‘True human influence’ and nostalgia: How creators supercharge travel marketing

Social media has catalyzed the increased output of holiday pictures, transforming how travelers are influenced. Now, 75% of TikTok users agree that a creator showing a service is more useful than reading a review and 55% perceive TikTok creators as reliable. When making a significant financial purchase such as a holiday, consumers increasingly look for true stories and real faces showing that the place is genuine and attainable.

Here's how travel brands are taking note and leading with what they know to harness online content in a way that is true to their brands.

Accessing nostalgia online

Nostalgia is a marketing tactic that the travel industry has long leaned into, and who better to generate nostalgia than content creators?

Consider companies like British holiday company Eurocamp, which relies on a marketing strategy that leans into word-of-mouth marketing, with an online presence that attracts its loyal audience of holidaymakers. Discussing Europcamp’s strategy, chief marketing officer Ross Matthews, shares the importance of personal stories and creators in relatable and personable marketing content: “there's never a social media content creation discussion without user-generated content in it. Content is in the hands of the users.” As Eurocamp has evolved as a company and brand, “so has the content created by its audience”.

User-generated content can act as a bridge between a brand and its audience, connecting them in conversation online. For Eurocamp, this dialogue is grounded in nostalgia as users share holiday pictures old and new in online forums and social feeds. Users have built a community through these pictures, attaching themselves to the brand and raising awareness about its offerings.

One in three TikTok users globally reported searching for more information about a product or brand after watching a TikTok creator share about it. Travel brands like Ryanair lean into online perceptions, opening conversations with customers and cultivating community online. On TikTok, Ryanair has found virality by leaning into remarks in the comment sections, good and bad, and engaging directly with consumers. The result has seen the rise of a global community of users who recognize the brand for its humorous tone of voice and relatable content.

Capturing attention, beyond the screen

Social media content can make for an intimate offering, communicating familiarity and shared experience. Matthews shares that “there's a really warm feeling from our customers that travel with us, that comes across when they talk about their experiences” giving it an organic kind of authenticity that sharing places with memories and nostalgia attached to them creates. This is something that creators tap into and magnify online, sharing real stories, opinions, and experiences. This has a power beyond capturing attention, and can influence truly tangible results.

‘True human influence’, where the influence of online content surpasses likes and impressions to impact audiences on a human level, is something that travel content can naturally leverage. Posts can share memories and personal moments, evoking nostalgia, telling a story, and inviting audiences to emotionally engage with the content, leaving an impression that lasts beyond their scroll through a feed or timeline.

Measuring success with brand lift studies

How can businesses like Eurocamp track the human impact of nostalgia and connection in marketing and sales conversions? Influencer marketing that leverages brand lift studies provides brands with metrics and measurements that overcome any hesitations and replaces them with confidence.

Through influencer marketing campaigns, brands can track surface metrics like audience and reach, but with built-in brand lift studies, they can go further, tracking metrics like purchase intent and consideration, providing them with a true picture of the impact, reach, and success of their campaigns.

Sharing more

Creators can share pin-pointed travel perks, and access more remote and niche online communities. Word-of-mouth marketing is one of the most powerful marketing methods for brands to access. But what if it was scalable? What if it said more?

Leveraging creators enables the targeting of more precise demographics, which is something that Visit Malta achieved by inviting a range of creators to different attractions and experiences in Malta. This enabled the brand to target a range of demographics, from solo traveler communities to couples and families looking for their next trip. The creators created word-of-mouth marketing at scale, with a more controlled focus on features unique to Malta. With the work of creators, travel brands can leverage word-of-mouth marketing at scale, and with traceable results.

Creators can evoke feelings of nostalgia like no other digital medium. Creators are modern-day storytellers and trusted guides, with the ability to craft captivating and relatable narratives that transport consumers to cherished memories of holidays past. With their ability to evoke sentimentality and tap into collective experiences, creators hold a unique power to shape consumer perceptions and preferences in the realm of travel.