The relationship between brands and influencers: an exploratory study in the hospitality industry

The paper aims to understand the characteristics of the collaboration between influencers and brands in the Italian hospitality sector, from both the influencer and entrepreneurial perspectives. Qualitative and exploratory research was conducted through direct interviews with travel influencers and owners of Italian hotels. The analysis reveals varying objectives, approaches, and assessments of the effectiveness of the collaboration between travel influencers and hospitality entrepreneurs, along with the emergence of diverse compensation methods. Given the exploratory nature of the study and the specific geographic origins of the influencers and entrepreneurs involved, the findings have limited generalizability, recommending further research on the topic. The study suggests that hospitality entrepreneurs should manage strategically their relationship with travel influencers to increase brand awareness, bookings, and loyalty. The originality of the study lies in the analysis of the relationship between brands and travel influencers which has received limited empirical investigation. It reveals numerous novel elements within marketing literature, particularly in how influencers and entrepreneurs manage this relationship.