DIGITAL INFLUENCERS IN LUXURY HOTELS: A STRATEGIC MARKETING ALIGNMENT

Abstract

Faced with the scenario of constant changes to which the world is affected, new forms of communication emerge, especially those related to technological evolution. Consequently, individuals reinvent themselves, creating the possibility for a new era in digital interaction platforms. Faced with this reality, digital influencers have provided a different approach for companies to connect with their target audience, especially in the demanding luxury hotel market, understood as a market in which its consumers have high expectations in relation to personalized services, memorable experiences and ostentation. In this context, and with the objective of understanding how the contact between the enterprise and the digital influencer is carried out and how it is possible to collect data for the analysis of the results of this partnership, bibliographic and documentary research was carried out and, concomitantly, a form was applied, using the survey technique, to collect data regarding this dynamic. These, in turn, were sent to employees in the marketing area of 4 luxury hotels located in the state of Rio de Janeiro. The data obtained showed that 100% of the luxury hotels surveyed already partner with digital influencers and have a formal contract. On the other hand, most of the means of accommodation surveyed use the discount coupon as a marketing strategy and there is an equal division on the requirement of the material that influencers produce during their stay. Such results denote a relevant role of these professionals in the luxury hotel market.