Travel decisions today are shaped by social media more than anything else. People trust influencers to show them destinations in a way that feels real and personal. That’s why travel influencer marketing has become such a big deal, it connects brands with audiences who actually care about authentic experiences, not just ads.
Travel and tourism brands partner with social media influencers to promote destinations, hotels, tours, and travel experiences.
In this comprehensive guide, we’ll explore what travel influencer marketing is, its benefits, how to craft effective strategies, examples of successful campaigns, current trends, best practices for finding the right influencers, and why Ainfluencer is the best influencer marketing platform to manage influencer marketing for travel brands.
By the end, you’ll have a roadmap to leverage influencer partnerships and take your travel marketing to new heights.
What is Travel Influencer Marketing?
Let’s start from the very beginning and review what travel influencer marketing is: It’s a strategy where brands collaborate with travel influencers to promote destinations, hotels, travel services, or experiences.
Instead of traditional ads, this approach relies on authentic content, like real experiences, reviews, and recommendations that feel more personal and trustworthy to potential travelers.
In other words, influencer marketing in the travel industry works like digital word-of-mouth: the influencer’s trusted voice promotes a brand or location, which builds brand credibility and brings them potential customers.
Some brands might still rely on old-fashioned ways of advertising, but according to statistics, two-thirds of social media users engage with travel influencers. So, tourism influencer marketing has become nearly essential for competitive brands.
If you prefer a quick visual overview, we’ve also created a short video covering the key points of travel influencer marketing and sharing 7 practical tips for travel brands looking to collaborate with creators in 2025.
How to Organize A Travel Influencer Marketing Campaign?
When organizing an influencer marketing campaign, there are 8 steps that all brands must take. Let’s go over these travel influencer marketing strategies one by one:
Step 1: Define Your Goals and Budget
Start by setting specific goals for the campaign. Are you aiming to increase brand awareness, grow your social media following, drive website traffic, or boost bookings for a particular offer? Defining your objectives will shape all other decisions.
Decide how much you can spend and what you’ll offer: money, a free trip, or a free stay? Clear goals and a set budget make it easier to find the right influencers and track success.
Step 2: Identify Your Target Audience and Platforms
Identify the type of travelers you want to reach. Are you looking for adventure seekers? Luxury tourists? Families? If so, what are their age groups? Are they Gen Z? Are they millennials? Are they Gen X?
Once you’re done with your audience demographics, it’s time to choose your platform. What platforms does your audience use the most?
Different brands need different platforms. A food tour company might focus on Instagram and YouTube, while a youth travel brand might prioritize TikTok, because Gen Z uses TikTok the most.
Knowing your audience’s habits helps you pick the best influencer and platform for your campaign.
Step 3: Find and Select the Right Travel Influencers
This is a crucial step, and everything about your campaign depends on it. If you choose the wrong influencer, everything can go downhill. Your budget, campaign, resources, everything.
So, this is probably where you need to put the most time and effort. Do extensive research and choose the best influencer that suits every single one of your criteria.
Look at their content quality, engagement rates, follower demographics, and past sponsorships. Tools and platforms like Ainfluencer (I’ll explain about it further in the blog) can help filter influencers by location, niche, follower count, etc.
Aim to shortlist influencers who not only have the reach but also authenticity and a genuine connection with their followers.
Also, you don’t need to spend a fortune and hire influencers with millions of followers. In fact, micro influencers (those with 10k – 100k followers) have turned out to be especially effective in influencer marketing campaigns, because they have highly engaged followers and can deliver better outcomes.
Step 4: Plan Your Campaign and Creative Approach
Work out the campaign details collaboratively with the influencer. Decide on the type of campaign it will be.
Will it be an Instagram takeover, a series of TikTok videos, a sponsored trip documented via vlog, a photo post series, or a combination?
Clearly define the key points you want the influencer to highlight, such as your resort’s amenities, a new tour, or a destination’s unique culture.
However, be careful not to script everything; influencers know what content resonates with their followers. Just give them a brief that includes your goals, talking points, branding guidelines, and any must-dos (like a particular hashtag or disclosure tags), but allow room for their creative storytelling.
Also, plan the timeline (when will they visit or post?) and any seasonal tie-ins. Talk about the deliverables: How many posts, stories, or videos will be produced, and on which platforms?
The more clearly you plan these elements upfront, the smoother the execution.
Step 5: Negotiate Terms and Formalize the Partnership
Once both you and the influencer are on the same page creatively, negotiate the terms. Cover key details like payment (cash or free travel), content expectations, posting schedule, and whether you can reuse their content.
Plan for changes, like rescheduling a post. A written contract helps prevent issues and ensures compliance with rules (like FTC guidelines requiring #ad labels).
Both sides should be clear on responsibilities—who books travel, which costs are covered, etc. Putting everything in writing avoids confusion. Some influencer marketing platforms help manage this process within their systems.
Step 6: Launch the Campaign and Engage
Make sure everything is ready for a smooth launch. If the influencer is traveling as part of the campaign, ensure their trip goes well, as it usually leads to better content.
Once they start posting, engage with their content from your brand’s account—like, comment, and share their posts (with proper tagging). This boosts visibility and reinforces the partnership.
Keep an eye on audience reactions. Potential customers may ask about pricing or details in the comments, so be ready to provide answers or support the influencer in responding.
Step 7: Track Performance and Measure Results
Throughout and after the campaign, closely track KPIs based on your initial goals. Common metrics include:
- Post impression
- Likes
- Comments
- Shares
- Views
- Clicks to your website (if you provided a link or swipe-up)
- Use of your campaign hashtag
- Conversion metrics like bookings or inquiries
Use special links (UTM), promo codes, or tracking tools to see how many sales or leads come from the influencer’s audience.
For example, if they share a 10% off code for hotel bookings, track how many people use it. Look at the data, did you gain followers? Did website traffic or bookings increase?
Measure your return on investment (ROI) by comparing what you earned from the campaign to what you spent. Maybe Instagram performed better than TikTok, or videos got more engagement than photos; these insights help improve future strategies.
But don’t just focus on numbers, check audience feedback too. What did the influencer’s followers say? Were the comments positive?
Keep in mind that a great campaign builds trust and brand awareness, not just sales. You might not get the results immediately, but the brand awareness that you built will surely have its results later.
Step 8: Follow Up and Repurpose Content
After the campaign, solidify the relationship with the influencer. Thank them for their work, and share performance results if you can; influencers appreciate knowing their impact.
Discuss potential future collaborations if this one went well (building longer-term relationships can turn influencers into brand ambassadors).
Finally, internally debrief with your team: document what you learned and how you can improve your next influencer campaign.
Now, these were the steps that every brand should take when organizing an influencer marketing campaign. But if you specifically want to succeed in travel influencer marketing, you need to learn some tricks. Let me explain more:
Tips for Running a Successful Travel Influencer Campaign
Implementing the strategy is one thing; executing it successfully is another. So, to have a successful travel influencer marketing campaign, here are some tips you should know:
1. Choose Authenticity Over Perfection
Authentic content wins in today’s social media climate. Allow influencers to be themselves and speak in their own voice about your travel brand. Audiences can tell if an influencer is overly scripted or if a post feels like a blatant ad. When an influencer genuinely enjoys their experience and communicates that naturally, the content will resonate more.
2. Ensure Alignment on Storytelling
Make sure your brand feels naturally part of the influencer’s story. Instead of a basic “I stayed at X Hotel and it was great,” it’s more engaging if they show how your hotel fits into their trip—maybe as a cozy base while exploring the city or a relaxing stop after a long flight. These kinds of narratives help the audience imagine themselves in the experience.
Encourage the influencer to highlight special aspects of your service, like hidden gem locations on your tour or the eco-friendly practices at your resort, in a way that feels like a personal discovery rather than an ad. The more authentic it feels, the better the connection with their followers.
3. Engage and Repost to Amplify
Make the influencer’s content a two-way interaction, not just a broadcast. When they post, engage.
Leave a thoughtful comment that fits your brand’s tone and shows appreciation for their work. This makes the partnership feel real.
Encourage your followers to check out their content and share their best posts on your own social media (with credit). For example, post an Instagram Story saying, “We loved hosting [Influencer] at [Your Property]! Check out their travel tips!”
4. Provide Exceptional Experiences
If your campaign includes hosting an influencer, like covering their stay or a tour, make sure their experience is smooth and enjoyable.
You don’t have to go all out, but get the basics right: easy check-ins, clear communication, and reliable transport. Small gestures, like a welcome note or a local treat in their room, can make a big difference.
5. Encourage Long-Term Partnerships
Influencer marketing works best when it’s more than just a one-time deal. If an influencer has a great experience with your brand and delivers strong results, consider turning them into a brand ambassador.
That means inviting them back regularly, seasonally, or annually. This kind of ongoing partnership builds trust.
Plus, it saves you time—you don’t have to onboard new influencers for every campaign. Many travel brands create ambassador programs for this reason.
6. Focus on Platform-Specific Formats
On TikTok, prioritize short, dynamic videos (a 15-second clip of a cruise ship’s amenities, as Royal Caribbean does).
On Instagram, lean into Reels or carousel posts for storytelling. For blogs, request long-form content with SEO keywords (e.g., “best sustainable hotels in Bali”).
Ask influencers to cross-promote snippets on multiple platforms to maximize exposure.
7. Time Posts for Peak Engagement
Work with influencers to schedule posts when their audience is most active. Use platform analytics to pinpoint optimal times. Usually, evenings or weekends are better for travel content.
For global campaigns, stagger posts to hit time zones effectively. For example, Royal Caribbean’s “day in the life” cruise posts perform best when timed with vacation-planning seasons, early spring, for example.
Common Mistakes in Travel Influencer Marketing
Here are some common mistakes in travel and tourism influencer marketing to avoid:
| Mistake | What Goes Wrong | How to Fix It |
| Picking the Wrong Influencers | ❌Choosing based on follower count instead of audience fit. | ✅Prioritize alignment—make sure their niche and followers match your brand. Smaller, engaged influencers often perform better. |
| Vague Goals or Metrics | ❌No clear success markers, making it hard to measure results. | ✅Set specific goals (e.g., 50 bookings, 10% more web traffic) and track KPIs to evaluate performance. |
| No Contract or Guidelines | ❌Relying on verbal agreements leads to unclear deliverables. | ✅Use a contract to outline expectations and deliverables. |
| Ignoring Disclosure Rules | ❌Skipping #ad or #sponsored tags, which can lead to legal issues. | ✅Require clear sponsorship disclosures—being upfront builds trust. |
| Micromanaging Creativity | ❌Over-controlling content, making it feel forced and unnatural. | ✅Give influencers key brand points but let them tell the story their way. |
| Skipping Analytics and Follow-Up | ❌Not reviewing results or maintaining relationships after the campaign. | ✅Analyze engagement, clicks, and conversions. Gather influencer feedback and build long-term partnerships. |
Examples of Successful Campaigns
Here are some recent travel influencer campaign examples with notable success. You can check these campaigns, analyze them, and use their tips for your own campaign:
- LuckyTrip’s TikTok Campaign (2022)
LuckyTrip, a travel app, launched a campaign targeting Gen Z and millennials on TikTok, blending generalist and niche travel influencers to promote spontaneous trip planning.
- Wizz Air’s UK Brand Awareness Campaign (2023)
Budget airline Wizz Air partnered with influencers to boost brand reputation and customer confidence in the UK, emphasizing affordable fares and great travel experiences.
- Pigeon Forge’s Family Challenge Campaign (2024–2025)
The Pigeon Forge tourism board, with agency Orange142, launched a campaign featuring five family influencers competing in an “epic challenge” to show the destination’s attractions, with a surprise message from Dolly Parton.
Travel Marketing Trends You Should Be Aware of
- Sustainable Travel: Over 80% of travelers prioritize eco-friendly options, and influencers can promote sustainable initiatives.
- Micro Travel: Short, local trips are gaining traction, ideal for targeting specific regions.
- Workcations: Combining work and leisure, influencers can highlight destinations for digital nomads.
- Culinary Tourism: Food-focused travel is popular, with influencers showcasing local cuisines.
- Solo Travel: Flexible work schedules fuel solo adventures, offering brands a chance to connect with independent travelers.
- Experience-Driven & Nostalgia Tourism: Travelers chase unique experiences and nostalgic vibes.
- Short-Form Video on TikTok/Reels: TikTok and Instagram Reels dominate with a 410% surge in travel content views.
- Emphasis on Diversity and Inclusivity: Travel brand partnerships now include diverse influencers—people of color, LGBTQ+ travelers, older explorers, and differently-abled creators—to show travel is for everyone.
- Multi-Platform and Cross-Channel Campaigns: Earlier, many travel campaigns would focus on one platform (e.g., just Instagram). The trend now is to engage across multiple channels for a cohesive story.
By now, you know the strategy, tips, common mistakes, and trends of travel influencer marketing in 2025. Now here’s the most important part: Choosing the right influencer.
As I said, the influencer is the main character when organizing a campaign, and everything depends on her/him. So, let me give you one last tip on how to find the best travel marketing influencers.
The best way to find influencers is not through social media (it’ll most likely take you weeks to find a suitable influencer) but through influencer marketing platforms that have a huge database of influencers that let you search and find the best influencers on their platform.
My suggestion is Ainfluencer, the best influencer marketplace with over 5M influencers in so many niches. From Gen Z influencers to dad influencers, you can find anyone you want. Let me explain more.
Why Ainfluencer is the Best Platform for Travel Influencer Marketing
Ainfluencer is a free AI-powered influencer marketing platform designed to connect brands with top social media influencers across TikTok, Instagram, and YouTube.
As the world’s first free DIY influencer marketplace, it offers a vast network of creators, including thousands of travel influencers, making collaborations seamless and effective.
Let’s see what makes Ainfluencer the best platform for travel influencer marketing:
✅ Vast Network & Cost-Free Access
- First free DIY influencer marketplace.
- Over 5 million influencers, including travel creators on Instagram, TikTok & YouTube.
- Ideal for startups & tourism boards with tight budgets.
✅ AI-Powered Influencer Matching
- Advanced filters for niche, location, audience demographics, engagement, and more.
- Helps brands find influencers who match their target audience effortlessly.
✅ Detailed Audience Insights
- Engagement metrics, follower growth, and audience demographics.
- Verified influencer data with real-time performance updates.
✅ Seamless Campaign Management
- Built-in messaging system for easy negotiation & communication.
- Campaign briefs, offers, and task tracking all in one dashboard.
✅ Secure Escrow Payments
- Payments held until deliverables are met, ensuring trust on both sides.
- Protects brands from incomplete work and ensures influencers get paid.
✅ Affiliate & Conversion Tracking
- Unique promo codes & tracking links for influencers.
- Shopify & Google Analytics integration for accurate ROI measurement.
✅ End-to-End Workflow
- Handles influencer discovery, contracting, content approval, and payment.
- Ideal for travel campaigns requiring coordination across multiple influencers.
✅ Benefits for Influencers
- Free to join, direct brand access without needing an agent.
- Secure payment system and performance-based opportunities.
✅ Strong Reputation & Case Studies
- Positive reviews on Trustpilot & G2 (4.2/5 & 5/5 stars).
- Successful travel influencer campaigns showcasing great ROI.
In summary, Ainfluencer simplifies influencer marketing in the travel industry by providing a one-stop, secure, and intelligent platform. It takes the heavy lifting out of finding the right influencers and managing campaigns, allowing travel marketers to focus on the creative aspects and strategy.
So why don’t you give Ainfluencer a try for guaranteed growth?
Wrapping Up
In conclusion, a well-planned campaign isn’t just about numbers, it’s about connection. Choose influencers who align with your brand, give them creative freedom, and track real impact, not just vanity metrics. When done right, influencer marketing doesn’t feel like marketing; it feels like inspiration. And that’s what gets people booking their next trip.
FAQs
Let’s answer some frequently asked questions about influencer marketing in travel:
Q1. Why Should Travel Brands Use Influencer Marketing?
There are many reasons why brands should use influencer marketing, but here are a few examples: Influencer marketing boosts brand awareness by exposing destinations, hotels, and tours to highly targeted audiences. It builds trust, as recommendations from influencers feel more credible than ads. Influencers also create engaging content—photos, vlogs—that inspire bookings.
Q2. How Do We Find the Right Travel Influencer for Our Brand?
Define your target audience and campaign goals, then look for influencers whose niche, content style, and followers match your brand. Use social platforms or influencer marketplaces like Ainfluencer to filter candidates by location, engagement, and demographics.
Q3. How Is the Success of a Travel Influencer Campaign Measured?
To measure the success of your campaign, track key metrics: reach (how many saw the content), engagement (likes, shares, comments), follower growth, and website traffic. Conversions, such as bookings or sign-ups, can be measured through unique promo codes or affiliate links.
