How Influencers Are Turning the Business of Travel on Its Head

Opinion: Over 40 percent of millennials consider ‘Instagrammability’ when selecting their next destination

If you’re anything like me, your head might be spinning with how fast influencer marketing is moving.

Not only have social influencers become one of travel’s most essential marketing tools, but they have also taken over as a top source of inspiration for consumers.

In fact, more than 40 percent of millennials aged 18 through 33 consider “Instagrammability” when selecting their next travel destination, according to a recent survey by Schofields. The power of platforms like Instagram and Facebook is highly influential when it comes to molding travel preferences, but the power of social media influencers has even greater implications.

Far beyond shaping consumers’ decisions on where to go, influencers have the authority to sculpt the way new destinations become popular.



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