Influencer marketing has impacted all industries, including tourism. Most of the Indian states are now leveraging online influencer control for a range of reasons including attracting tourists to their tourist destination as they begin to lift restrictions.
Now the states are asking travel and tourism companies to partner in attracting prospective clients through social media influencers. From private firms including Airbnb, Indigo and Novotel Hotels to Madhya Pradesh State Tourism Board, advertisements have been operating via Twitter, Facebook and YouTube, featuring famous actors and social media influencers.
The promotions seek to concentrate on health and hygiene initiatives in an attempt to support misconceptions about travel risk during the COVID-19 pandemic, while at the same time encouraging stays and taking road trips to local destinations.
Airbnb collaborated with fashion designer Masaba to launch a campaign called ‘Work from Any Home with Airbnb’ which enables travellers to book longer stays at home and work from there.
“Seeing an influencer like Masaba leave her home and moving her work to another home in a nearby area, encourages customers to consider the idea of doing the same. We are currently seeing interaction on her social media where her friends and fans are encouraged to schedule a getaway too and explore collaborating with Airbnb from another home, “said Amanpreet Bajaj, general manager-Airbnb India, Southeast Asia.
Airbnb reported that there was increasing interest in properties at driveable distances from main metro stations such as New Delhi, Mumbai and Bengaluru, and in the immediate future, 70 per cent of tourists to India’s website was finding dates.
IndiGo Airlines has collaborated with influencers from Instagram to allay concerns about travel during the pandemic. The reports and short videos highlight influencers describing the travel phase and the measures to be taken for the airline.
“Health & hygiene while travelling through flights is one of the greatest apprehensions a passenger actually has. Though thinking about the steps they have taken in this regard is important for the companies, engaging this reliable customer community will personalize this message in a manner that best resonates with the wider consumer base, “a business spokeswoman said.
Madhya Pradesh Tourism launched a campaign “#IntezaarKhatamHua” to encourage monsoon tourist sites from destinations such as Amarkantak, Panchmarhi and Mandu among others. The board took influencers for 5-6 days caravan road trips to be reported as a travelogue. Influencers would update their blogs from their Instagram accounts.