Jorge Coromina

Influencers or advertising? The transformation of tourism marketing

Forget the brochures with their stock images of paradise: today's travellers want a glimpse of reality to inspire their next trip. That's why they so often turn to the forum that can really give them the authenticity they're looking for: social media. 

When looking for inspiration, most travellers (52%) tend to turn to their friends and family. After all, it's hard not to be enchanted by the photos in a friend's slideshow when they are accompanied by stories of adventures, successes and travel mysteries. Many of these snapshots are then posted on social networks in the hope that they will provoke similar feelings among other members of their network. 

It makes sense, then, that social media is the next best source of travel inspiration (35%), already overtaking traditional channels such as travel agencies (29%), travel media publications (26%) and TV and film entertainment (25%). And who spends the most time on social media? Generation Z.

Approximately 90% of adults in this generation spend at least an hour a day on social media, and nearly half spend more than three hours, far more than previous generations. 

With an increasingly younger purchasing demographic, travel marketers will need to change their tactics to reach the younger class of travel enthusiasts in their digital realm. 

A travel ad in a pamphlet or on a billboard can never offer the same interpersonal and trustworthy information as a friend, or even a well-liked influencer. 

Indeed, the value of user-generated content (UGC) - posts based on text, images and video - lies in its ability to convey experiences that are truthful and authentic to the target audience.

A recent marketing analytics study found that browsing travel-related UGC significantly influences potential tourists' desire to visit those same destinations. 

The findings align with 2018 advertising research that revealed 84% of Generation Z travellers consider someone else's holiday photos and videos to be particularly influential. 

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 allows them to imagine what it would actually feel like to visit these places. 

And, as the data suggests, travel-related UGC is increasingly a deciding factor. Consequently, marketers would do well to invest in organic, user-generated promotional materials wherever possible.

For travel agencies to expand their customer base, particularly in younger demographics, they should consider encouraging user-generated content on platforms such as Facebook, Instagram and TikTok, the latter of which is most widely used by Generation Z. To capture their attention, for example, partnerships can be established with influencers who generate additional value for companies as brand ambassadors.

Creating organic content

Travel content must not only be authentic and engaging, but also respond to the progressive values that younger generations are embracing more widely. 

Partly due to the general trend of Generation Z supporting businesses that fall into the category of ethical and sustainable tourism - those that openly support equality, diversity or climate-friendly causes, among others - the sustainable tourism market is expected to grow by $335 billion over the next four years. 

It's a marketing goldmine: to make their trips even more impactful and satisfying, today's consumers increasingly want to make informed purchasing decisions with companies they feel share their values. 

As such, companies in the travel industry must offer information that goes beyond basic perks and amenities and strive to include details that marketers can highlight in their digital content to appeal to specific traveller sensibilities. 

For example, a bus or rail company could emphasise the safety of their lines for women travelling alone. In the same vein, companies could publicise any charitable efforts or disclose any initiatives they can support for struggling local communities, to name a few.

Creating UGC that highlights these ethical values will not only ensure the continued satisfaction of consumers, but marketers will also reap greater benefits over time, especially as Generation Z and the next tech-savvy generations increasingly dominate the consumer market. 

Organic UGC that highlights lesser-known areas and humanises various cultural activities offers an image of international and domestic travel that younger viewers find more relatable and accessible than standard ads.

Investing in values-driven influencers who endorse sustainably-minded brands will go a long way in reaching this demographic. 

Ultimately, marketers leveraging the major social media platforms will be able to tell these compelling stories so that travellers will want to be a part of them. 

Travelling in a chicken bus instead of a taxi or staying in a tree house instead of a five-star hotel may not be the "standard" choice when planning a trip, but it can make for an even more exciting story.