travel influencer campaign

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The ultimate guide to travel influencer marketing 

Learn how creator commerce ™ can drive travel, tourism, and hospitality brands with influencer recommendations to increase brand awareness, improve brand sentiment, and exceed growth goals., want to discuss building travel brands with influencer marketing.

What is travel and tourism influencer marketing?

What is a travel influencer, what travel content creators want in a brand, can your travel brand benefit from influencer marketing.

Top travel trends

Casting the right travel influencers

Creating successful travel influencer campaigns, benefits of an influencer marketing management platform.

Consumer wanderlust is rampant, and travel and tourism brands are trying to tap into this territory to exceed growth goals.

Travel brands that work with influencers can fuel that wanderlust and boost their brand awareness among paying travelers. 

In this guide, you’ll learn how to implement an influencer strategy that will help your travel brand stand out in a sea of breathtaking travel content by aligning with the right travel creators.

Travel influencer marketing started as simple travel blogging – a blogger or travel vlogger who reviewed and documented their adventures on one platform. Now, you can expect to see endless travel content across every social media platform. 

With a data-based strategy, you’ll work with a variety of influencers who display sought-after destinations through aesthetic content that also promotes your brand as part of their journey.

What travelers want 

Your travel consumers are day dreamers looking for their next adventure. They’re weighing their options for transportation, lodging, entertainment, and every other aspect of planning a trip. But planning can be stressful and expensive. They want affordable and convenient options that will make their dreams more attainable and their decisions easier. 

Whether you’re speaking to a business traveler, a Gen Z thrill-seeker, or a couple celebrating their 50th anniversary, there are a few things every trip planner is looking for in a travel brand:

1 Convenience and flexibility

Planning a trip can feel like high stakes. travelers are looking for easy, fast booking and just-as-easy canceling. Travel brands that use smart digital tools to give their consumers power and flexibility over their itinerary see success.

2 Safety and comfort

According to McKinsey Research , today’s travelers care about safety, hygiene, and wellness first and foremost. Implementing health and safety protocols can be challenging, but travel brands that do it without making the travel experience more difficult will make their customers feel safe in their hands.

3 Deals and discounts

60 percent of respondents to a PwC survey said the most important reason they switched travel brands was due to better pricing, offers, or packages. Almost half of top-tier loyalty members said that loyalty programs were even more important now than before the pandemic. Influencers effectively promote your brand’s sales, packages, and discounts across their channels to incentivize travel.

4 Sustainability

The modern consumer is more aware than ever of the impact mass tourism has on the planet and its global communities. A recent Expedia Group Travel Outlook found that 67 percent of Gen Z travelers are booking sustainable travel and are more likely to consider travel businesses that prioritize sustainable practices. Influencers help spread an authentic message around your eco-friendly initiatives.

5 Diversity

The same Expedia Group Travel Outlook states that three in four Gen Z Americans are looking for travel businesses that value diversity and inclusion, with locals at the center of promoted destinations. With a 30+ million influencer community on social media, you can find plenty of influencers of diverse backgrounds.

6 Personalized experience

Travelers are looking for services that make the experience feel personal. Influencers help humanize larger corporate brands with content that shows personalized experiences.

Travel influencers are creators that make travel seem more possible by sharing photos, travel tips, discount codes, local recommendations, and more. 

As popular digital nomads, travel enthusiasts, and content creators, they publicly document their traveling experiences and the brands and products they use along the way.

With improved brand awareness and relatability through travel-related content, your brand can also become the mouthpiece for travel updates, changes, and the future of tourism. 

Travel and tourism influencers:

Raise brand awareness via gorgeous, informative content

Improve brand perception and engagement, produce reusable content for other efforts and channels, effectively promote new experiences, build audience trust through authenticity and relatability, help consumers see travel as attainable, humanize corporate travel brands, keep tourism brands adaptable to travel trends , convert planners to bookers (and loyal rebookers), travel content creation that fuels wanderlust .

Travel influencers create stylish and aesthetic content that helps the consumer imagine themselves in the promoted destination. Often, travel and lifestyle influencers will collaborate and travel together, bringing even more layered awareness to a brand.

While most creator content is known for being unpolished and unposed, travel content is generally of higher quality with striking backgrounds, bright lighting, and eye-catching colors. Travel is an ultra-competitive space, with content filling up social feeds.

Travel and tourism influencer content:

• Informs consumers of new places and experiences
• Fuels consumer wanderlust and the need for escapism 
• Smooths over the nuances of travel 
• Brings fresh perspectives to your existing services
• Creates urgency and demand for planning trips
• Tags and highlights travel providers and suppliers
• Is more effective than corporate travel shots and commercials
• Brings comfort to hesitant travelers about safety protocols
• Can be spontaneous and raw, as well as produced

Whether through live stories, streams, TikTok videos, or dreamy Instagram posts, travel influencers know how to connect with and inspire their followers to get out and live their best lives.

Influential Shoppers grow influencer recommended sales and engagement 2X

Influencers deliver content to a specific audience. To keep those loyal followers and inspire them to buy, influencers must maintain their authenticity. Travel influencers work with brands based on very unique and specific qualities that align with their own brand, but here are key characteristics they’re looking for:

Unique experiences

The unique content creator is looking for the next new destination or exciting trip idea to promote. Where possible, tap into your most unique services, features, and offerings to highlight across your influencer marketing campaigns.

Eco-consciousness

Does your brand have any environmentally conscious values, statements, or initiatives? Influencers can spread the word, improving your brand perception and setting your business apart.

Brands that align with their travel preferences

To remain authentic to their dedicated followers, travel influencers partner with brands that make sense for their personal aesthetic, beliefs, and travel preferences.

If they lose authenticity, they lose followers, and you don’t get results. Working with an expert in influencer management helps you sift through the sea of influencers for best-fit casting from the start.

Customer-centric philosophy

Customer care is more important than ever. Influencers want to promote brands that value the customer. They don’t want to feel like a number in the crowd. Influencers can show their followers the personalized experience you provide on their travels.

Health and safety narrative

With travel optimism back on the rise, brands must remain cautious and continue promoting their views and protocols on health, safety, and hygiene. Influencers do an excellent job of not just telling but showing what brands are doing to keep them safe.

Freedom to imagine and create

Influencers know their audience. Trust the relationship they have with their followers and allow them to interpret campaigns and create content that balances your brand identity with their persona. 

Flexibility and offers

Where an influencer can offer their followers something special, they will. Offers and discounts on travel are effective, especially for frugal consumers who trust their favorite influencers enough to go straight to booking.

Clear contractual terms and conditions

Your contract is the start of a collaborative partnership . Provide your influencers talking points, brand information, and helpful tips for deliverables without being too prescriptive. Facilitating communication and creating an influencer proposal template can be a challenge. Work with an expert enabled by the most advanced influencer marketing software.

The world’s most successful global creator network

Any travel supplier, hospitality brand, destination, or tourism brand can benefit from influencer marketing. Whether you’re a hotel, airline, or online travel agency, there are influencers ready to work with you to improve your brand perception.

Influencer marketing for boutique travel brands

Influencer marketing can put a small brand on the map by spreading brand awareness across social media. Smaller travel brands with great services, prices, and destinations can see great success when using the right mix of influencers – both global and local – who have historically driven revenue for the travel niche.

It happens all the time: a highly engaged influencer features a boutique hotel or online travel agency (OTA), and their audience is hooked. 

Influencer marketing has helped some brands reach audiences in different parts of the country or the world, or even led to discovery by other potential business partners.

Don’t have the budget for a full influencer campaign? LTK offers other placements at lower flat fees to help spread brand awareness.

The most successful influencer platform is now available in self-service for LTK brands

Helping larger travel brands scale

Influencer marketing can help larger travel, tourism, and hospitality brands scale their approach, keep them on-trend, and create fresh content around existing services. 

Whether you’re a large airline with a new flight route or a corporate luxury hotel chain looking to improve brand sentiment, influencers can help you reach your goals. Meanwhile, you’re helping them reach their goals, in a mutually beneficial and collaborative partnership. Larger brands in all industries work with us to develop a layered, full-funnel approach to scale their influencer marketing program with new influencers, test new channels and verticals, and create different multi-channel campaign strategies.

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Top Travel Trends 

Consider the following travel trends when starting new influencer campaigns. 

How can you position your brand to speak to these trends authentically? Your brand may not align with all of them, but it’s critical to know which ones will resonate with your target audience – and which influencers will be a fit for those trends.

Luxe travel

High-end travel was once made popular by celebrities, but it’s now much more attainable in the eyes of consumers who follow influencers. Whether it’s a luxury honeymoon, girls’ trip, or tropical getaway, younger generations are indulging. 

Thrill seeking

Many travelers today are looking for more than a typical getaway. Millennials and Gen Z especially are seeking adventure, exploration, and discovery. Whether it’s a bucket list trip or a group of daredevils, there is a segment of travelers looking for an adrenaline-packed experience they can talk about for years.

Almost the opposite of luxury, some travelers today are looking for an off-grid, “roughing it” experience. Especially with the uptick in remote work, people all over are taking to the road and going rural. Depending on your brand’s audience, you could be there for them along the way.

Business travel

This year, the appeal of out-of-state business travel has improved among American travelers. According to Destination Analysts , nearly 46 percent of employed American travelers say they would be happy to take an out-of-state business trip in the next six months. With more conferences, conventions, and group meetings on the horizon, travel brands that support the business traveler will stand out.

Learning experiences

Today, many people are seeking personal growth through travel and camaraderie. A growing trend in travel right now is the retreat, where travelers learn new skills, bond, and become better versions of themselves. Influencers can align your brand with these consumer needs and desires.

Staying local

The staycation has grown in popularity, especially through the pandemic. Consumers see staycations as an avenue to experience their local communities in new ways.

Casting influencers is a complex process, with millions of available content creators. From our experience as an influencer network, with a decade of influencer data, we’ve helped tons of travel brands get more visits through the right influencers. Here are some best practices for casting the best travel influencers for your brand.

1. Consider niche or micro-influencers.

The micro-influencer has between 1,000 to 100,000 followers. While they’re often underestimated by brands, they are highly effective in their niche.  

While a mega influencer with 1M+ followers may have low engagement and few conversions, a nano influencer with 10,000 or fewer followers may have higher engagement for their niche, and stronger influence for conversion.

Micro-influencers also appeal to Gen Z, which now makes up 40 percent of global consumers and has $143 billion in spending power according to McKinsey research. Whether it’s a restaurant recommendation or a stunning reel with popular music, micro-influencers serve as modern-day best friends and deepen trust to the point of booking.

2. Evaluate your brand and audience.

To narrow down your search to the right set of influencers, you need a solid understanding of your brand perception and target audience. 

How do you categorize your travel brand? Who is your target audience? What are their deepest travel desires? And what types of messages do you want an influencer to convey to them? 

When you have a deep understanding of your brand, consumers, and goals, you reach the influencers who will help you succeed.

3. Choose influencers who encourage user-generated content.

Work with travel and lifestyle influencers who inspire followers to repost, share, and tag content. This social proof creates a steady flow of organic content that validates your brand in the eyes of the aspiring traveler.

4. Leverage revenue-producing influencers.

Determining influencer pay has always been a challenge for brands. Do they base dollar values on impressions, engagement, followers, or other metrics? 

Brands need visibility into audience worth and a deeper understanding of metrics and attribution to make payment decisions. Gain the highest level of influencer transparency by working with an influencer marketing management platform .

5. Work with influencers who reflect our diverse world.

As a travel brand, you’re promoting a variety of destinations. Work with influencers of all gender identities, races, and backgrounds for content that speaks to all consumers.

6. Consider other channels and formats.

On top of influencer diversity, travel brands should work with influencers who live on various platforms and use a variety of content formats. While a static post may be perfect for a beach villa view, an Instagram story may be better for real-time diary sessions on how a trip is going.

7. Prioritize video.

Video is the dominant content format for promoting all industries. But even more so, video is critical for travel brand promotion. Travelers are scrolling social media through endless videos and imagery of beautiful, scenic places. Work with influencers who value video in their storytelling to help your brand stand out immediately.

Overcoming influencer marketing challenges 

Tackling influencer marketing independently can be overwhelming for marketing teams. Without the right data and resources, in-house influencer marketing programs may result in:

• The wrong influencer relationships 
• Inconsistent influencer outreach
• Unclear influencer-brand communication 
• Lack of ROI  
• Messy influencer contracts and proposals 
• Lack of campaign focus  
• Wasted time on the wrong metrics 

With substantial influencer data from an influencer marketing platform, the right travel and lifestyle influencers can help you reach aspiring and seasoned travelers, foster customer loyalty, spread brand awareness, build brand identity, and create a fresh narrative around your brand in the marketplace.

Join the most impactful fashion influencer marketing platform

• 150,000+ top-tier content creators
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Consider these tips for a successful travel campaign strategy.

1 — Budget strategically

Make sure to allocate a budget that will allow you to meet all your campaign goals. Stretching a small budget across too many goals will likely yield an unsuccessful campaign.

2 — Help your influencers incentivize travel

Give your influencers something of value they can offer their followers, such as promo codes, discounts, a free service – all incentivizing them to go from just planning a trip to booking it. 

3 — Be generous with gifting

Be as generous as possible with gifting, especially if your brand is new to the influencer. This sweetens the influencer’s experience and what they share with their audience. 

4 — Be clear about campaign expectations

Be direct with your influencers about what you expect from the campaign, especially about anything your brand does and does not want included in content. This keeps the relationship healthy and content on-brand.

5 — Use branded hashtags

Branded hashtags are valuable for all travel brands, especially newer ones. They help spread the word about your business while making it easy to find content created by you, your influencers, and your followers. 

6 — Grow influence

When managing your influencer marketing campaign, return on ad spend and results don’t always happen instantly. Influence and reputation, just like with other marketing media, is built over time with travel influencers. 

The LTK team goes above and beyond to identify progress and areas for improvement to GROW (Gather, Reach, Optimize and Win!) influence. The LTK Score™, provides insights into how your brand’s influence ranks and the best opportunities to improve.

7 — Consider the travel timeline

Make sure you consider the timeline for planning travel and what kind of content you would like produced before, during, and after the experience. Factor in the duration of the influencer’s stay, peak travel seasons, and travel events. 

8 — Stay adaptable

Roll with the punches as you work through your influencer campaign. As powerful as influencers are, unexpected things happen. Should any issues arise, the LTK team goes above and beyond to troubleshoot and find a solution during an influencer campaign.

Influencer marketing campaigns can be complex. You need to: 

Determine goals and budget

Conduct influencer research and casting , determine target deliverables, write and facilitate contracts, negotiate influencer rates, ensure contract fulfillment, monitor budget and prove roi.

At LTK, we help you and all of your departments every step of the way and amplify your in-house efforts. As an influencer marketing platform designed for creator management, we help you do it all in-house, so you have the influencer intelligence to run effective influencer marketing campaigns without completely outsourcing to an agency.

Where to start your influencer marketing journey

New to influencer marketing? Start with a test campaign, guided by influencer data to get a strategy going strong. As the leading influencer marketing hub for the last 10 years, LTK has solved influencer marketing challenges through:

• Amplified distribution through the largest creator shopping channel: shopLTK.com with 8M+ shoppers
• Full-service creator programs that deliver on your unique objectives
• Strategic planning based on historical brand performance data
• Expert brand consulting, planning, executing, and reporting 
• End-to-end campaign execution and influencer casting 
• Access to the most successful influencer platform in the world 
• Licensed imagery from premium creators for your own marketing channels
• Conference and event integration to build long-term relationships 
• Access to real-time measurable results on the top influencer campaign management software

Use your test campaign as an opportunity to discover best-match travel and lifestyle influencers who convert. As you think longer-term strategy down the road, our influencer marketing platform will help you secure those influencers as your ambassadors.

Connect with top-performing influencers. Grow your travel brand.

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The Ultimate Travel Influencer Guide for 2024

Alright, so we’ve had a busy 2023—with businesses and travel life getting back on track after the whole Covid experience. Now as we enter 2024, it’s time to turn up the heat.

Let’s make 2024 the most successful year yet!

We have seen the travel industry picking up pretty well around the world. It’s almost like everyone is playing catch-up with all the lost revenue as a result of businesses taking a hit during lockdown periods.

There are still some countries that are taking extra precautions and being a little tighter with restrictions (though most have eased up) as we still have COVID-19 mutations continually entering our air space.

However, influencer marketing has grown bigger than ever. Many fresh influencer faces have joined the scene—turning to social media channels like TikTok and Instagram during the quarantine months.

Travel companies are out, stronger than ever, searching for their perfect influencers to market their products, services, and brands.

So our goal with this guide is to help you become the most kickass travel influencer of 2024. Are you up for it?

Who are we?

We are Afluencer . We bring all categories of brands and influencers together through our very own influencer marketing platform.

Oh, and if you haven’t heard yet – we have recently launched our super awesome Afluencer app . We invite both brands and influencers to sign up with us so you can start promoting yourself, your brand, products, and services. You can also use our nifty app to search for influencers or brands and create or join Collabs. There’s just so much going on in our app and we are continually adding more goodies to it!

So don’t miss out!

The Afluencer app is exactly what you need for influencer marketing success in 2024!

Now back to the headliner of the show.

2024 Ultimate Travel Influencer Guide

Here’s what you will find in our 2024 Ultimate Travel Influencer Guide:

• How to be a Travel Influencer
• How Much Do Travel Influencers Earn
• 9 Types of Travel Influencers

10 Inspiring Travel Influencers to Follow

• 5 Travel Brands that Work with Influencers

Click on any of the sections mentioned above to easily navigate through the guide.

Whether you’re a seasoned influencer or still in your infancy stage , this in-depth guide to becoming a travel influencer will UP your game.

By the time you’re done reading our influencer guide, you should have a better understanding of:

• How to become a successful travel influencer.
• How much you could potentially make if you follow your travel influencer dream?
• The different categories of travel influencers and which one suits you best.
• The way other successful travel influencers carry out their marketing campaigns.
• The types of brands dominating the travel industry that you can collaborate with.

We have quite a few things to cover in this exclusive travel influencer handbook we’ve created for you. So let’s dig straight into it.

How to be a Travel Influencer in 2024

The first thing you need to understand in this guide is what it means to be a travel influencer. Know about the meaning of travel influencers and what they do.

Not everyone who travels is an influencer. Travel influencers are people who have the power to influence travel-related decisions. You can create a niche by building your online presence and convincing others that you have the skills and abilities to judge hotels, airlines, etc.

This can be done by creating social media profiles on platforms like YouTube, Instagram, Facebook, etc. Other than this, you can also build your website or blog.

This is important if you want to be a travel influencer because a lot of companies require that you have a website or social media handle or both to become a travel influencer. Hence, put effort into building a presence.

What Kind of Posts Can I Share?

As an influencer, you can share everything from reviews to general vlogs to overviews to typical travel guides.

The main idea is to get people excited enough to buy what you’re selling. For example, if you book a business class ticket, you can create a video showing all the amenities available onboard.

Those who want to travel on the same airlines can use your link to book a ticket. Similarly, if you visit a resort , you can share your holiday photos to influence people to stay at the same resort.

The images and videos need to be of high quality with clever captions to motivate users. There’s no point in posting poor-quality pictures as they will not ignite excitement among users.

Travel Influencers Wanted: Making Money As An Influencer

You will need to find companies that work with travel influencers . To get you started, we have included 5 top travel brands that work with influencers later in the guide.

We have covered some of the most reliable and high-paying travel brands out there.

However, make sure to pick the one most suited to your personal brand and share links that your visitors are likely to pursue.

For example, if your audience consists of single women, then share links to resorts that are made for single women and write about activities your target audience is supposed to enjoy.

This will ensure you receive a decent amount of clicks from travel enthusiasts and ultimately, commission for your influencer efforts.

Travel Influencers Salary: How Much Do They Earn?

Travel influencers’ salary is a major topic since they are said to earn millions. While the figure might be exaggerated, there’s no denying that most successful travel influencers make a lot of money.

However, it is not exactly correct to use the term travel influencers’ salary because they usually do not earn a fixed monthly income. Their earnings largely vary depending on the number of successful hits.

All in all, the more paying visitors you have, the more money you’ll earn.

A quick guide on how Travel Influencers go about making money:

• Referring Others: Airbnb and other such programs offer referral programs where you can earn rewards. These rewards cannot be converted into cash and can only be redeemed on selected platforms.
• Selling Products and Services : Many travel brands work with influencers and offer generous commissions. You can earn by referring users to airline booking sites, hotel booking sites, and specific hotel sites. Other than hotel and airline booking sites, you can even work with travel insurance providers, travel loan providers, and other such companies.

Some hotels and resorts even offer free stays to influencers. However, they usually only work with influencers with a lot of followers.

Nine Types of Travel Influencers

We often talk about the best programs or the best influencers to follow , but we rarely talk about the different types of travel influencers. If you want to break the barrier and become a travel influencer, then you must know about the types you can be.

So in this section of our guide, we’re sharing with you the 9 types of travel influencers to help you with picking the one that suits you best.

Here are the types of travel influencers you can be in no favorable order:

#1 The Solo Traveler

Solo travelers travel on their own. They usually post pictures and vlogs from the places they visit. Solo travel influencers typically work with all kinds of brands while pushing the idea of taking solo trips.

They generally also promote backpacking and include tips on things you can do as a solo traveler. There has been an increase of about 80 percent in the number of solo travelers in the last few years which is why solo traveler influencers are now also in demand.

#2 Traveling Couples

Travel influencer couples are generally followed by people looking for a nice honeymoon package. They typically review places and amenities based on how suitable they are for a couple.

Couple travelers usually work with travel agencies that offer special tours for couples. They present cities and countries in a romantic light. Thanks to intimate guides by travel influencer couples, more couples are moving out of traditional cities like Paris and New York to new cities like Bali and Istanbul.

#3 Travel as a Family

Here are influencers who travel with their entire families, including children. These influencers generally target families looking for the next family vacation.

Families often have a difficult time finding a suitable destination since they have to take care of several factors. Family travel influencers help them answer this question by highlighting family-friendly vacations.

#4 LGBT Travel Influencers

LGBTQ travel influencers mainly cover LGBTQ-friendly destinations and resorts so that those belonging to the community can easily plan their next destination.

Their review guides typically include tips on how to carry yourself, how to approach others in the community, and how to find the right accommodation.

This is a concern for many since not all hotels and resorts welcome LGBTQ guests. LGBTQ travel influencers are working to remove the stigma and help everyone have a good time.

#5 Foodies Go Traveling

These influencers bring food and travel into one to offer people tips on the best destinations to enjoy delicious food.

They generally partner with restaurants and promote different travel plans. They share pictures of great food with attractive backgrounds. Some people credit food travel influencers for making Salt Bae and Turkish ice cream (Dondurma) popular around the world.

#6 Travelers on a Budget

Budget travel influencers typically share tips on the cheapest destinations to visit. Some may also cover tips on how to save money when traveling abroad. They work with all kinds of companies including sites like booking.com and hotel chains.

Most travelers have limited budgets and they’re always looking for good destinations that offer a variety of things to do. Budget travel influencers generally target such people and use hashtags like #budgettravel #cheapdestinations to reach more people.

#7 Medical Travel Influencers

Medical tourism is a fast-growing industry. People who cannot afford medical treatment in their country due to a lack of facilities or high costs often travel abroad to get the treatment done at a cheaper rate.

Until a few years ago, medical travel influencers were not very big but now with the medical tourism industry expected to hit the $179.6 billion mark by 2026, the number is starting to grow.

They work with hospitals, travel agencies, and specialty service providers. Medical tourism is popular in countries like Turkey and India and most travelers come from first-world countries like England and America.

#8 Religious Travel Influencers

As odd as it may sound, religious travel influencers are quite in demand by people belonging to a variety of religions including Christianity, Hinduism, Buddhism, and Islam .

They usually work with governments popular with religious destinations to help bring more tourists. So these types of influencers would generally focus their content around religious landmarks and local customs.

#9 Luxury Travel

Luxury travel influencers typically work with five-star hotels and resorts and airline companies. They are generally the first to review a new facility and travel business class or first class.

There isn’t a very high number of these guys since very few people can afford to spend $3,000 on flight tickets and $1,000 on hotel stays. But there are still some people who are on the lookout for luxury and they will surely be interested in following you.

If you are interested in becoming an influencer then you must first decide where you want to go.

For example, if you can afford to travel first class and book expensive hotels, then you can become an influencer who creates luxury travel guides. The competition in this niche isn’t very high due to low demand. You may not have a lot of regular sales but each sale can pay you a good commission due to the high prices.

Similarly, if you love to travel with your family, then you can certainly turn it into a successful business.

Competition is stiff but the scope is there. If you play it right then you will be able to make it big in no time.

Influencers help people understand the basics of traveling. Though travel numbers are not as high as they were pre-pandemic, they are certainly on the rise. And many folks attribute this rise to the growth in travel influencers who inspire people to get back in the travel spirit.

So, who are these influencers and what do they do?

We’ve compiled a list of the most inspiring travel influencers to look out for in 2024 to go along with this guide. So get to know them a little and don’t forget to follow them on social media.

1) Murad and Nataly Osmann (@followmeto)

With 494K followers, this Russian couple is known for their #FollowMeTo series. The images in the series consist of Nataly pulling Murad’s hand through different landscapes.

The couple has a strong reputation in the travel influencer industry. Murad Osmann, a photographer by profession, found his way into the influencer world in 2011 when one of his photos went viral on social media.

Both Nataly and Murad, have their accounts (with a huge fan following) as well.

2) Jessica Stein (@tuulavintage)

Apart from running a successful clothing line and an amazing travel blog, Jessica Stein gives us mommy goals as well.

She was named one of the most influential style bloggers in 2013 by Fashionista thanks to her raw and authentic content. Her work centers around her cute daughter who was diagnosed with Mosaic Trisomy 3 (rare chromosome disorder).

The fact that she uses her blog as a platform to spread awareness for chromosome disorders and to inspire mothers from around the world makes it even more unique and intriguing. She is one of the few social media influencers who appear to be working in different niches.

3) The Bucket List Family (@thebucketlistfamily)

This family of five is a star in the travel influencer world. With a total of 1.6 million followers on Instagram and 300,000 subscribers on YouTube, these five people give us major family goals.

Thanks to their personal yet highly aesthetic content, their fan base is ever-increasing. What started as a six-month-long family adventure turned into a lifestyle for them. This led to them selling everything they owned for the sake of traveling.

4) Louis Cole (@louiscole)

Known for his risk appetite, this intrepid wayfarer is always in search of things and activities that most of us are too scared to even watch.

He got his break when he posted a video of himself eating species like goldfish and scorpions. His unmatched willingness to try new things and constant positivity give his blog a unique aura. It is safe to say that Louis Cole is not like all the other travel influencers.

Cole, through his work, is trying to inspire social change. Earlier this year, he ended his typical vlog series to focus on his organization ‘The Social Club’ which supports struggling influencers along with working on social projects.

5) Jennifer Tuffen (@izkiz)

Jennifer is a passionate photographer and a curious traveler. Born in England, and raised in Amsterdam, our influencer started her career as a photographer and soon found her true calling.

Her interest in traveling was piqued as she attended international schools and developed friendships with people from around the world. Apart from being a full-time blogger and photographer, she is also the developer of a photo-editing application.

6) Melissa Hie (@girlatworld)

Melissa Hie’s spontaneity is what sets her apart from other travel influencers around the world.

Back in 2014, she decided to move to Singapore without any planning and any foes to rely on. This sparked the traveler inside her and she started her blog which soon caught the attention of other travelers.

Her Instagram page is a perfect blend of a food blog and a travel blog, making it stand out among the lot.

7) Keira Rumble (@krumble)

On top of being one of the most amazing travel influencers, Keira is a nutritionist who promotes holistic well-being.

Apart from inspiring people to travel the world, she also works on helping her followers develop a knack for living a healthy lifestyle. Her blog is the perfect blend of both things which makes us realize that both lifestyles can go hand in hand.

She shares recipes for healthy food alternatives on her blog and also owns a natural snack line (Krumbled Foods).

 8) Tara Whiteman (@taramilktea)

Tara is a Sydney-based travel influencer and has one of the most aesthetic Instagram feeds ever. She has a thing for colors and tries to visit the brightest and most alluring places around the world.

Tara Whiteman is an inspiration to many, the way she balances her work life and her digital space is commendable. Her work involves working with several clients from around the world.

9) Jack Morris (@jackmorris)

Jack Morris is another photographer who loves to travel. Known for his remarkable photography skills, Jack captures natural wonders and different cultures showing their unique aspects.

Based on his vast traveling experience, we can safely say he has traveled to every corner of the Earth.

His girlfriend, Lauren, is also a famous travel blogger and together the couple plans to travel around the world exploring everything new and old. They have scored several partnerships with brands like Airbnb and Royal Caribbean.

10) Chris Burkard (@chrisburkard)

Last but not least is this self-taught photographer. He has been sharing his travel experiences with the world for a while now. One of the reasons for his increasing fan base is his work as a photographer. Chris has worked with many brands and celebrities including Justin Bieber.

His Instagram is loaded with adventures from far places which reveals that he has a liking for cold, snowy, and hilly areas.

He has also authored several books including “ The Boy Who Spoke to the Earth ”, making him a master of many trades.

You will notice that almost all these travel influencers work in specific niches and bring an amalgamation of two talents. Some are photographers who like to travel, some are parents who travel to educate people, and some are entrepreneurs who make money to travel.

We already talked about the nine types of travel influencers earlier. So you should now have a better idea of what may work for you. Hey, you can even start making money by being an Airbnb influencer ! ( Psst… you can also read more about Airbnb if you follow through the guide to the section on travel brands that work with influencers ).

Well, these ten individuals have proven that you can be a travel influencer while continuing to do what you do.

5 Travel Brands That Work With Influencers

The average person spends about $1,200 per year on vacation. This presents influencers with a huge opportunity as most people search for online guides before they choose a travel destination. About 89% of people trust online reviews .

This is why companies are willing to work with travel influencer networks to generate buzz about their products and services. In the past, we have also seen governments join hands with influencers to generate curiosity.

The Dubai government, for example, was in the news for hiring celebrities to bring more tourists to the city.

So, which programs are best for travel influencers?

There are tons of travel brands looking to collaborate with influencers. But we’re not going to just stuff this travel handbook with a tiresome list. Instead, we’ve gone with 5 of the best travel brands you can collaborate with in the year 2024.

So let’s take a look at what we’ve arranged for you in this last section of our Ultimate Travel Influencer Guide.

1) Booking.com

Booking.com is one of the biggest travel brands that work with influencers. It works with all kinds of travel influencers, whether they have a website or not. Yes, you can join the platform even if you only have a social media page and no website.

It works with travel agencies and apps as well. The signup process is easy and they approve most requests. You only need to have a travel-related business.

The minimum payout is just $100 payable via PayPal. The program is available internationally and pays up to 40 percent commission, based on the number of bookings per month.

We also loved how easy it is to integrate on a WP blog thanks to the presence of an official plugin from Booking.com. However, you may have to wait for up to 60 days to receive a commission.

Check out a more in-depth Afluencer review of the Booking.com influencer program .

Agoda is one of the most popular and trusted travel brands that work with influencers. It pays a high commission – up to 60 percent. It welcomes influencers from all around the world but you must have a website or blog. However, it does not necessarily have to be a travel site.

The minimum payout is only $200, however, it pays via direct bank transfer which may not be suitable for all users. Also, the sign-up process may take up to 72 days as they manually scan applications.

Its promotional tools are easy to integrate and offer some cool features including data feeds, search boxes, and text links. Moreover, you can increase revenue by using hotel power ads.

3) Skyscanner

Skyscanner is known to compare available deals and present you with the most affordable option. You can use the desktop version or try your hands on the mobile app that’s quite easy to use. In addition to airline tickets, the website also lets you book cars and hotels.

It’s a great tool for influencers, including users who are not tech-savvy. You can use one of the many available travel widgets to integrate it. Moreover, you can even use Skyscanner API to create your search feature so that users can perform searches on your platform.

It offers several partnership tools through partners like Commission Junction and Awin. There’s a 50% commission model which makes it a good option if you want to earn some serious cash.

4) Trip Advisor

Trip Advisor goes beyond booking hotels as it offers more including travel packages. It allows you to source content from the official site and links your visitors back to it by using your tracking link.

The platform follows a monthly payout system with a tiered commission structure. While it offers special tourist packages, hotel bookings pay the most – up to 50 percent commission.

In addition to this, it also offers incentive programs to selected users. Thanks to a huge number of properties on the platform, you will never run out of options.

The affiliate program is available via Commission Junction.

Airbnb is different from other platforms discussed above as it offers a referral program which is unlike affiliate programs.

The difference is that the amount you earn is known as ‘points’ and can only be used on the same platform and cannot be encashed. Hence, it’s suitable for individuals who travel a lot.

You can earn up to $72 per referral with a cap of $5,000 per account.

You will get a referral link that you can share to earn credit. The good thing about Airbnb is that it enjoys a good reputation and is known to be reliable. Plus, users are motivated to click on referrals because Airbnb also offers credits to them.

Here’s an Afluencer special on how to become an Airbnb influencer.

So if you have any kind of travel guide website, then you had best join these influencer platforms today to start earning good money. Travel is by far one of the highest-paying niches out there. And there are certainly plenty of travel brands that are looking to work with influencers.

Concluding The Ultimate Travel Influencer Guide of 2024

Now that you know how to be a travel influencer, we hope you will find it easier to make a mark in the industry. We suggest that you concentrate on one specific niche and build an audience so you can get good results.

Remember that it will be a while before you’ll begin to make a decent amount of money. Or any money at all until you get your foundation firmly laid out. In fact, most big brands will not work with influencers with fewer than a thousand followers. So start by building your brand image and then find the right platform to work with.

If you’re struggling to get started as a travel influencer even after reading our 2024 ultimate guide, then you can always reach out to us. We make it our business to bring brands and influencers together. So let us guide you through your beginning days as a travel influencer. We will help you reach out to brands, or better yet—brands may very well reach out to you!

So what are you waiting for? SIGN UP with Afluencer today and begin your journey to becoming the best travel influencer out there! And for those of you wanting to know how to become an influencer in other fields—we can help you out with that too.

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A Tour Operator’s Guide to Influencer Marketing

By Kyla Steeves

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When it comes to making travel decisions, consumers often trust peer-to-peer recommendations. Some may turn to their family and friends for advice on a destination. Others scroll through a long list of online reviews. But today, travel influencer marketing is on the rise as many get ideas from the content seen on blogs they subscribe to and social media accounts they follow.

That’s because travel influencers are pros at content creation. On a regular basis, they deliver stunning images, or fascinating videos, all the while building meaningful relationships with their online community. Generally, followers look to influencers as a friend, and someone they aspire to be like based on the lifestyle the influencer represents.

Along with that, travel influencers indirectly impact the popularity of destinations and experiences. Followers see where a travel influencer has been, places stayed, and what they did on their trip. In turn, this shapes their future and current travel shopping.

According to Phocuswire, consumers that follow an influencer on social media demonstrate an interest in what they do. That means if an influencer hikes Mt. Kilimanjaro, their followers are thinking of doing the same — either soon, or one day. And so, you can plant a seed by getting a travel influencer to talk about your experiences. 

Before you board with an influencer, however, it’s best to learn the ins and outs of an influencer marketing campaign — otherwise, this marketing strategy won’t take flight. This knowledge includes goal setting, making a realistic budget, choosing the right fit, and notably, developing rapport with the influencer.

And since a travel influencer campaign takes two to tango, we decided to interview a travel influencer to better understand the other side of the partnership. That way, you’ll know what to expect and can execute a campaign that’s a rewarding experience for all — not just during the tour.

Meet Vanessa of Wander Onwards

Only moving “3000 miles at a time, or nowhere at all”, Vanessa is an LA native whose passion for travel started in Morocco, and eventually led her to destinations around Europe, Asia, the States, and more. Today, she works as a Launch Manager for Expedia, while continuing to document her adventures on her blog, Wander Onwards , and social media accounts — including Instagram, Facebook, and Twitter.

Because she balances career and a love of travel, she’s become a relatable influencer with an Instagram following of 13K and counting. Young professional women flock to her content as they too want to chase wanderlust while working full time. At the same time, they receive credible advice ranging from travel budget tips to charity fashion trends.

As such, Vanessa has worked on various influencer campaigns with brands in both the fashion and travel industry. She even hopes to run a tour of her own to give travelers a special experience where they can learn everything there is to know about a destination. For this reason, we were thrilled to have Vanessa share her perspective on the best way travel brands can work with influencers every step of the way.

“Travel influencers are much more flexible than fashion influencers because we understand the value of going on these trips and pursuing this passion.” Vanessa Influencer, Wander Onwards

How to prepare for travel influencer campaigns

While it’s tempting to contact a travel influencer right away, you should evaluate whether you’re ready for the exposure first. The campaign will reach new travelers, whom if inspired, will do some research by checking out your tour business themselves.

With rave reviews, a social media presence, and a mobile-friendly website, travelers seeking information are more likely to take action. They might give you a follow, add your tours and activities to their bucket list, or best yet, make a booking.

Although an influencer campaign is commonly used as an awareness tool (more on that below), all of these interactions are still possible once you introduce someone to your travel brand. That’s why it’s best to position yourself online beforehand in a way that will capitalize on the attention you’ll receive.

To figure out if a travel influencer campaign is logical for your tourism social media strategy , ask yourself the following questions first:

• Does my tour business receive a lot of positive online reviews?
• Is there something I can add to my tours and activities to make the experience stand out?
• Are my social media accounts filled with compelling content? And does my tour business already have a considerable amount of followers?
• Is my tour website optimized for mobile devices? Will travelers find it easy to navigate and make a booking using a smartphone?

Plus, preparing ahead of time will also entice an influencer to work with you because it looks like you have an outstanding tour experience they’ll be happy to promote. 

1. Define your goal

The best way to start a travel influencer campaign is to set expectations. With a clear goal established, you’ll know what you want out of the campaign and can outline a plan of attack.

There are four main goals you can focus on during an influencer campaign:

• Brand awareness: the influencer’s followers discover your existence, and your tours and activities nestle into their thoughts until their next trip
• Boost social media following : the influencer’s followers decide to follow your social media accounts as well and engage with the content you post
• Drive website traffic: the influencer’s followers want to learn more about your tour business, so they visit your website
• Generate sales: the influencer’s followers are inspired by the content seen, and make a booking

For your first influencer marketing campaign, we recommend making brand awareness the primary goal. By getting in front of a new audience, you’ll let them know your name, location, and services — and really, that’ll open up the door to other actions.

2. Set up a tracking code

That said, you can use a UTM parameter to see the amount of traffic an influencer does drive to your site — whether it’s to learn more, or make a booking.

What’s a UTM parameter? It’s a distinct tag that attaches to a website URL so you can track custom campaigns. In other words, Google Analytics will use the UTM tracking code to tell you how someone found your tour business based on the source, medium, and campaign.

To measure the success of an influencer campaign, you can assign a UTM parameter for the travel influencer to use when linking to your site.

You can do that by creating a UTM tracking code with Campaign URL Builder . Using the form, enter each field with the following:

• Website URL: copy and paste the URL of the page you want the influencer’s followers to go to — like your tour website’s homepage, booking page, or designated landing page
• Campaign Source: you can put influencer here
• Campaign Medium: this can be blog, Instagram, Facebook, etc. Make a separate UTM tracking code for every medium the influencer will post on during the campaign
• Campaign Name: once you know the influencer you’re going to work with, you can put their name here

At the bottom of the page, Campaign Builder will generate a custom URL for the campaign. This URL will be what you give to the travel influencer before they start posting. 

3. Shape your strategy

So how do you achieve brand awareness in an influencer marketing campaign? Well, for starters, you have to work backwards. Define your target audience first by looking at your current customer base. That should give you an idea of what social media platforms they hang out on frequently, and the type of influencers they love to follow.

From there, you can search for an influencer that has an active presence on those social media platforms, and looks like the audience you wish to target. “You need someone that others can visualize themselves as when doing the activities that you’re selling,” Vanessa says.

How to find the right travel influencers

With the popularity of influencer marketing rising, it’s gruelling having to sift through unlimited options to find the perfect fit. However, most travel influencers fall into a niche the same way your travel brand does — which has helped them build a significant following. So to narrow down your choices, you can start by searching within your niche.

And according to Vanessa, this is something an influencer takes into consideration as well. When businesses approach her, she isn’t afraid to filter out incompatible opportunities to leave time available for ones that are guaranteed to compliment her brand image. Vanessa says, “my demographic is wanderlust, professional young women, experiences, and learning about yourself. So I try to keep an open mind to companies like that instead.”

But there’s more — niche isn’t the only thing to consider during your search. To find the right social media influencer, you need someone who checks every box. And that means keeping these other factors in mind when making a shortlist of potential candidates.

“I’m super sarcastic, I’m super cheeky. If you’re not cool with that, this is not the right partnership for us. So I always preface this before working with anyone.” Vanessa Influencer, Wander Onwards

Every influencer sets different rates, which of course, they don’t make publicly known. However, tour companies can use follower count to gauge cost ahead of time. In other words, you can expect to pay higher for a partnership with a travel influencer who has a mega-following.

That’s why micro-influencers are your best bet if you have a lower marketing budget. A micro-influencer qualifies as someone with a following between 2,000 and 100K. Similar to Vanessa, many influencers in this range are focused on gaining experience with different brands, and building their media kit. Of course, rates increase on the micro-influencer follower scale as well. 

That said, follower count only defines cost — it’s not an accurate measurement for estimating someone’s power of influence. Why? Because an influencer with a big following might have a low engagement rate for two reasons:

• They’ve accumulated fake followers from buying them or,
• They’re targeting too broad of an audience, and have lost relatability

How do you calculate an influencer’s engagement rate then? Well, engagement is considered as the total number of likes and comments per post. So here’s the formula:

Engagement rate = Total engagement / followers x 100

For example, Vanessa’s latest post has 2,092 likes and 41 comments — which brings her total engagement to 2,133. As I write, her follower count is 13K. Let’s do the math:

2,133 / 13k x 100 = 16.4%

Vanessa has a high engagement rate for travel influencer marketing. As a reference, you should look for influencers with an engagement rate of 3% or higher.

Consistency

Many influencers realize the importance of posting consistently — it’s the best way for their followers to become familiar with their face in the newsfeed. With a daily update — via a blog post, Youtube video, or Instagram story — followers get to know them better, build admiration, and look forward to new content.

In other words, consistency helps an influencer stay top of mind — followers pay attention and even purposefully watch for updates. So when it comes to sponsored content, their followers are more likely to slow their scroll.

Your travel brand has a personality that comes out in the tone of your communications — otherwise known as brand voice. Maybe your brand voice is upbeat and helpful. Or perhaps it’s rebellious and authentic. Whatever your brand voice might be, you should work with a travel influencer who expresses the same.

After all, the words and sentences the influencer might use during the campaign will represent your travel brand. Vanessa says, “I’m super sarcastic, I’m super cheeky. If you’re not cool with that, this is not the right partnership for us. So I always preface this before working with anyone.”

Probably the most worrisome part of travel influencer marketing is leaving content in the hands of a third-party. Luckily, most influencers are skilled content creators — so it’s more about finding someone with a similar style.

Visit their travel blog, and scroll through their social media feeds. Take note of the type of photography, videography, and writing they deliver. Their recent posts will tell you what content you can expect during the campaign — like presets they’ll use for editing images, or the amount of emojis they’ll use in the caption. Choose a style that matches your own — because you can promote their content on your marketing channels as well.

Now you can begin your search

Using the above factors as a guideline, you can start looking for the perfect travel influencer. You can go about this in many ways — including:

• Google search : Plenty of websites have done the research already and compiled a list of the top influencers in particular industries. These lists often give details about each influencer — like their follower count, niche, and blog link Influencer marketing tool: There are plenty of free online tools that can help you search and sort influencers. Some of the best include Followerwonk , BuzzSumo , and Geopiq — and Social Blade (to expose fake followers)
• Check your followers: There’s a possibility an influencer is already a fan of yours. Scroll through your list of followers to find out
• Hashtag search:  If you already use trending hashtags on Instagram , consider clicking on them to see the content that’s shared by others. There might be influencers who consistently use one of those hashtags, too

With a shortlist of influencers who check off every box, it’s time to initiate contact — starting with your top pick.

How to reach out to a social media influencer

Often, a travel influencer will have an email address listed on their social media profiles to open up the opportunity for brands to contact them. While it’s okay to email them right away — especially if it’s a match made in heaven — sometimes it’s better to take things slowly.

More specifically, you should break the ice before showing up randomly in their inbox. And you can do this by interacting with the influencer’s content first. Give them a follow. Like their posts. Leave a comment. Make a great first impression.

Just remember to be thoughtful with your engagement techniques. If you’re going to leave a comment, make sure it relates to what they published. “Like this sleep company commented with a sleepy emoji on my photo, and I thought that meant they were bored with my content. I was like; I’ll block this person. I looked on their page, and it was a sleep supplement company. It was a bad first interaction.” That’s to say, don’t be cryptic.

Once they’re aware of your tour company, then you can send them your pitch. Since this might be your only shot with a particular influencer, you want to make sure your message is compelling and straightforward. Here are some tried and true tips:

• Introduce yourself: Let them know who you are, and what your tour company does. If you applied the above icebreaker strategy, then this introduction will be more of a reminder
• Give a reason: This is your opportunity to show that you’ve done your research and chose them exclusively — rather than copy and pasted the same email to anyone with over 10K followers. Vanessa says, “Flattery gets you everywhere. If they mention something specific they like about my brand or my Instagram or my blog, I really appreciate that. Like if they’ve investigated the places that I’ve been.”
• Outline the project: Give them an idea of what the project will entail — like details about your tour experience, the length of the influencer campaign, and what social media platforms you’d want them to use for promotion
• Don’t rush into money talk: Vanessa says that negotiations happen with more in-depth correspondence as she figures out the company’s needs and the work it’ll take to meet them

Increase your chances of getting a response with these tested 3 email outreach templates for travel influencers.

“As long as you’re still trying and still pitching to people you want to work with, that’ll increase your opportunity tenfold because you miss 100% of the shots you don’t take.” Vanessa Influencer, Wander Onwards

Keep in mind; you will have to talk compensation eventually. That’s why it’s a good idea to know your budget ahead of time, so you won’t agree to unaffordable demands just because your top choice shows interest in working with you.

Costs of influencer marketing in tourism

Every travel influencer charges different rates, so it’s challenging to know what to expect when it comes to your budget. However, there are a couple of factors that affect the overall cost of a campaign:

• Follower count: The more followers an influencer has, the more they charge.
• Workload: Like any other job, the more work that’s required, the higher the total cost will be.

As a reference, Vanessa says a short and focused campaign generally includes a sponsored blog post and 3-4 hero content pieces — which is the content related to the blog post and delivered on desired social media platforms.

If working with an influencer that has under 20K followers, they’ll probably include the hero pieces with the blog post payment. On the other hand, anyone with a following higher than that is likely to charge per post.

On top of content creation fees, you should also budget for travel expenses during the campaign. For the influencer to blog about the experience, they must have the experience. And if they aren’t nearby — which is likely because travel influencers tend to be on the go — then you might be expected to compensate their flights, accommodation, and transport.

And since travel costs add up quickly, it’s a good idea to get creative with the project. Instead of making it a short and focused campaign, consider adding more content to make the trip worth a chunk of your marketing budget. After all, travel influencer marketing works it’s magic overtime — more content for longer leads to greater reach. 

For example, Vanessa says, “the most important part of promoting campaigns is the drum up of excitement beforehand, letting people know when you’re going to be live, where you’re going to be beforehand.” For tour and activity operators, this type of content is a great add-on to the project because it’s compelling to a travel-loving audience.

“I get questions about travel prep constantly, and that would be super popular for the experience itself because it makes people realize they can do the same thing with minimal effort and it doesn’t need to be scary.” Vanessa Influencer, Wander Onwards

When you’ve discussed and agreed upon the total payment of the project, you can send the influencer a contract, and if requested, give them a deposit. As soon as the agreement is signed, that’s when your working relationship with the travel influencer truly begins.

Best way to work with an Instagram influencer

If you want a successful campaign, and the option to work with them in the future, it’s best to create a positive experience for the travel influencer. That means doing what you can to ensure they enjoy working with you from beginning to end.

Here’s what you can do to make that happen at every step:

Before the experience

To prevent the influencer from getting confused and having to ask questions, keep them in the loop leading up to the trip. Provide them with everything they need to know like:

• Arrival time and transport logistics: Like how they’re going to get there, who’s picking them up, what time to arrive
• Packing for the experience: You don’t want them to show up unprepared. For example, if it’s a multi-day hike, give details about what clothing they’ll need — like hiking boots, thermal socks, rain jacket, etc
• Required camera equipment: While many travel influencers have camera gear, you can lighten their luggage by letting them know the equipment you already have that they can use for the project

During the experience

An influencer won’t be like your average guest — their main focus will be getting share-worthy shots for their followers to see. But also, they’ll want a story to tell, which means having to live in the moment too. And balancing both can be a challenge.

For this reason, you can help them out tremendously by offering up one of your guides to take their photos or videos. According to Vanessa, “There are so many steps to get a single photo, so having someone that is responsible for doing that, who knows good angles and something about photography, can make a huge difference.” So instead of having to worry about setting up a tripod and Bluetooth timer, they can capture the experience while enjoying the experience.

On the other hand, Instagram Stories and live video streaming is best for them to do solo — handheld or with a selfie stick. Of course, that’s if this type of content is part of the project.

After the experience

Before the travel influencer settles down to edit photos and write, it’s best to give them a guideline to follow. While the influencer should maintain authenticity by writing in the voice their followers are used to; you can still provide them with a style guide — which includes desired keywords, blog format, and the UTM tracking code.

You can also set a reasonable deadline and check in with them occasionally. Again, regular communication during the project can prevent miscommunication and ensure the final product is what you want. Just remember, quality content takes time and space to create — so “once a week is super reasonable. But if you’re checking in 3-4 times a week, that’s micromanagement.” Vanessa says.

Once the project is complete, make sure to thank your influencer for the excellent content they delivered. You can do this as a direct message, email, call, “or even a shoutout, like nice working with you Vanessa,” she says, “Like something to show that the company has human beings behind it, and I try to do the same. Because relationships are everything when you’re an influencer.”

It’s also a good idea to share feedback with them. Let the influencer know if the campaign led to more followers, website traffic, or bookings. With these numbers, they can pitch to other brands, brainstorm ideas for next time, and continue working as a travel influencer.

Final thoughts

While an influencer campaign is excellent for reaching a new audience, you can boost your credibility by promoting the influencer’s messaging on your channels as well. Just remember to track and analyze the results for any content distributed during the campaign. And if the campaign comes across as a success, you can do it all over again — either with a new travel influencer, or fresh ideas.

Want to stand out in the travel influencer’s inbox?

Copy these 3 effective email outreach templates.

And win over a travel influencer with a proper introduction and project outline.

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Travel industry: 5 successful Influencer Marketing campaigns

With the global pandemic we are experiencing, the travel industry has been hit hard. The figures speak for themselves: airlines lost more than $250 billion last year and experts predict that it will take years for hotels to return to pre-crisis levels. As for tourism spending, it will also take until 2024 for it to recover. The good news is that borders are now gradually starting to reopen around the world. After being stuck at home for a while, everyone wants to travel again, whether it's in France or abroad. Today, we'd like to take a look at 5 successful Influence Marketing campaigns in the travel sector, just to take a breath of fresh air... virtually, for the moment.

Airbnb, "Live There" for international expansion

In less than 10 years, Airbnb has gone from a startup that struggled to find funding to a $31 billion company that is disrupting the hotel industry and threatening the world’s largest hotel chains . Its Influence Marketing strategy is one of the factors that has helped fuel its international growth.

A growth that started in the United States before expanding globally, as Brian Chesky, co-founder and CEO of Airbnb , explains: “ At the beginning of 2011, we were mainly a US company. But it became very clear that being international was really important. We are a travel company. Not being international is like your phone not having email,… So it became very clear that we had to be international – we had to be a global travel network.”

This international growth has been achieved in part through the various local Influence Marketing campaigns the brand has implemented around the globe. For example, in 2016, as part of its “Live There” campaign, Airbnb’s London team designed a townhouse where visitors could come and experience local food and music. The aim was to show travellers “the real London” that is not found in guidebooks. Airbnb then called on 25 local influencers to amplify the event on social networks. The results? 1,400 guests visited the house in just four days and several million people heard about it online thanks to the engagement of the activated influencers.

https://www.facebook.com/watch/?v=817098098498986

The “Live There” campaign aims to bring a new dimension to travel and communicate to its audience the unique value Airbnb offers to travellers. Created by TBWACHIATDAY , the global campaign includes social activations across networks as well as 15-, 30- and 60-second TV spots and digital, outdoor and print ads.

https://www.dexigner.com/video/37764

The campaign also leverages user-generated content via the hashtag #LiveThere (used over 40K times on Instagram at the time of writing) , which showcases the unique travel experiences available with Airbnb. The campaign created a high level of awareness and engagement with its target audience, resulting in a 4-point increase in purchase intent in the UK and India, and a 6-point increase in purchase intent in Germany and Australia, according to research from Nielsen Brand Effect .

By collaborating with local content creators and directly using user-generated content, Airbnb has succeeded and is no longer considered a solution available only in the United States, but throughout the world.

Inspired by Ireland to enhance the island's image and inspire travel

https://www.instagram.com/inspiredbyiceland/?hl=fr

The eruption of the Icelandic volcano Eyjafjallajökul in 2010 led to the closure of the skies over the whole of Europe and had a major impact on the attractiveness of Iceland for tourist travel. In response to this natural disaster, the Icelandic government joined forces with the city of Reykjavik , various airlines (Icelandair, Iceland Express,…) and nearly 80 other tourism-related companies to create the “Inspired by Iceland” campaign. The official website states that “ Inspired by Iceland is a public-private communication platform to promote Iceland and Icelandic products “.

An Instagram account was also created and now has over 158K followers. On the account, UGC (User Generated Contents) content is featured to promote the beauty of the island and its breathtaking landscapes. A specific hashtag for the campaign has also been set up #inspiredbyiceland and has already been used over 463K times. It’s enough to make travellers want to set down their bags on the island again.

But the campaign is not limited to Instagram, Youtube was also used extensively in this Icelandic promotional campaign. Iceland relied heavily on TrueView ads and various banner ads that can be activated on the social network. Inga Hlín Pálsdóttir, the programme director, explained this choice by the profitability offered by this service : “TrueView works on a cost-per-view model based on performance, which means that Inspired by Iceland only pays when the audience chooses to watch the film. Inspired by Iceland only pays when the audience chooses to watch the ad, generating quality leads.”

The three main objectives of the campaign were to:

• Decrease seasonality and present Iceland as a year-round destination,
• To encourage tourists to travel further and stay longer,
• Connect Icelandic tourism businesses with consumers.

And the results were beyond initial expectations as Inga Hlin Palsdottir observes: “ We triumphed with extremely impressive results – over 267 million impressions through PR, social media and paid advertising and over 375 press articles” resulted from the campaign.

In terms of performance, there were also :

• +1.4 million views of paid videos on YouTube, over 1.5 million views in total,
• +267 million impressions through PR, social networks and paid advertising,
• +860,000 potential future visitors added to remarketing lists.

Thanks to this very visual campaign, which highlights the beauty of the wild and varied landscapes present on the island, Inspired by Ireland has succeeded in its challenge . Today, Iceland is no longer sidelined, on the contrary: visiting Iceland seems to be something everyone should do at least once in their life, considering the pictures shared on social networks.

Viajawäy, all about mega-influencers

Viajawäy , a company of the Barceló Group, organises trips to the most popular places in the world, such as the Caribbean, Majorca and Morocco, among others. Thanks to a panel of renowned content creators such as Aída Domenech (3M followers on Instagram), María Pombo (2.3M followers on Instagram), or Marta Lozano (940K followers on Instagram), who have been selected to travel the World with Viajawäy, the company has managed to bring together some of the largest Spanish communities .

Their Influence Marketing strategy is based on 5 main points: a well-defined target audience, well-honed corporate content, large engaged communities, dream destinations and continuous promotions of their services and trips. Thanks to their pool of KOLs (Key Opinion Leaders), they organise giveaways to communities in dream destinations through the KOLs’ posts.

The results are more than striking, +2.7M views, more than half a million dollars of Earned Media and a 180% engagement rate obtained with only two videos. Viajawäy’s Instagram account now has nearly 100K followers.

https://www.instagram.com/viajaway/

Deutsche Bahn, "No Need To Fly" to (re)discover Germany by train

Deutsche Bahn, the German railway company, has launched a campaign in 2019 that encourages domestic travel using photos of German locations that reflect famous global tourist destinations.

In particular, the company collaborated with Ogilvy Germany and Getty Images to launch the “No Need To Fly” campaign , inviting Germans to enjoy the benefits of train travel in Germany. The campaign used an algorithm that identified locations in Germany that resembled iconic international destinations that people were searching for online to book their summer travel.

Using Facebook data, they targeted travel enthusiasts and local content creators with dynamic video ads. On the performance side: in 13 days, 750 unique ads were created , generating an impressive conversion rate of 6.61% and resulting in a 24% year-on-year increase in revenue for Deutsche Bahn:

“ Deutsche Bahn wanted to sell two million special price tickets and they were sold in two thirds of the time it usually takes. We also created almost 10,000 different creative actions. It was crazy. German Rail also achieved the best return on investment in its history for a summer campaign”, enthused Bjoern Bremer, creative director of Ogilvy Germany .

This innovative campaign was very successful thanks to non-traditional targeted advertisements published on social networks that encouraged German nationals to stay in Germany rather than travel to the other side of the world for their summer holidays (and thus before the pandemic).

Ibis Hotels to bring communities to their homes with a 360° campaign

https://press.accor.com/snapeyes-by-ibisibis-reinvente-le-city-trip-avec-les-snapchat-spectacles-2/?lang=fr

The Ibis Hotels brand, part of the Accor group, and the MRM MCANN agency launched an innovative campaign aimed at millennials: “SNAP’EYES by Ibis”, where Internet users took control from a distance.

Alex Vizeo, a famous Youtube travel KOL with 108K subscribers , equipped with Snapchat’s Spectacles video glasses , set off to discover London, Berlin and Barcelona where he was able to film the discovery of these European cities live via the Ibis Hotel Snapchat account. The strong point of this campaign is, among other things, the strong interaction with the communities. Subscribers could choose what Alex Vizeo would visit during his travels (monuments, tourist spots, restaurants, etc.). Afterwards, Alex was hosted in Ibis hotels as part of this Influence Marketing campaign, the aim of which was to make the offer known to millenials . A bet that was more than successful given the results!

With more than 13 million impressions and high engagement rates on Snapchat, Snap Ads and Youtube, the “Snap’Eyes by Ibis” campaign has helped to increase the brand’s awareness and image among its Millennials target group. A campaign that has had an effect on the right target.

Influencer Marketing Trends in 2024

Stay at the forefront of Influence Marketing by downloading our exclusive study now: “Influencer Marketing Trends in 2024!” - your essential guide to anticipate changes in the sector.

About Kolsquare

Kolsquare is Europe’s leading Influencer Marketing platform, a data-driven solution that allows brands to scale their KOL Marketing strategies and implement authentic partnerships with KOLs (Key Opinion Leaders). Kolsquare’s technology enables marketing professionals to easily identify the best Content Creators profiles by filtering their content and audience, and to build and manage their campaigns from A to Z, including measuring results and benchmarking performance against competitors. Kolsquare has built the largest community of influencer marketing experts in the world, and offers hundreds of customers (Coca-Cola, Netflix, Sony Music, Publicis, Sézane, Sephora, El Corte Inglés, Lacoste, …) the latest Big Data, AI and Machine Learning technologies to drive inspiring partnerships, tapping into an exhaustive network covering 100% of  KOLs with more than 5,000 followers in 180 countries on Instagram, TikTok, Twitter, Facebook and YouTube. As a Benefit Company , Kolsquare has been pioneering Responsible Influence by championing transparency, ethical practices, and meaningful collaborations to inspire change.

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Travel Influencer Marketing: A Complete Guide

Reading Time: 25 Minutes

GRIN also recommends this free guide:

How to Find Influencers Guidebook

Influencer marketing isn’t just for ecommerce and DTC brands anymore. Today, all brands can benefit from the trust and authenticity gained from a creator’s honest endorsement. And with global travel far exceeding prepandemic levels, travel and tourism companies should be taking full advantage. 

In this blog, we’ll discuss some of the latest trends in travel influencer marketing and dive into the industries that can benefit most from introducing a travel influencer program. 

Find out how to get 183% ROI with GRIN: Forrester Study: The Total Economic Impact™ of GRIN

What are travel and tourism influencers?

Travel and tourism influencers are content creators who share their travel experiences, insights, recommendations, and adventures online. They specialize in creating and curating content related to travel destinations, cultural experiences, local cuisine, accommodations, activities, and more.

That said, creators don’t have to have a massive following to be travel influencers. Whether someone has 500 or 5 million followers, you can still leverage their travel content to accumulate quality content and drive awareness and conversions.  

Statistics travel brands should know about

The travel industry has been through a lot over the past few years. Let’s take a look at where it stands now and where experts predict it’s heading.

Travel and tourism revenue is booming.

Tourism is back and better than ever after a two-year lull due to the COVID-19 pandemic. Global revenue in the travel and tourism market reached $855 billion in 2023 and is expected to grow by about $70 billion by the new year. By 2027, researchers predict global revenue to exceed $1 trillion.

More than half of Americans are eager to take their next trip.

Travel is on the horizon for more than half of Americans. A recent survey showed 6 of 10 people are looking into taking their next trip (and with a larger budget, too).   

International travel is on the upswing.

Travelers are ready to experience new sights and cultures in countries across the globe. In fact, Mastercard CFO Sachin Mehra shared that internationa l travel is at 110% of pre-pandemic levels, and he estimates that this trend will only grow as there “continues to be pent-up demand.” 

Top travel brands are back to advertising.

The travel industry spent $4.05 billion on advertising in 2022, up from $3.54 billion in 2021 and $2.99 billion in 2020. 

As a result, brands from local to global are staking their claim in the marketing world. 

Take United Airlines , for example. After not running a major ad campaign for nearly a decade, the company recently launched its “Good Leads the Way” initiative. 

The impact of social media influencers on tourism

We’ve all heard about travel influencers. Most of us probably even follow a couple. But what is the impact of social media influencers on the tourism industry as a whole? Let’s take a closer look. 

Travelers trust influencers for recommendations. 

It looks like influencers have been living up to their name in the travel industry. Roughly 85% of adults say they have taken a recommendation from a travel influencer in the United States. Only 11% of those surveyed said they have never looked to an influencer for recommendations.

Millennials choose travel destinations with social media in mind. 

Millennials are going to take a lot of photos on vacation. And about 40% of them even say they pick a holiday destination based on how “Instagrammable” the pics will be. Influencers play a massive role in showcasing the destinations (and photo ops) that await their next trip. 

Everyday travelers are influencers—whether they realize it or not. 

Speaking of Millennials, about 89% say they plan their vacations based on pictures posted by their peers. Whether they realize it or not, the “everyday” traveler has influence. We’ll talk about some ways brands can capitalize on that shortly.

See Also: How Travel Industry Influencers Can Help Your Hospitality Business

What types of brands can benefit from a travel influencer program?

All brands in the travel and tourism industry can benefit from a travel influencer program. And with so many options available to consumers, there is no better way to zero in on niche audiences and generate excitement for your brand. Let’s have a look at all the industries having success with the strategy. 

Transportation services

“How am I going to get there?” That’s generally the first question people ask when planning a trip. And with influencer marketing, you can help put your brand top of mind when it’s time for your target audience to hit the road. 

@christineleeee Seattle vlog with @delta 🥰 As a SkyMiles member every mile you earn is a mile toward the things you love most! #SkyMilesLife #ad ♬ original sound – Christine Le

Major airlines have successfully partnered with creators to promote their services and bring awareness to new offerings. Delta Airlines, for example, partnered with influencers using the hashtag #SkyMilesLife to promote a new microsite for SkyMiles members. The campaign brought awareness to the new site and helped generate hundreds of content pieces the airline could repurpose across owned and paid channels. 

Cruise ship companies

Want creators to sing your praises online? Offer them an experience they won’t forget. That’s exactly what Princess Cruises did with dozens of travel bloggers to show audiences how booking a trip with the cruise line can help travelers “Come Back New.” By leveraging an engaged audience that trusts their favorite creators for travel inspiration, the cruise line helped build brand awareness and compete with other major players in the industry.  

Rental cars and ride-sharing apps

@lifewithcina #ad Shout out to @Uber ♬ original sound – C i n a 🇭🇹

Sometimes, “traveling” just means catching a ride through town. And rental car companies and ride-sharing services are already catching on to how creators can help encourage people to hitch a ride. Take Uber, for example, which leverages creators to showcase its services as well as encourage new drivers to work for the company.  

Next question: “Where am I going to stay when I get there?” No worries—influencers can help with that, too. Here are just a few examples:  

@elenataber come with me on a lil staycation in nyc at @citizenmhotels #AD #citizenM #citizenMhotel ♬ Aesthetic – Tollan Kim

Hotel companies, big and small, can leverage influencer marketing to showcase their unique offerings, such as luxurious accommodations, dining experiences, and spa facilities. Influencers are masters at creating captivating visuals and personal stories that evoke an emotional connection with potential guests to enhance brand awareness, trust, and ultimately drive direct bookings.

@hangrybynature 📍Hilton Salwa Beach Resort AD @hilton #travels #traveltheworld #qatar #qatar2022 ♬ Johny Says Stay Cool – Babe Rainbow

Similarly to hotels, resorts can use influencers to spotlight what a day in the life looks like on one of their properties. By collaborating with brand-aligned creators, resorts can convey a sense of exclusivity (or inclusivity, depending on the brand), adventure, and relaxation, enticing travelers to book a memorable escape. 

Accommodation-sharing

@torastravels Ad • I was so lucky to be the first guest at this dreamy Airbnb in Holbox 🤍💭 The Airbnb is called Casa Noma-Noma, and you can book through this 🔗: https://abnb.me/iICSnLGebxb #fyp #foryoupage #fypシ #islaholbox #airbnbfinds #traveltok #travelbucketlist #viral #dreamhotel #boutiquehotel ♬ Sunday – HNNY

You never know what you might find on an accommodation-sharing site like Airbnb or VRBO. That’s why many of these companies use creators to help get the word out and provide aspirational content that encourages people to get out and explore. 

Food and beverage

Sometimes, the best part about traveling is all the new food and drinks you get to try. But there are so many options! Creators can help narrow it down and give their audiences an authentic perspective on the best spots in town. 

Bars, restaurants, and cafes

@atasteofkoko ⚡️ NEW coolest bar in Austin Texas with all the iconic neon vintage signs of current and past restaurants and businesses in the city! Which signs do you recognize?? [ Sign Bar ] 〰 75 vintage & classic signs of the city 〰 originally a closed automobile service station 〰 RIP iconic signs like I Luv Video, Dart Bowl, Doc’s, 〰 on-site maze to explore 〰 dog-friendly 〰  open daily Monday through Thursday from 4pm to 2 am and Friday through Sunday from 11am to 2am 📍9909 FM 969 #austintexas #austintx #austinbars #texastodo #thingstodoinaustin #atxbarscene #austinbars #austinlife #austinnightlife #visitaustin #atxbars #atxdrinks #stufftodoinaustin #austincocktails #downtownaustin #signbaraustin #austintexasbars ♬ Lo-fi hip hop – NAO-K

Bars, restaurants, and cafes can strike gold with influencer marketing to help showcase unique menu items, ambiance, and customer experiences. Whether travelers are looking for a chill local spot or a fancy night out, more and more are turning to social media to help them make their decisions. 

Wineries, breweries, and distilleries

@brittsbellavita Ocean views & wine = perfect California day 😍 #explorenorcal #travelcalifornia #northerncalifornia #bestofcalifornia #mendocinocounty #norcal #mendocino #mendocinocoast #californiawinery #californiatravel #norcaladventures #californiacoast #pacificstarwinery #californiahiddengems #californiablogger #californiaroadtrip ♬ space song sped up – autumn &lt3

Visiting a winery, brewery, or distillery is just as much about the experience as the spirits. Brands can use creators to help audiences get an idea of the overall vibe of your establishment and inspire them to visit on their next outing.

See Also: Alcohol Influencer Marketing: The Do’s and Don’ts of Successful Creator Campaigns

Food delivery services

@curtisneal97 #ad Thank you @eatstreet_hq when downloading the app use my referral code. CURTN43382 #ad #fooddelivery #service ♬ original sound – curtis neal

Exhausted from a big night out and just want to order in? Yep, influencers can help there, too. Providing influencers with promo codes for food delivery services is a great way to encourage orders and improve awareness while still allowing travelers to sample some of the local cuisine.

Entertainment and experiences

So what is there to do in this town besides eat? Glad you asked. But let’s let the creators answer that question for us instead.  

Theme parks

@cravecle Have you been to the Frontier Festival at @Cedar Point before? Now through June 18, they have seven stations with food incorporating corn! #CedarPoint #FrontierFestival #Ad #LifeNeedsMore ♬ Good Times (Instrumental) – Track and Field

Reading about theme and amusement parks doesn’t hit the same as seeing it in action. Creators can give audiences an authentic look at what to expect if you’re seeking thrills or just want to enjoy a family-friendly experience with young children. 

@lanyevest I stikl have goosebumps @bonnaroo @ODESZA #edm #pyro #bonnaroo2022 ♬ original sound – Lanye Vest

Festivals can leverage influencer marketing to create anticipation and excitement for an upcoming event. For instance, an influencer could document their journey to the festival, sharing their preparations, excitement, and expectations. During the event, they could provide real-time updates, share behind-the-scenes insights, and showcase their favorite performances or attractions.

Sporting events

@yourdcbestie @d.c. united #washingtondc #dcthings #dctiktok ♬ original sound – Sam | Your DC Bestie

Sporting events can capitalize on influencer marketing to amplify fan engagement, increase ticket sales, and enhance the event’s buzz by encouraging creators to make content around the event. By providing a glimpse of the event’s electric atmosphere, the influencer encourages their followers to participate in the experience, boosting ticket sales, attendance, and the event’s overall appeal.

@thisisyules i want this at my house ♬ Hung Up (SDP Extended Vocal) [Edit] – Madonna

Many museums regularly change their exhibits to offer visitors fresh and diverse experiences. Partnering with influencers can help bring awareness to your new offerings or simply show audiences all the museum staples they have been missing out on. 

@wewriteaboutmusic If youve been, then you know, but i think this concert venue is super overlooked when compared to the iconic venues in the US! #concerttok #mcmenaminsedgfield #concertseason ♬ Not Strong Enough – boygenius

Live music event organizers can benefit from influencer marketing by partnering with creators to promote concerts, festivals, and performances. The creator might attend the event as a VIP guest, sharing exclusive behind-the-scenes content, live-streaming performances, conducting artist interviews, and capturing the crowd’s energy. By providing a unique perspective and authentic coverage, the influencer helps build an emotional connection, both during and after the event. 

See Also: Is Influencer Marketing for Music the Key to a Rockin’ ROI?

@kaliekaimann A behind the scenes look at Dorothy’s Oz to Kansas quick change at the end of the show! Special shout out to our amazing crew for making all the magic happen backstage! 🌈✨ 📍 Backstage @ The Fireside Theatre’s “Wizard of Oz” 💚 #fyp #foryou #theatre #musical #wizardofoz #quickchange #behindthescenes ♬ original sound – Kalie Kaimann

Theaters can leverage influencer marketing to promote performances, productions, and cultural events. For a more traditional theater providing stage performances, consider inviting influencers to attend a dress rehearsal or feature the characters. For a movie theater, creators are great guests to set the tone for an opening night premiere. 

Photography and videography

@pepperonimuffin OK AND THE FACT THAT THE CAMERA IS WHITE IS SO CUTE #Canon #CanonCreator @canonusa #ad ♬ original sound – kirstentitus

Photography and videography brands can effectively leverage travel and tourism influencers to showcase their products while highlighting stunning destinations. For instance, a camera brand can collaborate with a travel influencer to create a series of visually captivating posts and videos that demonstrate the brand’s camera equipment in real travel scenarios. Through this collaboration, the influencer can effectively promote the photography and videography brand’s products while inspiring their audience to capture their own travel experiences with high-quality gear.

Language learning and education

@ehbeefamily Understanding Parents – @Duolingo Family Plan Saves The Day! #DuolingoPartner #ad ♬ original sound – Eh Bee Family

Visiting a place where you don’t speak the language can be intimidating. Language learning and education software can ease some of that stress, and many are partnering with influencers to spread the word. 

Real estate

@mpgfortworth Home for sale in Benbrook, Tx🏡 #homeforsale #fortworth #texas #hometour #walkthrough #videotour #realestate #dfw #foryou #fyp #virtualtour ♬ love nwantinti (ah ah ah) – CKay

So you went on vacation and decided you wanted to stay forever? We’ve all been there. And now, even real estate companies can harness the power of influencer marketing to spotlight the latest listings and provide virtual walkthroughs of some of their favorite properties. 

Tourism influencer marketing trends to inspire your strategy

Tourism influencers are always changing their strategy to stay on top of the latest trends. To keep up, your brand should also keep a close eye on what’s hot in the world of travel. Here are a few of the latest trends to keep an eye on:

Sustainable and eco-friendly travel

@sustainabilitymattersva Summertime is finally here, and for lots of us, that means it's time to travel ✈️☀️ But unlike your job, you NEVER need a break from practicing sustainability 😉 Here are 3 tips to help you travel more sustainably this summer: 1️⃣Choose eco-friendly modes of transportation. Trains tend to be the best option, and flying is normally the most harmful to the planet. 2️⃣Eat local (this is always a good sustainable practice). 3️⃣Limit your itinerary to a few stops, instead of traveling to a bunch of different places. #sustainable #sustainabilitymatters #travel #vacation #sustainabletravel ♬ original sound – Sustainability Matters

More than 80% of people say that sustainable travel is important to them. As a result, many travel and tourism brands have looked into ways to lower their carbon footprint. 

If you’re one of them—or want to be in the future—travel influencers can be the ticket to sharing your mission with your audience. With the right partner, you can convey your sustainability vision to a broader audience while bringing awareness to an important issue.

See Also: Top Inspirational Eco Influencers You Should Follow 

Micro and local travel

@qeeq.com 3 spots in San Diego only locals know. #sandiego #travel #tiktoktravel #fyp ♬ original sound – QEEQ.com

Travel doesn’t always have to be “far and wide.” Micro travel, also known as micro-tourism or micro-vacations, refers to a trend in the travel industry where individuals take short, focused, and often spontaneous trips that last for a relatively brief time. Micro travel is characterized by its emphasis on quick getaways, making it a great opportunity for highlighting local exploration and experiences to audiences in specific geographic locations. 

‘Workcation’ for digital nomads

@henkel777 Best tech for coding as Digital nomad. I'm learning computer programming while traveling full time as a digital nomad and this is the gear I use for programming and also for my motion design work. #tech #mygear #computerprogramming #coding #mechanicalkeyboard #mouse #laptop #tablesetup #programming #fyp #wakeup ♬ Wake Up – Cheese People

The “workcation” trend is where travelers combine work responsibilities with vacation or leisure activities. Essentially, it involves working remotely from a travel destination, allowing people to enjoy a change of scenery while still fulfilling their work duties.

This trend is perfect for showcasing day trips or after-work spots to get dinner or a drink in a particular city. It’s also an opportunity for tech and accessory brands to show how their products can make working on the go comfortable and feasible.

Culinary tourism 

@treatyoselfeverywhere My Top 10 NYC Food Spots as a Tourist🗽🍕🥯🍔 #nycfood #newyorkfood #lafayette #katzdeli #nyeats #newyorktravel #newyorkrestaurants #lexingtoncandyshop #aucheval #pastramisandwich #nybagel #sodafloat ♬ Empire State Of Mind – JAY-Z

Ready to show the world all the delicious cuisine your area has to offer? Influencers can help. Many people take a trip specifically for the food, so you’ll want to promote it as much as possible on social media.   

Solo travel

@madisonbrookstravel If you’re nervous about solo travel, these are three places that I felt extremely safe in! # #traveladvice # #budgettravel # #travelgirl # #femaletraveler # #hostellife # #gapyear # #travellife # #solofemaletraveler # #solotraveler # #solotravel # #solotraveltips ♬ Sail – AWOLNATION

With more people operating on flexible work-from-home schedules, solo adventures have become popular among young travelers eager to see the world. And partnering with solo traveler influencers allows brands to share products and experiences with all the lone wolves out there while connecting themselves with themes of personal growth, adventure, and exploration. 

More travel influencer marketing examples from brands that nailed it

Need a bit more inspiration for your next campaign with travel and tourism influencers? Here are a few more travel influencer marketing examples from brands that nailed it:

Marriott Bonvoy

@champagnegetaway My dream brand “Marriott” is looking for 3 tiktokkers to travel the world with them this year and do #30stays300days ! Vote for us by liking & commenting @Marriott Bonvoy #contest ♬ Love Grows (Where My Rosemary Goes) – Edison Lighthouse

Instead of searching out creators to partner with, the Marriott Bonvoy team asked the creators to come to them. The major hotel chain announced it was looking for three influencers to stay at 30 of its locations over 300 days and had interested parties apply by posting on TikTok using the hashtag #30stays300days . The contest attracted millions of views and generated some serious buzz around the content and the Marriott brand in general. 

@kristiesita #ad DREAMY! Link in bio for $30 off your next trip #ad @hopper ♬ SUMMER GIRL – Ian Hugel

Hopper, a service that allows users to find discounted plane tickets and accommodations, partners with creators to showcase the amazing savings people can earn when using the app. Hopper provides creators with affiliate links to track sales and offers viewers an extra incentive to book a trip. 

Royal Caribbean

@sulheejessica #ad The most delicious food offered on the @Royal Caribbean cruise! Room Service + Chops Grille + Jamie’s Italian + Izumi #RoyalComeback #RoyalCaribbean ♬ FEEL THE GROOVE – Queens Road, Fabian Graetz

Royal Caribbean has found a lot of success partnering with creators who can give their audience a look into a “day in the life” on one of the company’s cruises. These creators can share details about entertainment, accommodations, dining, and more. Then, to make the offer all the more enticing, they highlight the low prices people can book these vacations for, making a luxurious trip feel within reach for anyone.  

Key takeaway: Let travel influencers be your ticket to high-flying ROI.

No matter your connection to the tourism industry, travel influencers can be the key to taking your business to new heights. By partnering with creators who can showcase your products and services in a relatable and authentic way, the sky’s the limit for what you can accomplish moving forward. 

Updated: March 2024

Frequently asked questions.

A tourism influencer is an individual who uses their social media presence to inspire and guide others in exploring travel destinations. They share authentic experiences, travel tips, and insights, influencing their followers’ travel choices and fostering a sense of wanderlust. Through captivating content, they showcase cultural diversity, local attractions, and unique activities, encouraging responsible and immersive travel experiences.

Yes, many travel influencers get paid for their work. How much they get paid depends on multiple factors, including their follower size, the nature of the content, exclusivity rights, etc. 

The amount an influencer charges depends on their audience size, relationship with their audience, and the nature of the collaboration. Some influencers might charge a flat rate, while others create content in exchange for free products or experiences. However, as a general rule, the larger an influencer’s following, the more expensive they will be to work with. 

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Home » Blog » Travel influencer marketing: a complete guide

• Travel influencer marketing: a complete guide
• Published 09/11/2023
• Written by Julia Shandrokha

Table of contents

Travel blogging is “a sort of Renaissance of travel writing on social media.” The relevance of this work lies in the fact that with the advent of the Internet, social media quickly became popular among consumers of travel and tourism content. The Internet has enabled tourists to become more knowledgeable and has also helped them to seek value for money, so the tourism industry has become flexible by providing personalized and relevant information.

Travel bloggers influence followers who are potential consumers to increase or decrease interest in visiting a destination. So, is influencer marketing in the travel industry valuable in general? In this article, the Famesters experts will figure it out.

WHAT IS A TRAVEL INFLUENCER?

Influencer marketing for the travel industry is part of the broader field of influencer marketing, which aims to promote and influence the tourism industry. In the past, influencers tended to focus mainly on promoting products, but with the development of this trend, their scope of work began to expand into other areas. Tourism has become a trendy topic on social media due to the increased accessibility of travel to the general public. The trend is to share travel experiences , impressions, and travel memories on social networks. In this way, influencers become a source of inspiration and guides for other travelers looking for travel tips and advice.

Influencers who deal with tourism are called travel influencers . They are the ones who can use posts, photographs, videos, comments, and other general materials to shape the perception of their followers on social networks.

In particular, Instagram has become a popular platform for travel influencer marketing . Various tourist organizations often work with influencers to build and increase brand awareness and spread the word about the destinations. Young people show interest in participating in the activities of travel influencers, accept their advice and suggestions for new places, and later decide to visit these places. Statistics show that 57% of Gen Zers confirm to consult top travel influencers to help them prepare for vacations. If an influencer provides quality and credible content related to the promotion of hotels, destinations, restaurants, and other services, it can create a solid emotional connection with its audience and attract a large number of potential customers. Active social media users such as influencers and their content can change tourists’ attitudes and inspire them to plan their trips.

Read more on the topic :

• Different types of influencer marketing tools & how they help brands empower advertising campaigns with creators

WHY ARE TOURISM BOARDS LOOKING FOR INFLUENCERS?

Tourism boards that work with influencers aim to promote their destinations for the following reasons :

• Authentic promotion : influencers can provide original and relatable travel content that resonates with their followers. When influencers share their personal experiences and adventures in a destination, it often feels more genuine and trustworthy than traditional advertising.
• Reach and exposure : influencers have a significant online following, which allows tourism boards to reach a broader audience. This exposure can raise awareness about a destination and attract potential travelers.
• Social media impact : influencers excel at leveraging various social media platforms, which are vital channels for travel inspiration and planning. They can communicate with their followers on multiple platforms, including Instagram, YouTube, and TikTok, to showcase a visually engaging media kit for destinations.
• Cost-effective marketing : collaborating with influencers can be cost-effective compared to traditional marketing campaigns . It often provides a higher return on investment (ROI) due to the personalized and targeted approach.
• Trend-setting : influencers can help set travel trends and preferences by highlighting emerging destinations, activities, and travel styles.  

Speaking about trend-setting, we must admit that several trends in the travel industry are closely related to travel influencers. They can influence these trends and thus have a direct impact on their followers.  

Famesters’ experts highlight the following trends that the influencer marketing travel industry faces today:

• Sustainability is becoming increasingly popular in travel. Influencers can spread the word about sustainability and help reduce congestion at tourism sites through campaigns that target to reduce your carbon footprint.  
• Digital nomadism was developed during the COVID-19 pandemic. Many people have been forced to work from home, and even after returning to normality, this working style remained popular. Travel influencers promote this opportunity where travelers combine their work responsibilities with traveling the world.  
• Sharing economy is another trend that involves sharing the cost of transportation (e.g., BlaBlaCar ) and accommodation (e.g., Airbnb ). Social media makes luxury travel accessible to a broad audience. Influencers are primarily reaching out to younger generations who have higher disposable income and are influenced by social networks.  
• Nomadic van life , where people decide to give up commitments and travel the world freely, is also a trend. The pandemic has also increased the desire to be more distanced from others and to travel within reach of home, increasing interest in domestic tourism.
• Living in nature , more and more people go on mountain hikes, discover little-known places, and seek adrenaline sensations even with less comfort. All these trends are mainly aimed at the young Generation Y, who are greatly influenced and inspired by social media.  
• What is a thought leader in influencer marketing?

WHAT SHOULD TOURISM BOARDS THAT WORK WITH INFLUENCERS CONSIDER BEFORE STARTING A COLLABORATION?

Influencer marketing is a modern, effective tactic that promotes many of the firm’s marketing goals. But they need to be strategically managed and planned. Normally, a model of the cooperation process between a company and an influencer includes five stages:

Planning  → recognition → inclusion → motivation → coordination

When planning any marketing campaign, it is important to set goals the brand wants to achieve. These goals will most likely be consistent with the brand’s overall marketing strategy and will influence the selection of suitable content creators, their requirements, and the overall cooperation.

The second stage of recognition is focused on choosing an influencer who shares the brand’s values and has an engaging audience . It is also essential to consider the budget of future cooperation. Large companies or even countries interested in attracting new tourists can afford to cooperate with celebrities like Qatar did when inviting David Beckham for the commercial :

Small businesses often prefer to invest in micro- or even nano-influencers. Content creators with a relatively small number of followers are often more helpful for businesses as they are credible, have a real connection with the audience, and show better results in local campaigns, like the content creator from Morocco:

At the stage of inclusion , the businesses study the number and the quality of the influencer’s followers, the engagement rate, communication style, type of posts, authority, and overall popularity of the influencer. Companies can also request various campaigns, not just through social media, which is expected. For example, a company may undergo master classes or meetings with an influencer. The tourism and travel businesses must have a clear understanding of the market they are targeting and the platforms that are popular in this market. Based on this, they can decide if the selected influencer will be included in the marketing campaign.  

The stage of motivation is not as easy as it seems. There are several reasons why influencers share their personal lives. We often talk about the joy of attention from their subscribers and the popularity of the influencer, about the great interest in promoted products, services, or topics, or simply about financial rewards and other benefits from cooperation. These reasons may change over time as interests and values change the influencers themselves. This also applies to the assessment level. Influencers should be motivated to do excellent work.

The last stage is focused on coordination , negotiations, monitoring, and support of influencers during the period of cooperation. The influencers’ activities must be aimed at achieving the goals set at the beginning of the campaign. The company must monitor these activities to stay consistent with desired results and goals. This stage also contains feedback from influencers on what was great about the cooperation and what needs to be improved or done differently.  

What else to pay attention to

However, with the rise in popularity of influencers, distortion also occurs. Influencers often depict some destinations as ideal places that would suit them. However, the photos and videos they promote sometimes create a misleading impression. Influencers use different programs to edit the content to get the best results. They get up early to visit an attraction without a crowd of tourists.  

The reality of a famous place can be completely different. The tourists are lining up in the photo queues for which the local community often charges a fee. These days, influencers usually pay attention to this and try to go against these trends. They directly depict the reality of the place and show their audience what it looks like there. Therefore, it is necessary to distinguish between genuine and misleading content creators and especially the truthfulness of their posts.

WRAPPING UP

The influencer marketing travel industry offers almost unlimited opportunities for business promotion and new audience attraction. Travel influencers can create compelling and inspirational content that influences the plans and decisions of potential travelers. They can be effective partners for tourism boards and companies, helping them establish and strengthen their market presence, attract new customers, and stimulate demand for specific tourist destinations, services, or products.

If you want to start a marketing campaign with an influencer to promote your travel business, ask Famesters for help: [email protected] . We will help with the determination of the campaign goals, selection of the right influencer, building a strategy , and carrying out the advertising campaign. In influencer marketing, we can do everything.

Frequently asked questions about travel influencer marketing

What is a travel influencer?

A travel influencer is someone who shares their travel experiences, destinations, tips, and insights through social media platforms, inspiring their followers to explore new places. These influencers leverage their expertise, credibility, and personal narratives to guide travel enthusiasts. By creating engaging content like posts, stories, videos, and reviews, they influence their audience’s travel decisions and preferences. Travel influencers often collaborate with tourism boards, hotels, and brands to showcase destinations, accommodations, and services, acting as a bridge between these entities and potential travelers.

What is travel influencer marketing?

Travel influencer marketing is a strategy where brands collaborate with influencers in the travel niche to promote destinations, experiences, or products on social media. Influencers leverage their credibility and audience engagement to influence travel decisions and perceptions.

Why do tourism boards work with travel influencers?

Tourism boards look for influencers for their ability to craft compelling, authentic narratives that resonate with a wide audience. Influencers offer a personal touch to destination marketing, sharing their experiences in a way that traditional advertising cannot. Their stories and visuals on platforms like Instagram, YouTube, and TikTok can vividly showcase a destination’s beauty, culture, and uniqueness, making it more appealing to potential visitors. These collaborations are not only cost-effective compared to conventional marketing strategies but also allow tourism boards to tap into the influencer’s engaged following, extending their reach and potentially influencing travel trends and preferences.

How do travel influencers impact consumer behavior?

Travel influencers have a significant impact on consumer behavior by acting as trusted advisors. Their recommendations and insights often play a critical role in shaping their followers’ travel intentions, from choosing destinations to planning activities. By sharing authentic experiences, including both the joys and challenges of travel, influencers can sway their audience’s perceptions and decisions. Their ability to generate excitement, curiosity, and even wanderlust through visually appealing content and relatable storytelling encourages followers to explore new destinations or revisit familiar ones with fresh eyes.

What makes a successful travel influencer collaboration?

Successful travel influencer collaborations are marked by a synergy between the influencer’s brand and the marketing goals of the tourism entity. These partnerships work best when there’s a clear understanding of objectives, such as increasing destination awareness, driving bookings, or promoting specific activities. Effective collaborations are built on authenticity, where influencers have the freedom to create content that resonates with their personal style while aligning with the campaign’s aims. Continuous engagement and interaction between the influencer and their audience, coupled with transparent communication and measurable outcomes, define the success of these collaborations.

Are micro-influencers or celebrities more effective for travel influencer marketing?

The effectiveness of micro-influencers versus celebrities in travel marketing depends on the campaign’s goals and target audience. Micro-influencers, with their niche followings and high engagement rates, can offer more personalized and relatable content, often resulting in a stronger influence on their followers’ travel decisions. Their authenticity and close-knit community feel can be particularly effective for targeted campaigns or promoting lesser-known destinations. On the other hand, celebrities, with their vast followings, can significantly boost a destination’s visibility and aspirational value, attracting a broader audience but potentially with lower engagement rates.

How often should travel influencers post for optimal engagement?

For optimal engagement, travel influencers should maintain a consistent posting schedule, tailored to their audience’s preferences and the specifics of each social media platform. This is why tourism boards that work with influencers should listen to the travel influencers they engage in influencer marketing campaigns: the creators know their followers the best, so they can offer the best time options for posting your ads. 

Regular posting — ranging from several times a week to daily, depending on the content format and platform — helps keep the audience engaged and ensures the influencer remains top of mind. High-quality, diverse content that includes a mix of real-time updates, in-depth posts, and interactive elements like polls or Q&As can enhance engagement and foster a sense of community. Influencers should also consider the best times to post based on when their audience is most active online. This approach keeps content fresh and maximizes visibility, driving interaction and keeping followers interested and engaged over time.

Can travel influencer marketing be cost-effective?

Yes, travel influencer marketing can offer a cost-effective alternative to traditional advertising methods. By partnering with influencers, brands can tap into established audiences and leverage the influencers’ creativity and authenticity to produce content that resonates with potential travelers. This personalized and targeted approach often results in higher engagement rates and a stronger impact on consumer behavior, providing a better return on investment. Micro-influencers, in particular, can be especially cost-effective, as they tend to charge lower rates while maintaining highly engaged audiences that trust their recommendations.

How do travel influencers stay authentic while promoting destinations?

Travel influencers maintain authenticity by sharing genuine experiences and offering honest insights into the destinations they visit. This includes discussing both the positives and challenges they encounter, providing a balanced view that resonates with their audience. Transparency is key; influencers who disclose partnerships and sponsored content clearly are more likely to retain their audience’s trust. Engaging with their followers through comments, stories, and direct messages also helps maintain a genuine connection. By prioritizing content that aligns with their personal brand and values, influencers can ensure that promotions feel natural and credible, reinforcing their influence and authenticity.

• Tips & Guides

Julia Shandrokha

Reach the most interested, loyal, and engaged consumers with the help of influencers. contact us to kick off your brand's promotion.

Travel influencer marketing

• Influencer Marketing

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Thanks to the rise of the internet and social media, we’re not shy to share our personal experiences online including incredible travel journeys like famous content creators do.

Influencers sharing candid reviews, travel tips, and top location suggestions have lessened our big fear of the unknown. We can now have all the information we need right at our fingertips.

Technological advancements have also helped to bolster the growing travel trend by making it easier for us to plan epic adventures online at our convenience. So, it’s no surprise that global International tourist arrivals are expected to reach  1.8 billion by 2030 .

Besides, if we can make use of the power of influencer marketing, it’s sure to be a big hit to the travel industry. This blog will discuss this from different views.

How Influencer Marketing Looks Like in the Traveling Industry

With our paying attention to what influencers say or suggest, many brands try collaborating with these famous people. Social media has provided this chance for everyone to draw social attention and gain fame. There are countless social media users who try to appear different in a certain field in an effort to get more followers.

On the other hand, brands and marketers have found it easy and cost-effective to take advantage of influencer marketing. Many of them have reported a significant ROI for their influencer campaigns.

So, a profitable market has emerged for influencers during the last decade. For example, Social Tradia says that there is a trend of selling Instagram accounts and that this is going to skyrocket. Niche influencers are at the core of this billion-dollar business, and many brands try to make them their company’s advocates.

What is Travel and Tourism Influencer Marketing?

The tourism industry is one of those niches that are heavily affected by influencer marketing. Instagram, in particular, plays a pivotal role in this trend and has, therefore, gained the attention of influencers and business owners.

Travel influencer marketing started as simple travel blogging – a blogger or travel vlogger who reviewed and documented their adventures on one platform. Now, you can expect to see endless travel content across every social media platform.

A variety of multimedia-based features of Instagram, such as posts, stories, Live, and IGTV, have made it unique among the alternatives. It provides travel influencers with exactly what they need: a high-resolution social appearance.

So, influencers create travel content to inspire social users to travel to where they suggest. On the other hand, tour owners and other businesses related to travel try to collaborate with influencers to harness their impact.

Travel Influencer Definition

Travel influencers are creators that make travel seem more possible by sharing photos, travel tips, discount codes, local recommendations, and more. As popular digital nomads, travel enthusiasts, and content creators, they publicly document their traveling experiences and the brands and products they use along the way.

With improved brand awareness and relatability through travel-related content, your brand can also become the mouthpiece for travel updates, changes, and the future of tourism.

Travel influencers create stylish and aesthetic content that helps the consumer imagine themselves in the promoted destination. Travel and lifestyle influencers often collaborate and travel together, bringing even more layered awareness to a brand.

While most creator content is known for being unpolished and unposed, travel content is generally of higher quality with striking backgrounds, bright lighting, and eye-catching colors. Travel is an ultra-competitive space, with content filling up social feeds.

These are common travel and tourism influencer content that you can refer to:

• Tells people about new places and things to do.
• Consumers’ desire to travel and need to escape are fed by this.
• Evens out the rough spots of travel
• Brings new ideas to the services you already have.
• Makes people want and need to plan trips
• Identifies and draws attention to travel providers and suppliers
• Is more effective than corporate travel videos and commercials
• Helps travelers who are worried about safety rules feel better.
• Can be raw and unplanned.

Whether through live stories, streams, TikTok videos, or dreamy Instagram posts, travel influencers should know how to connect with and inform consumers of new places and experiences.

How Influencer Marketing Can Help Traveling Companies

Any travel, hospitality, destination, or tourism brand can benefit from influencer marketing. Whether you’re a hotel, airline, or online travel agency, there are influencers ready to work with you to improve your brand perception.

Just by being in the travel niche, you’ve set your brand on the path to riches. But there are so many more advantages to travel influencer marketing. Let’s take at some:

Morph from a faceless corporation to a company with a personality, mission, and real people

Content by digital natives like influencers feels more natural to a prospective customer, and so it gets a better reception than pristine travel shots by corporations. Your brand can come alive through the influencer and fortify it through your social media efforts.

Maintain engagement with long-standing customers

The great thing about travel influencer marketing is it can keep your existing customers interested in what you’ve got to say and offer. You can use influencer marketing to position your products or services in new ways to inspire your day one crowd to rebook.

Keep your brand on-trend without constantly reinventing it

Trends change frequently, and it can be a struggle to keep up. Besides, rebrands are expensive and take significant amounts of time and energy to execute.

Thankfully, influencer marketing allows you to adapt when the tide shifts quickly. Work with influencers who embody the trend you want to be a part of, and you’re good to go!

Be travel’s mouthpiece to grow your authority

Many travel brands have reduced their marketing campaigns so much that travel ad spending plummeted by a shocking 60% in 2020.

This reduction creates the perfect opportunity to get out there and become the go-to resource for travel-related updates as the world reopens. Show what travel is like now, predict how it may be in the future, and advise on which consumer behaviors and travel regulations may stick around.

Make Your Brand Stand Out with Travel Influencer Marketing

As travel influencer marketing continues to grow, stiff competition is the natural byproduct. But there are a few ways to rise above the noise and get your target customers’ attention. Let’s dive into the best ways to nail your travel influencer marketing to secure your spot among the greats:

Let your creativity run wild

In the travel-influencing market, which is very competitive, sloppy campaigns won’t cut it. Also, don’t jump on content styles and collaborations with certain influencers just because everyone else is doing them.

Instead, find out what your target market thinks of as inspiring, envious, and drool-worthy images, and then go make them. Feed into the travel desires of your target market, as these campaigns will have a greater chance of stopping their scrolling and checking out your content.

Always be on the lookout for ways to keep your target audience excited about your brand and offerings. And aim to inspire an entire segment at once.

For example, you could host an “influencer weekender” where you invite a group of influencers to a place and ask them to post about it on their social media.

Also, popular travel influencers often travel together; you could use this to your advantage. Arrange to work with their favorite group simultaneously or put together your own and collaborate with them on a series of vlogs or short videos (they get more engagement than photos).

Feature your products and highlight their benefits to drive tons of traffic to your social pages and website. This approach can also create more momentum and long-lasting results.

‘Be yourself. Everyone else is taken’

The well-known quote above is to encourage people, but it rings true for travel influencer marketing. Many brands fall into the trap of thinking they must present their products in a certain way to get customers.

Consequently, they miss out on building a community that vibes with their brand’s true personality and mission by alienating them with content that speaks to an entirely different crowd. Other companies misrepresent locations to get more customers, only to have it backfire and cause reputational damage.

Authenticity is the secret sauce for influencer marketing success. 90% of consumers believe authenticity is essential when deciding whether to back a brand.

Places don’t change, but people do. So, influencers can offer new perspectives on your products. Their unique creator voice will always bring a fresh perspective. A great way to increase authenticity in your campaigns is to blend user-generated content with influencer marketing, as shoppers find the former 2.4X more authentic than brand-created content.

So, don’t feel like you must follow the luxe travel trend if you built your brand to serve backpackers or try to make your offerings appear like something they’re not. Embrace your brand’s uniqueness and push what makes your brand different.

Your tribe is waiting for you on the other side. Tap into your target customers’ deepest desires and make them attainable – Social media is known for its awe-inspiring posts, especially in travel.

Research your customers’ deepest desires and recreate them in your campaigns

From Instagrammable snaps of tropical locales to enviable skiing getaways, there’s something about travel that keeps audiences hooked and coming back for more. Use the human desire for exploration to your advantage.

Dig deep into your target customers’ deepest wants and needs to uncover the experiences and products that will set their souls on fire. For example, do they love escapism content? Perhaps they want to feel free. Does luxury travel content stop them in their tracks? Perhaps they want to feel successful and accomplished.

Once you know the feeling they want to achieve, you can set out to create them in your influencer campaigns to inspire them to take action, whether that’s booking a trip or buying a travel-related product.

Lastly, make your offering seem attainable to your target market by carefully selecting influencers your target customers can relate to so you increase the odds of your content resonating with them.

Some Noteworthy Travel Influencer Marketing Examples

We’re in the age of multi-platform users. So, to be successful in your influencer marketing endeavors, you should aim to be on all the platforms your customers use when wanderlust hits. To give you some inspiration, here are some content types that have hit it big in travel influencer marketing:

City of Miami

The City of Miami worked with Miami influencers who focus on travel, family activities, and cultural experiences to show residents what the city has to offer.

The campaign led to beautiful photos and great quotes from people from all walks of life, who showed their audiences that there are many places to discover.

Las Vegas Convention and Visitor Authority (LVCVA)

To highlight what the city has to offer its residents, the City of Miami teamed up with Miami influencers who concentrate on travel, family fun, and cultural experiences.

Beautiful photos and stellar endorsements from people from all walks of life were produced as a result of the campaign, showing audiences that there are many places still waiting to be explored.

The Cosmopolitan of Las Vegas

To draw attention to their distinctive site located in the heart of Las Vegas, some brands collaborated with the luxury resort The Cosmopolitan of Las Vegas. In order to produce entertaining, “in the moment” content that would give good viewers instant F.O.M.O., they worked with lifestyle influencers.

The advertising emphasized the benefits of visiting the resort, such as the breathtaking views and delectable cuisine. They were able to emphasize that this was the place for picture-perfect girls’ trips as a result.

Use Influencer Marketing Campaigns to Boost Your Travel Brands Right Now!

The influencer marketing space in the travel industry is full of fresh opportunities. Finding the right influencer to work with can take some time.

But once you’ve established a rapport and earned a reputation as a reliable brand to collaborate with, it’s simple to develop a wide range of content and campaigns and reach out to new audiences.

If you’re not using influence marketing, do some research and book some influencers now. It’s your time to level up your travel brands.

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What Is a Travel Influencer? Our Comprehensive Guide for 2021

By aana leech | 3 years ago.

Travel is slowly returning to normal as the number of people getting vaccinated against COVID-19 rises. While the global travel industry took a big hit to business , traffic and travel plans are beginning to pick up again. 

As people revisit their travel wish lists and decide where to go next, they’re turning toward the sources they trust most, like friends, family members, and travel influencers. And that means businesses are also on the lookout for the perfect travel content creators to team up with. 

Whether you want to learn how to become a travel influencer or decide whether to partner with one, this comprehensive guide has you covered. You’ll walk away with a better understanding of what a travel influencer does, how they’re paid, and why they’re so valuable to brands today. We’ll also round up 11 leading travel influencers to keep an eye on and show you how to manage brand partnerships with ease.  

Defining What a Travel Influencer Is

In a nutshell, a travel influencer generates top-quality content about their favorite trips, dream destinations, and travel strategies. Like other types of influencers , travel influencers need the ability to engage and build relationships with large numbers of people. 

Their main goal is to share their experiences — the highs, mids, and lows — and encourage others to go out and have their own unique adventures. Most influencers focus on Instagram , but YouTube, blogs/vlogs, TikTok, Pinterest, and Twitter are some other popular influencer platforms. 

A huge part of the travel influencer life is partnering closely with brands. They leverage their social media presence and word-of-mouth marketing tactics to promote an organization’s products, services, or location and encourage their followers to take action. This is usually in the form of sponsored posts created by the influencer to resonate with their audience and create share-worthy, high-engagement content for the business.

75% of them intend to dedicate a budget to influencer marketing in 2021. (Influencer Marketing Hub)

For a real-world example, look no further than Delta Airlines’ #SkyMilesLife influencer marketing campaign. The brand found and managed a variety of travel influencers via Popular Pays to ultimately create four months’ worth of custom content to promote their new website launch. Images, GIFs, videos, and text posts helped tell their story across all their domestic and international channels. 

How To Become a Travel Influencer

Many travel influencers start out blogging, vlogging, and posting as a hobby and then figure out ways to monetize their work or turn it into a living later on. Although part of the job may literally be lounging on the beach and eating great food, becoming a travel influencer takes dedication. 

You’ll need to devote time to taking and editing photos or videos, writing blog posts and guides, finding and engaging with followers, and developing a marketing and brand outreach strategy (if your goal is earning money or perks). 

If you’ve got your eye on turning your posts into a career —  and racking up hundreds, thousands, or millions of followers — here are some steps and tips to get started.

• Be yourself and create content you like: Social media users can quickly sniff out disingenuous or copycat content. Focus on the subjects that you’re most passionate about and carve out your unique visual or writing style so you stand out from the pack. 
• Discover and define your niche: There are opportunities for every type of traveler and niche. For instance, The Bucket List Family is a crossover between parenting and travel content. What path you choose to take will depend upon your interests and will also determine the brands you ultimately end up working with. 
• Market your brand: Early on, it’s a good idea to build the resources you’ll need to eventually reach out to brands and invite press coverage. That might include a press kit, work portfolio, and brand testimonials. You can also team up with current influencers to get exposure and a foot in the door with brands. 
• Compare earning opportunities: Travel influencers can earn money or free goods from sponsored posts, affiliate marketing, giveaways, and more. As for influencer rates , nano-influencers (1,000-5,000 followers) may earn $10-$100 per post, while macro-influencers (over 100,000 followers) may earn $5,000-$10,000 per post. 

Recommended Reading: Using Influencers for Your Brand’s Affiliate Marketing Program

Keep in mind that much of the compensation for travel influencers is a mixture of payment (for instance, a daily rate for traveling to and posting from a hotel) and freebies. Some of the top travel influencers can and are bringing in over $1 million per year. Just like any job or industry, income is based on a variety of factors and can vary greatly between influencers.

Finally, there’s no one right way to build a following — every influencer approaches their audience, content creation schedule, and brand work differently. Anyone can become a travel influencer if they put their mind to it and build trust with their users.  

11 Top Travel Influencers Worth Following in 2021

Below, we’ve compiled some of the most popular travel influencers — on Instagram and other platforms — from up-and-coming creators to long-time travel gurus. Here’s who you should be following and partnering with this year. 

1. Murad Osmann (@muradosmann)

Russian photographer Murad Osmann is one of the most well-known travel influencers around, with over 3.7 million Instagram followers. That’s thanks in part to his viral “Follow Me To” photo series , started in 2011, in which his wife leads him by the hand through beautiful locations around the world. His signature surreal images and videos easily stand out in Instagram feeds. 

Companies they’ve worked with

2. chris burkard (@chrisburkard).

Chris Burkard is a California-based travel photographer who aims to capture “untamed, powerful landscapes.” Beyond his status as an Instagram influencer with over 3.6 million followers, Burkard is also a speaker and director. He’s won multiple film festival and photo contest awards, hosted a TED talk, and partnered with a long list of major apparel retailers, tech companies, media organizations, and more.  

• The North Face
• American Airlines 

3.   Jennifer Tuffen (@izkiz)

With 2.9 million followers, Jennifer Tuffen is a British travel and lifestyle creator who promises to add a splash of color and fun to anyone’s social media feed. In addition to her lively photo posts on Instagram, she uses her blog to share in-depth travel stories, hotel reviews, and product recommendations. Since becoming a certified diver, she’s also branched into the world of underwater photography. 

• Four Seasons
• Abu Dhabi Tourism & Culture

Recommended Reading: 25 Lifestyle influencers Your Brand Should Follow [From Instagram to Bloggers]

4. Louis Cole (@funforlouis)

Louis Cole has made a name for himself, not on Instagram, but as a YouTube travel influencer. Cole built up a following of over 2 million subscribers with his unique mixture of personal vlogs, trip reviews, custom car builds, and camera reviews. He regularly collaborates with his wife Raya, who boasts 186,000 YouTube subscribers on her lifestyle and travel channel. 

• Fairmont Resorts & Hotels

5. Eric Stoen (@travelbabbo)

Award-winning photographer and writer Eric Stoen may not have as many followers as other content creators on this list (clocking in at 200,000+ on Instagram), but Forbes has named him the world’s fourth most influential traveler. He’s visited 97 countries (across all 7 continents) so far, 62 of which have been with kids. 

Companies that they’ve worked with

• Celebrity Cruises

6. Jack Morris (@doyoutravel)

Another world-traveling influencer to look out for is Jack Morris, a photographer who shares stunning, timeless nature shots with his 2.5 million followers on Instagram. He also helps budding photographers step up their image quality — or mirror his own style — by offering image preset packs and editing tips on his website.

• Royal Caribbean
• Air New Zealand 

7. Kate McCulley (@adventurouskate)

Kate McCulley claims a spot on the Forbes Top 10 Travel influencer and is a female solo traveler who first set out to help every woman feel safe traveling alone. On the Adventurous Kate travel blog , she shares her insider tips on female travel safety, must-see destinations, and things to do in the 83 countries and countless cities she’s visited. 

While McCulley’s active on all social media channels, she’s found the widest reach through her blog, attracting followers with her enthusiastic, down-to-earth personality. According to her site, she rejects 90% of her sponsored content offers so that she only promotes brands she genuinely believes in. 

• Korean Tourism Organisation 
• Wear Graphene

8. The Gee Family (@thebucketlistfamily)

Parents Garrett and Jessica Gee and their three young children are the globe-trotting family behind the Instagram account @thebucketlistfamily . Self-proclaimed travel journalists, they’ve visited over 85 countries together and documented every moment, earning millions of fans (2.6 million on Instagram alone) and steady brand partnerships. Their content sits right at the intersection between travel influencers and parenting influencers. 

• Qatar Airways
• Land Rover 
• People Magazine 

9. Emilie Ristevski (@helloemilie)

You’ll know Australia-based influencer Emilie Ristevski from her calming, dreamy landscape images on Instagram, where she engages with her over 1.3 million followers. She uses her images to help her audience understand “the world’s immense diversity” and reconnect with nature.

• Mercedes Benz 
• Lonely Planet

10. Angelica Blick (@angelicablick) 

Chic influencer Angelica Blick brings together fashion, travel, and fitness on her Instagram profile, followed by 1.1 million fans. Based in Sweden, she models everyday looks and swimwear in a variety of breathtaking locations and sticks to short-but-sweet captions for most of her content. 

• Gioia Fascia
• Visit Dubai

Recommended Reading: 25 Fashion Influencers That Will Excite Your Brand’s Followers

11. Lauren Bullen (@gypsea_lust) 

Lauren Bullen is another social media influencer with 1.9 million Instagram followers and a deep passion for travel, having visited over 20 countries. In addition to posting about her frequent trips, she blogs about lifestyle and fashion topics and sells photo presets. 

• Beats by Dre
• Unsubscribe Magazine

5 Brands That Enjoy the Benefits of Working With Travel Influencers

If your brand is wondering whether an influencer campaign is a worthwhile addition to your marketing tactics, the short answer is likely yes. Businesses are currently making $5.20 for every $1 spent on influencer marketing and 61% of consumers trust influencers . Below, we’ve rounded up five examples to uncover some of the real-world benefits.

Revolve is a clothing company that’s known for investing in effective influencer marketing campaigns, sending groups of popular travel influencers on extravagant trips to destinations like Thailand, Croatia, and Bermuda. Influencers participate in a variety of activities and meals, all the while snapping Instagram-worthy shots to promote the brand’s clothing and aesthetic.

Another brand that works with travel influencers and benefits from the relationship is Boohoo, a fast-fashion clothing brand. One of the successful campaigns saw them sending a variety of influencers to a top-tier resort in Mexico. Influencers took shots to promote their new swimwear, using the hashtag #boohooinparadise for the spring break campaign. One post featuring @chanteljeffries received over 3,400 likes.

3. Benefit Cosmetics

Like Boohoo, Benefit Cosmetics is a well-known beauty brand that sent a group of British influencers on a trip to a gorgeous resort in the Maldives Islands. The U.S. influencers were sent to a luxury resort in Utah, further diversifying the content. Both trips gained the brand tons of attention on social media and effectively promoted their mascara lines.

4. Tarte Cosmetics

This particular brand has taken YouTube vloggers and Instagram beauty gurus around the world to places such as Bora Bora, Turks and Caicos, and Kauai. The content the influencers generate is mostly through their adventures such as ziplining, snorkeling, and boat rides. The trips become even more popular with the use of a popular hashtag which is #trippinwithtarte.

Fresh is another cosmetics brand that benefits from using travel influencers. In 2017, the influencers flew to Cambodia to learn about the lotus flower, which is a key ingredient in Fresh products. They then posted about their unique experiences to all their followers. 

How To Find and Manage the Right Travel Influencers With the Popular Pays Influencer Marketing Platform

Brands continue to experience great success with sending popular travel influencers to unique destinations and on lavish trips. It’s a cost-effective way to get the word out and build relationships with those who love to travel.

However, 34% of brands that run campaigns in-house say that finding influencers is the most significant challenge for them. If you’re wondering how to find influencers for your brand and increase your reach, look no further than Popular Pays. 

Our platform features over 60,000 influencers in all niches,  making it easy for brands to discover and work with content creators and influencers at any scale. Use our robust search engine and filter by follower count, demographic, location, and more, and then manage each relationship and content creation with our suite feature set. 

For help partnering with the right creator for your brand and getting the most out of your influencer marketing campaigns, reach out to our team .

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How to work with travel influencers: The ultimate guide

Travel brands understand the importance of working with influencers. But there’s so much to unpack, and so many pitfalls to avoid.

Many of our clients know that they need to work with influencers, but hate the whole “coffee mug cliché”. And to be honest, so do we. Yet, if you know where to look there are fantastic influencers, who produce genuinely good content, have loyal followers and can shift tours, packages, hotel rooms or bring new visitors to a destination. The first thing we’d say is to ignore any “top 50 travel influencers” lists. Sure, you’ll find plenty of those lists – but these are completely pointless. Usually, these lists are pieces of content designed by social media agencies or PR agencies as ego bait (to get the media or influencers to share it) and for the agency to get a backlink, with no intention of helping you find the best travel influencer for your brand. Why? Your top influencer won’t be the same as the next brand’s best fit. It always depends on what audience you want to attract as a travel brand. As an example – explorers like Ray Mears or Bear Grylls could do wonders for an outdoor travel brand, whereas someone like nutritionist Rosemary Ferguson is an ideal ambassador for wellness holidays. The point is this: someone who influences one target group is completely irrelevant to another. In this post, we’ll share our experience and knowledge of how to work with travel influencers; from finding a fit, to getting results. - We’ll explore which influencers are good for brand awareness – and which ones are great for conversions and engagement. Who brings the greatest ROI. - We’ll explore the types of influencers and how strategies can be linked between different types. - We’ll show you our favourite tools and processes for finding influencers to work with, too. - We’re breaking it all down – to show you how to work with travel influencers, how to measure results, and show you some examples of our work. Honesty and openness make influencers reliable sources of information for their fans. And for travel brands, a good word from an influencer can be as powerful as an international advertising campaign. There are, as with any kind of mass marketing or advertising, risks. There are still bad practices in play – like fake influencers who’ve bought fake followers, and free-for-all feeding frenzies of inauthentic posts. Those dangers still exist – but we’ll show you how to spot them with tools and manual checks. Working with influencers should have a measurable impact on travel brands’ exposure and bottom line, so when results don’t come through, something’s wrong. In our deep-dive guide, we’ll help you get more value from your investment in influencers.

First, let’s get to know the different types of influencers

As you’ve probably guessed, influencers aren’t all the same. Before we consider an influencer’s personal branding, we can categorise groups of influencers by their reach and audience size. There are pros and cons to working with each group, but we’ll cover a strategic approach for working with different types of influencers later on.

Mega influencers – AKA celebrities

These are the biggest stars of all, with millions of followers. Hollywood, Bollywood, Pinewood, Dollywood – silver screen megastars and household names. Think Gwyneth Paltrow, Daniel Craig, Oprah, Margot Robbie, Keira Knightley, Beyoncé, Shah Rukh Khan – top-tier celebrities. Their online audiences are often larger than their box office and TV audiences, and they carry weight across audience types. Working with them can be expensive – or impossible. Brand partnerships and promotion are not always of interest to movie stars (unless you have deep pockets). Accessing this tier of celebrity can be difficult for many brands, and their relevance in many cases can be questionable. You will invariably have to pay, unless you are very, very lucky, and the celebrity in question is about to launch a book, a film or an album that aligns with a travel brand or destination. Some of our clients have partnered with celebrities (two of whom are mentioned above). We work closely with talent agents over the course of months – and sometimes, they bite because their client has something to launch that ties in nicely with our client’s brand values. This is the absolute exception to the rule. But when it all aligns, the power of a celebrity-backed campaign is undeniable.

Mid-tier and macro influencers (100,000 to several million followers)

While more accessible than their celebrity counterparts, mid-tier and macro influencers (with follower numbers in the hundreds of thousands to sometimes millions) can still command fees of thousands of pounds for a single social media post. But, this type of influencer is highly trusted by their audience and well-versed in brand campaigns. They will often collaborate on campaigns with brands, to create more authentic content that fits their following. Despite the high fees and customised content, brands should not expect lots of content to be created. We’ve worked with several macro influencers, and have been able to secure some for free for our clients, but there’s a huge amount of work involved behind the scenes. Many influencers of this calibre have agents, and as soon as the agent gets involved, prices go up.

Micro influencers (10,000 to 100,000 followers)

Micro influencers have smaller but more engaged audiences of 10,000 followers up to 100,000. They actively communicate with their community and have an ultra-high level of trust. Because of this high level of authenticity, micro influencers choose the brands and products they promote very carefully. Fees are lower, or if they genuinely like what the client does, they may work for free. The sway that they can hold in their community is very high, so the ROI is excellent. Micro influencers are the ideal sweet spot for mid-sized and smaller travel brands – those who don’t have the budget to pay, but still expect good quality content.

Nano influencers (up to 10,000 followers)

With followers of up to 10,000, nano influencers may seem too small to work with on the face of it – especially considering they’re usually tightly niched. And yes, the reach is somewhat limited to close-knit communities. But if that niche fits, you get incredible engagement in return, as well the best ROI of all of these types of influencers. As an agency, we tend to cultivate relationships early on with nano influencers that show the potential to become big. After over a decade of working in influencer marketing, we now have relationships with influencers that at one point were nano influencers and have now made it in the macro influencer league. Early loyalty often pays off later!

Black book influencers

Black book influencers are highly influential people with a strong industry network, and friends in high places. They might not even have public social media accounts, or they might not post often – but when they do, it gets noticed and commented on. Black book influencers tend to be authorities and experts in their given field – highly qualified and relevant. Sometimes, VIPs and celebrities work in the same way; rather than targeting their social media followers, we target their network of friends and family.

How to work with influencers – in a strategic way

As a very general rule, the smaller the number of followers, the greater the engagement:

Image Credit: http://influencermarketinghub.com/micro-influencers-vs-celebrities/

A strategic way to work with an influencer would be to start a campaign with a prominent influencer and see it as an advertising cost; comparable in budget and reach to a burst of exposure through media-buying. This can be supplemented with 10 micro or nano influencers, who could work for considerably less – plus the cost of a trip for them to promote. This staggered effect improves campaign longevity and diversifies audiences, giving better benchmarking from results at the end. If the right influencers are chosen, and the content is bespoke, this can mean multiple points of exposure through a single newsfeed, or across platforms, for the same campaign.

Choosing influencers: what to look out for and when to walk away

When deciding which travel influencers to work with, always take into consideration a number of things: the number of followers and general look of their Instagram, who their followers are, and what other brands have they recently worked with. We spend a considerable amount of time researching influencers, to really get to know if they’ll fit with our clients. We’ve used a mix of tools and manual vetting to build our own approved influencer database. We’re quite strict about the standards we expect, and only about 10% of all influencers who approach us as an agency make it into our database. Having data on reach and engagement is important – but it’s even more important to ask yourself: what are you trying to achieve and who are you trying to reach. It doesn’t matter if YOU don’t like the feed, it has to appeal to the TARGET group you are trying to reach – who may have different tastes or different interests to you personally. So, in order to figure out whether the content appeals to your target group, you should do two things: You can use a tool like SparkToro to check if the influencer appeals to your target audience– but don’t ever rely solely on tools. They are a help, but not the be all and end all. Ask around your network of friends and colleagues, and get the opinion of someone who is part of your target audience to see what they think of the feed. We also recommend asking for a media kit, or further information on the location of their followers – are they in your local market?

Influencer campaigns we’ve worked on

The Langham, London – Zoe Sugg (Zoella) – 10 million followers Zoella is one of the UK’s most prominent YouTubers and Instagrammers. Her YouTube Channel has 10.9M subscribers, and her Instagram followers and reach are in the millions. She particularly appeals to a millennial audience of women. Why did we approach her? One of the Langham Hotels & Resorts’ brand pillars is “Celebrate the Everyday”. The group has a knack for organising not just the big events in life – birthdays, honeymoons, bar mitzvahs – but, especially post-Covid, wanted to be known as a place to go and enjoy smaller but equally important moments in life. They also want to bring a younger demographic to luxury travel. We knew Zoella was pregnant, and suggested she come to the Langham to celebrate her last holiday before the baby arrived. We pitched a pre-baby staycation, with 2 nights at The Langham, London, to Zoe’s agent. We were lucky to get feedback quickly.

Zoe’s agent couldn’t guarantee any coverage and said Zoe only posts when she really enjoys something.

Although we couldn’t guarantee coverage, we advised The Langham to go for it – due to the huge following Zoe has, and the connections to other influencers of a similar calibre. We also knew from past experience that if the client is able to deliver an excellent experience then influencers tend to post.

The Langham team didn’t disappoint and our recommendation paid off: two YouTube videos on her stay which (at the time of writing) got 430,000 and 870,000 views respectively, plus an IG post which was viewed over 300,000 times.

Martinhal Resorts – Beth Sandland (Navigating Motherhood)

Beth Sandland is a multi-award winning blogger, photographer and writer from London. She’s a micro influencer with 88k followers – so, while a macro influencer like Zoella is great for reach, a micro influencer like Beth is perfect for engaging with the audience. Why did we choose Beth? Our client, Martinhal, runs a group of luxury family hotels. They particularly want to appeal to families with very young children, because they represent a longer lifetime value as a customer. Beth is mum to a young baby boy, with whom she travels and posts about. She has a higher than normal engagement rate of 3-5% for her number of followers. Usually at that level, engagement is around 2.4%. Her Instagram following is fiercely loyal. We knew she would be great to influence the planning and booking stages of the marketing funnel, driving conversions and bookings. Martinhal Resorts hosted Beth at their Sagres resort in Algarve, Portugal. And it was a big success. She got about 1,500 likes on her video posts, and two other posts she created managed to reach 3,000 to 4,000 likes. Beth posted 167 Stories (about 60 of which tagged Martinhal), 2 Reels and a static post. She’s also writing a review for her new platform, which is launching soon.

The high level of trust her followers have for her means that her endorsement can convert into bookings.

But how do we prove that? Look at the comments and DMs. These example all show purchase intent – her followersare asking questions that indicate they are planning on booking a trip,or already have:

To pay or not to pay? That is the question…

This can often be a bone of contention. You’ve already provided a free experience – why should you pay?! Whether you should pay depends heavily on what the campaign is, and what your travel brand is expecting the influencer to do. Are you asking them to post a set number of items, or to write a blog on a certain topic? Then yes, you should expect to pay for that. If you are offering a complimentary stay, and the influencer is able to retain full control of everything that they post – then fees can still be expected, but perhaps at a lower rate. This rate would depend on the number of followers, or the trip circumstances and offer. We always try to negotiate an agreement; for example, 2 nights’ accommodation in return for a certain number of posts or stories. We need to be respectful when liaising with influencers or their agents, because payment is often a roadblock. We aim to facilitate that and make it smoother.

How to work with the big influencers without having to pay

Brand partner trips are a great way to work with the big influencers, without having to pay them. Team up with a beauty or fashion brand – because they usually have much bigger marketing budgets, and can afford to pay the influencers they work with. However, they often need accommodation partners for their trips, which is where travel brands like yours can get involved. By offering accommodation for influencers attending a brand trip, you can get exposure and forge an influencer relationship.

Instagram, TikTok, YouTube… Which platform is best to work with influencers?

Try to look for influencers who have a blog alongside their Instagram. Influencers with a blog behind them results in evergreen content that won’t fall down the Instagram feed in a couple of days. YouTubers usually come with higher fees, due to the investment they make in editing and producing their videos – but that isn’t to say you can’t get their work on a complimentary basis. YouTube can be far more valuable than Instagram; the rich video content is great and can be used in many more ways by travel brands. Most of the time though, we secure coverage from influencers on Instagram. It’s where our target audiences spend their screen time. Still, we always check out their following on other platforms, and diversify coverage where possible.

The best tools for influencer marketing

The best tool for influencer marketing is excellent communication and a hardworking PR team – but tech certainly has its place! Hype Auditor is a paid-for tool: an AI-powered Instagram account checker, designed to combat influencer fraud. The platform helps brands to check Instagram Influencers accounts for their follower validity. SparkToro is an audience insight tool which crawls tens of millions of social andweb profiles, to find what (and who) your audience reads, listens to, watches, follows, shares, and talks about online. We love SocialBlade . It’s free, and gives you top line stats: average likes, engagement, comments – you get it all in seconds.

It allows you to track statistics and measure growth across multiple social media platforms, including YouTube, Twitch and Instagram. It can also be a useful tool for spotting “fake” influencers, by checking historic data. For example, we look back on the last couple of years, tracking follower numbers and following numbers. The latter is important, because it can indicate a “follow back” scheme, where an account follows thousands of people at one stage, and then suddenly stops. It’s a way to boost their own following and give a more influencer-like ratio of followers to following. Look out for big spikes in numbers, but look at it with an open mind. A spike could have been caused by a great campaign they did, and could be legitimate.

How to measure the success of an influencer campaign

1. Engagement rates The rates of likes, clicks, shares, reactions and comments, are often cited as the most important KPI there is for tracking influencer performance. Nano and micro influencer content generates higher engagement rates. Macro influencers have impact and reach. Using both strategically can see longer-lasting benefits.

2. Mentions and brand hashtags Mentions and hashtags allow you to track advocacy and awareness of your brand, as well as how much impact and reach an influencer is actually generating. Be sure to split organic and paid promotions, to properly calculate ROI.

3. Conversions This can be complicated – but anywhere that you can post a link, you can track conversion performance. Using custom campaign URLs, you can track the traffic coming to a webpage from a campaign, and any subsequent conversions from that referral. Attribution modelling can get messy, here, but lining up conversions with campaign rollout dates can strengthen confidence in the numbers further.

We help travel brands get noticed

Lemongrass Marketing is a specialist PR and content marketing agency for travel brands . And we know exactly how to work with travel influencers. We’ve put hotels, tour operators and travelstartups on the map – with authentic, meaningful influencer campaigns that connect with your travel brand’s target audiences. Let’s start a project – call +44 (0)1865 237 990 or email [email protected] .

20 Killer Examples of Influencer Marketing

Written by Harley Schachter, president and founder, Travel Mindset

They say imitation is the sincerest form of flattery. While we’d never suggest copying someone else’s influencer marketing campaign entirely, you can learn a lot by taking a look at what’s worked for other organizations.

Travel Mindset specializes in influencer marketing for tourism brands, but the examples below come from a variety of sources. Why? Sometimes the best ideas come from outside your industry (at least according to the Harvard Business Review ).

Entertain Them – and They Will Come

Subaru’s #MeetAnOwner campaign used influencer videos to showcase the new Impreza in various locations, hoping it would attract the attention of millennial buyers. Devin Graham (@devinsupertramp), a YouTube influencer with nearly 5 million subscribers, published a video of him and his friends taking turns on a slip and slide that propelled them (and their parachutes) off a 500-foot cliff.

Key takeaway : Influencer content is about emotion, not facts and figures. Despite the importance of selling points like safety features, horsepower and fuel economy, the automobile industry has long embraced the emotional aspect of car buying in TV commercials. Graham’s video shows influencer marketing is a natural evolution of that same premise — at a time when many millennials admit to scrolling social media while ads play on TV.

2. Swisspers

Swisspers, a U.S. Cotton brand, encouraged beauty bloggers and their followers to post “naked” (makeup-free) selfies as part of a cheeky “Sleep Naked” sweepstakes. When the campaign launched, celebrities like Jennifer Lawrence, Drew Barrymore, and Taylor Swift had already posted their own selfies sans makeup. Though the celebrity posts were not affiliated with the campaign, Swisspers’ target audience was already familiar with the underlying concept.

Key takeaway: There’s no need to reinvent the wheel! When it makes sense for your product or service, feel free to experiment with influencer content that piggybacks on existing social media trends. Because the influencer is publishing his or her own individual take on a personal channel, the posts should feel timely and authentic as opposed to cheesy or self-serving.

3. Sun Peaks Resort

Canadian public transport 🐕 @sunpeaksresort #SunPeaks360 A post shared by Callum Snape (@calsnape) on Jan 25, 2017 at 9:14pm PST

A ski resort in British Columbia, Sun Peaks wanted to increase awareness about several of their top winter attractions, including crowd-free ski runs, seasonal festivals, and the region’s jaw-dropping natural beauty. Travel Mindset designed a campaign targeting adventure-seekers in the Pacific Northwest that involved Canada’s top adventure photographer and Instagram influencer, Callum Snape (@CalSnape).

Key takeaway: Stunning images, daily Instagram stories, and short Facebook videos drove 200,000+ article views of three minutes or more, creating massive interest in Sun Peaks’ target market. Much of the campaign’s content positioned the resort as an “insider secret” for escaping the crowds associated with competitive destinations like Whistler. Influencer marketing can be a great way for smaller brands to use their size as a competitive advantage.

4. Marriott

Marriott was one of the first tourism brands to embrace influencer marketing. In one particularly successful campaign, the hotel chain worked with YouTube influencer Jeana Smith (@PrankVsPrank) to celebrate reaching one million check-ins on the Marriott app. The video features a surprise dance party for the mobile user that completed the milestone check-in. The video went viral and currently has nearly four million views.

Key takeaway: Have fun with it! When you’re investing in sponsored posts, it can be tempting to try to control every aspect of the finished product and replicate what you’ve done before. But that approach can result in content that lacks the influencer’s signature personality. While you should provide influencers with key messaging, remember they became influential by publishing the sort of content that resonates with their followers. Embrace their creativity.

5. Lagavulin

Lagavulin is well-known among whisky aficionados but not as top-of-mind for casual drinkers. That changed almost overnight with a video featuring actor and comedian Nick Offerman. In the video, Offerman, who played “man’s man” Ron Swanson on Parks and Rec, sits in silence for forty-five minutes as he sips a glass of Lagavulin next to a cackling fire.

Key takeaway: Though Offerman has a cult following, he’s not a Hollywood A-lister and this isn’t your typical celebrity endorsement. It’s effective because Offerman’s (and Swanson’s) persona is a perfect fit for the brand, and the length is so absurd viewers feel as if they’re on the inside of a private joke. Choose the right influencer and then focus on creating something your audience can’t help but notice.

Build Relationships, Not Posts

6. FIJI Water

#BODYWOREWHAT is finally here!! You guys have been asking forever about my workouts and fitness routines – so I teamed up with celebrity trainer @sonsofstrength and @fijiwater to create 8, 8 minute workout videos that are perfect for at home or while traveling! Head to bodyworewhat.com for the full videos! Hope you guys love it! 👊🏻👊🏻👊🏻Trailer and vids shot by @acp_nyc • #fijifit #ad A post shared by Danielle Bernstein (@weworewhat) on Jun 13, 2017 at 5:54am PDT

For $35, Bodyworewhat users can access at-home workout videos featuring Danielle Bernstein (@weworewhat) and trainer Eric Johnson. When Bernstein posted about getting in shape with Bodyworewhat, an extension of her own brand, her photos also included FIJI water bottles. In dedicated posts, she promoted FIJI by reminding followers about the importance of staying hydrated with a discount code for home delivery.

Key takeaway: Savvy macro-influencers will continue seeking out new ways to monetize their following, so savvy brands should look for unique opportunities to work toward a common goal. Because Bernstein was also promoting her own product, her posts about FIJI water felt less like forced product placements and more like a reflection of what she was working on at the time.

7. Microsoft

Microsoft’s ongoing “Make What’s Next” campaign encourages young girls to pursue careers in STEM (science, technology, engineering, and mathematics). On International Women’s Day, Microsoft teamed up with National Geographic to feature 30 images by well-known wildlife photographers on National Geographic’s five Instagram accounts. The photos depicted female scientists and outdoor adventurers and generated more than 3.5 million likes in one day.

Key takeaway: Microsoft used influencer marketing to increase awareness about a prominent issue, casting both Microsoft and National Geographic in a positive light and driving a positive sentiment for both brands. Consider campaign objectives that go beyond conversions as well as working with other influential organizations that stand to gain as much you do.

8. Moxy Hotels

Moxy Hotels launched its own YouTube channel (@MoxyHotels) with the help of YouTube star Taryn Southern (@TarynSouthern). Together they created Do Not Disturb, a video series featuring Southern interviewing other influencers inside a shipping container designed to look like a Moxy hotel room. The series was so well-received Moxy invested in a second “season” the following year.

Key takeaway: While Southern fits the target demographic of the Moxy Hotel brand, the length and scale of this sponsorship is relatively unusual. Millennials have shown us time and again they don’t mind sponsored content as long as it’s good. If you’ve got a perfect influencer in mind and you agree on a format that won’t go stale, a long-term relationship could be the way to go.

9. BECCA Cosmetics

Chrissy Teigen (@chrissyteigen), a professional model married to John Legend, has cultivated a huge social following by showing off her irreverent personality on Instagram and Twitter. BECCA Cosmetics collaborated with the social media star to create a brand new makeup palette, which Teigen announced in an Instagram video that generated just under 5 million views.

Key takeaway: Influencers do a great job of promoting existing products, but think about asking them to help you create something new. After all, they’re often a member of your target audience themselves — and they may be feel more invested in a product they helped create. For tourism brands, this could mean a weekend package that includes a hotel stay, tickets to a local attraction, and a gift card to the influencer’s favorite restaurant.

Ecommerce mattress company Casper worked with several canine influencers to promote a new product for their customers’ four-legged friends. Twenty influencers — with a combined following of more than 3.5 million dog lovers — were invited to attend a launch party in Manhattan, complete with a green carpet, “pupperazi,” a steak dinner, and hot dog infused water. The Dodo, an online outlet “for animal people,” live-streamed the party on Facebook.

Key takeaway : Private events are an affordable way to engage several influencers at one time, while showing appreciation for each individual and avoiding a pseudo-“press trip,” which can stifle creativity and result in endorsements that lack personality. Travel Mindset planned a similar “Insta-Meet” for Visit St. George that enabled the DMO to capture 500+ email addresses for email marketing.

Micro-Influencers for Macro Results

11. Tom’s of Maine

Last day to enter to win an assortment of Tom's of Maine Long Lasting Deodorant!! Link is in bio!!!! A post shared by Rachel Ibbison (@rachelibbison) on Dec 22, 2016 at 2:52am PST

Tom’s of Maine makes toiletries using only natural ingredients. The company wanted to increase brand awareness among health-conscious buyers by encouraging people to try their products and talk about them on social media. Tom’s focused on micro-influencers, who then encouraged their followers to publish their own posts. This strategy created a snowball effect that reached 4.4 million potential customers in the first three months of the campaign.

Key takeaway: It’s easy to think more followers equals better reach, but that’s not always true. Have you ever heard “the whole is greater than the sum of its parts?” In many cases, a group of micro-influencers is more affordable and more effective than a single “macro” endorsement. This is especially true for purchasing decisions like choosing a vacation destination , which can require multiple impressions prior to a conversion.

Google worked with the two DIY-focused micro-influencers behind the @thesorrygirls to promote the tech giant’s new Pixelbook laptop. The Sorry Girls ran an Instagram giveaway contest with just one sponsored post, instructing users to like the image and leave a comment stating how they use the Pixelbook as a winner.

Key takeaway: Though their Instagram account has less than 100,000 followers, the Girls’ giveaway post earned an impressive engagement rate of 59.4%. Meanwhile posts by Kim Kardashian — who has 107 million followers — typically yield less engagement than a banner ad. Working with micro-influencers often means higher engagement rates, and Google’s choice proves micro-influencers aren’t just for brands with smaller budgets.

13. Audible

Should I go to college to become a photographer?” People ask me this all the time. While I can’t say for sure what the right path is for every person, I do know that you need to keep learning. One of my favorite ways to do that is with @audible_ca. I spend a lot of time walking to my studio, driving to shoots, or just exploring my neighborhood looking for things to shoot. One of my favorite ways to make the most of that time is to listen to audio books on business management and productivity. That way even if I get lost down some new alley or path, I still feel like I got something done. Learn more about getting started with Audible – your first audiobook is free. #YouGottaHearThis #Audibleanywhere #ad A post shared by Jesse Driftwood (@jessedriftwood) on Dec 19, 2017 at 8:53am PST

An Amazon company, Audible sells monthly memberships for audiobooks and podcasts, and the company’s marketing team frequently partners with celebrities and influencers of all sizes, including micro-influencers. In the caption of one memorable Instagram post, photographer Jesse Driftwood (@jessedriftwood) talked about how he uses Audible to learn more about business management and productivity.

Key takeaway: Driftwood has less than 100,000 followers (and probably had even less at the time), yet the team at Audible recognized the fact that his fans are particularly loyal and engaged. His simple anecdote makes followers feel as if they’re receiving an authentic suggestion from a friend. According to Nielsen , 83% of consumers say they trust personal recommendations above traditional advertising, so it’s not surprising one commenter posted that he was “Looking forward to giving it a try.”

14. British Airways

While unveiling the company’s “UnGrounded” innovation lab, British Airways flew 100 technology experts with varying degrees of influence from Silicon Valley to London. During the flight, the group of “influencers” brainstormed concepts for a new platform that would enable technologists like themselves to address social issues from all over the world. The flight illustrated how great ideas come to life when people can meet face to face.

Key takeaway: British Airways was able to demonstrate the business value of aviation while rolling out a campaign destined to attract media attention. In addition to the micro-influencers’ individual posts, UnGrounded’s first flight was covered by Forbes , TechCrunch , and Wired . The combination of the influencers’ reach and additional media coverage allowed the airline to zero in on a small segment of tech industry business travelers.

15. Bedrock Real Estate

Bedrock Real Estate wanted to encourage real estate purchases in the Detroit metro area, so they set out inspire a sense of pride among the city’s population. The result is “Anthem of Us,” an award-winning video highlighting Detroit’s vibrant culture, amenities, and — most of all — its people. Big Sean, a celebrity rapper born in Detroit, starts the video off with an unscripted, emotional voiceover about his native city.

Key takeaway: Though Big Sean voices the opening, the video would not be as share-worthy without compelling clips of local citizens and businesses, most of whom promoted the video to their own followers. Big Sean’s following is made up of people all over the world, so those micro-influencer posts are a huge reason the campaign was successful on a regional level. When you’re targeting a small geographic area, local personalities are often more worthwhile partners than international stars.

Reach Your Niche with Unlikely Partners

16. Daniel Wellington

® CONFESSION, IM A GOLDEN 🤩 — Now that I got your attention, I was just kidding and I just want a cuddle soooo will you?! xo Louie 🤪 — I Got Dad the Classic Bristol 40mm RG with Classic Cuff in Large from #danielwellington and you can get your human(s) too plus save 15% OFF using •CANADIANBROS• online @danielwellington until 02/28 — www.CanadianBros.com | xo Louie 🐾 – – – – – #thisweekoninstagram #weeklyfluff #ad #cutenessoverload A post shared by CanadianBros® | Jasper & Louie (@canadianbros) on Jan 20, 2018 at 9:25am PST

Watchmaker Daniel Wellington is known for collaborations with fashion and travel influencers, but the brand also frequently works with CanadianBros (@CanadianBros), an Instagram account for two dogs named Jasper and Louie. Though dog lovers isn’t an obvious audience for a watch company, the fact that the account has featured Daniel Wellington on more than one occasion indicates it’s working. In one post, Louie gazes up at his owner who just happens to be wearing a Daniel Wellington watch. Like many of the account’s other posts, the caption is from the pup’s point of view.

Key takeaway: Daniel Wellington was able to reach a new audience by working with a surprising partner and embracing the influencer’s playful caption technique. Still, the company chose to work with an account with a more serious aesthetic than that of most other pet influencers. You may have to step out of your comfort zone to reach a new niche, but look for partners that fit your brand image.

17. St. Regis

Another iconic hotel brand, St. Regis Hotels & Resorts is best known for catering to the luxury traveler. St. Regis wanted to expand its typical demographic by showcasing the Monarch Beach resort as a family-friendly destination. After visiting the location with her family over Father’s Day Weekend, blogger and social media influencer Naomi Davis (@taza) published a blog and video describing her experience.

Key takeaway: Most parents wouldn’t think of St. Regis when planning a family vacation, but by partnering with a popular “mommy blogger,” the brand was able to shirk a stuffy brand image and show off amenities that would appeal to kids. Partnerships like these are a great way to start to target secondary audiences without changing the direction of your entire marketing program and potentially isolating existing customers.

18. Virgin Atlantic

Virgin was launching three nonstop flights from US cities to Manchester and wanted to drive travel intent by showcasing the rolling landscapes and historic charm of Northern England. Travel Mindset designed an influencer marketing campaign incorporating branded content on our consumer travel site and award-winning sister publication iExplore . The campaign also included 360-degree videos , enabling fans to experience the trip through each influencer’s eyes.

Key takeaway: Most airlines offer more or less the same service and amenities, so influencer marketing often needs to be about more than branding. By focusing on the destination, Virgin was able to attract the help of two non-competitive organizations, Marketing Manchester and Visit Britain, which resulted in more compelling content for the campaign. “Partners” doesn’t just refer to influencers. Who can help you tell your story?

Buick wanted to appeal to a new, younger demographic. The company asked 10 design, fashion, and food bloggers to create Pinterest boards illustrating how the Encore could help them express their personal style; each blogger also published posts about the experience and promoted their boards on Facebook, Twitter, and Instagram. The “Pinboard to Dashboard” campaign drove more than 17 million unique site visitors.

Key takeaway: Buick found a unique way of prioritizing messaging that’s important to this particular audience — stylish design — and had influencers with no obvious tie to the automobile industry help spread the word using an equally surprising channel. In one study , a whopping 93% of respondents said they use Pinterest to research purchases. Instagram is a popular platform for discovery, but don’t overlook the potential of the Pin.

20. SodaStream

SodaStream manufactures an at-home carbonation tool for consumers, which, until recently, was marketed almost exclusively to families. After sales data showed the product actually resonates more with Millennials without kids, the company launched the “Join a Revolution” influencer campaign, featuring a spoof on a scene from Game of Thrones and “The Mountain,” a character from the show played by actor Hafþór Júlíus Björnsson.

Key takeaway: The GoT video went viral, amassing more than 50 million views and 100,000 shares. SodaStream could have continued focusing on families by partnering with mommy bloggers, but the company bet on an influential actor and subject matter that would appeal to their new audience. And it paid off. Use data to validate your assumptions, uncover new opportunities, and help guide your influencer marketing strategy.

The secret to successful influencer marketing campaigns is making data work for you. Click here to read Travel Mindset’s free guide on measuring influencer marketing ROI.

Travel Influencer Marketing

The travel game has changed irrevocably.

Thanks to the rise of travel content creators who love to share their experiences online, consumers no longer see travel as a privilege reserved for a few. Influencers sharing candid reviews, travel tips, and top location suggestions have lessened people’s fear of the unknown. They now have all the information they need right at their fingertips.

Technological advancements have also helped to bolster the growing travel trend by making it easier for people to plan epic adventures online at their convenience. Consequently, travelers have become more self-reliant, with many choosing to forgo travel agents in favor of DIYing their vacation planning. So, it’s no surprise that global International tourist arrivals are expected to reach 1.8 billion by 2030 .

The Up and Up of Travel Content

The benefits of influencer marketing, morph from a faceless corporation to a company with a personality, mission, and real people:, maintain engagement with long standing customers:, keep your brand on-trend without constantly reinventing it:, be travel’s mouthpiece to grow your authority:, top macro and micro travel influencer marketing trends you need to know, mega trends shaping travel, sustainability, remote work, the sharing economy, microtrends shaping travel, luxury travel, curated trips & retreats, staycations, the great outdoors, how to stand out in a sea of vacay snaps and inspirational quotes with influencer marketing, let your creativity run wild.

  View this post on Instagram   A post shared by Ruby Keyvani (@thatgemruby)

'Be yourself. Everyone else is taken'

Research your customers' deepest desires and recreate them in your campaigns.

  View this post on Instagram   A post shared by Tina Lee | Content Creator (@ofleatherandlace)

  View this post on Instagram   A post shared by andrea duclos (@ohdeardrea)

  View this post on Instagram   A post shared by Michelle Berdan (@michelletakeaim)

In times of crisis, don't take your foot off the marketing peddle: The Prospects of Future Travels

Adopt a data-led influencer marketing strategy.

• Leisure trips to see family and friends are set to recover first.
• Business travel will likely trail behind other travel industries in their recovers.
• Remote work will probably stick around in some form.
• Flights prices could drop as airlines battle their mountains of debt.
• Bucket list adventures may resume.
• Countryside escape may continue to gain popularity.
• Package holiday may provide the security and peace of mind travelers seek.

3 Ace Influencer Campaigns to Inspire Your Travel Influencer Marketing

City of miami, las vegas convention and visitor authority (lvcva), the cosmopolitan of las vegas.

  View this post on Instagram   A post shared by Lena Kresh ✨ Blogger USA (@iamlena)

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A Game Plan for Successful Travel Influencer Marketing on the Uncertain Road Ahead

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Best Travel Influencers To Follow & Learn From in 50 Niches

Last Updated on February 29, 2024 by The Digital Travel Expert

Curious to discover the ultimate guide to uncovering the great travel influencers across 50 diverse niches for inspiration and valuable insights?

In recent years, the rise of social media has led to the emergence of a new breed of content creators known as social media influencers. These individuals have garnered large followings on platforms like Instagram, YouTube, and TikTok, where they share their experiences, recommendations, and insights related to travel and exploration.

What is the importance of travel Influencers in the travel and hospitality industry?

Instagram travel creators play a crucial role in shaping consumer preferences and driving engagement within the travel and hospitality industry. Their authentic and visually appealing content inspires and influences their followers, often leading to increased brand awareness, bookings, and revenue for hotels, airlines, tour operators, and destinations.

The purpose of this guide is to provide a comprehensive overview of the various types of travel influencers operating in the industry. By understanding the characteristics, content focus, target audience, and examples of each type, brands can better identify and collaborate with influencers that align with their marketing objectives and target demographics.

Types of Travel Influencers on Instagram

A. Adventure Seekers Adventure seekers are thrill-seekers who thrive on adrenaline-pumping experiences such as hiking, rock climbing, skydiving, and scuba diving. They appeal to an audience passionate about outdoor activities and off-the-beaten-path destinations. Examples include @AdventureEmily and @TheNomadicBoys.

B. Luxury Travelers Luxury travelers showcase lavish accommodations, fine dining experiences , and exclusive destinations. Their content exudes opulence and caters to affluent individuals seeking upscale travel experiences. Examples include @LuxuryTravelDiary and @TravelPStyle.

C. Budget Travelers Budget travelers focus on cost-effective travel tips , budget-friendly accommodations, and affordable destinations. They resonate with frugal travelers seeking to maximize their experiences while minimizing expenses. Examples include @NomadicMatt and @ThePoorTraveler.

D. Family Travelers Family travelers cater to parents looking for family-friendly destinations , accommodations, and activities. They offer practical tips, reviews, and insights to help families plan memorable vacations together. Examples include @TheTravelHack and @YTravelBlog.

E. Sustainable Travelers Sustainable travelers promote responsible and eco-friendly travel practices, including minimizing carbon footprint, supporting local communities, and preserving natural habitats. They appeal to environmentally conscious travelers seeking to make a positive impact. Examples include @EcoWarriorPrincess and @GreenGlobalTravel.

F. Food and Culinary Influencers Food and culinary influencers focus on gastronomic experiences , highlighting local cuisines, street food, and dining hotspots. They engage food enthusiasts and inspire travelers to explore destinations through their taste buds. Examples include @migrationology and @EatingEurope.

G. Digital Nomads Digital nomads combine work and travel, showcasing remote work setups, co-working spaces, and nomadic lifestyles. They appeal to freelancers, entrepreneurs, and remote workers seeking location-independent careers and travel inspiration. Examples include @DigitalNomadGirls and @ChrisTheFreelancer.

How to Identify the Right Influencer for Your Brand

A. Understanding Your Brand’s Audience Identify your target demographic and their preferences to align with influencers who resonate with your brand values and messaging.

B. Analyzing Influencers’ Content and Engagement Evaluate influencers’ content quality , engagement rates, audience demographics, and brand partnerships to ensure alignment with your brand image and goals.

C. Evaluating Authenticity and Credibility Assess influencers’ authenticity, transparency, and credibility by reviewing their past collaborations, audience interactions, and reputation within the industry.

D. Considering Collaborative Opportunities Explore various collaboration opportunities, including sponsored posts, ambassadorships, giveaways, and content partnerships , based on your campaign objectives and budget.

E. Negotiating Terms and Compensation Negotiate terms, compensation, deliverables, and performance metrics with influencers to ensure mutual understanding and a successful partnership.

Leveraging Influencer Marketing Strategies in the Travel and Hospitality Industry

A. Creating Engaging Content Collaborations Collaborate with influencers to create compelling and authentic travel content that showcases your brand’s unique offerings and resonates with their audience.

B. Hosting Familiarization Trips (FAM Trips) Invite influencers on familiarization trips to experience your destination or property firsthand and share their experiences with their followers.

C. Offering Discount Codes and Promotions Provide influencers with exclusive discount codes, promotions, or perks to incentivize their audience to engage with your brand and make bookings.

D. Partnering for Social Media Takeovers Allow influencers to take over your brand’s social media accounts temporarily to provide their audience with an insider’s perspective and drive engagement.

E. Organizing Meetups and Events Host meetups, events, or workshops featuring influencers to create memorable experiences for their followers and foster brand loyalty.

Measuring the Impact of Influencer Campaigns

A. Key Performance Indicators (KPIs) Define key performance indicators, such as reach, engagement, conversions, and return on investment, to measure the success of your influencer campaigns.

B. Tracking Reach and Impressions Monitor influencers’ reach, impressions, and audience demographics to gauge the exposure and visibility of your brand’s messaging .

C. Analyzing Engagement Metrics Evaluate engagement metrics, including likes, comments, shares, and click-through rates, to assess the level of audience interaction and interest generated by influencer content.

D. Assessing Conversion Rates Track conversion rates, bookings, and sales attributed to influencer-driven traffic or promotional campaigns to measure their impact on your bottom line.

E. Gathering Feedback and Reviews Collect feedback, reviews, and testimonials from influencers and their followers to gain insights into their perception of your brand and areas for improvement.

Best Practices and Tips for Successful Collaboration

A. Establishing Clear Objectives and Expectations Communicate your campaign objectives, expectations, and guidelines clearly with influencers to ensure alignment and accountability.

B. Maintaining Open Communication Channels Maintain open communication channels with influencers throughout the collaboration process to address any issues, provide feedback, and foster a positive working relationship.

C. Providing Creative Freedom to Influencers Empower influencers to express their creativity and authenticity by allowing them creative freedom and flexibility in content creation.

D. Building Long-term Relationships Invest in building long-term relationships with influencers based on trust, mutual respect, and shared values to cultivate brand advocacy and loyalty.

E. Adapting to Changing Trends and Platforms Stay abreast of evolving trends, algorithms, and platform updates to adapt your influencer marketing strategies and remain relevant in an ever-changing landscape.

Case Studies and Success Stories

A. Case Study 1: Brand X’s Collaboration with Adventure Travel Influencer Y Brand X partnered with Adventure Travel Influencer Y to promote their outdoor adventure tours, resulting in a 30% increase in bookings and positive feedback from Y’s engaged audience.

B. Case Study 2: Luxury Resort Z’s Partnership with Family Travel Influencer A Luxury Resort Z collaborated with Family Travel Influencer A to showcase their family-friendly amenities and activities, leading to a 25% rise in family bookings and enhanced brand visibility.

C. Case Study 3: Sustainable Tourism Organization’s Campaign with Influencer B A Sustainable Tourism Organization collaborated with Influencer B to raise awareness about responsible travel practices, resulting in increased donations, volunteer sign-ups, and positive media coverage.

Table of Contents

6 Reasons to Follow Top Instagram Travel Influencers

Following the most popular travel influencers can offer several benefits and insights for anyone looking to replicate their success in influencer marketing. Here’s why you should consider following them and what to look for:

1. Inspiration and Creativity : Top travel influencers often showcase stunning destinations, unique experiences, and creative content that can inspire your marketing strategies. By following them, you can stay updated on the latest trends in travel content creation and gain fresh ideas for your influencer campaigns.

2. Audience Engagement Techniques : Successful travel influencers know how to engage their audience effectively through captivating storytelling, interactive posts , and genuine interactions. By observing their engagement strategies, you can learn valuable techniques for building rapport with your target audience and fostering meaningful connections with potential customers.

3. Content Quality and Aesthetics : Top travel influencers maintain high standards for content quality and aesthetics, which contribute to their appeal and credibility. Pay attention to their photography skills , editing techniques, and overall visual branding to understand what resonates with their followers. Incorporating similar quality standards into your influencer marketing content can enhance its impact and credibility.

4. Partnership Collaborations : Many travel influencers collaborate with brands and tourism boards to create sponsored content and promotional campaigns. By following them, you can gain insights into successful collaboration models, negotiation strategies , and effective ways to integrate brand messaging seamlessly into content. Analyze their partnerships to identify potential opportunities for your own influencer marketing business.

5. Authenticity and Transparency : Authenticity is key to building trust and credibility in influencer marketing. Top travel influencers often share authentic experiences, honest reviews, and transparent disclosures with their audience. Pay attention to how they maintain authenticity while collaborating with brands, and strive to replicate this genuine approach in your influencer marketing endeavors.

6. Engagement Metrics and Analytics : Monitoring the engagement metrics and analytics of top travel influencers can provide valuable insights into audience demographics , content performance, and effective marketing strategies. Analyze their engagement rates, follower demographics, and post analytics to identify patterns and trends that can inform your own marketing decisions.

Overall, following best-performing travel influencers can offer valuable lessons, inspiration, and practical insights for replicating their success in influencer travel marketing . By observing their content, engagement techniques, partnership collaborations, and authenticity practices, you can enhance your own influencer marketing business and drive meaningful results for your brand or clients.

The Best Travel Influencers You Should Check!

Best Instagram influencers often specialize in adventure travel, luxury travel, or budget travel, catering to different audiences seeking unique experiences. To build a strong brand in adventure travel , focus on showcasing daring expeditions, outdoor activities, and off-the-beaten-path destinations, fostering a sense of exploration and adrenaline.

For luxury travel, emphasize premium accommodations, gourmet dining, and exclusive experiences, while budget travel niches can be navigated by sharing money-saving tips, budget-friendly destinations, and affordable yet enriching travel itineraries. Leveraging Strategic Instagram Travel Marketing is key to achieving this.

Here are some Influencers to learn from

Instagram Influencers Featuring African Travel Destinations

Here are 25 Instagram travel content creators among the top 100 travel influencers who focus on African destinations in their content.

• @theblondeabroad (Kiersten Rich): Known for her stunning photography and travel tips, Kiersten explores various destinations in Africa, from safaris to urban adventures.
• @travelnoire: This account features a diverse group of travelers exploring Africa and sharing their experiences, providing inspiration and practical advice for African travel.
• @hlophe_africa (Gugu Hlophe): Gugu shares her adventures across Africa, highlighting lesser-known destinations and promoting sustainable travel practices.
• @theafricangypsy (Anele Mdzikwa): Anele documents her travels across the African continent, showcasing its beauty, culture, and people through captivating images and stories.
• @theafricatravelguru (Desiree Paisley): Desiree is passionate about promoting travel to Africa and shares her experiences exploring the continent’s diverse landscapes, wildlife, and cultures.
• @luxury__traveler (Luxury Traveler): This account features luxurious African destinations, resorts, and experiences, appealing to affluent travelers seeking exclusive and high-end experiences.
• @traveltomtom (Tom Grond): Tom travels extensively throughout Africa, sharing his adventures and providing practical travel tips, including budget-friendly options and off-the-beaten-path destinations.
• @travelafricastory ( Travel Africa Story ): This account shares inspiring stories and breathtaking images of African destinations, showcasing the continent’s rich cultural heritage and natural beauty.
• @spiritedpursuit (Lee Litumbe): Lee’s Instagram feed is filled with stunning images of her travels across Africa, capturing the essence of each destination and celebrating its unique charm.
• @landlopers (Matt Long): Matt explores Africa’s diverse destinations, from ancient ruins to vibrant cities, sharing his experiences and insights along the way.
• @mylifesatravelmovie (Alyssa Ramos): Alyssa documents her adventures around the world, including many trips to Africa, where she experiences everything from wildlife safaris to cultural festivals.
• @theblogabroad (Gloria Atanmo): Gloria shares her travel adventures and cultural experiences in Africa, inspiring others to explore the continent with an open mind and heart.
• @amilliontravels (Alessia and David): This couple travels the world and shares their experiences on Instagram, including their adventures in Africa, where they explore hidden gems and remote landscapes.
• @traveltoblank: Jaz Harb & Stevie document their travels on Instagram, showcasing their experiences in Africa, from adrenaline-pumping adventures to serene beach getaways.
• @theadventurefaktory (Nour and Paul): Nour and Paul are avid adventurers who explore Africa’s natural wonders and adrenaline-fueled activities, sharing their experiences and tips with their followers.
• @dipyourtoesin (Jessica and Hai): This couple travels the world and shares their experiences on Instagram, including their adventures in Africa, where they immerse themselves in local cultures and cuisines.
• @thetravelmanuel (Vaughan and Lauren): Vaughan and Lauren share their family travel adventures on Instagram, including their explorations of Africa’s diverse landscapes and wildlife.
• @globetravelcouple (Brogan and Emma): Brogan and Emma showcase their travels as a couple, including their experiences in Africa, where they seek out unique destinations and immersive cultural experiences.
• @blackgirlstraveltoo: This community platform celebrates and empowers Black women travelers, sharing their stories and experiences exploring Africa and beyond.
• @africanoverlandtravel (Kurt and Lesley): Kurt and Lesley document their overland adventures across Africa, showcasing the continent’s beauty and diversity through their stunning photography.
• @thetravelista (Jess Gibson): Jess shares her luxury travel experiences on Instagram, including her trips to Africa, where she indulges in upscale accommodations and unique cultural encounters.
• @travelwiththesmile (Jure and Andreja): This couple travels the world with a smile, sharing their adventures on Instagram, including their explorations of Africa’s breathtaking landscapes and wildlife.
• @wildluxe_misha (Misha Gillingham): Misha specializes in luxury travel and shares her glamorous adventures on Instagram, including her visits to Africa’s most exclusive resorts and wildlife reserves.
• @theworldpursuit (Cameron and Natasha): Cameron and Natasha document their global travels on Instagram, including their journeys through Africa, where they seek out authentic cultural experiences and epic adventures.
• @passionpassport (Passion Passport): This community-driven platform features travel stories and photos from around the world, including many captivating tales from travelers exploring Africa’s diverse destinations.

These Instagram travel influencers showcase the beauty, culture, and adventure that Africa has to offer, inspiring their followers to explore the continent and experience its wonders firsthand. They provide valuable insights, tips, and recommendations to help travelers plan African adventures.

20 Instagram Solo Influencers and their Travel Niches

• @expertvagabond – Matthew Karsten shares breathtaking photos and captivating stories from his solo adventures around the world, inspiring others to break free from the conventional and embrace the nomadic lifestyle.
• @theblondeabroad – Kiersten Rich combines stunning imagery with practical travel advice, showcasing her solo journeys to exotic destinations and empowering women to explore the world fearlessly.
• @glographics – Gloria Atanmo uses her platform to promote solo travel as a means of personal growth and self-discovery, sharing empowering insights and vibrant snapshots from her global adventures.
• @lostleblanc – Christian LeBlanc creates cinematic travel vlogs that transport viewers to picturesque landscapes and off-the-beaten-path destinations, fueling their wanderlust and desire for exploration.
• @hopscotchtheglobe – Kristen Sarah shares her solo adventures through colorful and engaging videos, highlighting unique cultural experiences and promoting sustainable travel practices.
• @jessicanabongo- Jessica Nabongo is on a mission to visit every country in the world, documenting her solo travels with beautiful photography and insightful reflections on culture and diversity.
• @drewbinsky – Drew Binsky explores the world solo, uncovering fascinating stories and hidden gems in every corner of the globe, while fostering a sense of global unity through his travels.
• @thebudgetmindedtraveler – Jackie Nourse proves that solo travel is accessible to everyone, sharing budget-friendly tips and inspiring stories from her own adventures around the world.
• @jacob – Jacob Riglin’s stunning photography showcases the world’s most picturesque destinations, inspiring solo travelers to seek out their own adventures and capture unforgettable moments.
• @suitcaseandi – Chelsie Kumar shares her solo travel experiences with authenticity and humor, offering practical advice and refreshing insights into life on the road as a solo female traveler.
• @josieldn – Josie Lloyd’s Instagram feed is a visual feast of solo adventures, featuring dreamy landscapes, vibrant cityscapes, and empowering messages about living life to the fullest.
• @mylifesatravelmovie – Alyssa Ramos documents her solo travels with wit and charm, sharing her experiences as a digital nomad and offering valuable tips for solo female travelers.
• @gettingstamped – Hannah and Adam share their solo adventures as a couple, offering practical advice and stunning imagery that inspires others to embark on their own journeys of discovery.
• @shivya – Shivya Nath ‘s Instagram is a celebration of solo trekking and outdoor adventures, inspiring others to connect with nature and embark on their own journey of self-discovery.
• @thebudgetsavvytravelers – Christina Guan shares her solo travel experiences on a budget , offering practical tips and inspiration for exploring the world without breaking the bank.
• @solotraveler – Janice’s Instagram is a treasure trove of solo travel tips and inspiration , encouraging others to step out of their comfort zones and embrace the freedom of solo exploration.
• @thirdeyetraveller – Sophie Pearce’s Instagram is a visual diary of her solo travels, featuring stunning imagery and detailed guides to help others plan their own adventures .
• @theblondenomads – Robyn and Tracy share their solo adventures as a family, proving that travel is possible at any age and encouraging others to create lifelong memories on the road.
• @Imvoyager18 – Sandy N Vyjay ‘s Instagram is a source of inspiration for solo travelers seeking authentic cultural experiences and off-the-beaten-path adventures.
• @wandertooth – shares their solo adventures as a couple , offering practical advice and inspiration for fellow travelers looking to explore the world together.

50 Influencer Travel Niches To Consider in 2024 and Beyond

Considering influencer travel niches that match your passion, profitability, and skills ensures that you’re not only doing what you love but also maximizing your potential for success in the field.

• Adventure Travel: Featuring extreme sports, trekking, and adrenaline-inducing activities in exotic locations.
• Solo Travel: Sharing insights and tips for those exploring the world independently.
• Family Travel: Catering to families looking for child-friendly destinations and activities.
• Luxury Travel: Showcasing opulent resorts, fine dining, and exclusive experiences for affluent travelers.
• Sustainable Travel: Promoting eco-friendly practices and responsible tourism initiatives.
• Digital Nomad Lifestyle: Offering insights into working remotely while traveling to various destinations.
• Cultural Immersion: Delving deep into local cultures, traditions, and customs around the world.
• Wildlife and Nature: Focusing on wildlife encounters, safaris, and conservation efforts.
• Food and Culinary Travel: Highlighting gastronomic experiences, local cuisine, and culinary adventures.
• Historical Travel: Exploring historical sites, landmarks, and ancient civilizations.
• Photography Travel: Showcasing stunning travel photography and tips for capturing the perfect shot.
• Budget Travel: Providing tips and hacks for traveling on a shoestring budget.
• Road Trips: Documenting epic road trip adventures and scenic routes.
• Luxury Train Travel: Featuring luxurious train journeys and elegant travel experiences.
• Island Hopping: Sharing experiences and recommendations for exploring multiple islands.
• Backpacking: Catering to budget-conscious travelers seeking backpacking adventures.
• Wellness Retreats: Highlighting rejuvenating retreats, spas, and wellness-focused destinations.
• Glamping: Showcasing glamorous camping experiences and unique accommodations.
• Volunteer Travel: Promoting volunteer opportunities and community service projects abroad.
• Adventure Sports: Focusing on specific adventure sports such as diving, rock climbing, or skiing.
• Destination Weddings: Providing inspiration and tips for couples planning destination weddings.
• Hidden Gems: Uncovering lesser-known destinations and hidden gems around the world.
• Travel with Pets: Offering advice and recommendations for pet-friendly travel.
• Cruise Travel: Showcasing luxury cruise experiences and popular cruise destinations.
• Train Travel: Exploring the charm and convenience of train travel in various regions.
• Winter Wonderland: Highlighting snowy destinations, winter sports, and festive celebrations.
• Wine and Vineyard Tours: Featuring wine-tasting experiences and vineyard tours around the world.
• City Escapes: Exploring vibrant cities, urban culture, and cityscape photography.
• Digital Detox Retreats: Promoting destinations and experiences focused on unplugging and relaxation.
• Fashion and Style Travel: Showcasing travel outfits, fashion trends, and stylish destinations.
• Luxury Yacht Travel: Featuring extravagant yacht experiences and sailing adventures.
• Art and Design Travel: Exploring art galleries, architectural landmarks, and design-centric destinations.
• Literary Travel: Discovering destinations inspired by famous literature and authors.
• Music Festivals: Documenting experiences and recommendations for attending music festivals worldwide.
• Health and Fitness Travel: Showcasing destinations and activities focused on health and fitness.
• Agritourism: Exploring farm stays, agricultural experiences, and rural lifestyles.
• Film and TV Tourism: Visiting locations featured in popular films and television shows.
• Sustainable Eco-lodges: Featuring eco-friendly accommodations and sustainable lodging options.
• Mountain Escapes: Highlighting mountain retreats, hiking trails, and alpine experiences.
• Desert Adventures: Documenting experiences in desert landscapes, sand dunes, and oases.
• Honeymoon Travel: Providing inspiration and recommendations for romantic getaways.
• Motorcycle Tours: Showcasing motorcycle journeys and biker-friendly routes.
• Aviation Enthusiasts: Focusing on aviation-related experiences, airplane spotting, and flight reviews.
• Tea and Coffee Tourism: Exploring tea plantations, coffee farms, and cultural aspects of tea and coffee.
• Astro-tourism: Showcasing destinations ideal for stargazing and astronomical observation.
• Diving and Snorkeling: Featuring underwater adventures, marine life encounters, and dive spots.
• Hot Air Ballooning: Documenting hot air balloon rides and aerial views of scenic landscapes.
• Heritage Tourism: Discovering UNESCO World Heritage Sites and cultural landmarks.
• Adventure Photography: Focusing on capturing breathtaking moments and landscapes.
• Eco-Adventures: Promoting sustainable adventures and outdoor activities.

Influencer Travel Niches FAQs

What are influencer tourism niches.

Influencer tourism niches refer to specialized areas within the travel influencer industry where content creators focus their efforts and expertise to attract specific audiences with unique interests or preferences.

How Can I Monetize My Influence in a Tourism Niche?

Monetization strategies for influencers in tourism niches include sponsored content collaborations with brands, affiliate marketing, selling digital products (e.g., e-books, presets), offering consulting or coaching services, hosting paid workshops or tours, and leveraging platforms like Patreon for subscription-based content.

A. Recap of Key Points Travel influencers play a vital role in shaping consumer behavior and driving engagement within the travel and hospitality industry. By understanding the different types of influencers and implementing effective collaboration strategies, brands can leverage their influence to achieve their marketing objectives and reach their target audience.

B. Future Trends in Travel Influencer Marketing The future of travel influencer marketing is likely to be characterized by emerging technologies, such as virtual reality, augmented reality, and live streaming, offering new opportunities for immersive storytelling and brand engagement.

C. Final Thoughts on Harnessing the Power of Influencers in the Travel and Hospitality Industry Influencer marketing will continue to evolve as an essential component of travel and hospitality marketing strategies, providing brands with a powerful tool to connect with consumers, drive brand awareness, and inspire travel experiences around the globe. By embracing authenticity, creativity, and collaboration, brands can harness the power of influencers to create meaningful connections and drive tangible business results in the ever-changing landscape of the travel industry.

Additional resources on how to get started once you’ve identified your travel niche.

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Table of Contents

Travel Influencer Agency – Top 10 Agencies, FAQs & More Agency Influencers

• Influencers

A travel influencer agency is a company that connects brands with travel influencers. These agencies have gained importance due to the rising popularity of travel influencers on social media. They help brand owners effectively promote their products or brand through influencer collaborations, leveraging the influencers’ engaged audience and travel-related content.

In this post, we will discuss the top travel influencer agencies and what they specialize at. Secondly, we’ll answer some frequently asked questions (FAQs) regarding these travel influencer agencies. 

Top 10 Travel Influencer Agencies

Hireinfluence.

HireInfluence stands out as a prominent travel influencer agency known for its bespoke influencer campaigns designed to meet the unique needs of various brands. This agency has gained notable traction in the industry, having collaborated with over 500 brands , a testament to its wide reach and effectiveness. It primarily partners with a diverse range of influencers, from micro-influencers to high-profile personalities, ensuring a broad spectrum of influence and audience engagement. The agency monetizes through tailored campaign management services, charging brands for developing and executing these influencer campaigns. For brand owners, HireInfluence offers a unique opportunity to tap into a customized and highly engaged audience, making it a strategic choice for companies looking to boost their presence in the travel sector. Brands like tourism boards, luxury travel companies, and outdoor gear manufacturers could benefit significantly from such collaborations, leveraging the agency’s ability to craft compelling narratives that resonate with their target demographics.

Amra & Elma

Amra & Elma is a dynamic travel influencer agency known for its innovative approach to influencer marketing in the travel sector. Specializing in luxury and lifestyle travel collaborations, this agency stands out for its ability to connect high-end brands with influential figures in the travel world. With a robust portfolio of over 300 successful campaigns , Amra & Elma has established a reputation for excellence and effectiveness. The agency’s focus is predominantly on high-tier influencers and celebrities, offering brands an exclusive gateway to upscale markets. Revenue generation for the agency stems from organizing and managing these exclusive influencer partnerships, for which they charge premium fees. The strategic advantage for brand owners collaborating with Amra & Elma lies in accessing the affluent segment of the travel market. Luxury resorts, high-end travel accessories brands, and boutique travel agencies can immensely benefit from these partnerships by aligning their products with the sophisticated image portrayed by the influencers.

Top Influencer Marketing Agency

Top Influencer Marketing Agency is renowned for its comprehensive services in the travel influencer marketing arena. This agency specializes in connecting travel brands with a wide array of influencers, from emerging voices to established figures in the travel niche. Its impressive track record includes partnerships with over 200 brands , indicative of its broad appeal and success in the industry. The agency’s influencer network is varied, encompassing travel bloggers, vloggers, and social media personalities, thereby catering to a diverse range of campaign needs. Top Influencer Marketing Agency generates revenue by offering end-to-end campaign management services, including influencer matchmaking, content creation, and performance tracking. For brand owners, the agency’s broad influencer network and comprehensive service offerings present a versatile and effective avenue for increasing brand visibility and engagement. Travel gear manufacturers, destination marketing organizations, and travel booking platforms are examples of brands that could leverage these collaborations to reach a wider audience and enhance their market position.

DCI is a prominent player in the travel influencer marketing landscape, known for its strategic and targeted approach to influencer partnerships. The agency’s specialization lies in destination marketing, making it a go-to choice for regions and localities looking to boost their tourism appeal. With over 250 successful influencer collaborations , DCI has a proven track record of driving tourism growth and brand awareness. The agency works with a mix of influencers, including local experts and international travel personalities, to ensure a comprehensive and authentic representation of destinations. DCI’s revenue model is centered around providing destination marketing strategies and influencer campaign execution, for which it charges its clients. The value for brand owners, particularly tourism boards and local businesses, comes from DCI’s ability to craft localized and culturally relevant campaigns that attract tourists and highlight unique destination features. Hotels, local tour operators, and regional culinary brands could gain significant exposure and interest through partnerships with DCI.

Slingshot is a cutting-edge travel influencer agency that excels in creating impactful and memorable travel campaigns. It specializes in adventure and experiential travel, connecting brands with influencers who embody a sense of adventure and exploration. Having worked with over 150 brands , Slingshot has carved a niche for itself in the adventure travel segment. The agency’s influencer collaborations are primarily with adventure travel bloggers, photographers, and outdoor enthusiasts, aligning perfectly with its specialization. Slingshot generates revenue through campaign planning, influencer coordination, and content creation services. For brand owners, particularly those in the adventure travel industry, Slingshot offers a gateway to a passionate and engaged audience. Outdoor equipment manufacturers, adventure tour operators, and extreme sports brands stand to benefit from these collaborations by associating their products with the excitement and authenticity of adventure travel influencers.

Travel Media PR

Travel Media PR is a specialized travel influencer agency known for its focus on media-centric travel campaigns. This agency excels in integrating traditional and new media platforms, offering a comprehensive approach to travel influencer marketing. They have an impressive portfolio, having worked with over 200 travel and lifestyle brands . Travel Media PR’s influencer network includes travel journalists, bloggers, and social media influencers who have a strong presence across multiple media platforms. The agency’s revenue comes from media planning, influencer matchmaking, and campaign execution services. For brand owners, Travel Media PR’s multi-platform approach provides a unique opportunity to maximize media exposure and audience reach. Airlines, luxury hotel chains, and travel insurance companies could significantly benefit from these collaborations, gaining extensive coverage and credibility through diverse media channels.

Growth Turbine

Growth Turbine stands as an innovative travel influencer agency, known for its focus on growth-driven influencer campaigns. Specializing in scaling travel brands, the agency is adept at identifying and leveraging influencer partnerships that drive tangible business growth. They have collaborated with more than 100 travel brands , showcasing their effectiveness in enhancing brand performance. Growth Turbine predominantly works with influencers who have a proven track record of driving engagement and conversions, making it a results-oriented agency. Their revenue model is based on performance-driven campaign management, where they charge for measurable growth and campaign success. For brand owners looking for measurable ROI from their marketing efforts, Growth Turbine offers an attractive proposition. Emerging travel startups, boutique hotel chains, and travel tech companies can especially benefit from these partnerships, gaining accelerated growth and enhanced market presence.

Innovative Travel Marketing (ITM)

Innovative Travel Marketing (ITM) is a forward-thinking travel influencer agency that prides itself on creative and unique marketing solutions. They specialize in crafting bespoke marketing strategies that blend travel influencers with innovative promotional tactics. With a portfolio of over 120 brands , ITM has a strong track record in delivering effective and distinctive marketing campaigns. The agency collaborates with a diverse range of influencers, from niche travel experts to mainstream travel celebrities, ensuring a wide reach and varied audience engagement. ITM’s revenue is generated from customized marketing strategy development and influencer campaign execution. Brand owners benefit from ITM’s creative approach, gaining access to unique and memorable marketing campaigns. Travel-related tech companies, eco-friendly travel brands, and cultural tourism organizations are examples of entities that could greatly benefit from ITM’s innovative and tailored marketing solutions.

Traktek Partners

Traktek Partners is a key player in the travel influencer marketing domain, recognized for its data-driven and analytical approach to influencer campaigns. The agency specializes in leveraging data analytics to optimize influencer partnerships for maximum impact. Their experience includes collaborations with over 175 brands , demonstrating their expertise in data-informed campaign strategies. Traktek Partners focuses on working with influencers who have a strong analytical understanding of their audience, ensuring data-driven content creation and distribution. The agency’s revenue comes from providing data analysis, influencer matchmaking, and campaign optimization services. For brand owners, Traktek Partners offers the advantage of precision-targeted campaigns, maximizing ROI through data insights. Travel analytics companies, digital travel platforms, and destination analytics firms could particularly benefit from these partnerships, tapping into the power of data-driven influencer marketing.

Union is a distinguished travel influencer agency known for its collaborative and community-driven approach to influencer marketing. The agency excels in fostering strong relationships between brands and influencers, building campaigns around community engagement and authenticity. Having partnered with over 130 brands , Union has a solid reputation for creating deeply resonant and community-focused campaigns. The agency predominantly collaborates with influencers who have a strong community bond and engagement, enhancing the authenticity and impact of the campaigns. Union’s revenue model revolves around community engagement strategies and influencer campaign management. For brand owners, Union’s approach offers a unique opportunity to build genuine and lasting connections with their audience. Community-centric travel platforms, local tourism boards, and sustainable travel brands are particularly well-suited to benefit from Union’s community-focused influencer collaborations.

Frequently Asked Questions (FAQs) 

What are travel influencer agencies and their primary focus.

Travel influencer agencies are companies specializing in connecting brands with travel influencers to promote products or destinations. These agencies, like HireInfluence or Amra & Elma, focus on different aspects of travel such as luxury, adventure, or destination marketing, catering to diverse brand needs in the travel industry.

How do travel influencer agencies generate revenue?

Travel influencer agencies primarily generate revenue by charging for campaign management services. They plan, execute, and manage influencer marketing campaigns for brands in the travel sector, similar to agencies like Slingshot or Travel Media PR, offering tailored marketing solutions.

Can small travel brands benefit from working with travel influencer agencies?

Yes, small travel brands can significantly benefit from collaborating with travel influencer agencies. Agencies like Growth Turbine specialize in scaling up brands, providing access to targeted audiences and effective marketing strategies, beneficial for emerging travel businesses.

What types of influencers do travel influencer agencies work with?

Travel influencer agencies work with a range of influencers, from micro-influencers to celebrities. Depending on the agency’s focus, like DCI’s emphasis on local experts or Slingshot’s adventure bloggers, they partner with influencers best suited to a brand’s specific goals.

Why are travel influencer agencies important for brand owners in the travel industry?

Travel influencer agencies are crucial for brand owners in the travel industry because they provide expert insights and access to niche markets. Agencies like Union or Innovative Travel Marketing help brands connect with specific audiences, enhancing brand visibility and credibility in the competitive travel sector.

Conclusion 

In conclusion, travel influencer agencies play a pivotal role in shaping the world of modern marketing. They bridge the gap between brands seeking effective promotion and influencers with engaged audiences. As the digital landscape continues to evolve, these agencies will remain essential in crafting impactful collaborations that inspire wanderlust and drive engagement in the travel industry.

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Top 10 Travel Influencers on Social Media in 2024

Jack Greenwald

• March 5, 2024

Travel influencers, masters of storytelling, captivate audiences with global adventures. Let’s explore 2024’s top 10 influencers, inspiring wanderlust.

• Louis Cole ( @louiscole )
• Drew Binsky ( @drewbisky )
• The Bucket List Family ( @TheBucketListFamily )
• Kurt Caz ( @KurtCaz )
• Tara Whiteman ( @taramilktea )
• Kiki ( @theblondeabroad )
• Murad Osmann ( @muradosmann )
• Chris Burkard ( @chrisburkard )
• Lauren Bullen ( @gypsea_lust )
• Eva zu Beck ( @evazubeck )

Top Travel Influencers on Social Media in 2024

Louis Cole, a prominent travel influencer with nearly two million YouTube subscribers, is renowned for his daily video blog. Documenting his life and global travels, Cole’s vlogs offer viewers an immersive journey into his adventures.

Following, beyond his travel escapades, Cole’s content reflects a broader ethos centered around exploring a better way of living. Find it all on Cole’s channel, from DIY projects to eco-friendly living, van life, and insights into technology and education. Cole embodies a multifaceted approach to embracing a more sustainable, adventurous, and fulfilling lifestyle.

  View this post on Instagram   A post shared by Louis Cole (@louiscole)

Drew Binsky

Drew Binsky has achieved global recognition for his ambitious quest to visit every country in the world. Furthermore, Binsky immerses his audience in the rich tapestry of diverse cultures, and exhilarating adventures in far-flung corners of the globe.

Beyond his globe-trotting endeavors, Binsky’s persona shines through as a scratch golfer, EDM enthusiast, people-person, and holder of two Guinness World Records. Altogether, engaging with his audience on various social media platforms, Binsky invites travelers to join him on his journey.

  View this post on Instagram   A post shared by Drew Binsky (@drewbinsky)

The Bucket List Family

The Bucket List Family, a remarkable clan of five, has captured the hearts of adventure seekers worldwide with their extraordinary journey around the globe. Embracing a nomadic lifestyle, they embarked on their odyssey in 2015 after selling everything to pursue a life of exploration and discovery.

As full-time family travel journalists, they chronicle their awe-inspiring escapades through captivating Instagram posts and YouTube videos under the moniker The Bucket List Family. From serene beaches to rugged mountains, their wanderlust knows no bounds as they traverse the world, sharing their experiences, insights, and cherished moments with a global audience. Currently, the Gee family finds themselves off the grid in Antarctica, adding yet another remarkable chapter to their remarkable odyssey.

Kurt Caz, a spirited vlogger hailing from South Africa, embodies the essence of adventure as he traverses the globe. With an insatiable hunger for travel and a deep-rooted connection to his South African heritage, Kurt immerses himself in the diverse cultures and landscapes of his destinations.

From the lush jungles of Central America to the vibrant streets of South America, the historical treasures of North Africa to the untamed wilderness of East Africa, Kurt’s journey unfolds as a testament to his nomadic spirit and innate curiosity. Therefore, as he explores each corner of the world, Kurt remains true to his roots as a “South African bushman,” following the call of his DNA to embrace the thrill of discovery and inspire others to embark on their own transformative adventures.

Tara Whiteman

Tara Whiteman, a creative hailing from Sydney, Australia, brings her kaleidoscopic vision to life on social media. She delights her audience with her daily lifestyle videos. With a passion for travel, food, and vibrant locales, Tara’s adventures unfold through a lens of color and creativity.

Despite her youth, Tara has already achieved remarkable milestones, recently completing her Honours degree in Design while simultaneously globe-trotting, working on projects with prestigious clients, and managing her lifestyle blog and Instagram. Subsequently, with a keen eye for the extraordinary and a penchant for partnering with esteemed brands like Canon and Tiffany & Co., Tara’s journey epitomizes the pursuit of passion and entrepreneurial spirit. With over one million followers and counting, Tara’s ultimate goal is to inspire others to seize life’s opportunities and craft their own path to happiness.

  View this post on Instagram   A post shared by Tara Milk Tea (@taramilktea)

Kiki, a California native, embarked on a transformative journey in 2011, leaving behind her career in corporate wealth management to pursue a summer of soul-searching. Dissatisfied with the traditional notion of success, Kiki’s travels through Australia, Thailand, Cambodia, Vietnam, Bali, and New Zealand opened her eyes to the empowering freedom of solo exploration.

Over the past decade, she has shared her personal journey and invaluable travel insights with women worldwide, chronicling her adventures across 70 countries. From living in Cape Town, South Africa, to settling back in California, Kiki’s quest for self-discovery and wanderlust knows no bounds, inspiring others to break free from societal norms and embrace the transformative power of travel.

  View this post on Instagram   A post shared by Kiki | The Blonde Abroad | Travel Blogger (@theblondeabroad)

Murad Osmann

Murad Osmann, the visionary behind the viral photo series “Follow Me To”, has ascended to the summit of travel influence with his captivating imagery and creative storytelling. Beginning with a single snapshot of his then-girlfriend Nataly in Barcelona in 2011, Murad sparked a global sensation that has since earned him recognition as one of the world’s top travel influencers by Forbes magazine.

With over 4 million followers on Instagram alone, Murad’s evocative photography has transported audiences from Havana to Kamchatka, weaving together a tapestry of destinations united by his unique perspective. Simultaneously, The Follow Me To project has not only captivated social media users worldwide but has also propelled Murad and Nataly to international acclaim, leading to the publication of a best-selling book and their own travel program on Channel One Russia. As a sought-after partner for influencer marketing campaigns, Murad’s reach offers brands access to millions of dedicated travel enthusiasts.

  View this post on Instagram   A post shared by MURAD OSMANN (@muradosmann)

Chris Burkard

Chris Burkard stands as a multifaceted force of nature, blending the roles of explorer, photographer, creative director, speaker, and author. He crafts a narrative that celebrates the majesty of Earth’s most remote corners. Roaming the planet year-round in pursuit of untamed landscapes, Burkard’s lens captures the raw power and pristine beauty of nature. Overall, this inspires viewers to forge deeper connections with the world around them and champion the conservation of wilderness everywhere.

Through social media, Burkard shares his evocative imagery with millions. Additionally, he’s collaborated on global campaigns, spoke at TED, designed products, and published acclaimed books. In California, Burkard finds solace with his family. At 36, Burkard’s legacy as a global travel influencer continues to grow.

  View this post on Instagram   A post shared by ChrisBurkard (@chrisburkard)

Lauren Bullen

Lauren, known to her followers as Gypsea Lust on Instagram, embodies a boundless spirit of adventure and creativity. Despite being only 27 years old and hailing from Northern NSW Australia, nonetheless Lauren has forged a remarkable journey. Together with her partner Jack Morris , Lauren explores the globe, capturing breathtaking moments and sharing them with an eager audience.

Lauren and her partner base themselves in Bali, but travel globally, blending travel, fashion, and lifestyle. Lauren, self-taught in photography, collaborates with diverse clients, crafting unique content resonating globally. As she continues to wander the world, Lauren inspires others to chase their dreams and embrace the beauty of exploration.

  View this post on Instagram   A post shared by lauren bullen (@gypsea_lust)

Eva zu Beck

Eva zu Beck, a raw adventurer, embodies a fearless spirit guided by the mantra “the world belongs to the brave.” Currently undertaking Expedition Wild, Eva traverses the length of the Pan-American Highway in her converted 4×4 mini-camper Land Rover Defender.

Furthermore, each week, she shares captivating videos, offering viewers a front-row seat to her solo adventures across the globe.

Partner with Top Travel Influencers

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Brands can confidently hire influencers, optimize strategies, and reach global audiences with authenticity and efficiency. Glewee empowers brands to amplify their message and achieve marketing success.

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10 Influencer Marketing Campaigns That Went Viral on Social Media

Do you want to know how influencer marketing can help businesses flourish better check out a few case studies and learn how some businesses went viral.

Influencer marketing has become the most effective way to market your business. The process is generally a collaboration between brands and influencers to promote particular services or products.

Today, influencer marketing has evolved to a large extent and brands are planning to invest more in this type of marketing. The idea of this thing can be taken from the fact that around 94% of marketers across a wide range of industries declared that influencer marketing is an effective marketing strategy.

Several businesses revealed the  benefits of influencer marketing of how it helped them reach their targeted audience. Here we come with some examples of influencer marketing campaigns that went viral on social media. It can be an inspirational way for new creators or businesses to boost their art, skills, products, or services through social media:

Explore the successful influencer marketing campaigns

Social media experts, such as  Social Followers , study to examine the best social media marketing campaigns to elaborate on how they worked to perform well. Explore the successful influencer marketing campaigns here and learn how those businesses actually implemented these marketing tactics to get exceptional results:

1. Gymshark

• Campaign type: Contest/challenges
• Platforms used: Instagram and TikTok
• Campaign statistics: The main focus of this campaign is video content. The hashtag #Gymshark66 used for this campaign got 785K+ posts on Instagram and 252.6 million views on TikTok.

Among the most active gym wear brands, Gymshark is the most influential one. The brand has been integrating with influencer marketing for the past few years.  The campaign  66 Days: Change Your Life challenge  is still considered a massive hit on Instagram and TikTok.

This challenge was more than a trend asked the audience to challenge themselves for 66 days through an active lifestyle and positive habits. For this campaign Gymshark partnered with athletes and sports influencers, having a strong presence on TikTok and Instagram.

2. Deeper Sonars

• Campaign type: Paid partnerships and ambassador program
• Platforms used: YouTube, TikTok, Facebook, Instagram, and niche websites.
• Campaign statistics:  This campaign helped Deeper Sonars recruit more than 7,000 ambassadors across 30+ countries

Deeper Sonars is best at selling portable sonars. They introduced an ambassador program, getting 75% of their total marketing budget. The Deeper Sonars Ambassador program has three different levels, including

• Deeper Heroes:  Deeper Heroes are specialists who utilize Deeper Sonars.
• Deeper Squad:  Deeper Squad is defined as an open community that shows a keen interest in fishing or a fan of Deeper.
• Paid Partnerships: Paid partnerships program is done with influencers with whom the company has negotiated or fixed a long-term deal.

3. Last Crumb

• Campaign type:  Influencer product seeding.
• Platforms used: TikTok
• Campaign statistics: This campaign promoted Last Crumb Reviews and many videos related to this topic got millions of views.

Last Crumb is a luxurious cookie brand which is based in Los Angeles. When the brand tried out an  influencer marketing strategy or influencer product seeding program, every TikTok food influencer started getting reviews on this brand. 

4. Animalhouse Fitness

• Campaign type: influencer gifting.
• Platforms used: Instagram and TikTok.
• Campaign statistics: This campaign helped AnimalHouse Fitness to raise a revenue of $7 million and brought it under the top 1% of fastest-growing companies on Shopify.

AnimalHouse Fitness sent 100+ fitness influencers the MonkeyFeat as gifts. This campaign helped the brand a lot in increasing brand awareness. Many influencers mentioned the product in their content, showcasing it to millions of users worldwide. This marketing tactic not only helps brands  enhance TikTok followers  but also increases their revenue.

• Campaign type: Affiliate marketing.
• Platforms used: YouTube, TikTok, Instagram.
• Campaign statistics: The hashtag, #careofpartner is used to publish thousands of videos by influencers across TikTok, YouTube, and Instagram. Many of these influencers or creators generate millions of views.

Care/of is a specialized vitamin supplement company providing users with vitamins based on their specific requirements. The brand collaborates with many known influencers, including lifestyle creators, mom influencers, and cultural YouTubers. The brand collaborates with influencers on different channels, including YouTube, TikTok, and Instagram.

• Campaign type: Celebrity collaboration
• Platforms used: Outdoor ads (billboards) and Instagram
• Campaign statistics: The campaign ran through Ashley Graham’s Instagram account and the uploaded content gained 5.8 million views.

Bobbie is an American organic formula company for babies. The brand ran the  Your Best is Best  campaign with Ashley Graham (a well-known model). The main focus of this campaign is to show conversation about how parents choose to feed their babies.

7. HelloFresh

• Campaign type: Celebrity collaboration and sponsored posts
• Platforms used: Instagram
• Campaign statistics: This campaign generated 5.5 million impressions with 461 influencer posts on Instagram. On the other hand, more than 260,000 posts were generated with the branded hashtag, #HelloFreshPics.

The brand collaborated with 15 micro-influencers and encouraged them to participate in a 21-day challenge. The challenge was to cook healthy meals from scratch. They were also encouraged to try out different HelloFresh recipes.

8. Calvin Klein

• Campaign type: User-generated content and celebrity collaboration
• Platforms used: Instagram and commercial
• Campaign statistics: The campaign helped Calvin Klein  boost Twitter followers by 1 million, Instagram by 1.8 million, and Facebook by 2.2 million followers.

Calvin Klein is considered one of the pioneers of influencer marketing. In 2014, the campaign, #Mycalvins collaborated with a pop star, Justin Bieber was marked as the top-ranked campaign, bringing millions of followers to different  social media channels of the brand.

• Campaign type: Brand ambassador and sponsored content
• Platforms used: YouTube
• Campaign statistics:  Honey collaborated with top YouTubers to run this campaign. The campaign helped the brand to get millions of subscribers and views.

Honey is a coupon browser extension that collaborated with 56 influencers in 2020 and sponsored 63 videos. Influencers promoted the brand by putting links with the “Join Honey" title in their videos. The notable influencers of this campaign include

The Ace Family (18.8M subscribers), PewDiePie, and MrBeast (100M subscribers). 

10. Brawl Stars

• Campaign type: Influencer collaboration
• Campaign statistics: The campaign helped Brawl Stars to complete 5 million pre-registrations in only eight hours.

This mobile game developer company collaborated with 10 YouTube mobile gamers and influencers. The main focus of this campaign is to boost pre-registration before launching the game.

Influencer marketing is considered the most powerful way to market your business. It comes with many exceptional results. The given examples can help creators and businesses know how influencer marketing can help them achieve their goals.

The views expressed in this article are of Zeeshan Ali ( LinkedIn ), Digital Content Strategist

Disclaimer: This article is a paid publication and does not have journalistic/editorial involvement of Hindustan Times. Hindustan Times does not endorse/subscribe to the content(s) of the article/advertisement and/or view(s) expressed herein. Hindustan Times shall not in any manner, be responsible and/or liable in any manner whatsoever for all that is stated in the article and/or also with regard to the view(s), opinion(s), announcement(s), declaration(s), affirmation(s) etc., stated/featured in the same.

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China initiates series of influence campaign against Taiwan ahead of presidential inauguration

T aipei [Taiwan], May 6 (ANI): China has initiated a series of influence campaigns against Taiwan ahead of the Island's inauguration of president-elect Lai Ching-te scheduled on May 20, reported Voice of America (VOA).

Beijing has increased the scale and frequency of military activities across Taiwan while partially relaxing travel and import restrictions.

According to some analysts, Beijing is trying to test how the incoming Taiwanese government will respond to the increased pressure from Beijing while further destroying the longstanding status quo across the Taiwan Strait at a time when Taiwan is preparing for a transition of power.

Chen Fang-yu, a political scientist at Soochow University in Taiwan, said, "In the short term, Beijing is trying to see how the new Taiwanese government under Lai may respond to its pressure campaign."

"At the same time, the Chinese government is attempting to change the status quo across the Taiwan Strait when Taipei is focusing on the inauguration," he added.

Taiwan's defence ministry detected 26 Chinese military aircraft and five Chinese naval vessels near the island between May 2 and May 3, including 17 Chinese military aircraft crossing the median line of the Taiwan Strait.

Moreover, some Chinese aircraft got as near as about 76 kilometers from Taiwan's northern port city of Keelung, which hosts an important naval base, reported VOA.

Meanwhile, the director general of Taiwan's National Security Bureau, Tsai Ming-yen, told Taiwanese lawmakers on May 1 that the Chinese military had incorporated new tactics into its joint combat readiness patrol near the island, including staging night-time combat patrols and using landing ships and minesweepers during these exercises.

Additionally, he said Taiwanese authorities are tracking the increased patrols carried out by the Chinese coast guard near Taiwan's outlying island, Kinmen.

Earlier on April 29, Beijing said that the Fujian Coast Guard had organized a fleet of ships to increase the frequency of patrols in waters near Kinmen since April.

Beijing also announced plans to allow residents from its southern province of Fujian to travel to Taiwan's outlying island of Matsu while lifting import restrictions on Taiwanese pomelos and two types of seafood late last month, according to VOA.

This comes after a group of lawmakers from Taiwan's main opposition party, the Kuomintang, which advocates closer ties between Taipei and Beijing, visited China .

Meanwhile, according to some experts, the measures rolled out by Beijing in recent weeks are all part of its influence operation against Taipei, which involves using disinformation campaigns, economic coercion, and gray zone operations to impose pressure on Taiwan.

Su Tzu-yun, a military expert at the Taipei-based Institute for National Defense and Security Research, said, " China 's overall strategy is still to increase pressure on Taiwan but they are also offering some small favors to Taiwan's opposition parties."

While recent developments should be viewed as part of China 's overall influence operation against Taiwan, Su said part of Beijing's long-term goal is to increase its control over the Taiwan Strait.

"By increasing the frequency of deploying Chinese coast guard vessels to restricted waters near Kinmen and flying Chinese military aircraft closer to Taiwan's main island, Beijing is hoping to eventually turn the Taiwan Strait into its territorial water," he said.

Reportedly, Beijing has been repeatedly threatening to achieve reunification with Taiwan through force in recent years, and the Chinese government views Taiwan's president-elect Lai as an advocate of Taiwan independence, reported VOA.

Since the Chinese military usually concentrates military exercises between June and November, Su said the incoming Taiwanese government needs to closely monitor any increase in Chinese military activities around the island after May 20.

Moreover, apart from the threats posed by a possible buildup of Chinese military activities, some security analysts noted that Taiwan should also be mindful of Beijing's efforts to create division in Taiwan's domestic politics.

"There is every reason to believe that [the Chinese Communist Party] is ramping up efforts to use Taiwan's democracy against itself," J. Michael Cole, a Taipei-based security analyst said. (ANI)