Influencer marketing has become a common tool in the digital marketing space and the travel industry is no exception. In fact, according to the International Institute of Cultural and Tourism at Jilin International Studies University in China, it's estimated around 2.4% of social media users globally can be considered travel influencers.
With such volume, it must be acknowledged that not all content from all travel influencers will be suited to your brand, or even of good quality.
So, does working with influencers ultimately harm or help your travel brand? The answer, as with most marketing strategies, is nuanced and depends heavily on execution.
Potential benefits of influencer partnerships
Expanded reach
Influencers offer access to a pre-existing audience, significantly expanding your brand's reach and visibility. Partnering with relevant influencers can introduce your brand to new demographics and markets you might not otherwise reach.
Improved credibility
Consumers often perceive recommendations from influencers as authentic. By partnering with trusted voices in the travel space, you can borrow their credibility and build trust with potential customers.
Quality content
Influencers and their teams are skilled content creators, generally (with a few exceptions) producing high-quality photos, videos, and written content that can be repurposed across your own marketing channels. This provides a valuable source of engaging content that resonates with your target audience.
Boosted SEO
Collaborations with influencers often result in backlinks to your website and increased brand mentions, both of which improve your search engine rankings. Moreover, seeing your brand featured by trusted influencers acts as social proof, encouraging more people to engage with your offerings.
Lower costs
While celebrity endorsements can cost a fortune, many micro-influencers (those with 10,000 to 100,000 followers) offer more affordable partnerships. These influencers often have highly engaged audiences, providing a better return on investment than big-name influencers with less personal interaction.
Potential downsides of working with influencers
Lack of authenticity
If a partnership feels forced or inauthentic, it can damage your brand's reputation.
Consumers are savvy and can quickly detect when an influencer is simply promoting a product for financial gain, without genuine enthusiasm.
Misaligned brand values
One of the biggest pitfalls of influencer marketing is partnering with someone whose values or content don’t align with your brand. For instance, if your travel brand focuses on sustainable tourism but the influencer you work with promotes lavish, wasteful travel experiences, it could harm your reputation.
Reputation risks
Influencers are human, and their behaviour outside of your collaboration can impact your brand. A scandal or controversy involving an influencer you’ve partnered with can reflect poorly on your business, even if you had no connection to the incident.
Lack of control
When working with influencers, you give up some control over your brand's messaging.
It's important to establish clear guidelines and expectations upfront to ensure the partnership aligns with your brand's image.
Unclear ROI
Measuring the success of influencer campaigns can be tricky. Metrics like engagement rates, clicks, and impressions don’t always translate directly into bookings or sales, making it difficult to assess whether the partnership delivered a worthwhile return.
How to mitigate the risks of working with influencers
Thorough vetting
Conduct thorough research on potential influencers, including their audience demographics, engagement rates, past collaborations, and values.
Clear contracts and guidelines
Establish clear contracts and guidelines that outline expectations for content creation, timelines, and usage rights.
Authentic partnerships
Prioritise authentic partnerships with influencers who genuinely resonate with your brand and target audience.
Transparent disclosure
Ensure the influencer makes it clear that this is a paid partnership with your brand, complying with advertising regulations and maintaining transparency with their audience.
Track and measure results
Implement tracking mechanisms to measure the performance of your influencer campaigns and assess their impact on your business objectives.
Emerging trends in influencer partnerships
Given the fast-paced world of social media, it's no wonder the influencer sector is always changing. As a result, you might find some more recent trends suit or don’t suit your travel brand’s ideals and goals.
Rise of micro and nano-influencers
Brands are increasingly turning to micro and nano-influencers, who have smaller but highly engaged audiences. These influencers often have a more authentic connection with their followers, leading to higher engagement rates and more effective campaigns.
Focus on long-term partnerships
Instead of one-off collaborations, brands are focusing on building long-term relationships with influencers. This allows for more authentic storytelling and deeper engagement with the audience.
Increased transparency
Consumers are becoming more discerning about sponsored content, so authenticity and transparency are more important than ever. Influencers are expected to make it clear that they are in partnership with brands and be genuine in their recommendations.
Co-creation of products
Some influencers are partnering with travel brands to create limited-edition products or experiences, such as exclusive tours or branded merchandise.
Alternatives to working with influencers
While influencer marketing can be effective, it's not the only option for travel brands.
User-generated content (UGC)
Encourage your customers to create and share content related to your brand. This can be done through contests, hashtags, and social media campaigns. UGC is often seen as more authentic. It also allows your current and potential customers to feel a sense of ownership over their experience with your brand.
Brand ambassadors
Work with loyal customers or employees who are passionate about your brand. They can act as authentic advocates without the formalities of influencer partnerships.
Content marketing
With the help of a brand agency, you can invest in high-quality blogs, videos, and photography that tell your brand’s story directly. This approach gives you full control over content while still engaging your audience.
Partnerships with other brands
Partner with brands in related industries to cross-promote your products or services. For example, a hotel could partner with a local tour operator or restaurant.
SEO and digital advertising
Use search engine optimisation and paid advertising to ensure your brand appears in front of the right audience at the right time.
Final thoughts
When done right, working with influencers can elevate your travel brand, providing authentic exposure and access to niche markets. But, it's important to approach it strategically and with a clear understanding of the potential risks. And, if it doesn’t appeal to you and your brand at all, there are other options for your travel brand to get its name out there authentically, attract customers and drive bookings.
Whether you're considering influencer marketing, exploring alternative approaches, or wanting a comprehensive digital strategy, a brand agency can help.
Ready to improve your travel brand's marketing strategy? Contact Boost Brands today for a consultation and discover how we can help you achieve your marketing goals.
