Travel Influencers: Marketing Powerhouses or Just Plain Annoying?

Alright, here it comes, a topic that’s bound to ruffle a few feathers. An OMAAT reader recently pondered why there’s so much grumbling about travel influencers, and it’s high time we dive into that, don’t you think? It’s been a curious observation of mine as well. Anytime I mention travel influencers in my blogs, the amount of disdain directed their way is astonishing.

Seems a bit overblown? Perhaps. Yet, this is a complex web worth untangling. I’ve witnessed a fair share of scenarios over the years, sprinkled with enlightening conversations on the subject (oh, and the videos below? Completely random picks, so no judgments on their quality).

Everyone Sees Travel Influencers Differently

First off, let’s establish one thing—“travel influencer” means different things to different folks. On a basic level, heck, we’re all influencers to some degree. If you’re into miles & points, you’re likely a travel influencer in your own social circle, right?

Sure, some might even brand me as a travel influencer. Fair enough if that’s how you see it. Labels aside, my hope is to nudge people’s choices in some way.

But with the evolution of media, most folks equate “influencers” with social media giants, fueled by the wave of short-form videos.

Even then, there’s a broad spectrum of travel influencers at play:

• In the miles & points universe, you’ll find folks creating snappy clips about elite travel perks. Pretty harmless, though maybe a tad cheesy, but no harm, right?
• Then there are those doling out tips and tricks on travel maximization. Great if the advice lands right, but problematic if it misses the mark.
• Some influencers partner with big travel brands, serving up polished visuals. Sometimes the hotel’s the star, other times, it’s a mere backdrop for a glossy lifestyle narrative.
• Next up, we’ve got influencers dishing out travel tips about “hidden gems.” Yet, if you’re Mykonos-bound for the first time in 2025, your expert advice card might need some work.
• Speaking of reviews, they’re a mixed bag of experiences with varying degrees of insight.
• And don’t forget the crew selling dreams on how to become an influencer yourself. It’s an industry, after all!

To be crystal clear—just like any world-traversed industry, gems coexist with the not-so-greats. Not all travel influencers deserve to be badmouthed. I mean, come on!

Why Do Travel Influencers Bug People So Much?

It’s not rocket science why travel influencers can get folks’ hackles up. It’s tied to the seismic media consumption shift—from devouring text to scrolling through images and videos.

Here’s how I see it:

• There’s a notable authenticity drought. Not because influencers are frauds, but they’re in a cutthroat race for attention. Splashy stands out.
• “Clickbait” isn’t just a buzzword for blogs. With bite-sized vids, delivering engaging, yet accurate info is a tightrope act.
• Travel choices are increasingly swayed by “inspiration” over research, thanks to influencers.
• A lot of influencer advice? Questionable, at best. Many try to pass off as experts of undiscovered lands which, well… aren’t really undiscovered.
• There’s a murky overlap between modeling and content creation. Sometimes looks rule the realm more than the content does.
• And yes, travel brands occasionally clash with influencers and their deluge of extravagant demands.

As for me (much to my business’ dismay), I’m not a fan of social media. I enjoy others’ content, sure, but playing the “look at me” card isn’t my gig. Authenticity is rare but treasured when found.

Reflecting on today’s digital landscape, it’s a tough world out there for youngsters. Finding real joy in life is a struggle even under pristine conditions. With the highlight reel that is social media, the journey’s fraught with added smog.

In Defense of Travel Influencers

A moment, please? Let’s step onto the defense field here. Many travel influencers hustle. Truly. I once found myself at a hotel hobnobbing with “travel content creators” on a brand gig. I had no idea who they were until the hotel’s Instagram geotag unveiled their identity.

You know, the overly romantic duo—the kind that edges on cringe-level sweetness. Still, I give them props; they busted their tails. Their social media didn’t capture the relentless grind behind each post.

Sharing hotel space for a few nights, they were tirelessly shooting content day into night, even pre-dawn. Post-travel, only a few gems saw the light of Instagram day.

Dismiss them as leisure seekers with a camera? Hardly. Their “relaxing” wine-and-dine shoots? More like 20 takes each… Content creation isn’t a walk in the park.

Naysayers contest influencer impact. Yet, it’s tricky quantifying their ripple effect. Once, I might’ve nodded along. Yet, clearly, I’m getting old, and the world’s pivoted.

Chatting with a 30-something blew my mind. Her chief news pipeline? TikTok. This rings true for many in her circle, suggesting a seismic media consumption shift.

The implications for travel brands are sizable—with destinations like the Val Seny ski resort being spotlight players.

A friend of mine, a travel brand marketing exec, pegged influencers as a “necessary evil.” Odds are, many share his sentiment.

Bottom Line

Our media diet has transformed and diversified. From toothpick-length videos to sprawling Instagram vistas, change is the constant.

The “travel influencer” domain has sprouted wildly, warranting a dialogue on its pros and cons. There’s a chunk that verges on ridiculous, but I’m inclined to salute the hard workers within. As new generations increasingly embrace snippets of video wisdom, influencers are shaping the travel landscape.

But enough from me—I’m keen on hearing from all of you. How do you view the rise of “travel influencers” and media’s seismic shift?