A travel influencer is an Internet celebrity that creates social media content about travel, tourism and culture, usually sharing their travel experiences. Their content is generally considered as a trusted source of knowledge, influencing their readers’ opinions and perceptions of places and experiences, affecting their travel decisions and “changing the way we think about the world”.[1]
They often partner with airlines, travel agencies, tour companies and local businesses for the purpose of promoting their brand, product or services in return for a reward, usually involving free travel. Travel influencers generate income through brand co-operations and affiliate links. Many influencers, especially those working on Instagram, say brand sponsorships are their main source of income.[2]
Influencer marketing has gone from a fringe concept to an industry worth around $6.5bn in 2019. Almost half of marketers spent more than 20% of their budget on influencer posts.[3] Influencer marketing – the business of brands paying social media celebrities to advertise their wares – has become a well-established marketing tactic.[4]
^"Have followers, will travel". The Washington Post. 8 August 2019. Retrieved 8 November 2020.
^"Influencer Marketing: Social media influencer market stats and research for 2021". Business Insider. January 6, 2021.
^"The pandemic and the influencer: will the lifestyle survive coronavirus?". The Guardian. 2 May 2020. Retrieved 6 November 2020.
^Elmhirst, Sophie (5 April 2019). "'It's genuine, you know?': why the online influencer industry is going 'authentic'". The Guardian.
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