Plekt/Guides/Influencer marketing for your hospitality business: how do you start?

Influencer marketing for your hospitality business: how do you start?

Lucian Calistru·Published on 21 juli 2026

Influencer marketing for a hospitality business means inviting local content creators to eat or drink and make content about it, usually in exchange for the meal itself. It delivers visible content for your channels without an ad budget and attracts an audience that actually lives nearby.

In short

  • A free meal or drink for two is the most used and most effective compensation in hospitality.
  • Choose creators based on style and local audience, not just follower count.
  • Ask for targeted content (a dish, the terrace, the evening atmosphere) instead of "something about our place".
  • Plan visits outside peak hours, so the creator can film calmly.

Why hospitality lends itself well to trade deals

A meal or drink has a clear, recognisable value and often costs the business less than the menu price suggests, thanks to the margin on food and drinks. That makes hospitality one of the sectors where trade deals pay off most easily: you give something with tangible value for the creator and the actual cost stays limited.

On top of that, food and drinks are perfect for imagery: colour, atmosphere, close-ups of a dish. That makes hospitality content attractive for creators to make and for their audience to watch.

How to build an offer that works

Be specific: "a menu for two worth 60 euros in exchange for a reel of the summer menu and three photos" works better than "drop by sometime". Also mention when you expect the creator and whether you want a specific dish or moment on camera (for example the sunset atmosphere on the terrace).

Do not invite too many creators at once for the same request. Pick a few makers whose style really fits your place, instead of making a broad call and having to choose from too many applications afterwards.

Common mistakes

The biggest pitfall is a vague offer without a clear quid pro quo, so creators do not know what exactly is expected and the content stays unfocused. A second pitfall is scheduling during peak hours, so the creator has to rush filming and the business comes under pressure.

Finally, do not forget the tax side: a free meal in exchange for content can be a taxable benefit for the creator. Mention that honestly up front, even though it is not up to the business to give legal advice about it.

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Other guides

  • What is a micro-influencer?
  • Trade deals with content creators: how it works
  • What does working with a content creator cost?
  • How do you find content creators for your business?
  • How do you become a content creator? Starting without a big following
  • What is UGC (user-generated content)?
  • How do you make a media kit as a content creator?
  • What do you charge as a content creator? Determining your value
  • Content creator or influencer: what is the difference?
  • UGC content for your webshop: how do you approach it?
  • Tax on a trade deal: how do you book a free product?
  • Rules for influencer marketing in Belgium: what must you disclose?
  • Plekt vs an influencer agency: what is the difference?
  • Micro-influencers for beauty and fashion businesses

Frequently asked questions

How do I start influencer marketing for my restaurant?

Start with a concrete offer: invite a local content creator for a meal or drink worth a set amount, in exchange for specific content such as a reel or a number of photos. Choose creators based on style and local audience.

What does influencer marketing cost for a cafe or restaurant?

For micro and nano creators it usually costs no money, but a meal or drink with real value. The actual cost often stays limited thanks to the margin on food and drinks. Paid collaborations only come into play with larger creators or larger assignments.

How many creators should I invite at once?

Better a few creators whose style really fits your place than a broad call that yields too many applications. Quality of the match weighs more than the number of creators.

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