Influencer Marketing of Four Seasons Luxury Hotel, Cyprus
Cotsoni, Stefani (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024052315171
https://urn.fi/URN:NBN:fi:amk-2024052315171
Tiivistelmä
Influencer marketing has emerged as a transformative strategy in the hospitality industry, providing hotels with an innovative way to increase the visibility of their brand and to engage with their target audience. This research-based thesis, examines the process and impact of influencer collaborations at the Four Seasons Luxury Hotel in Cyprus.
The objectives of this thesis, are to understand the processes of selecting influencers, measuring the effectiveness of collaborations, and overall how is the process of an influencer collaboration at Four Seasons Hotel.
The theoretical framework of this research examines the different types of influencers, influencer marketing strategies, the main social media platforms influencers use, Four Season’s main marketing strategies, sustainability in influencer marketing and the 4 M's framework (Make, Manage, Measure, Monitor), which are the essential stages of a comprehensive influencer engagement plan and are explained in more details in chapter 5.
The author chose to use a qualitative research method, including semi-structured interviews with the Digital Marketing Manager and Head Receptionist of Four Seasons, while also with two influencers who had previously collaborated with the hotel. The research, interviews, and data analysis were conducted from March to May 2024. There were three different sets of interview questions to meet each participant’s experience and role in the hotel. Thematic analysis was chosen to analyze the participants’ responses, identifying and categorizing each into key themes as a result of a better understanding of the important insights of the participant’s answers.
The key findings show that Four Seasons Hotel employs a multi-layered approach to select influencers, considering factors such as audience alignment, engagement, and content quality ensuring that influencers are aligned with its brand values and its target audience. The success of an influencer collaboration is measured by using metrics such as engagement rates, website traffic, follower growth, and post engagement.
Moreover, the main challenge that the hotel faces is the identification of the return on investment (ROI). The author highlights the importance of Four Seasons investing in advanced analytics tools as a result of getting insights on attribution models, customer journey maps and effects across different channels.
Through the analysis and choice of methods, the objectives of this thesis have been met. The recommendations of the study are aimed at strengthening the influencer marketing strategy of Four Seasons hotel, ensuring its continued success in reaching and engaging with its target audience through influencer collaborations.
The objectives of this thesis, are to understand the processes of selecting influencers, measuring the effectiveness of collaborations, and overall how is the process of an influencer collaboration at Four Seasons Hotel.
The theoretical framework of this research examines the different types of influencers, influencer marketing strategies, the main social media platforms influencers use, Four Season’s main marketing strategies, sustainability in influencer marketing and the 4 M's framework (Make, Manage, Measure, Monitor), which are the essential stages of a comprehensive influencer engagement plan and are explained in more details in chapter 5.
The author chose to use a qualitative research method, including semi-structured interviews with the Digital Marketing Manager and Head Receptionist of Four Seasons, while also with two influencers who had previously collaborated with the hotel. The research, interviews, and data analysis were conducted from March to May 2024. There were three different sets of interview questions to meet each participant’s experience and role in the hotel. Thematic analysis was chosen to analyze the participants’ responses, identifying and categorizing each into key themes as a result of a better understanding of the important insights of the participant’s answers.
The key findings show that Four Seasons Hotel employs a multi-layered approach to select influencers, considering factors such as audience alignment, engagement, and content quality ensuring that influencers are aligned with its brand values and its target audience. The success of an influencer collaboration is measured by using metrics such as engagement rates, website traffic, follower growth, and post engagement.
Moreover, the main challenge that the hotel faces is the identification of the return on investment (ROI). The author highlights the importance of Four Seasons investing in advanced analytics tools as a result of getting insights on attribution models, customer journey maps and effects across different channels.
Through the analysis and choice of methods, the objectives of this thesis have been met. The recommendations of the study are aimed at strengthening the influencer marketing strategy of Four Seasons hotel, ensuring its continued success in reaching and engaging with its target audience through influencer collaborations.