Influencers vs advertisers - why travel marketing is transforming

Forget the glossy brochures with their stock images of paradise - today’s travelers want a glimpse of the real deal to inspire their next trip

Jun 6, 2023

Social media is the next best source of travel inspiration (35%), already overtaking traditional channels including travel agents (29%), travel media publications (26%) and TV and film entertainment (25%).

Key takeaways

  • Roughly 90% of Gen Z adults spend at least one hour on social media platforms every day, and close to half spend more than three - far more than older generations;
  • UGC, unlike traditional marketing campaigns, can portray the lesser-known areas and hidden gems of any destination through a perspective that resonates with viewers – one that enables them to envision what visiting these places would really feel like;
  • For travel marketers to expand their customer base – particularly into younger demographics – they should consider fostering UGC on platforms such as Facebook, Instagram and TikTok, the latter of which has become the most used platform among Gen Z.

Get the full story at PhocusWire

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