For hotels
The brief that works: don't ask for a room tour, give a reason to travel
· 3 min read
Most hotels hand the creator the same brief: show the room, the pool, the breakfast.
That brief produces a beautiful video about a beautiful hotel. And it gets watched by the few people who already knew you existed.
The mistake at the root
The traveller scrolling through their feed is not asking "where will I sleep". They haven't even decided where they are going. The question answered by the video they save on their phone is a different one: "why should I go there".
You are not selling a room. You are selling a reason to travel.
What a good brief looks like
The video leaves the hotel. The walk down to the beach. The taverna you send your own guests to. The harbour before the shops open. And then back to the room in the evening, and now the room means something, because the viewer has seen the day it belongs to.
The room is where the video starts. It is not what the video is about.
Some hotels get anxious about this, because a video like that does not talk about them the whole time. That is exactly why it works. Nobody saves an advert. People save travel ideas.
Give them a day, not a shot list
The creator does not know your area and has no reason to. You know what time the harbour empties out, which taverna will not let them down, and where the light falls at seven in the evening. That is your brief: the skeleton of a day. Where to be in the morning, where to eat, where to catch the best sunset. Along with it, give them the words: the name of the area, the landmarks next to you, the audience you want. Those words become captions and subtitles, and those are what search reads.
The practical side
On easyInfluencer.travel the brief is written once on the property profile and every creator sees it before they apply. You do not rewrite it for each collaboration, and nobody arrives at check-in without knowing what they are going to deliver.
Write the brief for your propertyFrequently asked questions
What should a hotel ask a creator for instead of a room tour?
A reason to travel. The video leaves the hotel: the walk down to the beach, the taverna you send your own guests to, the harbour before the shops open, then back to the room in the evening. The room is where the video starts, not what it is about.
What should the brief for a creator include?
The skeleton of a day rather than a shot list: where to be in the morning, where to eat, where to catch the best sunset. Include the words you want said too, meaning the name of the area, the landmarks next to you and the audience you want, because those become the captions and subtitles.
Do I have to write a new brief for every collaboration?
No. On easyInfluencer.travel the brief is written once on the property profile and every creator reads it before applying, so nobody arrives at check-in without knowing what they are going to deliver.