Influencer marketing is shaping travel
The way we dream, plan and book travel has fundamentally changed. Traditional agencies are falling behind and guidebooks are gathering dust. Today traveling doesn’t start with a search engine, it starts with a scroll. Social media is now the world’s most powerful travel agent, with influencer marketing at the heart of the journey.
Inspiration comes in Reels, Tiktoks and Shorts – fast, visual and deeply personal. We follow creators we trust and shape our trips around real experiences, shared in real time. With 75% of travelers turning to social media for inspiration, influencer marketing is a driving force in shaping travel decisions.
Trends that are reshaping travel discovery
- Social media: The number 1 discovery channel, outranking Google and traditional travel agents. Platforms are always-on inspiration engines, not just planning tools.
- Creators: The new travel agents. Travelers trust creators over brands, especially when they’re undecided. Creators offer immersive, credible, and personalized inspiration that drives action.
- Short-form video: The format that inspires, educates, and converts. Reels, TikToks, and YouTube Shorts deliver compact storytelling, authentic emotion, and tailored insights. This format excels at influencing real-time decision-making.
#Traveltok
From immersive videos that spotlight lesser-known destinations to packing hacks and transport advice. TikTok has become a vital source of knowledge and inspiration when it comes to exploring the world. Travel content views on TikTok are up 410% since 2021, driven by a craving for authenticity, creativity and connection.
At the heart of #TravelTok we find communities where 72% of Tiktok users say it’s easy to connect over shared experiences, 66% find it the most helpful source of travel inspiration and 60% have visited a destination after discovering it on the platform. Brands that think community-first gain trust and become part of the travel story.
insights
→ 75% of travelers look to social media to research and gain inspiration for their next trip – this was the most common source of travel inspiration
→ 40% of Millennials and Gen Z use Gen AI for activity recommendations and 33% use Gen AI for personalized trip recommendations
Key Takeaway
Travel brands must adopt a video-first, creator-led, and social-native strategy to stay visible and relevant. It is also important that travel content speaks to different motivations – affordability, exclusivity, adventure and flexibility.
At Relatable, we help brands collaborate with the right creators. Get in touch here!