How Next-Gen Tech Is Leveling the Playing Field for Independents in the Race for Guest Loyalty

Ellis Connolly | September 13, 2022

By Ellis Connolly At a dinner last year, I overheard a conversation unfolding between two other guests, one of whom worked at a PR agency. “Believe it or not, micro-influencers are often more impactful from a social media marketing standpoint than the big players,” she shared, at which point my ears pricked up to listen closely. “Campaigns with someone at a high level of fame, like Kim Kardashian, will cost a company incomprehensible sums of money – which may be fine if the ROI justifies it, but if the engagement is predominantly views and general sponsored exposure rather than tangible actions, it’s not necessarily a smart busin...