A new study conducted by TravelBoom Hotel Marketing – an agency specializing in hotel marketing – has shown that influencers push direct hotel bookings and consequently a reduced Online Travel Agency (OTA) dependence.

The 2025 study provides data-driven insights in influencers impact on travel behaviour and highlights a major shift in traveller decision-making. Key outcomes in the study:

·         28% of travellers have booked a hotel based on an influencer’s recommendation, with 37% indicating they sometimes, often, or always follow influencer advice when making travel decisions.

·         YouTube, Facebook, and Instagram play a prominent role.

·         Trust in influencer content and recommendations is growing.

·         Strategic content planning is key: Long-form content, such as detailed hotel reviews and enchanting videos, is more effective than short-form social media posts.

According to the research agency, hotels aiming at reduced OTA reliance and increased direct bookings, are advised to consider investing in strategic influencer partnerships. Authentic, well-structured influencer collaborations will have measurable impacts on their bottom line. An advice that may certainly be worthwhile to consider for the laundry & drycleaning industry!