Everything Marketers Need to Know about Travel Influencers

Dive into the world of travel influencers — who they are, what they excel at, and how to build partnerships that drive results.

Table of contents

• Partnerships with travel influencers can be more cost-effective — but that doesn’t mean their work is “free.”
• Travel influencers may have diverse audiences.
• Partnerships with travel influencers often turn into long-term relationships.

Today’s travelers are ditching the guidebooks and instead scrolling through Instagram, TikTok, and YouTube to find travel inspiration. In fact, 85% of American adults say they’ve acted on a travel recommendation from an influencer. From hidden gems to viral travel hacks, travel creators are shaping the way people plan their next getaway.

If you’re looking to work with these travel-focused creators, you’ve come to the right place. This is the final part of our 3-part blog series tailored to the travel industry. If you missed Part 1 and 2, catch up here:

• Part 1: 5 Influencer Marketing Best Practices for Travel Brands
• Part 2: 3 Travel Brands Taking Off with Influencer Marketing

In Part 3, we’re diving into everything you need to know about working with travel influencers. While each creator has their own unique voice and style, we’ll cover the key insights and strategies to help you build successful partnerships in this niche — complete with tips from seasoned marketers in our Slack community. Let’s get right into it.

Partnerships with travel influencers can be more cost-effective — but that doesn’t mean their work is “free.”

According to Summer Martin, former PR Manager at VisitScotland, many travel influencers are open to exchanging content for experiences, making these collaborations more budget-friendly than traditional flat-fee campaigns.

“Because you’re covering flights, hotels, and experiences, many travel influencers will treat the all-expenses-paid journey as full payment, so you often spend less than on flat-fee campaigns. That said, top-tier travel creators may still request fees, whereas creators who rarely travel usually see the trip itself as their payment.”

— Summer Martin, former PR Manager at VisitScotland

That being said, it’s important to recognize that comped travel isn’t truly “free.” In many countries — including the US, UK, and Canada — the value of sponsored travel is considered taxable income, and creators may still owe taxes on flights, hotel stays, and other perks. Plus, polished content creation takes time, skill, and often comes with additional considerations like licensing, usage rights, and exclusivity. These should be fairly compensated.

So while some creators may accept an experience as full or partial payment, compensation should be discussed transparently, with respect for the creator’s time, talent, and business needs.

Of course, creators won’t say yes to just any trip, especially if it’s generic or overly promotional. Many receive dozens of pitches a week and are quick to pass on offers that don’t stand out. If you want to land on their radar, your offer needs to feel truly compelling.

The key is to pitch a can’t-miss experience.

Let’s say you’re a boutique hotel brand. Simply handing over a room key won’t cut it. Instead, curate a personalized itinerary that showcases the best your property (and destination) has to offer: a fun sunset sail, a private cooking class, a luxurious spa day, or a hidden local gem that only the insiders know about. Add thoughtful touches like a welcome gift, room service credits, or surprise upgrades.

Just take a look at American Express’s partnership with creator Matt King, which highlights all of the amazing amenities and experiences offered at the Four Seasons Koh Samui.