Recently questioned by Quotidien du Tourisme about destinations (re)launched by influencers, or how to make an unknown destination emerge with influencers, the editorial team took a look at travel bloggers who participate in the development of tourism. And what if we had noticed that new destinations (a little unusual) had recently emerged (in Africa, for example?), and this thanks to influencers who are a little adventurous, who promote them and show the way?
If so, what are they?
And who are these trailblazing influencers?
Is there a new craze among travel agencies?
Reminder: what is an influencer?
First of all, an influencer is intrinsically inspiring.
An influencer’s job is either to talk about a destination that’s been seen and reviewed, but in a different way, often off the beaten track, or to talk, as in this case (Pakistan), about a destination that’s completely unknown.
The interest in this type of collaboration is twofold: for the destination, to be known in a new light (or not), and for the influencer to provide inspiring content that makes you want to explore it.
An influencer’s job is either to talk about a destination that’s been seen and reviewed, but in a different way, often off the beaten track, or to talk, as in this case (Pakistan), about a destination that’s completely unknown.
The interest in this type of collaboration is twofold: for the destination, to be known in a new light (or not), and for the influencer to provide inspiring content that makes you want to explore it.
Alex Vizeo in the Dominican Republic:
One example isAlex Vizeo ‘s latest trip to the Dominican Republic, but not the Punta Cana that everyone knows.
He set off to discover the north of the island: natural parks (who said there were only tourist attractions?), encounters with locals (who said the destination was dangerous?), ecofriendly hotels (who said there were only resorts?).
Her trip was a source of inspiration for many of her followers, who found the perfect mix between a dream trip at an affordable price to a destination to be rediscovered, and ultimately a far cry from the big tourist hotels.
He set off to discover the north of the island: natural parks (who said there were only tourist attractions?), encounters with locals (who said the destination was dangerous?), ecofriendly hotels (who said there were only resorts?).
Her trip was a source of inspiration for many of her followers, who found the perfect mix between a dream trip at an affordable price to a destination to be rediscovered, and ultimately a far cry from the big tourist hotels.
The result?
A magnificent production of content, with local encounters and little-known landscapes that naturally aroused the desire to make the same trip: 97% of the 17,000 people contacted responded favorably to his survey if he had succeeded in his mission.
And we’re expecting the craze to catch on among the destination’s sales partners before long.
A magnificent production of content, with local encounters and little-known landscapes that naturally aroused the desire to make the same trip: 97% of the 17,000 people contacted responded favorably to his survey if he had succeeded in his mission.
And we’re expecting the craze to catch on among the destination’s sales partners before long.
Micro and macro travel influencers:
This operation is not exceptional in itself, and almost all destinations are looking to promote themselves in a way that differs from their usual image.
However, there are still very few “trailblazing” influencers out there today, because in any case, working or collaborating with an influencer requires a financial commitment, whether in terms of fees and/or the trip itself.
Smaller destinations, and sometimes even larger ones, can’t afford their services.
On the other hand, the tourist destinations that take advantage of them have a large budget for this lever (which remains among many others such as social media communication, press relations, trade marketing operations…) and thus benefit from the strength of their community to communicate from highly targeted angles, sometimes often using macro/micro influence.
This makes it possible to address specific subjects for a target that will be highly interested in them: golf, sport, family … etc. This process therefore makes it possible to combine influencers with a broad, generalist audience with highly specialized ones, and thus cover all the panels that the destination wishes to develop.
However, there are still very few “trailblazing” influencers out there today, because in any case, working or collaborating with an influencer requires a financial commitment, whether in terms of fees and/or the trip itself.
Smaller destinations, and sometimes even larger ones, can’t afford their services.
On the other hand, the tourist destinations that take advantage of them have a large budget for this lever (which remains among many others such as social media communication, press relations, trade marketing operations…) and thus benefit from the strength of their community to communicate from highly targeted angles, sometimes often using macro/micro influence.
This makes it possible to address specific subjects for a target that will be highly interested in them: golf, sport, family … etc. This process therefore makes it possible to combine influencers with a broad, generalist audience with highly specialized ones, and thus cover all the panels that the destination wishes to develop.
Last point: to say that the craze for a destination comes essentially from one influencer showing the way to others, is therefore often untrue, since influencers wouldn’t come to the destination unless they were invited, except in a few special cases for major events (natural or still organized): Coachella, Holi, Aurora Borealis … etc. Of course, there are budgetary issues involved here: getting influencers to come to a destination that is still little-known requires a substantial budget to attract them in large numbers.
