experience, we may also incorporate additional complimentary services such as a hotel stay or a reservation at Hamilton’ s Kitchen. These enhancements allow the influencer to engage with the full spectrum of our hospitality offerings, creating richer content and deeper brand connection.”
Success Metrics
Every spa is chasing a different goal, whether it’ s engagement( follows, likes, shares, comments), conversions( direct bookings, referral traffic) or retail sales.
As influencer marketing matures, spas are moving beyond surface-level metrics to evaluate what truly drives value. It’ s no longer enough to count likes or comments— spa leadership and marketing teams are focusing on performance indicators that tie directly to business outcomes.
“ Based on our current efforts, Instagram has consistently brought us the best results,” Jasper Float’ s Crutcher shared.“ We’ ve found that we have significantly more traction on this platform, and our ambassador’ s content, which is primarily focused there, has resonated deeply with her audience. Because our partnership is built on authenticity and quality over quantity, it makes sense for us to concentrate our efforts where we see the most genuine
engagement. As we grow our retail sales, we plan to strategically expand our presence to TikTok, but for now, Instagram is where we’ ve seen the most success in connecting with and inspiring our clients.”
Risks and challenges
As with all forms of marketing, influencer collaborations create risks. The biggest challenges include a potential lack of authenticity, mismatched demographics, budget constraints or the risk of brand misrepresentation.
“ For us, choosing the right influencer starts with finding someone whose personal brand aligns with ours,” said Strana Hotel’ s Erlingson.“ That doesn’ t necessarily mean they have to be a wellness profile just because we operate a spa. In fact, it can often be more strategic to work with someone who shares our values and resonates with our target audience— yet is an unexpected choice within our industry.”
Spa professionals’ experiences varied. Some prioritize influencers with large followings, while others prefer local partners or unexpected influencers from outside the industry. Every approach carries risks, but the right choice depends on your spa’ s collaboration goals. n
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