Why Travel Influencer Marketing Is Becoming So Popular
The GO Group conducted a survey that forecasted a boom in travel and tourism in 2018. 33% of respondents said they planned on travelling next year than 21% in 2016. Lower airfares have helped, but are not the only factor contributing to the rise in vacations.
At the same time according to Pew Research, millennials are now the new generational trendsetters than the baby boomers. Owing to this shift newer marketing tactics and strategies have been formulated for the masses.
Another more recent study from Stackla revealed that about 70% of millennials have high regard for posts from family and friends. These millennials are the most tech-savvy and spend a lot of time online using social media than other generations.
These are the reasons why influencer marketing is on an ever-increasing trend and becoming more and more effective and even more so why you should hire an influencer marketing agency to effectively conduct the campaign for you.
The priorities are different of millennials and Gen Z. Just like baby boomers were game for major purchases like cars and apartments or homes, millennial spending is more experience-based like ziplining, bungee jumping, skydiving, travelling to newer places, etc. The millennials love to travel and can even splurge on it making travel and tourism a lucrative business. Additionally, travel influencer marketing acts as fuel to this.
Travel influencer marketing is the current trend
Considering everything said above it’s understandable that more people are becoming or following travel influencers. Travel influencer marketing on social media apps is an inspiration for every traveller. These influencers post content on Instagram and Facebook and other social networking portals of their wanderlust live rich with experience. And truth be told, who does not like a vacation?
In most cases, the travels of these influencers are funded by the businesses they promote, but still, they remain more genuine and relatable than TV commercials. This genuine approach and relatability are what influence the millennials. This affects their travel destinations and decisions. To sum it up, travel influencer marketing is the reason today’s generation takes more vacations and not only to famous cities but off-beat natural habitats as well.
How is the industry-changing due to travel influencer marketing?
As influencer marketing in travel and tourism has grown an increase in relevant articles can be seen and a growing number of travel influencers. As time is passing more people are trying to become travel influencers with many followers. In addition to this, some spikes have been noticed where influencers are demanding free lodging or food during their visit. Despite this shadow of greed cast by fake influencers, travel influencer marketing has mostly yielded positive results.
The travel influencers trend is being utilized by brands
The thirst for adventure of the millennials has led travel brands to utilize a marketing strategy using influencers who love to travel. These brands recognize the viable nature of influencer marketing and the importance it has to young and eager to travel millennial masses.
Hotel brands are a very good example as they put in a lot of effort to cater to their customers by offering a good deal of personalization and gratification. Things like complimentary breakfast or wifi are no longer a delight, but an expectation. Social media concierges are now a thing and even mentioning the hotel’s name on Facebook gets points. Many modern hotel-specific apps let boarders connect to other travellers while remaining in the comfort of their rooms.
Also, the millennials want their experiences to be unique and customized keeping in mind their interests and styles. Though older generations do not think much of these features, the youth are very fond of them. Most people value authenticity and consumer-created content is seen as most authentic and appealing.
Unique methods of ordering room service have been in existence for quite some time. The current trend is using influencer marketing to get ahead of the competition. Travel influencers can easily use promotions and entice other travellers. An audience wanting to travel will be easily influenced by authentic posts. For about 90% of the younger generation who are always on the lookout for brand authenticity, this strategy works extremely well.
Why do brands need to use travel influencers?
Influencers have heavily influenced travel and tourism. The younger generation is looking for alternative means to travel magazines and is instead relying more on friends, consumers, and influencers with an engaging and familiar social media presence. The influencer marketing category is under rapid expansion and is presenting opportunities for collaborations between brands and influencers.
The presence of travel influencers can do a lot of value add to your travel brand and give a proper direction to your travel marketing campaign. Travel influencers not only promote businesses and brands but also places, locations, and areas. Their positive reviews about a hotel are as effective as a positive experience about a place. While posting images of the place they can promote natural beauty and even artificial constructions making them appear human and much closer to their followers.
The young generation is always looking for experiences rather than visiting famous places. They may be attracted to a particular activity like river rafting or camping in the wilderness without any relevance to the popularity of the place itself. Some people are on the lookout for places that can offer an awesome experience rather than just famous monuments, while some are always planning for a visit to a historical city or modern heaven with all amenities. The choices can be many but influencers can always promote places to stay, eat at, and visit, and also offbeat locations of awesome natural beauty especially to the millennials in the younger generation who are planning their next vacation.
The new influencers entering the travel influencer marketing arena are facing quite a challenge. With an increasing crowd in the influencer space, the importance for true influencers to stand out of the crowd using their creativity and authenticity is getting prioritized. Better and effective influencers mean fruitful marketing campaigns, and successful marketing leads to a healthy travel industry. This is why an influencer marketing agency can help your brand create an efficient influencer marketing strategy and an effective campaign.
An influencer marketing agency will have existing contracts with the best of influencers required for your purpose with the travel and tourism niche and be able to offer specialized services, in addition, to make your campaign an astounding success with the desired benefits.
