How Influencers Affect Travel Destinations

Tap to Read ➤ Kevin Devoto

Earlier, people decided where to travel based on friends' recommendations, advertising, and stories in glossy magazines. Now, they're likely to also consider the travel experiences of celebrities or semi-celebrities they follow online.

An Instagram story can be worth a thousand words when it comes to making a destination look romantic or adventurous or the ultimate place to see and be seen. And that's made so-called influencers a major tool in the travel industry.

What is An Influencer?

An influencer is an individual with a sizable social media following whose fans not only love every photo but are swayed in their buying habits by the influencer's choices. Some influencers have made a big name for themselves in other areas of popular culture, like Beyonce, Taylor Swift, and the Rock. Others, like the various, are famous for being famous.

Still others may not be household names but have significant credibility and followings in specific areas—such as travel. While the celebs are more glamorous, it's the targeted influencers who can really help destinations with publicity and customer acquisition .

Who Are Travel Influencers

There's an influencer for every niche, from singles to families to adventurers to travelers of every size, shape, and income. Influencer Marketing Hub lists these 22 as those to follow for 2019: @travelbabbo @Calsnape @ournextflight @takemyhearteverywhere @danielkordan @nobackhom @chrisburkard @melissa @funforlouis

@doyoutravel @izkiz @tuulavintage @muradosmann @stalman @alenpalander @thechrishau @benjaminortega @jannid @jonolsson1 @lifeof_riley @babewheresmypassport @krumble. They may not have millions of followers, but the ones they have are more likely to go with their recommendations.

Who Do Influencers Most Influence?

Not surprisingly, social media personalities have greatest impact on people. According to influencer marketing resource Mediakix, 33 percent millennials make buying decisions based on what they find on social media.

It's no surprise then that travel has increased in these age groups, and advertisers are putting more money into getting influencers to influence on their behalf. In this case, a picture may be worth a thousand eager visitors.

How Does Influencing Work?

The relation between a hotel, resort, or destination and a social media influencer may not be as direct as an ad buy. Often, influencers exchange free trips, stays, and meals in return for appealing photos and posts. Reaching out to an influencer in a niche and offering these accommodations can be a way for a business to become big.

Influencers should be revealing these sorts of arrangements to their followers, and businesses wading into the world will want to watch out for Instagrammers who court controversy by taking photos in inappropriate places or doing dangerous selfies.of travel accommodations can be a way for a small or off-the-radar business or locale to become the in thing.

Is Engaging with Influencers Worth?

For affecting tourists' travel destination choices, influencers are one of the hottest choices at the moment. Check those in your niche, notice how engaged their followers seem to be, and ask them for information on how effective they are in driving business. You may gain one influential visitor and many, many more coming along.