Influencer Marketing for Travel Brands: Insights from the Tripadvisor Summit

Last week, our co-founder Beckii Flint spoke at the Tripadvisor Summit, joining a panel on the future of influencer marketing in travel. As a co-founder of one of the leading influencer marketing agencies for travel brands, she shared practical insights on how destinations and travel businesses can create stronger, more authentic partnerships with creators.

Why Travel Brands Need to Rethink Influencer Marketing

The world of influence is changing quickly. The terms influencer, content creator and talent are becoming harder to separate, which means travel brands need to broaden their view of what makes someone influential.

• Content is at the heart. Creators build influence by producing content that resonates with audiences.
• From celebrities to micro-creators. Influence exists across the entire spectrum, from household names to nano-influencers.
• A constantly evolving landscape. With UGC, EGC and different audience tiers, travel marketers need flexibility in their partnerships.

If you are a travel brand searching for the best influencer marketing agency, look for one that understands the full spectrum of influence and can integrate different types of creators into your strategy.

The Shifting Value of Influence in Travel

In travel, trust is everything. Traditional top-tier influencers once held most of the value, but now micro and nano-influencers are essential too.

• Micro and nano-creators drive trust. They may not be famous, but their recommendations strongly influence bookings and purchase decisions within their communities.
• Value exists at every stage of the funnel. From raising awareness to driving actual bookings, each level of talent has a role to play.
• Community-driven impact. Smaller creators build genuine belief and loyalty, which travel brands can turn into measurable results.

This is why many destinations now choose to work with a travel influencer marketing agency that knows how to connect campaigns with the right creators at every level.

How Travel Brands Should Approach Influencer Partnerships

For destinations and travel companies, success comes from careful planning and authentic alignment.

• Go beyond vanity metrics. It is not just about reach or follower counts. The question should be whether the creator is truly a natural fit for the campaign. For example, in a Stansted Express campaign, one of the qualifications was simply: “Are you actually flying from Stansted this summer?”
• Diversity is essential. Campaigns must represent real travellers, reflecting both global audiences and the cultural context of destinations.
• Match creators to objectives. Whether you need awareness, content assets or direct conversions, talent should be selected based on outcomes, not popularity alone.

An influencer marketing agency for travel brands can help identify the right mix of creators and measure results effectively.

Content That Works Beyond the Campaign

Working with influencers should not be seen as a one-off activity. The content created can extend long after the campaign ends if planned properly.

• Clarify the role of content. Will it live mainly on the creator’s own channels, or be repurposed for the brand’s marketing?
• Secure content rights early. This allows the brand to use influencer content in paid ads, social media and other channels.
• Prioritise quality. Some smaller creators produce exceptional, highly adaptable content that performs strongly across brand platforms.

For travel brands, this means influencer marketing is not only about immediate reach but also about building a long-term library of high-quality content.

Final Thoughts

The future of travel influencer marketing is not about chasing the biggest names. It is about creativity, cultural fit and authenticity. Travel brands that embrace the full funnel of talent, from celebrities to nano-influencers, will see stronger results in both digital engagement and real-world bookings.

If you are looking for the best influencer marketing agency for travel brands, choose one that:

• Understands the travel industry and its audiences
• Can connect you with the right mix of talent at every level
• Builds strategies that go beyond follower counts
• Helps you measure both digital outcomes and real bookings

That is how destinations and travel businesses can unlock the full potential of influencer marketing.

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