28.6 C
New Delhi
Thursday, August 13, 2020

Millennial Influencers Will Be Indispensable In Travel Sector Recovery: GlobalData

Related

Some Airlines May Come out Unscathed From Poor Handling of Refunds

Airlines across the globe have had to make a swift decision between protecting cash reserves by holding on to refunds or...

Trip.com Group and AirAsia.com Come Together to Boost Travel Revival in China and Southeast Asia

SINGAPORE: Leading international online travel services provider Trip.com Group, today officially announced a strategic partnership with AirAsia.com, ASEAN's fastest-growing travel, and lifestyle e-commerce...

Electronic Monitoring Devices Mandatory For Travellers Entering Singapore

Singapore: Starting from 11th August, travellers entering Singapore will need to wear an electronic monitoring device to ensure that they comply...

Skyscanner Introduces New Airline Cleanliness & Hygiene Ratings

- Skyscanner launches new directly sourced airline confidence rating / criteria - First-of-its-kind initiative for a travel provider created...


Elite and young independent travelers are crucial to the recovery of the travel sector as they are likely to be the first tourists to embark on international travel, however according to a survey by GlobalData, a leading data and analytics company, *35% of Gen Z and *48% of Gen Y are still extremely concerned about COVID-19.

Many travel and tourism influencers are drawn from this traveler group, and what they think of and write about in their travel experiences can be highly useful to travel marketing and so they will be indispensable for destination recovery if utilized effectively.

Johanna Bonhill-Smith, Travel & Tourism Analyst at GlobalData, comments: “Amid the pandemic, consumer habits have changed and the importance of having an effective social media presence has been heightened. Destination Management Organizations (DMOs) should engage with influencers and operate across multi-channel platforms to ensure a stronger position for recovery.”

Rather than an induced image brought by a TV ad or campaign, an authentic perception of a destination brought on by another traveler will likely be more credible.

According to GlobalData’s Destination Influencer Dashboard, both VisitGreece and FailteIreland are two of the top ranking on the network. Both DMOs have utilized influencers in marketing campaigns in the past to captivate travelers’ interests bringing real-time engagement worldwide.

Bonhill-Smith continues: “DMOs should recognize the overriding power of an influencer to promote new activities, experiences or even to gain traction within a new market.”

Twitter and YouTube have been the most widely used platforms for travel campaigning during COVID-19, but it is clear that platforms such as TikTok also have untapped marketing potential. Some campaigns released by DMOs, such as #DreamNowVisitLater (VisitNorway), have gained considerable interest on TikTok and this is likely to reflect positively on the perception of the destination among younger demographics.

Bonhill-Smith adds: “Social media traffic has dramatically increased as consumers have utilized this as a tool to escape stringent lockdown restrictions. Certain changes are likely to become long-standing as individuals will be more dependent on this to alleviate anxieties and influencers should be a key consideration in travel recovery strategies.”

* Survey conducted between 25th-31st May

- Advertisement -

More articles

Leave a Reply

Latest article

Indian Tourism Needs The Revival of Demand & Supply Drivers: FAITH

Dual-task forces strategySafe gatherings learning from a holy temple site templateFocused multi-language social media product advertising spurtsFree E visa across categoriesUniform quarantine...

Some Airlines May Come out Unscathed From Poor Handling of Refunds

Airlines across the globe have had to make a swift decision between protecting cash reserves by holding on to refunds or...

India Eases Restrictions For Travellers

New Delhi: Moving a step closer to ease the movement of travellers to and from India, the Government of India has...

Trip.com Group and AirAsia.com Come Together to Boost Travel Revival in China and Southeast Asia

SINGAPORE: Leading international online travel services provider Trip.com Group, today officially announced a strategic partnership with AirAsia.com, ASEAN's fastest-growing travel, and lifestyle e-commerce...

Delhi Airport Develops Portal For All International Travellers

Delhi International Airport Limited (DIAL), a GMR Group-led consortium, today announced that it has developed a first-of-its-kind portal where India-bound international...

Subscribe To Our Newsletter

Join our mailing list to receive the latest news and updates from our team.

You have Successfully Subscribed!