As hospitality businesses continue to look for cost-effective ways to reach consumers, many are weighing the commercial benefits of influencer coverage against concerns around paid reviews and guest disruption.
Trading uplift
At the Wheatsheaf in Romford, viral social media coverage delivered a clear trading uplift, according to Olivia Smith.
The pub was featured by pub-focused creators London Dead Pubs and Proper Boozers, with one post later appearing on ITV News.
Speaking on The Morning Advertiser’s (MA) Lock In podcast earlier this month, Smith said: “We definitely saw more customers coming in. We had a group of students, even though there are no universities near us, and they chose to visit us due to the video.”
She added the coverage had also widened awareness among younger consumers, with more guests aged 18-25 visiting the venue afterwards.
“When you offer a good service and someone recognises it and they shout you out, that’s the best kind of awareness,” she said.
Pub-focused creators have also stressed the importance of independence. Jimmy McIntosh of London Dead Pubs said he turns down paid approaches from venues, while Proper Boozers’ Niall Walsh said organic visits tend to feel more natural than pre-arranged reviews.
Their comments reflect a growing view that creator content can be most effective when it mirrors genuine customer behaviour rather than paid promotion.
Advert vs review
Michelin-starred chef Paul Foster also called for clearer distinctions between advertising and reviewing.
He said: “If influencers are coming in and doing a review that they’ve been asked to do and are not announcing it was gifted or paid, it is not a review.”
Separate data from Access Hospitality suggests wider visibility can translate into demand across the sector.
The company said Simonstone Hall in Hawes saw interest rise by more than 142% following publicity around cast stays linked to the new Wuthering Heights film adaptation.
While hotel-led, the example highlights how celebrity association, screen exposure and online conversation can create wider demand for local hospitality businesses, including pubs, bars and restaurants.
The debate has also reached major operators. Gordon Ramsay recently described influencers as “the most powerful critics on the planet today”, arguing creators can fill venues faster than traditional reviews.
For pub businesses, however, many believe the most valuable content remains authentic advocacy that turns online attention into customers through the door.
