Collaborations and Influencer Marketing in the Travel and Transport Sector

Collaborations and influencer marketing in the travel and transport sector are increasingly centred on targeted, authentic storytelling and video-first content to engage adventure-seeking audiences effectively. Key trends for 2025 include a strong focus on sustainability and eco-tourism, promotion of solo travel, and luxury experiences that prioritise unique, memorable moments over material possessions.

Travel brands collaborate with influencers by inviting them to experience destinations or services firsthand, often requiring content creation such as blogs, social media posts, and videos. This approach can generate significant reach, engagement, and brand trust. For example, a campaign involving bloggers at a resort generated over 28 million in reach and 50,000 engagements, demonstrating the power of influencer partnerships to build communities and improve search visibility through backlinks and content sharing.

Short-form video content—such as TikTok vlogs, Instagram Reels, and YouTube Shorts—is now foundational in travel marketing, as it emotionally connects viewers to authentic travel experiences and drives bookings. Virtual and augmented reality tours are also emerging tools to enhance engagement.

In practice, brands often collaborate with macro influencers who have large, engaged followings and specialise in travel, lifestyle, or adventure niches. Influencers from various regions provide authentic voices that resonate with specific audiences, helping brands reach targeted demographics effectively.

Overall, successful influencer marketing in travel and transport relies on:

• Strategic partnerships with influencers aligned to brand values and audience interests
• Authentic, value-driven storytelling focusing on experiences, sustainability, and personal empowerment
• Video-first content formats to capture attention and inspire bookings
• Leveraging influencer content for SEO and broader digital presence through backlinks and social sharing.

This approach helps travel and transport brands build trust, increase visibility, and ultimately drive customer engagement and bookings.