Boost Your BnB Bookings Using Micro and Macro Influencers: A Guide for BnB Owners
As a BnB owner, you’re always looking for ways to attract more bookings and grow your business. One of the most powerful strategies you can use is leveraging the influence of social media travel influencers. The rise of both macro influencers and micro influencers in the travel space provides an exciting opportunity for BnBs to connect with broader and more targeted audiences.
In this guide, we’ll explore how you can use influencer marketing to increase your BnB bookings, focusing on the differences between macro and micro influencers and how they can fit into your marketing strategy.
What is Influencer Marketing?
Influencer marketing is a form of social media marketing where businesses collaborate with individuals who have a strong online following to promote their services or products. Travel influencers are particularly effective for BnBs because they share authentic, engaging content that showcases destinations, accommodations, and unique experiences.
The Difference Between Macro and Micro Influencers
Before diving into how to work with influencers, it’s crucial to understand the distinction between macro influencers and micro influencers:
Macro influencers typically have a following of hundreds of thousands to millions of people. These influencers can reach a large, diverse audience but often at a higher cost.
Micro influencers have smaller followings, usually between 10,000 to 100,000 followers. While their reach is narrower, their engagement rates tend to be higher, and their followers often see them as more authentic and relatable.
Both types of influencers can play a role in promoting your BnB, but their strengths lie in different areas. Let's break down how to approach each.
Why Macro Influencers Can Elevate Your BnB Brand
Macro influencers, like Bear Grylls (8M followers) or Tara Milk Tea (1.3M followers), have massive audiences and can give your BnB widespread exposure. These influencers are ideal for:
Creating Buzz: With a vast following, macro influencers can generate a lot of attention quickly. If your goal is to increase brand awareness and drive traffic to your website, partnering with a macro influencer is an effective option.
Showcasing Luxury or Unique Experiences: If your BnB offers high-end accommodations or one-of-a-kind experiences, macro influencers who focus on luxury or adventure travel can put your property in front of an affluent, engaged audience.
Case Study: Bear Grylls (@beargrylls)
Bear Grylls, with 8 million followers, focuses on adventure travel and survival tips. If your BnB is located near hiking trails, in remote areas, or offers outdoor adventure experiences, partnering with a macro influencer like Bear Grylls could help you attract a demographic interested in these activities. His audience tends to be aged 18-44, with an average household income of over $80,000—people who are willing to spend on unique travel experiences.
However, it’s important to note that macro influencers often charge premium rates for their services. For instance, Bear Grylls commands an estimated $50,000 per post, making him a significant investment.
The Power of Micro Influencers for BnBs
While macro influencers offer broad reach, micro influencers excel at engaging niche audiences. Their followers are typically highly engaged, and they often have stronger connections with their audiences due to their authenticity and relatability. Micro influencers are perfect for:
Targeting Niche Audiences: Micro influencers, like Nattie on the Road (33K followers), have a more intimate relationship with their followers, who trust their recommendations. This is particularly valuable if your BnB serves a specific niche, such as eco-conscious travelers or budget adventurers.
Generating High Engagement: Micro influencers tend to have higher engagement rates than their macro counterparts, meaning their posts receive more likes, comments, and shares relative to their follower count. This translates into more direct interaction with potential guests.
Case Study: Nattie on the Road (@nattieontheroad)
Nattie on the Road, with 33K followers, specializes in eco-friendly and budget travel, making her an excellent partner for BnBs that emphasize sustainability or cater to eco-conscious travelers. Her posts have an engagement rate of 5.7%, which is higher than most macro influencers. Plus, the cost of working with micro influencers like Nattie is significantly lower—her posts are valued at around $500, making it a more budget-friendly option for smaller BnB owners.
Choosing the Right Influencer for Your BnB
When deciding between macro and micro influencers, it’s essential to consider your BnB’s goals, budget, and target audience. Here's a breakdown of when to use each type:
When to Work with Macro Influencers:
Brand Awareness: If your main goal is to get your BnB in front of as many eyes as possible.
Luxury BnBs: High-end accommodations often pair well with influencers who cater to affluent travelers.
Unique Experiences: If your BnB offers something truly unique or adventurous, like off-grid stays or wellness retreats, a macro influencer can generate buzz quickly.
When to Work with Micro Influencers:
Niche Targeting: Micro influencers are perfect for reaching specific audiences, such as solo female travelers, families, or budget travelers.
Higher Engagement: If you want deeper engagement with your audience, micro influencers often have more influence on their followers' decisions.
Lower Cost: Micro influencers are typically more affordable, allowing you to collaborate with several influencers for the cost of one macro influencer.
Best Practices for Partnering with Influencers
To ensure a successful influencer marketing campaign, consider the following tips:
1. Define Your Goals
Before reaching out to influencers, be clear on what you want to achieve. Are you looking to increase bookings during the low season, showcase a new feature at your BnB, or build long-term brand awareness?
2. Vet Your Influencers
Not all influencers are created equal. Look at their engagement rates, audience demographics, and previous collaborations to ensure they align with your BnB’s values and target audience.
3. Create Authentic Collaborations
Influencer marketing works best when the partnership feels authentic. Rather than dictating exactly what the influencer should post, give them creative freedom to showcase your BnB in a way that resonates with their audience.
4. Measure Results
Track the success of your influencer campaigns using metrics like website traffic, booking inquiries, and social media engagement. This will help you assess the ROI and refine your strategy for future campaigns.
Conclusion
Influencer marketing, whether through macro or micro influencers, is a powerful tool for BnB owners looking to boost bookings. Macro influencers can offer widespread exposure, making them ideal for brand awareness and showcasing luxury stays, while micro influencers deliver high engagement with niche audiences at a lower cost. By carefully selecting the right influencers and crafting authentic collaborations, your BnB can tap into new audiences and fill up your booking calendar in no time.
Influencers of note
1. Bear Grylls (@beargrylls)
Total Following: 8M
Demographics:
Age: 18-44
Gender: 60% male, 40% female
Average Household Income: $80K+
Major Cities: London, New York, Los Angeles
Major States/Countries: UK, US, India
Focus: Adventure travel, survival tips
Engagement: 57.2K per post
Estimated Value per Post: $50,000【22†source】
2. Saltyluxe (@saltyluxe)
Total Following: 639.3K
Demographics:
Age: 25-34
Gender: 65% female
Average Household Income: $75K+
Major Cities: Sydney, Los Angeles, London
Major States/Countries: Australia, US, UK
Focus: Luxury, adventure, sustainable travel
Engagement: 639.2K per post
Estimated Value per Post: $10,000【22†source】
3. Madi A. (@madiaubakirov)
Total Following: 514.5K
Demographics:
Age: 18-35
Gender: 70% female
Average Household Income: $70K
Major Cities: Los Angeles, New York, Toronto
Major States/Countries: US, Canada, Australia
Focus: Travel reels, luxury destinations
Engagement: 639.5K per post
Estimated Value per Post: $8,000【22†source】
4. Alyssa Ramos (@mylifesatravelmovie)
Total Following: 201K
Demographics:
Age: 24-35
Gender: 75% female
Average Household Income: $65K
Major Cities: New York, Los Angeles, Miami
Major States/Countries: US, Mexico, Canada
Focus: Solo female travel
Engagement: 29K per post
Estimated Value per Post: $5,000【21†source】
5. Tara Milk Tea (@taramilktea)
Total Following: 1.3M
Demographics:
Age: 18-34
Gender: 80% female
Average Household Income: $85K
Major Cities: Sydney, Hong Kong, New York
Major States/Countries: Australia, US, Hong Kong
Focus: Photogenic locations, fashion, food
Engagement: 80K per post
Estimated Value per Post: $15,000【20†source】
6. Explorersaurus (@explorersaurus_)
Total Following: 1M
Demographics:
Age: 24-40
Gender: 60% female
Average Household Income: $70K
Major Cities: Lisbon, London, New York
Major States/Countries: Portugal, US, UK
Focus: Adventure travel, couples travel
Engagement: 95K per post
Estimated Value per Post: $12,000【20†source】
7. Brooke Berry (@brooklynhawaii)
Total Following: 258K
Demographics:
Age: 18-30
Gender: 70% female
Average Household Income: $65K
Major Cities: Honolulu, Los Angeles, Vancouver
Major States/Countries: US, Canada, Australia
Focus: Photography, tropical destinations
Engagement: 50K per post
Estimated Value per Post: $5,000【21†source】
8. Crystal & Brian (@vanhalla_adventures)
Total Following: 300K
Demographics:
Age: 25-40
Gender: 60% male
Average Household Income: $80K+
Major Cities: Austin, Portland, Denver
Major States/Countries: US, Canada, New Zealand
Focus: Van life, off-grid travel
Engagement: 300K per post
Estimated Value per Post: $6,000【23†source】
9. Ariele Rachel (@arielerachel)
Total Following: 200K
Demographics:
Age: 18-35
Gender: 65% female
Average Household Income: $60K
Major Cities: New York, Miami, Los Angeles
Major States/Countries: US, Canada, Mexico
Focus: Lifestyle and travel tips
Engagement: 30K per post
Estimated Value per Post: $4,000【23†source】
10. Nick and Hannah (@saltinourhair)
Total Following: 1M
Demographics:
Age: 24-40
Gender: 55% female
Average Household Income: $70K
Major Cities: Amsterdam, New York, London
Major States/Countries: Netherlands, US, UK
Focus: Travel couple content
Engagement: 95K per post
Estimated Value per Post: $12,000【20†source】
Top 10 Micro Travel/BnB Influencers
Micro-influencers have smaller, more niche audiences with higher engagement, making them highly effective for authentic brand promotions.
1. Nattie on the Road (@nattieontheroad)
Total Following: 33K
Demographics:
Age: 25-34
Gender: 60% female
Average Household Income: $50K
Major Cities: San Francisco, Seattle, Portland
Major States/Countries: US, Canada, UK
Focus: Eco-friendly and budget travel
Engagement: 5.7%
Estimated Value per Post: $500【20†source】
2. Linda Goes Wild (@linda_goes_wild)
Total Following: 29K
Demographics:
Age: 18-35
Gender: 55% female
Average Household Income: $55K
Major Cities: Denver, Toronto, Vancouver
Major States/Countries: US, Canada, Germany
Focus: Hiking, nature travel
Engagement: 5.7%
Estimated Value per Post: $400【20†source】
3. Taylor’s Tracks (@taylorstracks)
Total Following: 46K
Demographics:
Age: 24-35
Gender: 65% female
Average Household Income: $60K
Major Cities: Toronto, New York, Vancouver
Major States/Countries: Canada, US, Australia
Focus: Wellness and budget travel
Engagement: 6.8%
Estimated Value per Post: $700【20†source】
4. Family Can Travel (@familycantravel)
Total Following: 41K
Demographics:
Age: 30-45
Gender: 70% female
Average Household Income: $80K
Major Cities: Vancouver, Los Angeles, London
Major States/Countries: Canada, US, UK
Focus: Family vacations, multi-generational travel
Engagement: 5.4%
Estimated Value per Post: $600【20†source】
5. Tiny Travel Chick (@tinytravelchick)
Total Following: 24K
Demographics:
Age: 25-40
Gender: 60% female
Average Household Income: $65K
Major Cities: Los Angeles, Portland, Seattle
Major States/Countries: US, Canada, Germany
Focus: Tiny homes, minimalist travel
Engagement: 5.1%
Estimated Value per Post: $400【20†source】
6. Jessie on a Journey (@jessieonajourney)
Total Following: 29K
Demographics:
Age: 25-35
Gender: 70% female
Average Household Income: $60K
Major Cities: New York, Toronto, London
Major States/Countries: US, UK, Canada
Focus: Solo female and cultural travel
Engagement: 5.0%
Estimated Value per Post: $500【20†source】
7. Beth Sandland (@bethsandland)
Total Following: 37K
Demographics:
Age: 24-34
Gender: 75% female
Average Household Income: $65K
Major Cities: London, New York, Toronto
Major States/Countries: UK, US, Canada
Focus: Solo female travel
Engagement: 5.1%
Estimated Value per Post: $600【20†source】
8. Exploring Amanda (@exploringamanda)
Total Following: 42K
Demographics:
Age: 24-35
Gender: 60% female
Average Household Income: $60K
Major Cities: Denver, Portland, New York
Major States/Countries: US, Canada, UK
Focus: Adventure travel
Engagement: 6.8%
Estimated Value per Post: $700【20†source】
9. The Wandering Lens (@the_wanderinglens)
Total Following: 52K
Demographics:
Age: 24-40
Gender: 55% female
Average Household Income: $75K
Major Cities: Sydney, New York, London
Major States/Countries: Australia, US, UK
Focus: Photography and travel
Engagement: 7.6%
Estimated Value per Post: $800【20†source】
10. Emily Lush (@emily_lush_)
Total Following: 40K
Demographics:
Age: 25-34
Gender: 65% female
Average Household Income: $70K
Major Cities: Melbourne, London, New York
Major States/Countries: Australia, UK, US
Focus: Cultural travel, sustainable tourism, slow travel
Engagement: 7.8%
Estimated Value per Post: $800(Swedish Nomad)
FAQs
How do I choose the right influencer for my BnB? Look for influencers whose audience demographics match your target market. Consider their focus, engagement rates, and whether they align with the experiences your BnB offers.
Are macro-influencers better than micro-influencers? Macro-influencers offer a larger reach, but micro-influencers often have higher engagement rates. Choose based on your budget and the kind of exposure you want.
How much should I budget for influencer partnerships? Influencer costs vary widely. Macro-influencers can charge upwards of $50,000 per post, while micro-influencers may charge just a few hundred dollars. Set your budget based on the size of your desired campaign.
What type of content should I expect from an influencer? Influencers can create posts, stories, reels, or even blog content depending on your agreement. Be clear about what you want in the contract.
Can influencer marketing really increase BnB bookings? Yes, influencer marketing can help increase visibility and build trust with potential guests. If done correctly, it can lead to more bookings from travelers who connect with the influencer’s recommendation.
What’s the main difference between macro and micro influencers? Macro influencers have large audiences and can reach broad demographics, while micro influencers have smaller, niche audiences with higher engagement.
Which type of influencer should I choose for my BnB? It depends on your goals. Use macro influencers for brand awareness and micro influencers for niche targeting and engagement.
How can I track the success of an influencer campaign?
Track website traffic, social media engagement, promo codes and booking inquiries to measure the effectiveness of your influencer marketing efforts.
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