Influencer marketing in travel and tourism

Ulrike Gretzel
  • July 2017, Taylor & Francis
  • DOI: 10.4324/9781315565736-13

How influencer marketing works

Photo by Eaters Collective on Unsplash

Photo by Eaters Collective on Unsplash

What is it about?

This chapter defines different types of influencers, explains the principles of influencer marketing, describes specific influencer marketing practices and offers a number of examples from the travel and tourism domain.

Why is it important?

Influencer marketing is growing exponentially and is especially relevant in the travel and tourism context, where consumers rely heavily on opinion leaders to help them make decisions when faced with the myriad of destination, accommodation and activity choices. At the same time, influencer marketing is difficult for the many small and micro-enterprises and quasi-governmental destination organizations that characterize tourism, e.g. small hotels are now receiving requests to provide free accommodation to self-proclaimed influencers. Having a well-planned influencer marketing and relations strategy is therefore crucial.


Dr. Ulrike Gretzel
University of Southern California

Travel influencers can help and destroy destinations very quickly. It is important to understand who they are, how they operate and how travel and tourism organizations can work with them.

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The following have contributed to this page: Dr. Ulrike Gretzel