The new realm of creators-turned-travel agents

Influencers have become a new breed of travel agent, helping us decide where to go and what to do when we get there

Travel agencies are still estimated to be a $72 billion industry in the United States alone, and upwards of $450 billion globally. Travel agents haven’t disappeared, many have just swapped the drab offices and chunky monitors for ring lights and smartphones.

Key takeaways

• On TikTok alone, the “travel” hashtag boasts more than 182 billion views. Over on Instagram, 695 million posts bear the same tag. Even search giants like Google are realizing that around 40% of users age 18-24 are looking to TikTok or Instagram first for inspiration;
• The enduring problem for travel influencers is attribution. A number of solutions have emerged to help solve that problem, by integrating into both a hotel’s property management system and an influencer’s follower list to understand which customers were driven by content engagement;
• Some influencers are taking their business a step further than simply monetizing their content by turning followers into clients, becoming full-blown travel agents in the process, with platforms like Fora and Tern equipping them with all the tools they need to become an agent.

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