Understanding Travel Influencers and the Power of Storytelling

Spend a few minutes scrolling on any social media platform and you’ll see dozens of posts created by influencers – from the brand-sponsored posts on celebrity’s pages to funny videos by content creators made to make you laugh (and engage with the post) to beautiful travel inspiration created by influencers that induce a little bit of FOMO.  

Influencers use niche storytelling paired with visually driven, aesthetically pleasing content to reach audiences of specific needs, interests and wants. They have the ability to generate awareness, create wanderlust and even drive an action.  

Since consumers  trust recommendations from real people over brands, it makes sense that destinations are working with travel – and even niche – influencers to help promote their assets. 

What is a travel influencer?  

A travel influencer is an individual who creates appealing and authentic content (blog posts, videos, photos, etc.) that shows off destinations, dining options and experiences through their personal perspective. This content may be shared on their own channels and social media platforms or used by a brand in its marketing. 

Depending on the person, they may also identify themselves as a content creator, creator, blogger, brand ambassador, travel personality, or a term specific to the platform where their content is active – like YouTuber, TikToker, etc.  

Travel Alliance Partnership views influencer marketing as part of our media relations efforts. We approach both with the purpose of establishing and maintaining relationships that will benefit all parties. A good influencer partnership will be fruitful for many campaigns to come.  

Why Work with An Influencer?  

Travel influencers offer a range of benefits that can help promote your destination effectively. Here’s why partnering with them is a smart move:

• Built-In Trust – Influencers have a loyal audience actively seeking recommendations and inspiration. Their followers trust their opinions and are more likely to take action based on their content.
• Direct Exposure – By collaborating with influencers, your destination gets direct access to an engaged audience already interested in travel experiences.
• Extended Reach and Engagement – Many influencers have a broader reach and higher engagement levels than a brand’s own channels. This allows your destination to connect with a wider, more active audience.
• Targeted Niche Audiences – Influencers often cater to specific niches, whether it’s location-based, interest-driven, or demographic-focused. This makes it easier to reach the right type of travelers for your destination.
• Personalized Storytelling – Their unique perspectives make destinations feel relatable and aspirational. Influencers can turn a luxury stay into something accessible or highlight hidden gems, reshaping perceptions of your brand.
• High-Quality Content Creation – Influencers excel at capturing stunning visuals and engaging stories. From drone footage of coastlines to styled food shots, they provide dynamic and fresh content you can repurpose in your own marketing efforts.

By collaborating with influencers, you not only amplify your destination’s visibility but also add a personal touch that resonates with modern travelers.

Earned Media vs. Paid Media 

An influencer program falls between earned and paid media, where you can work with them in two different capacities:  

Earned: Any material produced through organic means rather than paid advertising. 

In this instance, you would pitch them with a story idea or angle, or extend them an invitation, and then provide an experience (trade value) in exchange for social coverage. Much like working with a traditional travel writer, resulting content comes directly from the influencer’s experience or interaction. Your brand does not have control over the narrative as it is earned based on merit.  

Paid: Any created content that your brand or organization paid for.  

This time, outreach to identified influencers is to discuss specific content deliverables and story lines that are mutually beneficial to both parties. While most influencers will not give up editorial control (which they shouldn’t – you are working with them for their authentic perspectives), your brand will have some influence over the delivered content. You can provide specifications for the deliverables, similar to how you work with other vendors (videographers, photographers, copy writers, etc.). 

Regardless of which way you partner (and we use the word “partner” intentionally) with an influencer, we recommend that you have a Statement of Work in place, if not a full influencer agreement, so that both parties are on the same page when it comes to deliverables, timeline, payment and more.  

Tips For Working with Travel Influencers 

There are plenty of tips we could share on the topic – in fact, stay tuned for more blog posts in our series! – but here are a few to get you started: 

Set expectations

We recommend meeting over a quick call to check the vibes and set expectations. This is important for both sides of the equation. Before partnering with influencers, find out what they expect from you and your destination before, during and after their visit. Make sure they are interested in the assets and activities your destination has to offer before committing to a trip. 

Help them help you 

Find out what they need from your destination. Do they want you to plan an itinerary with scheduled stops? Or do they want a list of suggested stops that they’ll visit in their own time and order? Are they looking for interviews or tours at each place? Provide additional information to help them craft their posts with interesting (and accurate!) facts. 

Open understanding

Although social media may just be a hobby for you, it is part of a travel influencer’s job. Understand and respect how much time goes into crafting quality content. That may mean that they’ll need downtime during their visit to develop posts, so ask them about their work schedule before developing an itinerary. 

Develop a story 

Choose stops that align with their interests and fit the overall feel of their social pages; posts won’t seem genuine if they seem out of place. When arranging their trip, think about visuals. Point out the best overlook along their hike, put them in the hotel room with the scenic view or request the restaurant’s table with the best lighting. Leave off any stops that don’t allow photography.  

Amplify the message 

If an influencer is creating great content, make sure to share it! By promoting or engaging with their post, you’re furthering the message and reach. And you’re providing an easy way for their followers to find (and follow!) your destination’s account. 

But don’t stop the support once they leave. A travel influencer is more likely to become a long-term advocate if you continue to engage with them even after their visit. 

Ready to Work with a Travel Influencer?

Partnering with travel influencers offers a powerful way to elevate your destination’s visibility, connect with engaged audiences, and showcase unique stories through vibrant, high-quality content. Whether you’re looking to target a specific traveler demographic, amplify your reach, or create compelling visuals for your marketing efforts, working with influencers can be a game-changer.

If your organization is ready to harness the power of influencer marketing, here are some more resources that can help you get started. If you’d like an extra hand with the process, reach out to us – we would love to work together!

• How to Find Local Influencers
• Creative Marketing Using Influencers
• An Interview with Travel Influencer Eileen Ivette