The new role of the travel influencer during a pandemic

Amid the COVID-19 pandemic, travel influencers are figuring out how to reposition themselves in the “new normal”.

During lockdowns, travel influencers were back shooting their own photos, in their houses, without access to their full teams (agents, photographers, assistants, etc). Sponsorships changed their nature to become  more focused on home decor, fitness, skincare, and wellness brands.

For those with an authentic strong audience, the new shared content strengthened the relationship with the followers which reacted positively.

With countries opening up borders again, travel influencers feel the need to explore new parts of the World again, to bring beautiful places on the screen of their audience. 

However, with travelling not being as easy as it used to be, what does the future hold for the digital creatives who depend on globe-trotting for a living? 

Consumer habits have certainly changed and the relevancy brands to have an effective social media presence has been heightened. With the need to ensure a stronger position for recovery of the travel sector, the travel influencer will continue to exist, becoming again a relevant investment for tourist organizations, airlines, companies and hotels. 

The style of their content will however need to change. With travel restrictions, which are unpredictably eased and set back, travel influencers cannot push their followers to travel, which in some countries is still considered a risk. Travel influencers during this pandemic need to be mindful about what they post on their platform, helping the sector to recover, but also prioritizing everyone’s health and safety.

Many travel influencers are now using their platforms to highlight the importance of following proper travel protocol. More than glamour destinations and hotels, the spotlight now shifted to what it means to travel today, following some best practices and respecting local regulations.

With the hope that all leisure tourism is going to come back soon, travel companies and the media are already doing their part to educate the public. Influencers, with their unique position of inspiring advocates, can participate as well in providing all the necessary knowledge about traveling, so that their audience can make safe and informed decisions when they’re ready to start their journey.

IMA is the perfect partner to help you navigate these challenges with influencer marketing. Take a look at our past experience and