Travel: Creator and consumer data analysis, Q4 2023

Hotel and travel guide content drove most overall consumer engagement while creator videos about UK adventure were also prominent.

This independent review of creator content about travel in Q4 2023 provides strategic data-driven direction for brands in Q1 2024.

It also features four data charts:

  • The top ten influencer travel guide posts that drove most consumer engagement.
  • Top ten influencer travel adverts.
  • Top ten influencer posts about hotels.
  • Top ten influencer posts about cruise experiences.

Key findings include:

– 60% of the most engaging creator travel guides were focused on areas, regions and cities in the UK. This suggests Q4 is a good time for British tourism boards, resorts, hotels and destinations to invest in influencer marketing.

– The majority of commercial influencer travel content, produced in partnership with brands, was not labelled as advertising. Creators are instead opting for labels such as “gifted stay” or “PR stay”. These terms are not recognised by the Advertising Standards Authority and this content should be signposted as #ad to ensure travel businesses are not the subject of consumer complaints to the regulator.

Additional reading:

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