‘True human influence’ and nostalgia: How creators can enhance their travel marketing

Social media has facilitated an increase in the production of holiday photos and changed the way they are perceived by travelers. Currently, 75% of TikTok users agree that it is more beneficial for creators to introduce their services than reading reviews, and 55% perceive their TikTok creators as trustworthy. When making a financially significant purchase, such as a vacation, consumers are increasingly looking for real stories and real faces that show a place is authentic and reachable.

Here’s how travel brands are taking notice and leveraging what they know to leverage online content in ways that are true to their brand.

Access Nostalgia Online

Nostalgia is a marketing strategy that the travel industry has been working on for a long time, and who better to create it than content creators?

Consider a company like British holiday company Eurocamp. The company relies on a marketing strategy focused on word-of-mouth marketing, and its online presence attracts avid vacationers. Speaking about EuropaCamp’s strategy, Chief Marketing Officer Ross Matthews talks about the importance of personal stories and creators in his content: empathetic, personalized marketing. The content is in the hands of the user. ” As Eurocamp evolved as a company and brand, “so did the content created by our viewers.”

User-generated content acts as a bridge between brands and audiences, allowing them to connect in online conversations. For Eurocamp, this dialogue is based on nostalgia, with users sharing photos from holidays old and new on online forums and social feeds. Through these photos, users build a community, develop an attachment to the brand, and raise awareness about its products.

One in three TikTok users around the world report that they search for more information about a product or brand after seeing it shared by a TikTok creator. Travel brands like Ryanair are focusing on online awareness, starting conversations with customers and cultivating online communities. On TikTok, Ryanair found virality by leaning into the comments section, both good and bad, and engaging directly with consumers. As a result, a global community of users has emerged who recognize the brand for its humorous tone and relatable content.

Capture attention beyond the screen

Social media content can provide intimacy and convey familiarity and shared experiences. “There’s a real sense of warmth from our guests who travel with us, and it comes through when they talk about their experiences,” Matthews said, adding that sharing memories and places with nostalgia brings a natural feeling. He says that it creates a sense of authenticity. Creators leverage and amplify this online, sharing real stories, opinions, and experiences. This has the power to go beyond attracting attention and can impact truly tangible outcomes.

True human influence, where online content goes beyond likes and impressions to influence viewers on a human level, is a natural fit for travel content. Posts can share memories and personal moments, evoke nostalgia, tell a story, emotionally engage your audience with your content, and leave a lasting impression beyond scrolling through your feed or timeline. can.

Measuring success with brand lift research

How can companies like Eurocamp track the human impact of nostalgia and connection in marketing and sales conversion? Influencer marketing with brand lift research can help brands overcome hesitation and build confidence. We provide metrics and measurements that give you.

Through influencer marketing campaigns, brands can track superficial metrics like audience and reach, but with built-in Brand Lift research, they can go a step further by tracking metrics like purchase intent and consideration to understand impact. , your reach, and a true picture of your reach. The success of their campaign.

Share more

Creators can share pinpoint travel perks and access niche online communities in more remote locations. Word of mouth marketing is one of the most powerful marketing techniques brands have access to. But what if it was scalable? What if more was said?

Leveraging creators allows for more precise demographic targeting. This has been made possible by Visit Malta, which invites different creators to visit different attractions and experiences in Malta. This has allowed the brand to target a wide range of audiences, from the solo traveler community to couples and families looking for their next trip. The creators have created extensive word-of-mouth marketing, focusing on Malta’s unique features. With the help of creators, travel brands can leverage word-of-mouth marketing at scale and get trackable results.

Creators can evoke feelings of nostalgia unlike other digital media. Creators are modern-day storytellers and trusted guides, with the ability to create engaging and relatable stories that transport consumers to cherished memories of holidays past. Creators have the unique power to shape consumer perceptions and preferences in the travel space through their ability to evoke sentiment and tap into collective experiences.

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