Destination Marketing: How Social Influencers Have Become the New Trend

Destination Marketing: How Social Influencers Have Become the New Trend

One of the most popular trends in digital marketing nowadays is the growing power of influencers. With the development of social networks and their importance not only for consumers, but also for companies, influencers’ role has become more and more crucial. In tourism, over the last few years, many destinations have used influencers to drive sales and attract more travelers to their destination. The article The Power of Social Influencers in Destination Marketing posted by Millionmetrics on their website illustrates how crucial it can be for destinations to use this new trend to boost not only their reputation, but their attractiveness as well.

Over the last few years, social networks have gone one step further: people no longer use it to interact with their friends and family, but more and more to keep up with what is going on around them and in the world, especially when it comes to traveling. Whether you are looking for a restaurant or you are planning your next road trip, it is now normal to check your Instagram feed for some inspiration before you go. And who helps you finding the inspiration? Influencers, of course. Those individuals, who have the ability to influence customers’ purchase decision, are being tracked by companies to gain exposure.

Social influencers have almost become like relatives to which we refer when we are looking to book our next trip. We follow their everyday life and we trust them almost to the point that they have become our closest friend. They have the power to influence our choices and that is why we follow them: become we recognize ourselves into their personality and tastes. According to the article, “40% of people have purchased an item online after they saw the item being used by an influencer on Instagram or YouTube. Hence when it comes to product recommendations, people find that social media influencers are nearly as trustworthy as friends”. A huge opportunity for destinations then…

In the article, not only does the author explains the importance of using social influencers for tourism companies who want to promote their destination, but he also explains what is important to consider before reaching out and working with influencers. Indeed, it is essential to build a strong relationship with the influencer, examine his/her audience, his/her values and his/her relevance to ensure the brand is correctly associated with the image.

This article is interesting in the sense that social marketing is nowadays increasingly common among the new generation of Millennials, to such a point that everyone can become an influencer. Indeed, according to a Chase Card Services, 97% of millennial travelers post on social networking sites while traveling, which shows the growing importance of social media for travelers and people seeking new destinations.

The growing power of social influencers and the rise of the Millennials generation should therefore be well anticipated by destinations, who should propose activities and facilities that match their expectations and needs, and by creating a destination which has to be “Instagram-able”.

Lucas Daigle & Nicolo Farina

https://www.millionmetrics.com/influencers-destination-marketing/