Hotel App Six Travel Claims to Measure the Real Influence of Influencers
Skift Take
Hotels and other brands would welcome a tool that enables them to accurately tally the number of bookings that can be directly attributed to various influencers. But it remains to be seen how effectively Six Travel can deliver on its promises.
Is the influence of influencers more hype than real clout?
It probably depends on the influencer, but destinations and hotels often play the influencer card almost reflexively, enlisting them in marketing campaigns. It undoubtedly takes a lot of vetting and staff hours to make a hopefully realistic projection of what kind of bottom-line impact a celebrity or other social media standout might have.
"Right now, we hotels are making educated guesses about which influencers will produce for us," said Adele Gutman, vice president of sales, marketing, and revenue for Library Hotel Collection, pointing to the problem. "Even when we see 100K views on something, we don't know if it helped anyone decide to book us."
So along comes a consumer-facing iOS hotel-booking app, Six Travel, that on Wednesday is adding a business-to-business platform geared to resolve this influencer dilemma. Six Insights, the product's name, purports to deliver real-time analytics to hotels to enable them to measure metrics such as an influencer's number of followers on Instagram, but it also tallies engagement rates, and quantity of bookings that came through that influencer once the influencer signs onto a hotel's campaign.
The Insights dashb
