Wednesday, November 4, 2020

Influencer marketing strategies for the Tourism sector

 

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Influencer marketing tourism sector " is one of the most repeated searches within this industry. And it is that among the Performance Marketing strategies for the tourism sector that can be developed, collaborations with influencers are one of the most important.

Influencer marketing is trending. These are people who have the ability to influence the purchase decision of their followers. And as a Nielsen study points out  ,  personal recommendations are considered the most powerful advertising mode.

For this reason, on the other hand, the tourism sector needs so much to work on the reviews and testimonials of its clients, to gain credibility. But a joint study by  Twitter and Annalect goes further:

  • 56% of users follow the recommendations of their friends.
  • 49% of people trust recommendations of influencers  on Twitter.
  • While 40%  of them have bought  an article online  after seeing that an influencer was using it  on Instagram or YouTube.

The search " influencer marketing tourism sector " responds, therefore, to the need of users to feel safe when buying products and services that they trust. So when it comes to product recommendations, users find that social media influencers are almost as trustworthy as their own friends.

Why collaborate with influencers in the tourism sector

Travel agencies, hotel establishments and different brands in the world of tourism have verified that the results of the influencer marketing tourism sector are positive. So much so that they have exceeded their expectations. In fact, brands now don't expect influencers to approach them.

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The companies themselves are the ones who follow good practices to hire an influencer . But they also work hard to overcome the challenges they face with these types of strategies. Is it really worth influencer marketing tourism sector?

1.- Your opinions translate into sales

When you are organizing a trip you want everything to be perfect. And regardless of there being more improvised trips, most prefer to inform themselves and soak up the data before leaving. So much so that, according to AXON data , 82% of users follow travel blogs or travel influencers on social media:

  • Most trust their opinions more than other reviews they can find on opinion forums. Since some may be false.
  • The testimonials shared by the brands themselves are brief and the identity of the person writing it is not known. Users know their favorite travel bloggers. They identify and empathize with them. They are much more credible.
  • A travel influencer is important because of his community. That is why it is important to maintain it. Something that is achieved by working on credibility. It is understandable that the recommendations of these profiles have more power.

2.- No advertising, experiences are shared

Influencer marketing tourism sector works because it does not share commercial content. Share stories , emotions , sensations and experiences. That is why its effectiveness is so powerful. When the user is faced with advertising content, he knows that the brand expects him to make a purchase. Therefore, he rejects it.

However, the influencer marketing tourism sector provides that same service in a more natural, entertaining and fun way. The influencer shares how they felt during their stay, which facilities they liked the most and least, shows how the service has treated them, interacts with it, etc. Here are two recommendations to make your tourism sector influencer marketing strategy more powerful and enriching:

  • Organize activities  so that your content is interesting, fluid and natural.
  • Only then can you  build experiences , which is precisely what the audience expects.

3.- The influencer creates content that generates engagement

There are different techniques to generate engagement with an audience . And the influencers know them all. Especially since these people know perfectly what it is that most attracts their audience, so creating the content that best suits their taste is easier. However, it is important that you keep some guidelines in mind when creating content:

  • It works hand in hand with the user so that they can create content adapted to the needs of the brand. Listen and share suggestions.
  • The more the influencer identifies with the content they are going to share, the more credibility it will generate.
  • In fact, the more satisfied the user is with the experience, the better that feeling will convey. Therefore your strategy of influencer marketing tourism sector will be satisfactory.

The best influencer marketing strategies for the tourism sector to inspire you

Tourist agencies, hotels or the countries themselves can publish quality content on their social networks to develop their brand identity, introduce brand values ​​and boost engagement.

However, as data from  Chase Card Services point out , 44% of travelers seek opinions on networks from influencers when planning their trip. What type of content do influencers share about it?

1.- Airbnb and Coachella



If you are looking for “ influencer marketing tourism sector ” campaigns, it is likely that one of the most repeated cases is Airbnb. The brand has shown how influencer campaigns can help travel brands at featured events to publicize their own services.

Skymarketing offers wonderful space propelled lodgings and a powerful social scene at awe inspiring territories like Lahore smart city.

In this case, his strategy was developed during the famous Coachella music festival in California. Airbnb provided accommodation to great influencers for the event's audience, such as Martin Garrix or Drake . In addition to a large group of influencers and models. In return, these people had to share their experiences in networks in those houses.

The result was demonstrated with a large participation of the public in these publications, where influencers managed to promote the brand among millions of people. That's why the Airbnb campaign during Coachella is a clear example of how brands in the tourism sector can take advantage of popular events to promote themselves.

2.- Artist Residence


Artist Residence's tourism industry influencer marketing campaign was promoted by the British hotel chain. In fact, it stands out mainly because it targets a very specific type of traveler. The luxury traveler.

In order to reach young professionals, the campaign featured luxury fashion “ Chromo-Influencers ”, featuring bloggers and Instagram stars such as Suzie Bonaldi from Hello October and Liv Purvis from “What Olivia Did” . And the campaign was perfectly adapted to the followers of these profiles.

Prior to the hotel stay, the brand sent the Chromo-Influencers  to a therapy facility at Oxfordshire's design venue, Bicester Village. This attracted public interest and marked the Oxfordshire area as a destination for young fashion conscious professionals. And of course all of this was captured in high-quality content on a wide variety of social platforms such as YouTube and Instagram. Which has helped to publicize the name of the hotel chain.

3.- #VisitBenidorm

Another of the tourism sector influencer marketing strategies that is worth highlighting is that of Visit Benidorm in collaboration with Ice Lolly. On the surface, it seems like a simple promotion for users to go on vacation to Benidorm using the cheap travel comparison website, Ice Lolly.

However, this campaign stands out from the rest because of its great aspirations. It aimed to transform the way tourists saw Benidorm. And he did it thanks to influencers of all kinds: bloggers, youtubers and instagramers.

The group enjoyed an action-packed itinerary. The influencers participated in snorkeling excursions. But they also rode jet skis and e-bike rides. Thus, they had the chance to discover the most picturesque side of the complex, the often forgotten old town of Benidorm. Of course, the influencers captured all these adventures and reflected it in their profiles on networks.

And all this managed to capture another face of Benidorm to thousands of followers. Campaigns like this are helping to transform the resort's image, making it one of the most sought-after vacation destinations in Europe.

4.-  Curaçao and New York State's Travel

Coraçao is an island in the southern Caribbean Sea, easily accessible from New York's JFK airport. And, as a vacation destination, it is something of a hidden gem.

Therefore, to promote this island among New York travelers, the tourism board teamed up with a number of influencers from New York City itself, including well-known fashion personalities such as Jessica Wang or Marcel Floruss. These influential people promoted the island's tourism on their social media for a long period. All this in order to maximize publicity.

All in all,  the campaign promoted the island to nearly 10 million New Yorkers and was a great success. As has been proven, tourism sector influencer marketing campaigns can be easily designed and targeted to very specific audiences.

All this, thanks to all kinds of content. Although videos are the format that best manages to capture experiences. Especially when it comes to travel. Would you like to reach a very specific target using influencer marketing campaigns?  At  Antevenio we can help you. We provide you with a quality inventory in relevant content.

 

Coraçao is an island in the southern Caribbean Sea, easily accessible from New York's JFK airport. And, as a vacation destination, it is something of a hidden gem.

Therefore, to promote this island among New York travelers, the tourism board teamed up with a number of influencers from New York City itself, including well-known fashion personalities such as Jessica Wang or Marcel Floruss. These influential people promoted the island's tourism on their social media for a long period. All this in order to maximize publicity.

All in all,  the campaign promoted the island to nearly 10 million New Yorkers and was a great success. As has been proven, tourism sector influencer marketing campaigns can be easily designed and targeted to very specific audiences.

All this, thanks to all kinds of content. Although videos are the format that best manages to capture experiences. Especially when it comes to travel. Would you like to reach a very specific target using influencer marketing campaigns?  At  Antevenio we can help you. We provide you with a quality inventory in relevant content.

 

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