despite the fact that they don’t focuse on the generational perspective because in Joaquin’s words “a 20-year-old girl drinking wine is someone other than a thirty- or forty-year-old woman drinking the same wine.” We have micro-influencers like Clara Kong Vila (@clakovi) on instagram which at only 20 years old commands a total of 357,000 followers and combines luxury, fashion, travel, gastronomy, art, nature, she is part of the LGTBIQ+ community and speaks a lof about mental health. All of this in a natural way.
https://www.instagram.com/clakovi/
WHY IT HAS FUTURE GROWTH POTENTIAL?
Because what works really well for brands nowadays is social media and the ones that do it really well are Millenials and Gen Z
Carl Rohde