Influencers are changing the way consumers interact with brands, and the hospitality industry is no exception.
Consumers are increasingly scrolling on social media to research and purchase products and experiences related to travel. And to do so, they often turn to their favorite travel influencers – whose opinions and recommendations they trust.
So, what are travel influencers talking about right now? And what can hospitality brands learn from these conversations? Let’s find out.
Methodology
For this research, we used Brandwatch Influence to identify over 800 top travel influencers on Instagram, each with over 20k followers and posting in English. We also used Brandwatch Consumer Research for deeper audience analysis, looking into the posts shared by these authors.
Travel influencers: A look at the online conversation
We used Brandwatch’s AI-powered Topic Cloud to look at the top phrases commonly shared by influencers in their posts on Instagram.
Right away you can see themes like “road trip,” “recreational vehicle,” “campervan,” and “van-dwelling.” These all help to indicate topics which travel brands can utilize in their own marketing efforts.
We also looked at the top 10 most shared hashtags, and #vanlife and #rvlife made the list.
Living the van life
Many travel influencers have embraced the freedom of life on the road, exploring the world by living for extended periods in converted vans, cars, or trucks. They document their experiences, joys, and challenges, and share detailed updates with their followers on Instagram.
In one Instagram Reels – that gathered over 106k likes – travel content creator Laura Capel asks her followers to comment “freedom” to get her Dolomites guide, which covers things to do, eat, and see in the region.
This quirky engagement hack helps creators boost their comments and message requests, thus boosting their posts in Instagram’s algorithm. It’s a good tactic for brands to take onboard too.
Another Instagram post by a different travel creator saw the highest reach for #vanlife, scoring over 628k likes on Instagram.
Jake Doggett has been living and traveling in his van for over three months. In his Reels – which, based on Brandwatch Influence, receive on average 8.5k engagements – Jake frequently discusses technical issues he runs into with his van, sharing solutions and asking for advice from his followers.
Jake also talks about campsite building projects and has a list of gear and product recommendations, linking to specific items and brands from his Instagram bio.
Sharing in-depth knowledge with your followers is a great way to prove yourself as a knowledgeable brand – just like Jake does.
What can travel brands learn from this?
Niche content creators, like those living the van life, captivate large audiences of like-minded, highly engaged consumers. Their conversations often include brand testing in real-life settings and personal recommendations, making their platforms an ideal space for authentic marketing built on consumer trust.
By collaborating with influencers like Laura Capel and Jake Doggett, travel brands can tap into genuine conversations, fostering deeper connections with a highly engaged audience.
Travel influencers step up their travel tips game
We dug into one of the most used hashtags in influencer posts on Instagram, #traveltips and identified several popular themes in conversations. Among those were low-cost airlines, tips on public transportation, SIM cards, clothing, coffee shops, tricks for more comfort on long flights, and must-have items for every trip.
Packing like a pro is packing light
In posts related to packing, travel content creators often shared packing tips for efficient and light travel, leaning heavily toward carry-on.
Mentions relating to traveling light grew 6% compared to the previous six months. This uptick in mentions suggests a growing focus on efficient packing among travel influencers.
We also spotted mentions of capsule wardrobes and versatile clothing, compression packing cubes, and other strategies to maximize space and organization in travel bags.
Here are the “must-have” items frequently mentioned by travel influencers in their posts on Instagram.
- Warm clothing item(s)
- Appropriate footwear
- Backpack
- Travel documents
- Personal care products
- Sunscreen
- Water bottle
- Snacks
- Credit card
- Swimsuit
Brands looking to acquire new audiences should find a way to get on those recommended lists by collaborating with influencers and creating products that align or cater to the needs of travelers.
Solo female travelers share their tips with other women
We also looked at what was trending in travel tips-related conversations.
The solo travel trend that we wrote about in our recent blog on trends in travel and hospitality, was a major topic for travel bloggers on Instagram.
According to a recent study, 64% of travelers worldwide are female, while only 36% are male. And this trend is growing.
Based on Google Trends, over the last five years, the search interest for “solo female travel” has grown steadily – after an obvious dip during the COVID-19 pandemic.
On Instagram, some of the "solo female traveler” posts mentioned women-only group trips. Other influencers shared how and where to travel solo on a budget and as a woman, and how to be safe on those trips.
What can travel brands learn from this?
Growing trends like female solo travel present a valuable opportunity for brands to adjust their strategies and offerings to better cater to niche audiences.
For example, travel brands aiming to attract solo travelers can focus on offering practical, space-saving products that align with the overall trend of efficient packing and versatile gear, while partnering with influencers to promote these essentials.
Roundup
Travel influencers are shaping the future of hospitality by driving new trends, like van life, minimalist packing, and solo travel. Their influence and content are changing how consumers plan, pack, and experience their travels.
Tapping into these influencer-driven conversations can help your brand:
- Align your offerings with current consumer needs and preferences
- Build trust through authentic recommendations
- Reach highly- engaged, niche audiences with targeted marketing efforts
