The Impact of Influencer Marketing on Hotel Booking Behaviour

The hospitality industry has quickly embraced digital transformation, and influencer marketing is now a major factor in determining customer choices. In this study, the impact of influencer marketing on hotel booking behavior—especially among digitally native consumers—is examined. This study uses a mixed-method approach to examine how customers' hotel selections are influenced by perceived authenticity, trust, and emotional resonance of influencer content. It includes surveys of 500 social media users as well as in-depth interviews with specialists in the field. According to the report, influencer marketing and booking intentions are significantly correlated, especially among Gen Z and Millennials. Practical ramifications indicate that hotel businesses ought to carefully select influencers whose aesthetics and values coincide with those of their target markets. Keywords Influencer marketing, Hotel booking behavior, Digital transformation, Hospitality industry