The development of social media networks has allowed for the emergence of social media influencers. Travel and tourism have been impacted by influencer marketing. There is a range of influencers thanks to the global impact of technology and social media, but this research’s concentration was on the tourism niche. This paper investigated the potential of influencers to impact the thinking and actions of both sides of the private accommodation market- the property owners and the travelers. Dubrovnik, Croatia was selected for the destination of the study as it is well renowned for its tourism season. As a result, we created two questionnaires: one for property owners and the other for travelers. The questionnaires were delivered to 165 travelers from all throughout Croatia as well as 21 Dubrovnik property owners. The research found that while all participants are aware of the influencers and their activities and associated potential benefits; neither the property owners nor renters feel that influencers do or can play a large role in their private accommodation decisions. Their views on the usage of influencers differ, but they will not use them instead of traditional advertising and marketing strategies. The study's findings are useful for future approaches. Because influencer marketing in Croatia is still in its early stages, businesses can use this research to determine whether they should invest in influencer marketing or stick to their current methods.