A Brief Guide To Destination Marketing with Influencers


The best way to market your product or service is to pay for a celebrity endorsement. Right? Wrong! The truth is that while that was the case in the past, today things are done more differently with a new breed of celebrity emerging known as a social media influencer. It has led to the emergence of a new concept referred to as influencer marketing.

Why Use Influencers for Destination Marketing?

People from all over the world love to travel. Today, most travelers actually read reviews of the destinations they plan to visit before they pack their bags. It can be tricky to plan a vacation if you know little about the destination. It is why destination marketing influencers are needed to show the ins and out of a particular destination and express to the public what it is like to experience it.

People often consider how attractive a destination is before they decide to go there. Millennials in particular also give a lot of consideration to the kind of social media content they produce while on vacation. It is estimated that about 50 percent of the world’s population is under 30-years-old. Brands should take note of this because this demographic usually follows social media influencers.

How does Influencer Marketing for Destinations work?

Influencer marketing works for virtually all industries, but it is particularly effective for the travel and tourism industry. It is a great and cost-effective way to give exposure to destinations that may otherwise be overlooked by most travelers.

Influencers are skilled content creators and have the power to make businesses and/or destinations seem more attractive and relatable to potential customers. This is great because the business can use the content for advertising if it is well received on the influencer’s platform of choice.

Influencers establish long-term relationships with their audience who are the potential customers of various brands. Influencers are a trusted voice for their audience. In fact, some demographics believe in social influencers more than celebrities.

Influencers also ensure that the travel industry stays relevant. The vast majority of people are tired of traditional marketing approaches and view influencer marketing as a breath of fresh air. Influencers have the power to influence the thinking of their followers such as sparking curiosity about and genuine interest in your brand.

How Do You Choose an Influencer for Destinations?

The first step is to be clear about who your ideal customer (audience) actually is and what brand messaging you wish to promote. This will determine the kind of influencer you should engage, the platform to use, and how to get maximum value from working together.

To assess the credibility of an influencer for your destination marketing, you need to consider the following criteria:

Accountability: The influencer should be ready to commit to delivering certain content over a certain period of time.

User Engagement: Don’t let the number of followers an influencer has fool you. The important thing to look for is the quality of comments and number of likes.

Destination Knowledge: It is obviously important for the influence you choose to be knowledgeable of how the tourism industry works and what your ideal customer is likely to engage in and act upon.

Content Quality: The best influencers to work with are those that create the highest possible quality content. Since they will represent your brand if you choose to engage them, ensure that their style fits with yours.

Approachability: How did the communications do when you originally approached the influencer? Was he/she open and willing to even consider working with your brand?

Final Thoughts

Influencer marketing for destinations is a highly effective strategy that should be considered by any brand in this constantly evolving marketing landscape. Influencers already have engaged audiences that can be the boost your business needs.