Influencers v. advertisers - why travel marketing is transforming

by Anna Munhin Jun 5, 2023 News
Influencers v. advertisers - why travel marketing is transforming

Travelers want a glimpse of the real deal in order to inspire their next trip. That is the reason why they often turn to social media.

Most travelers prefer to stay with their friends and family. Stories of travel adventures, success and mysteries are included in a friend's slideshow, so it's hard not to be enchanted by them.

Many of these snapshots are posted to social media with the hope that others in their network will see them. It makes sense that social media is the next best source of travel inspiration as it already surpasses traditional channels like travel agents and travel media publications. Who spends the most time on the internet? More than half of Gen Z adults spend more than three hours a day on social media.

The travel sector will need to change their tactics in order to meet younger travelers on their digital turf.

Organic content 

A travel ad on a pamphlet can't offer the same kind of insight that a friend can. The value of User Generated Content lies in its ability to convey experiences that feel authentic to the target audience.

The study found that browsing through travel-related UGC influenced potential tourists to visit the same destinations. 80% of Gen Z travelers find someone else's vacation photos and video posts to be more influential than their own, according to research from last year.

The lesser-known areas and hidden gems of any destination can be portrayed through a perspective that is relevant to viewers and allows them to imagine what it would be like to visit these places. The data shows that travel-related UGC is becoming a more important factor. When possible, marketers should push user-generated promotional materials.

The most used platform among Gen Z is TikTok, which is why travel marketers should encourage user generated content on it. Securing their attention can be accomplished by forging partnerships withInfluencers so they can generate more value for businesses as brand ambassadors

Value matchup 

Travel-based content needs to hit the sweet spot between authenticity and eye candy in order to appeal to younger generations. The sustainable tourism market is expected to grow by $335 billion over the next four years due to Gen Z's tendency to support businesses that fall into the category of ethical and sustainable tourism.

Today's consumers want to make educated purchasing decisions with businesses they feel share their values in order to make their trips even more meaningful.

Information beyond basic perks and amenities should be provided by companies in tourism areas in order to appeal to specific travelers. The safety rating of a bus or rail line could be emphasized for solo female travelers. Businesses could reveal any charitable efforts or initiatives they may support for struggling local communities.

As Gen Z and subsequent tech-savvy generations dominate more and more of the consumer market, marketers will likely see greater returns over time if they create UGC that highlights ethical values

What’s your story? 

It is possible to see a picture of international and domestic travel in a way that younger viewers can relate to.

It will take a long time to reach this demographic if you invest in value-orientedinfluencers. Travelers will want to be a part of the stories that marketers tell on major social media platforms. It can make for an even more exciting story if you choose to ride a chicken bus instead of taking a taxi or staying in a five star hotel.

The author is mentioned.

Noa Greenfield is vice president of brand and communications for Travelier (formerly Bookaway Group).