4 Things to Know About Travel Influencers
Travel influencers are the new thing in the travel and hospitality vertical, with 48% of Instagrammers turning to the social media network for travel inspiration.
That’s according to an article published today by Travel Weekly. In it, Amelia De Normann writes:
“Travel influencing is a great form of targeted marketing, and this is particularly important for the hospitality industry. With your target audience at an influencer’s fingertips, why waste money on static adverts targeting disengaged people?”
Travel Influencers Are More Authentic Than Ads, Millennials Say
De Normann says fans of travel influencers feel like they know the influencers, so they trust what they post more than they do advertisements.
“Moreover, an incredible 92% of consumers trust earned media more than traditional advertising methods. Influencer posts are so successful because they use powerful word-of-mouth marketing, but they turbo-charge it and digitally spread the message to much larger audiences.”
Travel Influencers Send Traffic Directly to Where You Want It
While the process may feel organic to consumers, the reality is the travel influencer is working on your behalf. So instead of research taking consumers around the web, the travel influencer is taking fans straight from the post to your social media presence or your booking page, De Normann says.
Travel Influencers Are Telling Stories That Engage Consumers
Consumers following travel influencers get more involved in the travel and hospitality brand’s quirks and nuances, De Normann says. Consumers learn more about the brand’s personality than they might through traditional advertising, she adds.
De Normann writes:
“An influencer will take your potential customers on a virtual journey.
“Not only will they promote everything that makes your hotel so wonderfully individual, but they can also document their experience with the local area.”
Pick the Right Travel Influencers
Don’t fall for the popularity trap; pick travel influencers who align with your brand, De Normann says.
“Evaluate this by spending some time looking at previous posts, the general aesthetic and the type of comments they receive.”
Ensure they don’t have lots of fake followers, she adds.
What do you think, marketers?
Please respond in the comments section below.