From paying influencers to attracting them: A new paradigm in travel marketing

This resurgence was met with significant investment in digital advertising, particularly on social media platforms. According to a 2023 American Express study, 75% of travelers are influenced by social media when choosing their travel destinations. 48% expressed a desire to visit destinations they can showcase on social media.

The resulting increase in digital advertising spend was substantial. Airline advertising spend, for instance, rose by 106% year-on-year in 2021. Platforms like Instagram, TikTok and YouTube have become essential tools for travel inspiration and decision-making, with (according to that same American Express report) 57% of travelers capturing content for their social media during trips, further amplifying the influence of these platforms.

Traditional influencer activations in the recovery phase

During the era of post-pandemic recovery, many destinations relied heavily on influencer activations to boost visibility and attract tourists. The scale of these influencer operations is often very impressive indeed. One notable example is Abu Dhabi, which launched extensive influencer campaigns to promote its attractions. In 2021, Experience Abu Dhabi, a brand from the United Arad Emirates’ Department of Culture and Tourism, executed an enormous influencer program, involving over 740 influencers, generating more than 26,000 publications.

Similarly, Explora Journeys, a premier luxury cruise company under shipping giant the MSC Group, entrusted a series of influencer experiences to launch its new Explora I ship, positioning Explora Journeys as the peak of sophistication and adventure in the luxury travel world.19 influencers produced over 500 pieces of content with a reach of almost 6 million.

But this ‘traditional’ approach has its pitfalls. The most popular destinations, such as Paris or Barcelona, benefit greatly from their wide array of activities that generate substantial social media content. Lesser-known or smaller destinations may struggle to gain similar benefits due to fewer offerings.

Equally, travelers might enjoy a fantastic first experience but may not feel compelled to return. The novelty of ticking off a destination from their list can diminish the incentive to revisit, resulting in one-time visits rather than sustained tourism.

And hosting scores or hundreds of influencers can be extremely costly, often reaching 7- or 8- figure bills. While the sponsor benefits from extensive publicity, these high costs can be a significant barrier for smaller destinations or businesses with limited marketing budgets.

The evolution from activations to influential destinations

As the influencer marketing landscape evolves, though, the focus is expanding beyond this traditional approach to influencer activations. Increasingly, projects aim to also create destinations that inherently attract influencers and VIPs. This transformation is driven by the understanding that becoming an influential destination complements traditional activations by offering a more sustainable and impactful approach to influencer engagements.

The shifting approach of Experience Abu Dhabi is again revealing here. Its new influencer paradigm, ‘Project Moonshoot’, goes beyond inviting influencers to the city; it aims, instead, to transform Abu Dhabi into a must-visit destination for influencers and celebrities through strategic collaborations with luxury brands like swimwear house Vilebrequin. The project integrated the brand’s signature style into the destinations, and launched an exclusive beachwear capsule collection. The collaboration culminated in a high-profile activation at the Cannes Film Festival, with a launch party involving influencers, celebrities and journalists.

As a result, Abu Dhabi was able to attract high-profile visitors and created unique, shareable experiences that resonate on social media.

Another exemplary case is Las Vegas in its attempts to redefine its image beyond gambling and partying. The city collaborated with influencers to showcase its diverse offerings, from luxurious accommodations and gourmet dining to cultural attractions and outdoor adventures. This comprehensive approach attracted a variety of influencers, resulting in over 3,200 posts and assets, and 195 million impressions.

Or look to Aspen in Colorado, which collaborates with luxury ski brands and hosts winter sports events that draw influencers and celebrities, thereby enhancing its appeal as a premier winter destination.

The key to becoming an influential destination in this new paradigm lies in creating experiences that are inherently attractive to influencers. This could involve strategic partnerships with high-end brands, hosting exclusive events, or continuously innovating to offer unique attractions.

It’s an approach that focuses on building an irresistible destination to influencers and VIPs alike, creating the cornerstone of a sustainable and impactful marketing strategy that resonates with modern travelers and ensures long-term growth.

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