Influencer marketing is a big trend in 2022 and is only set to increase. There will be a greater emphasis on following preferred creators across multiple platforms. Brands will be looking for ongoing partnerships rather than one-off projects. Hayley Gray looks at how content creators capitalise on travel.

The impact of influencers is significant. Almost 50 percent of consumers purchase products or services based on creators’ recommendations. Where living in a time where travel is more important than ever. This means the travel industry is presenting opportunities for content creators. 

Are you a travel blogger, content creator, or simply keen to share your travel experiences in exchange for a little extra cash? There are many ways that creators can help people discover and book their next holiday. All the while monetising content. So, where can you start?

The rise of content creators 

In 2021, almost 80 percent of Australians had a social media account. Of these, more than four million Aussies said they follow influencers, content creators, or other experts online. This creates a huge audience to get in front of and promote things that really matter. 

For many, content creation is more than a hobby; it’s a legitimate career. One that presents many exciting opportunities. Especially in the travel industry, where creators can earn a living doing something that millions of us pay to do in our free time. Turn the tables, it’s also a great way for everyday Aussies looking for their next adventure – whether it’s via their favourite reality TV star, a world-class photographer, or a relatable and authentic travel vlogger.

Travel is back

“Revenge travel” is a buzz term today, and for good reason. The pandemic, lockdowns and the prolonged closure of international and domestic borders made travel a distant, but yearned-for dream, for two years. Now that borders are open and restrictions are easing nationwide, Australians are more excited than ever to get travelling again. 

This presents many opportunities for travel creators eager to monetise their work. Whether it’s a road trip along the Great Ocean Road, a spiritual getaway to Byron Bay or a romantic weekend in the Hunter Valley, there’s a huge appetite for travel – and it shows no signs of slowing. In fact, the global travel market is worth over AUD $667 billion, and is estimated to reach a whopping AUD $1.2 trillion within the next five years. 

The opportunity 

Influencer marketing and content creators allow big brands to engage more customers and smaller businesses to increase their visibility. It allows popular holiday destinations to return to their vibrant and buzzing former selves, and off-the-beaten-track locations to gain more exposure through carefully curated content. It’s really a win-win for everyone and couldn’t have come at a more necessary and exciting time. Destinations that are reliant on tourism can reach former glories, creators can create, and everyday Aussies can find, explore and fall in love with new places.

So in a market flooded with influencers and creators, how can you stand out from the crowd?

Build your brand 

Whether you’re starting out as a travel influencer or a seasoned content creator, it’s important to build your brand and stay true to who you are. To do this, keep your brand’s personality traits and intentions in mind and use it as a guide for making all your business decisions. 

Secondly, identify who your target audience is. This will shape the type of content you share and where you post and communicate with your audience. Think about what your audience is interested in and what keeps them coming back to your content. Appealing to your target audience’s desires will keep them coming back and further boost your reputation and following. With the rise of technology, it’s also important to keep track of where your audience is consuming content. New businesses, like Tripwell, create a platform for content creators to share their holiday experiences. It provides a place where everyday Australians can explore and discover new and exciting places based on tried and true advice. Ensuring you know where your audience is, will give you the best chance of connecting with them on a deeper level. 

Social media is a great way for two-way communication. Having occasional posts asking your audience directly about places they’d love to go or trips they’d be interested in. This can help you plan your next trip based on what your audience is interested in and ensure you have followers who are eager to follow in your footsteps. 

So, whether you’re a content creator looking to monetise your next trip, an adventure-seeker planning your next holiday or just curious about checking out some cool places to visit across Australia and New Zealand, jump online and follow your favourite travel creator for some inspiration. 

Hayley Gray is the co-founder and CEO at Tripwell.