Industry Update
External Article 2 December 2013

Luxury hotels look to bloggers for measure of authenticity

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Luxury hotel brands are tapping top travel and lifestyle bloggers with increasing regularity to kickstart social campaigns, illuminate what can be found at certain properties and to build connections with highly concentrated audiences. Although hotel brands are fully capable of explaining the assets of a property to consumers, travelers are often wary of taking advice directly from the company that stands to benefit from giving that advice. Consequently, leveraging bloggers can help brands achieve a tone of authenticity that may resonate with consumers, while reaching larger pockets of consumers.

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