Influencer marketing is no longer the Wild West it was a few years ago. While brands used to focus mainly on reach and shiny images, today it’s all about proof: what does a collaboration actually deliver?
Authenticity, measurability, and long-term relationships are at the center. And especially in industries like travel and leisure, where inspiration is often the starting point of the customer journey, this makes a real difference.
1. From Reach to Relevance
The days when a big influencer with hundreds of thousands of followers was seen as the “holy grail” are over. More and more often, brands are choosing smaller creators with a niche audience.
For example: a hiker who discovers hidden trails, a foodie who showcases culinary city trips, or a young parent who tests different outings with kids.
It’s precisely this specific, recognizable perspective that builds trust and engagement. For travel operators or amusement parks, this means: better to have ten enthusiastic micro-creators, each reaching their own audience, than one big account that only generates fleeting attention.
2. Building Relationships Instead of One-Off Campaigns
Single posts or short-term collaborations increasingly feel like missed opportunities. Brands prefer to invest in long-term relationships with creators who truly fit them.
For the travel industry, this can mean that an influencer returns to a destination over several seasons—or that a holiday park accompanies a family throughout an entire year on different outings. You can think of it as a brand ambassador role. This way, you don’t just build brand awareness but also credibility: followers see that the collaboration is genuine—and not just one of many random ads.
3. The Dominance of Short-Form Content
On TikTok, Instagram Reels, and YouTube Shorts, the battle for attention continues unabated. Travelers are increasingly using these platforms as search engines: “Things to do in Valencia,” “best attractions for kids in Brabant.”
This calls for snackable content—pieces that inspire quickly and can easily be saved. A series of short videos where an influencer shows “three hidden beaches” or “48 hours in a city” can instantly serve as a digital travel guide. For businesses in the leisure industry, now is the perfect moment to be present with short, fresh formats that directly invite bookings.
4. Social Media as a Travel Agency
This brings us to a remarkable development: social media is increasingly becoming the new travel agency. Consumers no longer scroll just for inspiration—they make their decisions directly within the apps. In some cases, hashtags and recommendation lists even replace the step of going to Google.
For a museum, a wellness resort, or a holiday park, this means: an inspiring post doesn’t just create visibility—it can directly lead to a booking.
5. Influencer-made Brands: From Recommender to Entrepreneur
One of the most striking trends is that influencers are not only collaborating with brands but also building their own brands.
Think of clothing lines, skincare products, or even travel accessories that have emerged entirely from a creator’s community. The strength lies in the trust relationship: followers feel involved in the development and see the brand as an extension of the influencer’s personality.
For the travel and leisure industry, this can mean that influencers develop their own collections or experiences—from sustainable suitcases to special city trips or packages. For organizations in the sector, it’s exciting to explore whether collaboration is possible not only in the form of content but also as co-creation of products or services. This is something that fits perfectly with a brand ambassador role—as already described earlier.
6. Legislation: Constantly Evolving
In parallel with the growth of influencer marketing, the legal framework is also evolving. While the rules were still unclear a few years ago, we now see that both European institutions and national regulatory authorities are increasingly focused on transparency and fairness.
The obligation to clearly label collaborations (#ad, #sponsored) has become standard—but the details are constantly changing. New EU guidelines, stricter enforcement by authorities, and even specific rules for major video creators show that this is a dynamic playing field.
For the travel and leisure industry, this means: always stay up to date and ensure that collaborations with influencers are contractually well defined. Make sure influencers understand what is required and provide clear guidelines yourself. Transparency is not only a legal duty but also a way to maintain trust with travelers who are in the research phase.
Conclusion
Influencer marketing today is about more than just reach.
It’s about choosing the right creators, focusing on long-term partnerships, and using formats that align with today’s travel behavior of consumers.
For the travel and leisure industry, the key lies in the smart combination of inspiration and proof: stories that touch people emotionally—and decisions that measurably lead to visits, bookings, or reservations.
