Which travel influencers are marketers following in 2024?

Part of that optimism comes from the influencer world: despite concerns about contributing to over-tourism, considerable marketing spend is flowing toward creators with specialism in tourism and local experiences. But from where can travel marketers looking to amp up their influencer work draw inspiration? We asked leading ad execs in the space: who’s doing the best work?

Rebecca Thomas, client services director, The Fifth: “When it comes to travel, I’m pretty typical in how I use social media. Instead of following just one influencer, I turn to TikTok’s search function. During a recent trip to Greece, I got all my recommendations from TikTok. This method gives me a broader range of content, often from local influencers, giving ‘off the beaten track’ suggestions and insider knowledge. If I had to pick a specific influencer, KybeTravel comes to mind. They truly capture my love for authentic insider perspectives. Marketers in the travel and tourism space could learn a lot from this – by tapping into local influencers and diverse content, they can offer the genuine experiences that today’s travelers crave.”

@kybetravel TRAVEL HACK!!! How to save money when withdrawing cash abroad ✈️ #travel #travelhack #travelhacks #money ♬ Doja - Central Cee

Sofia Mogliazzi, director of talent partnerships, VaynerMedia EMEA: “Hand Luggage Only, featuring Yaya and Lloyd, follows the duo on their global adventures while spreading love and highlighting allyship. Their expertise in visual storytelling offers valuable lessons for marketers, demonstrating how captivating visuals are essential for grabbing and retaining attention. By taking viewers on a journey rather than presenting straightforward, branded ads they create a more emotional connection and a more relatable, humanized experience for viewers. Their content is exciting, honest and filled with helpful itineraries, reviews and practical travel advice. They are an ideal example for marketers seeking to engage people authentically and effectively.”

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Jake Crabb, marketing manager, Disrupt: “I’ve had the pleasure of working with TravelsByTash, a solo female traveler who has embarked on a solo backpacking trip around the world. Tasha goes beyond showcasing stunning destinations. She delves into the ‘how’ and ‘why’ behind her travel choices, offering valuable insights for viewers seeking unique experiences. From insightful airline reviews to practical foreign and domestic travel tips, Tasha has cultivated a thriving community of 135k followers. Her expertise has even landed her a spot as a judge for the Travel Retail Awards. Tasha's success highlights the power of creator-led experiential content that resonates with audiences. Her ability to share in-depth travel experiences that go beyond the scenery fosters trust and engagement with her audience but also provides genuine value for brands and destinations.”

@travelsbytash Replying to @Catt ❤️ do you want to join Wizz Air mystery trip next time? This is everything you need to know about their Lets Get Lost trip! Who’s applying for round two? ✈️ #goturkiye #antalyaturkey #mysterytrip #wizzair #letsgetlostwithwizz #flywithme @wizzair @Go Türkiye @regnumcarya ♬ original sound - Tasha | Solo Female Travel ✈️

Alienore Lanson, senior account manager, MG Empower: “The rise in staycations and domestic getaways, combined with an increasing focus on eco-conscious travel, has led to a significant shift among traditional international travel accounts, towards becoming local-explorer accounts. Lylaa Ali Shaikh, known on Instagram as SaltandShaikh, demonstrates this trend by focusing a significant proportion of her content on local eateries. This has helped her grow a loyal, engaged audience, often as a result of appearing in Instagram’s suggested Reels algorithm. Based in East London, Shaikh curates honest and insightful content aimed at locals who have yet to uncover the city’s hidden gems. Her various series highlight a range of options, from budget-friendly spots to vegan gems. And with social media being one of the top sources of travel information among foreign tourists, Shaikh’s content is also invaluable for anyone planning a visit to London. Who doesn’t appreciate a recommendation from a knowledgeable local?”

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Emily Labrum, influencer manager, Spin: “I’m loving Molly Thompson’s content recently, especially with her pivot from lifestyle to travel-focused content. She’s nailed the travel niche, providing engaging but informative content which is refreshing to see. Her recent partnership with LoveHolidays was a perfect match: creative and fun without feeling forced. Using a trending sound and text overlay was a clever way to keep audiences captivated.”

@mollythompson fair to say this probably wasn’t my 5 year plan ‍♀️✈️ • #fyp #youtuber #vlogger #5yearplan #travel #australia #vlog #mylife #lifestory ♬ original sound - Molly Thompson