Are you someone that wants to start creating content for travel and lodging partners?
If so, you're in the right place! I have been working with lodging partners for over three years now and I've learned a thing or two about how to set your account up to facilitate these kinds of collaborations. I've put together a comprehensive guide that will take you through the entire process from prepping to pitching to delivering amazing content. The guide will be available on Monday, July 10th, but for now. here are five of my favorite tips to get you started and set you up for success in this niche!
Tip 1. Optimize your social media bio
The first piece of advice I always give anyone interested in creating content in this niche is to optimize their social media bio! This is an easy change you can make to immediately get potential partners interested in your profile. Since I am most familiar with Instagram as a social media platform, I'll use that as an example. First, you should include keywords like travel or dog-friendly adventures in your name, as this text is searchable. It shows everyone right off the bat what your account is about. I also recommend adding your location, which helps hosts or lodging partners know if you are in close proximity to their hotel/stay/etc. In the meat of the bio, I include a short description of what our account offers, and then include links my website/blog for more information. And finally, always include your email in your bio! Yes it takes up extra characters, but if a partner is going through accounts on their desktop (which is common) they won't be able to access the "Email" button and will have no way to get in touch.
Below is how my optimized Instagram bio currently appears on a desktop browser:
Tip 2. Incorporate lifestyle and lodging photos into your feed
In order to get lodging collabs, you need to show that you can create that kind of content. I was able to get a few lodging partnerships when I was just posting photos of my dog, but that really took off when I incorporated myself and more of the scenery/accommodations into my photos. Lifestyle photos go a long way in helping partners or hosts market their properties. You don't even have to have booked a stay to do this! Just use your own home or a friends home or a place you've visited in town. If you're nervous about including yourself in photos, try having a friend or partner stand in, or choose an angle where you don't have to look at the camera. When a host or partner goes to your page, they should be able to see the content they want reflected in your feed!
Tip 3. Build meaningful relationships with partners
This one may seem obvious, but you'd be surprised how many people just cold pitch lodging partners without having ever talked to them before. While that may work in some cases, I've found that the best way to boost your pitch success rate is to form genuine relationships with partners. Find some AirBnB hosts or hotel partners in your area, follow them and engage with their content. Ask them questions and build a rapport with them. I think the human connection is honestly the best part about social media and those relationships go a long way!
My favorite ways to find lodging partners are through feature accounts, other big photographers (@dirtandglass for example), and local friends. Then I check to see who those hosts are following to find more local spots. I generally look for dog-friendly lodging since that's the main focus of my account!
Tip 4. Put together a media kit and portfolio
If you're going to take on any kind of brand or lodging partnership, chances are you will be asked to share your media kit and portfolio. Brands and partners will want to see examples of your work to know that you can deliver. I don't think that these need to be super complicated - in fact, simpler is better. I have example templates for both of these items in my guide, but for a portfolio, I simply include a page with 8 of my best images on it. I have a few that are specific to different types of partnerships - outdoor brand work, lodging collabs, pet collabs, etc. For my media kit, I also tailor that to the type of partner. I include a few examples of my work, key account stats, testimonials/past partners and contact information. One to two pages is all you need to make the case for why you're the right fit for a job!
Tip 5. Keep track of your insights
Most partners want to see how your sponsored/partnered content performs. I think it's good practice to keep records of your insights for similar content you have produced so you can give lodging partners a sense of what to expect. Some of them may want to know where your main audience comes from because they want a high percentage from the local audience. Others may want to see the views or engagement on posts, or see link clicks because they could potentially lead to conversions or bookings. It's a great idea to keep insights for any brand collab in a database or document of some kind so you have them on hand in case you are asked. Over time, you can build that into something more professional to share with partners after each collab!
