A&O Hostels say no to Influencer Marketing! Why?

Europe’s largest hostel chain, A&O Hostels, have boldly decided to do away with influencer marketing. This comes a year and half after they themselves announced their interest in the field. So the question on everyone’s mind is why? Why the change of mind?

Influencer Marketing is the new black and it’s evident that every brand is hopping aboard. So it came as no surprise when in 2016, A&O Hostels openly revealed their plans to partner with some influencers on their marketing campaign.

However, it’s close to two years and not much has been heard…or seen. Well, in recent news, the brand has again announced their, rather, lack of interest in influencer marketing.

And this comes from personal experience

Not that the brand has never tapped into the influencer industry before, but because of their somewhat ‘negative’ experience with it. A&O Marketing boss Thomas Hertkorn, explained in their big announcement last Thursday, that “very little editorial control” was a deciding factor for them.

Hertkorn added that “hardly measurable direct impact” and “disproportionately high costs” also counted.

“After all, our maxim is ‘best value for money’ – we do not want cost drivers, we want affordable added value for our guests.”

The initial plan

A&O kick-started their influencer campaign in 2016, with Youtube stars, Ema Louise (Germany) and ViktoriaSarina (Austria). Furthermore, by March 2017, the company had planned to spend a fixed portion of its annual budget on influencers producing YouTube clips, Instagram posts or blog posts at least six times a year. 

 

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A&O Hostels say no to Influencer Marketing! Why?

“The classic advertising media such as TV and print often do not sufficiently reach our target groups. That is why we will be spreading our fire messages with influencers in the future. We rely on authentic and independent multipliers. In other words, we tend to choose medium-sized niche vloggers and bloggers with strong follower engagement as big players who promote a new product every 2 minutes,” said Phillip Winter, the CMO of the A & O hotel group.

Yet all too soon, this plan backfired and who knows what A&O is up to next? Well time…and INfleur would tell 😉

 

Amanda Lucy

AMANDA IS A 25 YEAR OLD COLLEGE GRADUATE. LOVES MUSIC,DANCE AND IS AN ARDENT USER OF THE INTERNET. YOU CAN FOLLOW HER INSTAGRAM @nana_yaba. SHE STARTED WRITING FOR INFLEUR IN NOVEMBER 2017

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