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]