Influencer Marketing for Travel in 2025: A Guide

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The travel industry has surged back to life in recent years, fueled by wanderlust and the power of social media. Today, travelers no longer rely solely on glossy brochures or generic ads—they turn to influencers for inspiration.

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These digital storytellers shape decisions, drive bookings, and create trends, making influencer marketing a necessity for travel brands. In fact, TikTok data reveals a 410% growth in travel content views since 2021, with 32% of users booking accommodations they found on the platform.

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This guide explores how to use this dynamic strategy to elevate your brand, connect with audiences, and drive growth. 

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What are Tourism and Travel Influencers?

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Travel and tourism influencers are online content creators who specialize in sharing their travel experiences. They provide insights, recommendations, and narratives about destinations, cultures, food, lodging, and activities.

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Travel is inherently visual. From sun-kissed beaches to bustling cityscapes, destinations thrive on imagery—and influencers excel at capturing these moments. Unlike traditional ads, influencers offer relatable, authentic narratives. Followers view them as trusted peers, making their recommendations feel personal rather than promotional. 

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How to Craft an Effective Travel Influencer Marketing Strategy

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1. Find the Right Influencers

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Micro vs. Macro Influencers: Micro-influencers (10k–100k followers) often boast higher engagement and niche audiences. They’re ideal for localized or specialized campaigns, like promoting a boutique hotel. Macro-influencers (100k+ followers) offer broader reach, suitable for global brands aiming for visibility. Here’s a complete guide on the different types of influencers.

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Audience Relevance: Analyze an influencer’s followers. Do they match your target demographic? For instance, a family-focused resort should collaborate with parenting or family travel creators. 

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Engagement Over Vanity Metrics: A high follower count means little if interactions are low. Prioritize engagement rates (likes, comments, shares) to check genuine followers from fake bots. 

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Use Google search or influencer search platforms like Favikon to streamline your search. 

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• Here's how to use Favikon to find influencers:
• Sign up and log in to your Favikon account.
• Go to Favikon's "Advanced Discovery" feature.
• Filter by Criteria: Use the filters to narrow down your search based on:
• Niche: Select the travel industry of your choice.
• Location: Target influencers in specific regions or countries.
• Audience Demographics: Filter by age, gender, interests, and other relevant factors.
• Social Media Platforms: Choose the platforms where you want to find influencers (e.g., Instagram, TikTok, YouTube).
• Other Filters: Use filters for follower count, engagement rate, and other metrics.

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2. Crafting Authentic, Impactful Campaigns 

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Today’s audiences crave authenticity. Overly polished or scripted content can backfire. Instead, let influencers share genuine experiences. For example, a hiking influencer documenting their stay at your eco-lodge—blunders and all—resonates more than a flawless ad. 

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Plus, provide guidelines (key messages, hashtags) but let the influencer’s unique voice shine. Consider co-creating content, such as: 

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• Travel Diaries: Day-in-the-life vlogs showcasing your destination. 
• Guides & Tips: “Hidden gems” near your hotel or packing essentials for a cruise. 
• User-Generated Content: Encourage followers to share their experiences with your brand for a chance to be featured. 

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3. Multiplying Reach Through Platform Diversity 

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Each social platform offers distinct advantages. Tailor content to maximize impact: 

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• Instagram: Ideal for stunning visuals and Stories. Use carousel posts for itineraries or Reels for quick destination highlights. 
• TikTok: Leverage trending sounds and challenges to showcase your brand’s personality. Short clips of unique experiences (e.g., a chef’s table dinner) can go viral. 
• YouTube: Perfect for in-depth reviews, travel vlogs, or virtual tours. Partner with creators for series like “7 Days in Bali.” 

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Repurpose content across platforms. A YouTube vlog can become Instagram Reels, TikTok snippets, and a blog recap, amplifying reach without extra effort. 

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4. Building Long-Term Partnerships 

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One-off campaigns have value, but ongoing relationships yield deeper loyalty. Repeat collaborations let influencers become genuine brand advocates. Consider: 

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• Ambassador Programs: Offer exclusive perks or commissions for long-term partnerships. 
• Seasonal Campaigns: Align with holidays or peak travel seasons for consistent visibility. 
• Co-Branded Initiatives: Launch a signature tour or product line co-designed with an influencer. 

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Best Travel Influencer Marketing Examples

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Visit Philadelphia

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Visit Philadelphia leveraged Instagram to position the city as a diverse, exciting destination for nearby audiences. By partnering with influencers to share unique activity ideas—from mural tours to cheesesteak crawls—they targeted local travelers and sparked inspiration. This multi-channel strategy contributed to their 2.1+ million organic impressions and 35 total posts (194% over goal).

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Marriott Bonvoy

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Marriott Bonvoy turned TikTok into a recruitment tool with its #30stays300days campaign. Instead of pitching creators, Marriott invited influencers to apply for a chance to stay at 30 locations over 300 days by posting TikTok videos. The hashtag attracted millions of views, generated buzz, and positioned Marriott as an aspirational, adventurous brand.

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Royal Caribbean

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Royal Caribbean collaborated with influencers to create “day in the life” vlogs aboard their cruises. These videos showcased everything from onboard entertainment to gourmet dining, while emphasizing affordable pricing. By blending aspirational visuals with relatable budgeting tips, they made luxury cruises feel accessible to a broader audience.

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Ready to Start Your Travel Influencer Marketing Campaign?

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You can effortlessly streamline your planning and creator selection with Favikon's AI-powered platform, designed to connect you with ideal influencers for genuine collaborations with your travel brand.

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Influencer Marketing For Travel: FAQ

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What is travel influencer marketing?

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Travel influencers are online content creators who share their travel experiences, including destinations, culture, food, and accommodations.

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Do travel influencers get paid?

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Yes, payment varies based on factors like follower count, content type, and exclusivity.

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Who are the most popular travel influencers?

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Some prominent figures are @jackmorris, @muradosmann, @danielkordan, and @chrisburkard.

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Also See 👀

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How Much Does It Cost to Hire an Influencer?

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Does Influencer Marketing Work? [Examples & Statistics]

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How to Reach Out to Influencers: The Only Guide You Need

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