Everything you need to know about the influencer marketing boom
Love them or hate them, there is no denying that influencers have taken the tourism industry by storm.
40.1 per cent of millennials now consider how “Instagrammable” their holiday will be and 48 per cent of Instagram users turn to the app for travel inspiration.
You may roll your eyes at this, but, as the largest generation of consumers, millennial opinions matter. When done well, influencer marketing is incredibly effective as you reach your desired audience on the channels they spend the most time on; the average time spent on social media now is 135 minutes per day.
Is it REALLY authentic?
Influencer posts feel more authentic than traditional adverts. Influencers have high engagement rates with their audience who then feel like they know them.
Their followers thrive off the fact that they are “relatable” and trustworthy.
Moreover, an incredible 92 per cent of consumers trust earned media more than traditional advertising methods. Influencer posts are so successful because they use powerful word-of-mouth marketing, but they turbo-charge it and digitally spread the message to much larger audiences.
Access Your Target Market
Travel influencing is a great form of targeted marketing, and this is particularly important for the hospitality industry. With your target audience at an influencer’s fingertips, why waste money on static adverts targeting disengaged people?
Additionally, it is more cost-effective and offers long-term gains. For example, an influencer directs traffic straight to your website and social media pages.
How does it work?
Influencer campaigns tell a story in a way that static adverts cannot. Hospitality businesses are offering an experience.
However, it is near impossible to show off all your quirks and special features in a single advert. Contrastingly, an influencer will take your potential customers on a virtual journey.
Not only will they promote everything that makes your hotel so wonderfully individual, but they can also document their experience with the local area. Their loyal audience will then be inspired to take their own trip.
Pick the Right Influencer for You
Of course, there are some precautions to take. Most importantly, do not just work with any so-called “influencer” who approaches your property.
You should avoid accounts with fake followers. This can be checked via a fake follower tool, such as Swayy’s. With their followers confirmed as genuine, you then want to find someone who aligns with your brand values. Evaluate this by spending some time looking at previous posts, the general aesthetic, and the type of comments they receive.
In summary, the influencer industry is rocketing, and it is not slowing down any time soon. 94 per cent of marketers cite influencer marketing as effective, whilst the industry is expected to have a value of over $10 billion by 2020. What are you doing to embrace this affordable, authentic, and powerful form of marketing?
Amelia de Normann ispart of the Content Team at Swayy
Email the Travel Weekly team at traveldesk@travelweekly.com.au
influencer marketLatest News
AIME 2024 rustles up $330m for APAC economy
This figure is a 65 per cent increase on 2023, much alike The Nibbler staff's alcohol consumption.
Amex GBT to purchase CWT for $871m
It's big deals like this that get a firm handshake - hence the sore hands over at the CWT and Amex GBT offices.
Boeing cleanout: CEO, chair to go as safety crisis plagues the manufacturer
CEOs are falling thick and fast these days. We should have started up a bingo game with their headshots in the office.
Star boss resigns, admits retaining NSW casino licence unlikely under his leadership
The CEO resigned after 18 months in the role. 'Another one bites the dust' rumoured to be heard playing in Pyrmont.
Corporate Traveller swings amateur golfers around the globe for World Golf Competition
How're your golf skills? Consider yourself a Tiger Woods or often get quadruple bogeys? We take after the latter.
Corporate travellers to spend big on Melbourne F1 despite financial pressures
Part of the attraction is sick days after the event as corporate travellers suffer creaked necks and blown eardrums.
Bonza officially kicks off Gold Coast-Darwin route
The Flying Purple Thumb is back at it with another route. We swear, we're going to make this nickname stick!
South West Sydney Tourism launches Western Sydney Tourism Awards
Penrith's 3 consecutive NRL premierships wasn't enough? The people of Western Sydney could fill the trophy cabinet more!
Hotels vs. Airbnb: Industry leaders at odds over who should pay accommodation levy
There's not as much gore in the Hotels vs. Airbnb saga as there is in Alien vs. Predator, but it's just as thrilling!
Singapore Airlines revamps premium economy with new menu, amenity kit
Felt Singapore Airlines was lacking "the sauce" (as the kids say). Bolster belief in the carrier's je na sais quoi here.
Business Events Adelaide set for 20th Destination SA event
Destination SA turns 20! Hopefully it's not celebrated with vodka cruisers and vapes like most 20th birthdays.
Boeing’s woes delay massive Virgin Australia order
This delay means Virgin staffers will be without that new plane smell, inspiring us to sell it in a can.
All the winners from the 2023 Qantas Australian Tourism Awards
Somehow missed this news recently? Good thing you're subscribed to our fabulous newsletter!
Corporate international travel from Brisbane up 30% YOY: Flight Centre
Queenslanders seem keen to go somewhere that actually serves good beer! Sorry, we actually like Great Northern.
Amora Brisbane undergoes $30m remodelling, geared up for MICE offerings
When $30m goes into an amazing hotel to get it geared up for MICE offerings, that's amore!
Corporate Travel Management’s CEO Laura Ruffles steps down
CTM confirmed that Ruffles will be stepping down due to a personal health issue, effective immediately.
Qatar Airways crowned World’s Best MICE Airline at World MICE Awards
You could say Qatar Airways really 'nabbed the cheese' with this one! Alright, we'll see ourselves out...
Qantas, Jetstar & Virgin hike airfares as supplier costs inflate
Supplier increases means you'll pay more. It's like pass the parcel, but instead of getting a present, you owe money.
NSW Central Coast wins global sustainability award for promoting ecotourism at ITB
NSW Central Coast jumped the gun on St. Patricks Day and got the green celebrations going early!
PHOTOS: RuPaul’s Drag Race stars hit Kings Canyon for Priscilla’s 30th anniversary
The stars have renamed the iconic spot 'Queens Canyon'. No name change to the adjacent 'Priscilla's Crack', however.
Air NZ to suspend Auckland-Chicago route amid aircraft troubles
Sorry Kiwis, your craving for authentic deep dish pizza will go unsatiated (or you could just fly with another airline).
Tasmanian Premier promises to build the world’s largest chocolate fountain if re-elected
If only sticky 6-year-old children could vote. Then the Tassie Premier would be guaranteed a victory!
The staggering amount invested in 2022/23 Australian tourism projects revealed!
Any guesses on how much it was? We'll give you a hint: It's between $1 and $9 trillion (hope this helps).
Marriott’s Bonvoy Lounge makes it a 5-peat at Formula 1 in Melbourne
If Formula 1 is so good, then why isn't there a Formula 2? Oh there is one... Never mind.
Virgin Australia posts $236m profit, but the outgoing CEO warns of turbulence ahead
Hrdlicka warns of tough times ahead, just after announcing she's leaving. We wonder if there could be a connection!
Ascott opens new 255 room property in Central Sydney
Bored of your bedroom and want 255 new ones to try? The new Ascott property is here to solve this very specific problem!
Work and play at the Radisson RED, Auckland
We aren't going to tell you what order to work and play in, just that you should be looking to do both at Radisson Red.
Swiftonomics 101: Just how much did fans spend travelling to see Taylor Swift?
Thought you'd heard the last of Swift, huh? Not in your Wildest Dreams could Swiftomania go out of Style!
Rex posts a $13.3m turnaround for 1H24, but still at a loss
Rex is slowly making its way back to pre-pandemic form. Much like us with our sporadic attempts at exercise.
Destination NSW launches new corporate website to boost visitor economy
No plans this afternoon? Take the new DNSW site for a test drive and click as many buttons as you can.
Star posts a $9m half-year profit despite ongoing legal woes
Star has defied expectations! Kind of like Steven Bradbury, but without the shiny gold medal for proof.
100,000 + to descend on Melbourne Convention and Exhibition Centre for BBC experience
As staunch Sydney-siders, this is hard to admit, but it looks like Melbourne put on a great show!
Swift and the gang pump up Accor’s biggest weekend since Sydney 2000
By 'the gang', we mean Blink-182 and Sail GP, which we can agree are not as captivating as Taylor Swift right now.
Taiwan Lantern Festival lights up Tainan with 15 million visitors in its sights
We'd say the festival "went off with a bang" but it was actually an eco-friendly LED light display. Still cool though.
Capacity the key to Government’s new free trade agreement deal with UAE
Could the government soon be begging for carriers to request more flights? How things can change in just 12 months!
AIME returns to Melbourne Convention and Exhibition Centre with refreshed tradeshow
Attendees presented with their best networking smiles and small talk at the ready.