Influencer-brand partnerships are huge in travel – but they’re not easy to pull off

It’s not by accident.

There’s a whole world pulling you towards Camogli. Part of that world: brand partnerships with influencers, sending them around the globe to aspirational and exotic locations.

Brand + social media star + location: that’s an equation for success.

An evolution of the more traditional phenomenon of ‘press trips,’ these strategic excursions leverage brand messaging, influencer reach, and content specialities to create buzz for locales in ways previously unimaginable.

A well-executed influencer brand trip can ensure alignment with a brand's identity and the destination's cultural characteristics, creating campaigns that resonate authentically with audiences. Done well, they can benefit both the brands and creators. They can also transform the way destinations capture global attention.

More than just a vacation

From the outside, these trips may seem like free holidays gifted to young, attractive influencers. This couldn't be further from the truth. When done well, these trips are seamless; when done poorly they end up being mocked on Influencers in the Wild.

Our industry has shifted from the ‘traditional’ influencer landscape to a richer, more diverse creator economy. Influencer selection is based not on appearances, but on the ability to resonate with diverse demographics, communicate compelling narratives, and generate authentic content that captivates audiences. The goal isn’t just to show off a destination but to engrain its allure into the minds of potential visitors.

Behind the scenes

For every minute of influencer-produced content, there are approximately four hours of behind-the-scenes planning – planning that the influencers themselves are not part of and may not even be aware of. This involves brainstorming, planning, coordination between various stakeholders, logistical planning, and detailed itinerary curation.

Extensive preparation ensures every moment captured looks effortless and aligns with the brand’s messaging and the destination’s unique characteristics. An impactful end result is a testament to the labor-intensive planning process that shapes each campaign.

The alchemy of a perfect influencer brand campaign

Success hinges on the alchemy of brand messaging, influencer reach, content specialization, location, and tourist board aims. This balance has the power to make ordinary campaigns extraordinary.

Brand messaging must be clear, consistent, and aligned with both the influencer’s voice and the destination’s unique attributes. Choosing influencers with an engaged audience that resonates with the brand's values and campaign goals is crucial.

Content specialization enables influencers to create engaging content that captivates their followers. This multifaceted approach ensures the campaign appeals to a broad yet targeted audience, driving meaningful engagement. The collaboration should extend beyond mere promotion; it should tell a compelling story that highlights what is unique about the destination. This alchemy of elements creates a powerful and authentic narrative that benefits the brand, the influencers, and the destination.

The importance of authentic alignment and due diligence

Finding the dream influencer-brand-location match isn’t easy; thorough research is needed to identify influencers whose values and lifestyles align with chosen destinations. Think: sending LGBTQ+ influencers to inclusive cities. Or culinary influencers to regions renowned for their cuisine.

Due diligence, meanwhile, is essential to avoid sending influencers to places where they might face discrimination or safety concerns. Activities must align with the influencers’ interests and lifestyles. Sending sober influencers on a booze cruise would result in conflict, contract breaches, and reputational damage.

Group dynamics also play a role in influencer selection: avoiding the selection of two influencers known to dislike each other, or creating an environment where cliques form. These trips should foster a sense of togetherness and community, ensuring the content reflects positive vibes only.

Timing is essential, too. Influencers should visit when destinations are at their most engaging, whether it’s during a festival, peak season, or when key attractions are open. Ensure the trip doesn’t coincide with local issues such as fractious elections, travel strikes, or conflicts.

Campaigns should be timed to capitalize on what’s presented to the public. If everything captured takes place on ferries and the campaign is released as high season ends and the ferries are docked, you’ve wasted all brand capital gained from the trip.

Take, for example, the 2024 Wizz Air ‘Let’s Get Lost: London’ campaign, which we at Disrupt worked on. 36 influencers with diverse yet strategically aligned audiences, generating 138m organic impressions from a single trip. Behind the scenes: meticulous research, logistics and careful coordination with the local tourism board. The result in the UK: in 2021, there were 48,230 searches for flights to Antalya. Within just the first half of 2024, the search demand for flights has climbed to 123,700.

How many influencers does it take to put a destination on the map?

Ultimately, it depends more on how the trip is planned, targeted and executed. But with the right approach, even a relatively modest number of influencers can achieve extraordinary results, transforming an under-the-radar destination into a viral sensation.

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