The Creator Effect: Harnessing the Power of Collaboration in Travel

Summary

Creators are reshaping the landscape of social commerce, and travel brands are paying attention. Travelers increasingly turn to creators for trip inspiration and advice, but the impact of these influencers varies, with authenticity and relatable content proving crucial. While creators are viewed as a key resource for travel advice, their true impact on consumer behavior remains difficult to quantify. Brands and creators alike must refine their approaches, balancing eye-catching content with genuine value, to fully leverage the potential of these influential partnerships. To stay effective, creators and brands must strike a balance between inspiring content and maintaining credibility.

Phocuswright’s The Creator Effect: Harnessing the Power of Collaboration in Travel is part of a comprehensive consumer research study delving into the specifics of how social media platforms are used for travel. Key questions addressed include:

• What types of people are most likely to consult creators while planning a trip?
• Which types of creators do users follow and/or reference in travel planning?
• How frequently do users convert when they consult creators in travel planning?
• Do any particular content styles make users more likely to take advice from a creator?
• To what extent are creators viewed as credible resources for travel information?