Why influencers letting drop by isn't a marketing strategy – and what hospitality businesses should do instead

Your place suddenly gets busy. Great vibe, full tables, and people snapping tons of photos. Later, you find out a super popular influencer had visited. Sounds like a nice scenario, right?

We recently spoke to the owner of a coffee bar where this happens all the time – most recently when Jade Anna popped in. Influencers walk in, set up elaborate photoshoots, share content, and move on. The result? A packed place. But also: no idea who the influencers were, what their reach is, or if they even mentioned the café. And if they did, the content usually focuses on themselves – not on his coffee bar.

It might feel like free publicity, but it's rarely strategic marketing.

Golden hour, good vibes, and even better coffee. But does your café shine through in the post – or just the donut?

What's the problem?

Many hospitality businesses get unexpected influencer visits. But without visibility into who these people are, what their audience looks like, or whether they even post anything, you're left in the dark. These are the three biggest pitfalls:

1. No visibility on who's walking in: In an age where everyone can call themselves an influencer, it’s hard to tell who really has impact. Some visitors might have thousands of followers but low engagement. Others have smaller but highly loyal audiences. If you don’t know the difference, it’s tough to assess whether their visit is truly valuable.

2. The content rarely highlights your venue: Most influencers are drawn to aesthetics – great lighting, photogenic dishes, cozy vibes. They create stunning visuals, but often the focus is on their lifestyle. Without tagging your venue, naming your specialties (like that homemade chai or local collabs), or even stating your location, their audience doesn’t learn anything about your business.

3. No relationship, no trackability: If there’s no communication between the influencer and your venue, it stays casual and unstructured. You don’t know when or if they’ll post, and you don’t get insights into views or reactions. And if the relationship ends after one visit, there’s no foundation for long-term value.

   
   

What should you do instead?

If you want to take influencer marketing for hospitality seriously, you need to take the lead. Here are four practical steps:

1. Review their profile and engagement: Don’t just look at follower counts. Look at content style and interaction. What kind of comments do they get? Do they fit your brand vibe? Are they people who can genuinely tell a story about your place? Bonus tip: local creators often have more relevant reach.

2. Set clear expectations: A good collaboration starts with clarity. What will they post (photo, reel, story)? When will it go live? What hashtags and tags will be used? What do they get in return? By aligning this beforehand, you avoid disappointment and create a win-win.

3. Work with micro or nano-influencers: Smaller creators (1,000–15,000 followers) often have a loyal and engaged audience that trusts them. Their fans pay attention, follow recommendations, and love discovering local gems. They're usually more flexible, and many are happy to collaborate for a small fee or in exchange for food and drinks.

4. Make it measurable: Ask for a tag, a location pin, or a unique discount code. You can even request a story highlight that keeps your café visible long after the visit. Ask for basic stats afterwards (like reach and saves). This helps you understand what works and improve future partnerships.

   
   

Why this matters especially for small businesses

If you're running a small venue, you probably don’t have a huge marketing budget. That means every effort counts. By carefully selecting micro-influencers and making clear agreements, you can generate solid impact with a modest investment – or even a barter deal. And more importantly: you make sure the spotlight is on you, not just the influencer.

Even better: you start building real relationships. When a creator genuinely connects with your place, they’re more likely to return, bring friends, and become long-term ambassadors. It’s not about one-time exposure – it’s about repeat recognition and real advocacy.

At Plekkies, we match hospitality venues with the right creators. People with real followers, real impact, and a real love for the spots they visit. We make sure collaborations are clear, fair, and effective – so you get the most out of every visit.

Curious how we do this? Drop us a message. We’d love to think along with you.