Welcome
As the global influencer market continues to expand, its impact on consumer behaviour is undeniable. We explore the rising importance of influencers in shaping travel purchasing decisions, and how B2B travel events are bridging the gap between the tourism sector and influencers to foster engagement and drive growth.
Full report:
Check out the highlights:
Introduction to Influencer Market Growth: Chapter 1
- Influencer Market Growth: The influencer marketing sector has expanded significantly, growing from $1.7 billion in 2016 to a projected $24 billion by 2024, highlighting its effectiveness and reach.
- Consumer Influence: Nearly 49% of consumers make monthly purchases influenced by posts, and 86% are inspired to purchase at least once a year, underscoring the power of influencers.
- Generational Trust and Influence: Gen Z and millennials exhibit strong trust in influencer-led advertisements, making them more likely to act on recommendations.
- Gen Z Economic Power: With Gen Z set to become the wealthiest generation, their spending power is expected to reach $12 trillion by 2030, supported by a 4.02% compound annual growth rate in per capita spending.
- Global Income Share: By 2030, Gen Z will hold more than a quarter of global income and will surpass the spending power of millennials by 2031.
- Travel Expenditure: Gen Z leads in travel spending, with an average of $11,766 in 2024, and they plan to increase spending on leisure travel significantly.
- Disparity in Travel Spend: Lower-income Gen Zs spend up to 49% more on travel than older generations with similar incomes.
TikTok, It’s Travel O’Clock: Chapter 2
- Influencers and Social Media: Play a pivotal role in Gen Z spending habits.
- Social Media Presence: 29% of Gen Z are more likely to buy from companies with active social media.
- Shopping Inspiration: 47% of Gen Z use social media for shopping inspiration.
- Product Discovery: 71% of Gen Z discover new products on social media.
- Travel Guidance: Influencers guide Gen Z and millennials in travel choices.
- Preferred Platforms: TikTok, Instagram, Snapchat, and YouTube dominate for product research.
- TikTok as a Search Engine: 17% of Gen Z use TikTok for product research; more than 40% of TikTok’s users view it as a search engine.
- Travel Searches on TikTok: 20% of TikTok users search for travel destinations.
- European TikTok Users: 71% search for travel content; 77% are inspired to travel or buy travel products after seeing them on TikTok.
- Travel Trends: 38% of Gen Z travelers rely on TikTok and Instagram for travel information.
Travel Companies Leveraging Influencers: Chapter 3
- 70% of travel brands use influencer marketing strategies.
- Expedia introduced a commission program for influencers to monetize their content.
- Expedia launched over 100 shoppable Travel Shops curated by creators.
- Initial phase includes 100+ influencers and partners like Jaime Camil and Virgil Van Dijk.
- By 2025, Expedia plans to expand to more creators.
- Thailand’s Tourism Authority launched 'TAT Connex' to boost Thai tourism visibility.
- TAT Connex connects influencers with tourism businesses in 10 categories.
Promoting Responsible Travel through Influencer Campaigns: Chapter 4
- Cambodia: ‘Homestay Hero’ initiative partners with bloggers to promote rural homestays.
- Azores: ‘Islands of Sustainability’ campaign focuses on environmental protection.
- Botswana: Influencers highlight ethical safaris through wildlife conservation campaigns.
- Peru: ‘Taste of Tradition’ initiative collaborates with food bloggers for sustainable gastronomy.
- Thailand: ‘Silk Road Rediscovered’ promotes eco-friendly silk production with fashion influencers.
- Spain: ‘Accessible Camino’ raises awareness for inclusive tourism.
- Greece: ‘Island Hopping Collective’ empowers micro-influencers to showcase remote destinations.
2024 Arabian Travel Market:
- Conference on ‘How To Build Influence with Gen Z in Just 30 Seconds’ highlighted user-generated content for sustainable tourism.
- His Excellency Harris Whitbeck, Minister of the Guatemala Tourism Board, discussed successful strategies for attracting Gen Z travelers, using AI and Big Data.
- Albania's rise as a tourist destination in 2022 due to user-generated TikTok videos, leading to a 44% increase in flight searches from the UK and a significant uptick from the US.
Influencers Take to Travel Show Stages: Chapter 5
Arabian Travel Market is bringing in influencers like Paris Norriss and Dave Cornthwaite to discuss the power of social media, storytelling, and entrepreneurship in travel.
- Paris Norriss, host of Guy in Dubai, presented on storytelling in media.
- Dave Cornthwaite focused on entrepreneurship and sustainability, emphasizing that failure is part of the entrepreneurial journey.
WTM London features sessions on influencer partnerships, including:
- Making an Impact with the Right Partnerships in Film, TV & Social Media
- Driving Change by sustainable adventurer Wiebe Wakker.
IBTM World 2024 in Barcelona will include:
- A session on The Power of Influence with experts like Gordon Glenister.
- Julius Solaris, event industry influencer, will discuss event technology solutions.
- Simone Heng will speak on creating authentic connections in the travel sector
From Show Floors to Social Feeds: Chapter 6
- WTM London has a well-established influencer program.
- Influencers have been engaged by WTM for over a decade.
- Largest gathering of international travel media, including influencers.
- Travel Influencer's Lunch introduced in 2023, attracting 145 influencers and 45 exhibitors.
- The lunch will move to a larger venue for 2024 due to high demand.
- Partnership with Traverse, a leading influencer marketing agency.
- Influencers use WTM Connect Me for scheduling meetings with exhibitors.
- Access to WTM London Media Centre for content creation.
- WTM London is a key annual gathering for influencers to connect and form partnerships.
- Influencers seen as a pivotal audience for the event.
Elevating Exhibitor Value: Chapter 7
- ATM's first influencer program is planned for the 2025 edition (April 28 to May 1).
- Dubai serves as a global travel and tourism hub and a magnet for content creators, bloggers, and influencers.
- According to StarNgage, the UAE has around 27,315 influencers, with many based in Dubai.
- ATM Exhibition Director Danielle Curtis emphasizes the value of engaging with the influencer community.
- The ‘Informal Influencer Speed Networking’ event will facilitate connections between exhibitors and over 50 travel influencers and bloggers.
- The event aims to create partnerships that enhance brand visibility and engagement.
- It's exclusive to marketing and social media personnel from registered exhibitors.
- Sister shows WTM Africa and ILTM Africa are also seeking to expand influencer involvement.
- Both shows are exploring new ways to connect influencers with exhibitors for their 2025 editions.
The Rising Influence of Digital Creators at Travel Events: Chapter 8
- PROUD Experiences show demonstrates the impact of influencers on travel events.
- The 2024 edition (June 3 to 5) reached approximately 3.4 million across Instagram and TikTok.
- Hosted 15 influencers in 2024, a 40% increase from the previous year.
- Speed networking sessions allowed smaller brands to connect with influencers.
- Featured "Instagram-worthy" moments and performances by drag artists.
- Influencers have been crucial in promoting the event and fostering connections in the LGBTQ+ travel community.
- Influencers have participated in content sessions since 2019 as speakers and panelists.
Travel Shows as ‘The’ Influences: Chapter 9
- Influencers play a vital role in the evolution of PROUD Experiences and ILTM Cannes.
- PROUD Experiences is the largest international LGBTQ+ travel forum.
- ILTM Cannes is a flagship luxury travel show taking place from December 2 to 5 at the Palais des Festivals.
- The event includes four days of scheduled appointments, educational sessions, networking, and parties.
- ILTM Cannes gathers influential figures in the luxury travel sector.
- Social media coverage amplifies the event's influence on luxury travel trends.
- RX travel events are critical platforms for industry growth, attracting influencers and shaping travel trends.
RX travel events:
IBTM Events
| 19 - 21 Nov 2024 | Barcelona | Website
ILTM Cannes | 2 - 5 Dec | Cannes | Website
ILTM Africa | 6 - 8 Apr 2025 | Cape Town | Website
WTM Africa
| 9 - 11 Apr | Cape Town | Website
WTM Latin America
14 - 16 Apr 2025 | S?o Paulo, Brasil | Website
Arabian Travel Market
28 Apr-1 May 2025 | Dubai | Website
ILTM Latin America | 5 - 8 May 2025 | S?o Paulo, Brasil | Website
ILTM Asia Pacific | 30 Jun - 3 Jul 2025 | Singapore | Website
IBTM Americas
| 20 - 21 Aug 2025 | Mexico City | Website
PROUD Experiences
| 6 Oct 2025 | The Bahamas | Website
ILTM
North America | 6 - 9 Oct 2025 | The Bahamas | Website
Check out our full list of RX Events here
