Are influencers really the future of travel marketing?

Are influencers really the future of travel marketing?

With the explosion of social media, influencers have become a key asset for many brands looking to find their digital edge. Brands like Gymshark were among the first to experiment and find success with influencers – some say Gymshark is one of the influencer marketing pioneers, using their knowledge of YouTube fitness stars to increase brand awareness and grow their market share.

There were, of course, other factors. Their use of guerrilla marketing, live engagement with their customers, and the youth of their leadership all contributed to their success.

And unlike fitness wear, travel products are only bought 1-3 times a year, and is not a brand more exclusively purchased by the young. Millennials and Gen-Z represent less than half of the population.

Having spoke to executives from airlines, hotels, tour operators and OTAs, it’s not all that clear what the consensus is. Some say it’s an investment must-have. Others say it’s overhyped or too early to tell.

How useful are influencers to the travel industry?

As we’ve already discussed, influencers’ reach is largely confined to younger generations, particularly those that use platforms like TikTok. Yet, according to one survey by the Digital Marketing Institute, 49% of consumers depend upon influencer recommendations from Twitter, YouTube or Instagram.

It is also worth noting that much of the return to travel post-COVID was initiated by younger travellers – as this report by Deloitte points out, the average number of trips taken in 2021 by 18-34 year olds was 2.7, compared to 1.7 by 55+, and 2.4 by 35-54 year olds. Younger travellers tend to be less risk averse, and many will seek more travel as they accumulate wealth and still have disposable income.

One other trend that the travel industry should keep an eye on is the increasing scrutiny of customers and platforms alike to advertising. More and more customers are using ad-blockers and there is ever-greater caution towards sharing data. Influencer marketing could represent a timely opportunity to change tactics to maintain brand visibility.

Where is the industry now?

And where is it going? According to a mid-2022 survey, WBR learned that 21% of travel professionals saw influencer marketing as a priority for investment in for the following 12 months. Though this seems lower compared to investments in more essential items like data, this is significant given how new influencer marketing is.

Airbnb got in on the action early, with their “Live There” campaign from 2016, which leveraged local London influencers. Big travel brands are starting to leverage TikTok, with Booking.com launching their first TikTok campaign this past Summer as well as working with TikTok influencers.

Tourist Boards, like Visit Finland, have deployed teams of influencers to create content that would inspire travellers to come.

It’s clear that the travel industry is leaning ever-more heavily on this new marketing channel. Where TV and radio remained vital marketing channels for half a century, it’s hard to tell how long social media influencers will last before a new, better channel comes along.

What is important is that this is clearly another opportunity for travel companies that can either be seized or missed. It’s up to you.