travel brand partnerships

What Travel Brand Partnerships Should I Be On The Lookout For To Expand My Business?

• Business Management

Looking for a ticket to success for your travel business?

Establishing the right travel brand partnerships could be your answer. Travel business partnerships can help you add more value to your customers while expanding the reach of your business.

This method doesn't have to cost you anything, so it's an ideal marketing solution for travel businesses of all sizes.

When it comes to creating these partnerships, there are a couple of things you need to be aware of. Most importantly, you need to understand the two types of partnerships that exist. This is necessary for being able to find the right brands to collaborate with.

In this guide, we’ll cover everything your travel business needs to know about successful travel brand partnerships. This includes the type of brands you should look for when it comes to creating these key relationships.

Understanding Travel Brand Partnerships 

Travel brand partnerships are the result of one company collaborating with another brand for some kind of special promotion or offer. The right kind of strategic partnership can result in many benefits to your travel company and the other business. This is in terms of accessing a broader market and offering more value to your customers.

When two brands collaborate, it's essential that they:

• Complement each other instead of competing with each other
• Appeal to the same/similar target audience
• Enter into mutually-beneficial partnerships

Whatever the goal of the travel brand partnership, the three areas mentioned above need to be met in order for the partnership to be successful. Let’s unpack why this is the case.

Partnering Companies Should Always Complement Each Other 

If you want to expand the reach of your travel business, you’ll want to partner with a brand that adds more value to what you currently offer.

You should avoid partnering with an associate travel brand that offers the same kind of services as you. This is because you’ll be competing for the same customers. Instead, choose to partner with a brand that will offer additional value to your customers.

For example, if you offer tours, you should aim to partner with brands like restaurants or unique experience providers. Your clientele will be interested in what you both have to offer, so a strategic alliance will add more value to each business, instead of resulting in competition.

Both Brands Should Appeal To The Same/Similar Target Audience 

In order for business partnerships to be successful, they need to share a common target audience. This is because your partnership needs to add extra value to each brand’s target audience.

If you're using the partnership for marketing and generating more brand awareness, this will only work if the company you're collaborating with has an audience who would be interested in your business.

Mutually-Beneficial Partnerships 

Effective travel brand partnerships work both ways. Your travel business should gain extra value and attract more customers through the other business. And vice versa.

If you run some kind of giveaway or co-promoted marketing campaign, it's important to share the results (business leads) equally.

Again, this emphasizes the point of working with a brand that shares the same target audience, and you both need to benefit from attracting the same customers and prospects through the partnership.

Why Travel Brand Partnerships Are Beneficial 

Travel brand partnerships are one of the best ways to reach more customers and generate more awareness and excitement around your brand.

If you collaborate with a complementary brand, how it works is, both your tour business and the other company will promote the offer. This means you get to tap into that business’s audience - which can boost your customer acquisition significantly.

The right kind of travel brand partnerships will also help to add a lot more value to your customers by upselling your existing travel experiences.

Instead of just offering the same travel services, you can expand your product offering with deals from your partners. This can help you to generate a lot more sales/revenue.

Travel business partnerships offer a great ROI. This is because you don’t have to invest money directly into the partnership. Instead, with the right partnership agreement, both brands can end up promoting each other for free. This results in generating more brand awareness, without investing financially.

Finally, travel brand partnerships will also help to generate more excitement around your brand. Instead of just offering the same old thing, you could run seasonal partnered promotions , special giveaways, and exclusive offers.

These are all highly effective ways to keep your audience engaged, encourage repeat customers, and increase your travel brand marketing efforts.

Two Types Of Travel Brand Partnerships Explained 

When looking for partnerships that will help you as a travel business, you have two options to consider. These include partnerships that:

• Enhance the traveler experience
• Expand your business reach

Depending on your business goals, you can choose to focus on one, or both, of these types of partnerships. It's important to understand the differences between them in terms of what kind of brands you can work with and what kind of offers you can create.

Partnerships That Enhance Traveler Experiences 

First, travel brands can run strategic partnerships that offer a better experience, or add-ons to their clients. The goal is to collaborate with a company that can make your existing services more valuable, and appealing and entices potential travelers to book a tour.

Some common examples of these types of partnerships include:

• Partnering with restaurants to offer a different dining experience to your travelers
• Partnering with local artisans or communities to provide your travelers with a souvenir
• Partnering with unique experiences, like spa treatments or adventure activities
• And partnering with any kind of brand that resonates with your travelers

Think about what businesses, brands, or experiences would add additional value to your current business offering, and reach out to them with a partnership proposal. This is a fantastic way to boost revenue and growth opportunities for both companies.

Travel businesses will often run these kinds of partnerships as special one-time offers, or limited-edition experiences. However, you could forge long-term, ongoing relationships with the right partners.

As long as the partnership benefits both of you, this is an excellent strategy for growing your travel business.

How To Establish These Partnerships 

As mentioned, it’s essential to establish travel business partnerships carefully, ensuring that both parties benefit from the agreement. This will make sure that the other business partners are equally invested in the process.

It’s recommended that you ask for different pricing options in a partnership, as this can help make these offers more appealing, as well as more profitable for your brand.

Being able to offer a discounted or a special price will also look more attractive to your customers.

You could also offer the other company exclusive amenities in exchange for becoming the go-to provider. If you offer travel experiences to a certain area and only promote a specific business and experience in that area, this could be a useful way to provide extra value and customers to the partner.

In return, you can provide special offers and experiences to your customers from that partner brand.

Partnerships That Expand Your Reach 

The other kind of travel brand partnership refers to when your travel business sets up strategic partnerships to increase your business reach and marketing efforts.

Instead of enhancing your product offering, these types of partnerships are entirely focused on helping you reach and acquire more customers.

Some examples of these types of partnerships include:

• Partnering with hotels to offer your tour services to guests
• Partnering with tourism bureaus in your country to increase exposure
• Working with travel influencers to spread more awareness around your brand
• Partnering with any other relevant travel brands that could promote your business

As with the other types of travel business partnerships, it's essential that you keep your target audience in mind, and only partner with relevant brands to help you reach this audience. If you get this right, these kinds of partnerships can be a surefire way to grow your business.

One of the main reasons why these partnerships are successful is that people tend to trust recommendations more than brands.

In fact, 84% of customers trust all recommendations they get from other people more than advertisements from companies directly. So, if you can partner with external brands that help promote your business for you, it could be a highly successful way to attract and acquire new customers.

Once you have found relevant brands to partner with, make sure you give them a reason to partner with and promote your travel business.

This could include providing special discounts, or deals, to customers who book through their recommendations. You could also provide your travel services as part of a package that the partner business offers.

If you work with travel influencers, you will likely have to pay the influencer to access their audience.

Whatever the case, it’s vital that the partnership should always be mutually beneficial.

Using The Right Travel Software For Brand Partnerships 

One of the best ways to enhance your travel brand partnerships is to use the right software. This will make it easier to manage the partnership, and it will help you form a better relationship with your newfound partner.

For example, travel businesses using WeTravel’s platform can make use of the supplier transfer feature . This allows you to pay your partners more effectively via WeTravel, which makes it easier to manage your partnership. You’ll also be able to access valuable insights into how the partnership is performing.

Conclusion 

Brand partnerships and co-promotions are highly effective in the travel industry. There are loads of brands that could complement your travel services. It all depends on who you're targeting and what area you're operating in.

Whether you want to add more value to customers, or reach new audiences, establishing partnerships is one of the best avenues to take.

Understand how to make these relationships mutually beneficial, and be strategic about how you approach potential collaborations. Get this right, and brand partnerships could boost your travel business's success and revenue stream in a big way.

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7 New Brand Partnerships Benefiting Travelers

The latest collaborations can help you stay in shape and connected while traveling.

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From on-demand barre classes to a book lending program, leading companies are enticing travelers with exciting new perks.

Let's face it: Two brands are better than one, especially when they're collaborating together in the travel space. When one brand is a best-in-class in the hospitality industry while the other dominates another sector and they team up to offer game-changing privileges, it's a win-win for companies and consumers. From a hotel partnering with a premier ballet company to a cruise line sailing with the most sought-after chefs on earth, here are exciting new alliances delivering innovative travel tools , perks and services.

[See: 8 Airport Amenities That Will Make You Look Forward to Flying .]

Grab-and-Go Wi-Fi

The line at the vending machine installed in Oakland International Airport isn't packed with jetsetters in search of candy, snacks or soda. Instead, globe-trotters are searching for Wi-Fi access. Thanks to a new partnership between Skyroam, a global Wi-Fi provider, and ZoomSystems, an automated retailer, passengers in select airports – including San Francisco International Airport, Hartsfield–Jackson Atlanta International Airport and George Bush Intercontinental Airport – can get Wi-Fi on the go via vending machines. The hot spot rentals dispensed connect users to the web in more than 100 countries. For $9.95 per day, users have unlimited surfing. When they return from their trip, they simply mail the unit back in a prepaid envelope that comes with the device.

Baby Gear Delivered to Your Destination

This summer, Destination Hotels & Resorts announced a new partnership with baby gear rental company Babierge. The leading renter of baby equipment, Babierge's inventory includes cribs, strollers, play pens and toys. Guests can now book a room and baby gear online at the same time. Upon arriving at any of Destination Hotels' properties in the U.S. and the Caribbean, guests will find their items set up and waiting for them in their room. Destination Hotel guests also get an exclusive 10 percent discount on Babierge's rental fees – typically around $12 per day for a stroller or crib and $8 per day for a cradling swing.

Hotel Rooms with a …Tattoo

If you've ever dreamed of getting inked by one of the stars of TLC's "Miami Ink," visit any of W Hotels four New York City properties to skip the artist's multiyear waiting list. In May, W Hotels, in partnership with Espolòn Tequila, announced an in-house Tattoo Series. Celebrity tattoo artists will temporarily move into the hotel and turn the largest suites into tattoo parlors with incredible views of the city. The series runs through the fall.

[Read: The Best Free Hotel Amenities and Experiences .]

Loyalty Points and Shopping Perks

In the past, you had to use hard-earned hotel loyalty points on award stays, or if you were lucky, you had the freedom to apply them toward airfare, rental cars, subscriptions and other travel expenses. But recently, Hilton added more benefits to its rewards program, giving Hilton Honors members the flexibility to use points to buy products on Amazon.com. The loyalty program's 60 million members can now use their points – awarded for staying at Hilton properties or shopping with a partner credit card – to shop for almost anything on Amazon.com. It's the first time the online retailer has teamed up with a leading hotel group.

Hotels With Perks for Book Lovers

Last April, the Laurel Inn, a Joie de Vivre boutique property in Pacific Heights, San Francisco, began a partnership with Books Inc. – one of the oldest independent booksellers. The Book of the Month club is exclusive to hotel guests who can read the designated book on-site during their stay (the book changes monthly, but always highlights the City of the Bay). Guests can also take advantage of a 20 percent discount on the title if they purchase it at one of Books Inc.'s three locations in San Francisco, where consumers receive an additional 10 percent off all titles.

At-Sea Epicurean Delights

Foodies previously turned off by subpar cruise ship buffets can now rejoice. In early 2017, Windstar Cruises announced an expanded culinary collaboration with the James Beard Foundation. Passengers on every Culinary Cruise Collection voyage can partake in cooking demonstrations featuring James Beard Award-winning chef recipes from the likes of Maria Hines and Michel Nischan. Some voyages will even feature James Beard Foundation nominees and winners, including celebrity chef and "Top Chef" winner Hugh Acheson.

[See: 7 Pro Carry-On Packing Hacks for Your Next Weekend Getaway .]

On-Demand Workouts

JW Marriott Hotels & Resorts just made it a lot easier for guests to stay fit and maintain their workout regimen on the road. Thanks to a new partnership with the Joffrey Ballet, the brand's properties will begin offering on-demand barre class workout videos in its guest rooms. The videos, filmed at JW Marriott Los Cabos Resort & Spa , star two of Joffrey's professional ballet dancers. "Behind the Barre" is currently available at JW Marriott Essex House in New York City and will be rolled out in more properties this fall.

10 Innovative Hotel Room Designs

Tags: Travel , Vacations

About En Route

Practical advice on the art of traveling smarter with tips, tricks and intel from En Route's panel of experts.

Contributors have experience in areas ranging from family travel, adventure travel, experiential travel and budget travel to hotels, cruises and travel rewards and include Amy Whitley , Claire Volkman , Holly Johnson , Marsha Dubrow , Lyn Mettler , Sery Kim , Kyle McCarthy , Erica Lamberg , Jess Moss , Sheryl Nance-Nash , Sherry Laskin , Katie Jackson , Erin Gifford , Roger Sands , Steve Larese , Gwen Pratesi , Erin Block , Dave Parfitt , Kacey Mya , Kimberly Wilson , Susan Portnoy , Donna Tabbert Long and Kitty Bean Yancey .

Edited by Liz Weiss .

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How to Collaborate with Travel Brands – Forming Partnerships with Travel Brands

• 12/23/2023 12/19/2023

You’ve turned your wanderlust into a thriving passion project, capturing the essence of travel with every post and story. What if you could take it a step further? Imagine leveraging your love for exploration into profitable travel brand collaborations . Imagine aligning with airlines, boutique hotels, and outdoor gear companies that share your adventurous spirit. By forming partnerships with travel brands , you open doors to a world where your travel experiences not only inspire others but also reward you.

With the right approach, these collaboration opportunities for travel brands could afford you the luxury of traveling even more extensively. As a travel brand ambassador or influencer, you dive into the heart of travel industry collaborations , carving a niche for yourself as an authentic voice in a bustling market. The key is finding those unique travel influencer partnerships that resonate with your audience and reflect your personal brand. Let’s venture into the landscape of collaborative potential together and chart the course for success in the travel arena.

Understanding the Essence of Travel Brand Collaboration

At the heart of successful brand collaborations in travel lies the ability to form a compelling narrative around the shared goals of increased visibility and elevated sales. As a travel influencer or blogger, your firsthand experiences harness the power to embolden a travel brand’s message, turning curious browsers into loyal customers. This synergistic relationship blooms through various outlets like affiliate marketing , sponsored content , brand ambassadorship , engaging press trips , and insightful product reviews .

Understanding and executing travel brand collaboration strategies begin with transparency. It’s imperative to communicate your partnerships with brands in clear terms, particularly when you endorse products or services through affiliate marketing . Platforms such as Travelpayouts allow you to secure commissions for sales made via your unique affiliate links, ensuring your audience knows exactly why you’re recommending a particular service or product.

Creating sponsored content necessitates a harmonious blend between your unique style and the travel brand’s objectives, all within the bounds of SEO best practices. This not only aids in boosting organic traffic but also fortifies your credibility as a content creator. Through brand ambassadorship , you have the opportunity to represent brands that resonate with your persona, extending their reach through your established platforms.

Essential to enriching these affiliations are press trips and product reviews . The former offers a real-world snapshot into the luxe life promised by travel companies, while the latter provides your audience with candid feedback on travel-related commodities. Both are integral in sculpting a reliable image and fostering trust among your followers.

• Affiliate marketing requires clarity about the nature of advertisement on your platform.
• Sponsored content must align with both your brand ethos and the partnering entity’s expectations.
• As a brand ambassador, your role is to personify the brand’s identity in an authentic manner.
• Press trips are avenues for storytelling, enabling you to share your travel experiences with a personal touch.
• Product reviews should be honest appraisals that accommodate your readers’ reliance on your guidance.

By adhering to these fundamental elements within travel brand collaboration strategies , you pave a path toward lucrative campaigns that benefit not just you and the brand involved, but your audience as well. An informed, sincere approach in affiliate marketing and content creation fosters an environment where everyone shares in the success.

Different Types of Travel Partnerships

As a travel enthusiast looking to monetize your blog or social media, you’ll find that there are several travel brand collaboration types to explore. Each comes with specific benefits and considerations, whether it’s earning through recommendations as an affiliate marketer , sharing your expertise through sponsored content strategies , engaging deeply with brands as a brand ambassador , or even uncovering unique travel brand collaboration opportunities .

To help navigate these waters, here’s an insightful look into the possibilities and how they can fit seamlessly into your content while enhancing your readers’ experience.

• Affiliate Marketing: A straightforward way to begin. By placing affiliate links within your posts, you can earn a commission for each sale made through your referral.
• Sponsored Content: This strategy involves creating content that naturally integrates a brand’s message or product, for which you are compensated.
• Brand Ambassador Programs: For a more long-term commitment, becoming a brand ambassador can offer consistent perks and payments.
• Ad Placements in Travel Blogging: Strategically incorporating ads in your blog can generate income while also adding value to your readers if they’re relevant to their interests.
• Brand Mentions: Sometimes a simple mention within high-quality content can boost a brand’s presence while maintaining the organic flow of your article.

Choosing the right type of partnership is crucial. You’ll need to consider your audience’s preferences, your brand values, and the potential for a genuine connection with the travel brand. A successful collaboration should integrate seamlessly into your existing content, highlight your unique voice, and offer real value to both your audience and the brand.

Remember, success in travel brand collaborations is not just about short-term gains but building sustainable, rewarding partnerships that resonate with your wandering spirit and adventurous audience.

Travel Brand Collaboration Strategies for Maximum Impact

Building a substantial online presence in travel is pivotal for maximizing travel brand collaboration impact. To achieve this, you need to employ effective travel influencer partnerships strategies that go beyond typical advertising efforts. Creating content that truly resonates both with your ethos and the essence of the collaborative brand ensures that campaigns leave a lasting impression on your audience.

One of the primary methods for leveraging collaboration in the travel industry is through strategic cross-promotion. By aligning with brands that share a similar target demographic, you can tap into new audiences, providing mutual benefits for both your online presence and the brand’s reach. Consider employing tactics such as guest posting across platforms, co-hosting virtual events, or engaging in social media takeovers to heighten the partnership’s visibility.

It’s equally important to foster personal connections with your audience. As your community trusts your recommendations, so too will they be inclined to trust the brands you partner with. To further amplify this trust, transparent and sincere affiliations are essential. Highlighting genuine experiences and honest opinions about travel products or services not only builds credibility but also drives engagement and conversation, creating a ripple effect of organic, user-generated content that can significantly boost SEO and brand awareness.

• Cultivate a network of travel brands and influencers
• Identify shared values and audience overlap
• Engage in cross-promotional tactics to expand reach
• Create authentic content that resonates with your personal brand and travel partners
• Encourage audience interaction to generate user-generated content

Always remember, successful collaborations are nurtured over time. By consistently engaging with the travel community and maintaining strong links with travel brands and industry influencers, you set the stage for partnerships that not only yield short-term gains but also pave the way for ongoing opportunities and an enduring presence in the travel domain.

Identifying and Pitching to Potential Travel Brand Partners

The quest for lucrative travel brand partnerships begins with the adeptness in pitching to travel brands . Your ability to open doors to potential collaborations largely depends on how effectively you present your platform to appeal to specific travel businesses. Whether you are reaching out to a serene beach resort or an energetic urban tour operator, the subtleties of your approach can make a world of difference.

Creating a media kit that exemplifies your brand’s essence, your audience demographics, and previous successful collaborations will serve as the foundation of your pitch. This is your story, professionally packaged, providing travel brands with a tangible impression of who you are and what you can offer them. Consider the media kit as a resume that has just one goal: to make travel brands want to work with you.

When it’s time to establish contact, elaborate email pitches should be your weapon of choice. These emails must grab attention, communicate value, and spark interest within the first few lines. In fact, they need to be compelling enough to persuade busy brand managers to consider your travel brand partnership proposals . This isn’t the time to be generic; tailor your pitch to speak directly to the brand’s goals, audience, and marketing strategies.

Influence is not about elevating self, but about lifting others.

Remember, while influencer outreach strategies are about forming connections, it’s the sustained relationships that pay dividends. Hence, consider every pitch as an entry point to a long-term collaboration. Prioritize quality interactions and patient follow-up schedules. This approach will not only exhibit professional sincerity but will also help you stand out in a sea of proposals.

• Understand the brand’s mission and values.
• Showcase how your audience aligns with their target market.
• Illustrate past partnership successes with analytics and anecdotes.
• Suggest creative and customized campaign ideas.
• Be upfront about expectations, but also flexible and open to negotiations.

To sum up, securing your coveted travel brand deal requires more than a mere presence; it necessitates a strategy, a touch of creativity, and a dash of persistence. Go forth with these tips embedded in your toolkit, and the world of travel brand collaborations will open its arms to you.

The Value of Authenticity in Travel Influencer Partnerships

As a travel influencer, one of your most valuable assets is the trust you have built with your audience. This trust is the foundation upon which authenticity in travel influencer partnerships rests. When you partake in collaborations, it’s not just about showcasing a brand; it’s about weaving a narrative that reflects your genuine experiences. That’s why transparent travel brand collaborations are more than a best practice—they’re a must. Your audience values honesty, and they’ll appreciate knowing when content is sponsored or when you are endorsing something because of a partnership. This transparency doesn’t diminish your recommendations; instead, it elevates your integrity in the eyes of your followers.

Maintaining this level of genuineness and genuine travel content creation isn’t always easy, but it pays dividends. By staying true to your personal style and preferences, your content naturally resonates with those who follow you. These are the people who look to you not just for inspiration, but also for guidance on what products to try, places to visit, and experiences to seek out. Building trust with your travel audience isn’t an overnight achievement; it takes time and consistent effort. Your commitment to authenticity is what will help you forge lasting connections with both your followers and travel brands alike.

In the ever-evolving travel industry, transparent and authentic partnerships stand as a beacon of reliability that can weather the tide of changing trends. When you engage in transparent travel brand collaborations , you create a culture of trust that attracts more than just likes and shares—it builds a community of engaged travelers who value your opinion and look forward to your next adventure. So as you chart your course in this landscape, remember that your authentic self isn’t just your best self—it’s your key to a successful and sustainable career in the competitive world of travel influencing.

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How Great Travel Influencers Work With Travel Companies: 11 Ways

Last Updated on October 16, 2023 by The Digital Travel Expert

Many travel companies work with popular travel influencers on instagram to promote their destinations, services, and products. Influencer marketing has become a popular strategy to reach a wider and more engaged audience. Partnering with a social-media influencers who have a large and loyal audience on their platforms and travel blogs allows travel companies to tap into a ready-made audience that is already interested in travel and exploration. They can create captivating content showcasing the company’s offerings, which can greatly increase brand visibility and credibility. Well-established social influencer individuals or companies often have a strong influence on their audience’s purchasing decisions, making them valuable assets for travel companies looking to drive sales and bookings.

Table of Contents

How to choose travel influencers suitable for your brand

It is important to consider their travel niche, audience reach, and engagement. you may look for instance for nano-influencers who have a consistent and active following, as this indicates that their content resonates with their audience. The size of the audience is not necessarily an indicating of success. You will also need to consider the influencer’s niche and expertise in the travel industry. Selecting those who specialize in specific destinations or types of travel can help ensure that their recommendations are authentic and relevant to your target audience. Dont’t just fall in common belief that popular influencers on Instagram deliver great results.

1. Hotels and Resorts

Luxury and boutique hotels, as well as all-inclusive resorts, frequently partner with travel content creators to showcase their accommodations and amenities. Hotels, and resorts can reach a wider audience and attract potential guests who may not have been aware of their offerings. Top influencers on Instagram can create visually appealing content and share personal experiences, which can greatly enhance the brand’s reputation and attract more bookings. 

2. Airlines

Airlines often collaborate with travel bloggers and top Instagram influencers to promote flights, loyalty programs, and in-flight experiences. These collaborations allow airlines to showcase their unique features and services, such as comfortable seating, gourmet meals, and entertainment options. This offers an opportunity to provide firsthand accounts of their travel experiences with the airline, showcasing the benefits and creating a sense of excitement for potential travelers. A travel influencer helps airlines reach new markets and demographics by targeting specific audiences through their social media platforms. 

3. Tour Operators

Companies that offer guided tours, adventure trips, and cultural experiences often work with Youtube influencers who align with their niche, such as adventure enthusiasts or cultural explorers. They can create content that highlights the unique itineraries and immersive experiences provided by tour operators, giving potential travelers a glimpse into what they can expect from their trip. By partnering with them, tour operators can effectively showcase their offerings to a wider audience and attract individuals who are specifically interested in the types of travel experiences they provide. 

4. Cruise Lines

Cruise companies partner with a cruise-focused influencer to feature the cruise experience, onboard activities, and destinations visited during the cruise. They create captivating content that highlights the luxurious amenities, entertainment options, and unique shore excursions available on the cruise. By showcasing these experiences through influencer marketing collaborations, cruise lines can inspire potential clients to book their unforgettable voyages at sea. 

5. Travel Agencies

Travel agencies, especially those specializing in specific niches like luxury travel or eco-tourism, may collaborate with british travel bloggers or any country-based blogger if for example they match their target audience. They can help travel agencies promote their unique offerings and attract clients who are interested in their specific niche. Partnering with top social media influencers will allow travel agencies to reach a wider audience and increase their chances of booking more clients for their specialized travel experiences. 

6. Destination Marketing Organizations (DMOs)

Tourism boards and DMOs partner with an nfluencer to promote specific regions, cities, or countries, aiming to boost tourism and showcase the destination’s unique features. This collobaration helps DMOs leverage their social media marketing reach and engage with potential travelers on a more personal level. This not only helps to create a buzz around the destination but also encourages travelers to consider visiting and exploring the unique experiences it has to offer. 

7. Travel Gear and Equipment Brands

Companies that sell travel-related gear and equipment, such as luggage, travel clothing, or camping gear, may work with micro-influencers who can provide authentic product reviews and travel tips. These style influencers can showcase how the gear and equipment enhance their travel experiences, making it more appealing for potential travelers to invest in these products. Working with them allows travel gear and equipment brands to tap into a wider audience and gain credibility through the influencer’s expertise and trustworthiness. 

8. Online Booking Platforms

Online booking platforms for hotels, flights, or rental cars often collaborate for instance with a social media influencer to increase their bookings and brand visibility. This collaboration will help online booking platforms showcase the ease and convenience of their services through real-life experience. This not only helps potential travelers feel more confident in their decision to book through these platforms but also creates a sense of trust and reliability in the brand. 

9. Travel Insurance Providers

Travel insurance companies may partner with travel content creators to emphasize the importance of travel insurance and provide insights into its benefits. Travel insurance providers can effectively communicate the value of their services and educate potential travelers on the risks they may face while abroad. This partnership allows for a more personalized and relatable approach, ultimately encouraging individuals to prioritize travel insurance for a worry-free journey. 

10. Local Experiences and Activities

Companies offering local experiences, such as food tours, spa treatments, or adventure activities, can benefit from influencer marketing professionals to attract visitors. They have a strong presence in the travel industry can help these companies reach a wider audience and showcase the unique experiences they offer. They can create captivating content that highlights the authenticity and excitement of these activities, enticing potential travelers to book with them for an unforgettable trip. 

11. Transportation Services

Local transportation services like rental car companies , airport shuttle services, or rideshare apps often collaborate with travel vloggers to promote their services to travelers. Leveraging travel influencer marketing programs, transportation services can effectively communicate the convenience and reliability of their offerings. They can share personal experiences and highlight the ease of navigating a new destination with these services, encouraging travelers to choose them for a hassle-free journey. 

Signing up an influencer marketing program has several key advantages

While some think about the viral potential of their content to significantly increase your brand’s exposure and visibility, influencer marketing partnerships offer more than just that. 

Authenticity: If you consider female travel bloggers , they will be seen as trusted sources of information in front of other women who want to explore the world on their own. Their recommendations and endorsements come across as more authentic and credible than traditional advertising. This can boost trust in your brand and offerings.

Storytelling and Inspiration: Travel bloggers can tell captivating stories about destinations and experiences. They can inspire their followers to explore new places and try new activities, making them ideal for sparking wanderlust.

Visual Content: An adventure blogger, for example, can create visually appealing content, including stunning photographs and videos of destinations. This kind of content is highly shareable and can help travel companies showcase their products or services more effectively.

Social Proof: Positive reviews and endorsements can provide social proof that your offerings are worth exploring. This can be particularly important in an industry where customer trust is crucial.

Diverse Audiences: Influencer marketing isn’t just about luxury travel marketing. Travel bloggers come in various niches, including luxury travel, adventure travel, family travel, romantic travel, and more. Travel companies can reach different audience segments that match their target market. 

When is it time to sign up for influencer marketing partnerships?

Influencer marketing has become a powerful tool for reaching and engaging with target audiences. Partnering with influential individuals who have a strong following and credibility will usher travel brand products and services into their existing fan base. 

In a world where traditional advertising methods are becoming less effective, influencer marketing offers a more authentic and organic way to connect with consumers. However, it is important to carefully consider the effectiveness of influencer marketing partnerships . These partnerships can backfire if the influencer’s values or actions are not aligned with the brand, leading to negative public perception and potential damage to the brand’s reputation. So, if your brand wants to partner with an influencer, it is essential to thoroughly research and evaluate their values and actions beforehand without compromising your ROI.

FAQs about travel influencer partnerships

Do i need to disclose the influencer partnership to the audience.

Yes, transparency is crucial. Both the influencer and the travel company should ensure that any sponsored content is clearly disclosed to the audience, following advertising and disclosure guidelines.

What is the full meaning of influencer and what exactly does an influencer do?

The term “influencer” is typically used as a shorthand for “social media influencer.” The full meaning of an “influencer” is someone who has the ability to influence the opinions, behaviors, or purchasing decisions of others through their social media platforms, online presence, or content creation. In the context of social media marketing , an influencer leverages their credibility, expertise, or popularity to promote products, services, or causes to their followers and audience.

What should be included in a travel influencer contract?

A contract should specify the scope of work, payment terms, content usage rights, expectations, and deadlines. It’s important to protect both parties’ interests.

How do you negotiate a travel influencer partnership?

Negotiating a partnership involves discussing compensation, deliverables, content guidelines, and expectations. Be clear about what you want from the influencer and what they can expect from the partnership. To find influencers suitable for your marketing goals, you will need to understand the types of social media influencer partnerships and how your business aligns with their values.

What is a travel influencer partnership?

A travel influencer partnership is a collaboration between a travel company (e.g., hotels, airlines, destinations) and a social media influencer or content creator to promote travel-related products, services, or destinations.

Can influencer partnerships improve search engine rankings for my travel business?

High-quality content and backlinks from influencer collaborations can positively impact your website’s search engine rankings ( travel SEO ). Additionally, influencer-generated content can generate backlinks and social media mentions, which are important factors that search engines consider when determining rankings.

Wrapping up

When signing up for influencer partnerships, travel companies should carefully select individuals who align with their brand values and target audience. Additionally, they should establish clear expectations, compensation, and guidelines for the influencer partnership to ensure a successful collaboration.

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How to Negotiate Brand Partnerships as a Travel Blogger

• Travel blogging

As a travel blogger or content creator, you have the unique (and exciting!) opportunity to create a business with multiple income streams. Affiliate marketing, advertising revenue, and digital products are all popular ways to make money as a travel blogger. Brand partnerships are another lucrative way to make money from your content. In fact, the global influencer marketing market is estimated at $21.1 billion in 2023 — so that means there is lots of money to be earned from brand partnerships. However, to be successful in landing brand partnerships, there’s an essential skill you’ll need to develop — negotiating.

Keep reading to learn how to negotiate brand partnerships that are mutually beneficial for your travel brand and the company involved. After applying these principles, you’ll see success as a blogger, creator, and influencer in no time!

Understanding Brand Pay Standards

In order to negotiate fair compensation from a brand partnership, it’s important to understand the current market rates. Determining how much to charge for a campaign can be challenging, especially if you’re just getting started as an influencer!

What to Consider When Determining Rates

Here are a few things to consider when determining rates:

• Time — How long will it take to complete the content creation from start to finish? For example, you’ll likely charge less for a package with one Instagram post than for a package with a 3,000-word blog post, two Instagram reels, and one TikTok video because the second package will take longer to create.
• Cost — How much money will it cost to create the content? For example, if you need to purchase plane tickets, hire a photographer, or purchase props or other items to make the content, you’ll want to factor this into your rate.
• Exclusivity — Is the brand asking you not to work with competitor brands for a predetermined amount of time? If so, you’ll be missing out on other paid partnerships, so you’ll need to charge a “pretty penny” to make this campaign worthwhile.
• Usage Rights — Is the brand asking to use your content after a predetermined time period (one month, three months, one year, etc.)? If so, you’ll want to charge more than a standard contract.

How to Decide What to Charge

When it comes to industry pay standards, there is not a “one size fits all” rate for brand collaborations. No two influencers will get paid the same rate for the same contract terms — and that is primarily because of negotiation.

Although brand partnerships will fluctuate between each influencer and brand, it can be helpful to understand what your peers are making from brand deals before heading into a negotiation. Here are some places where you can talk to other travel influencers about setting rates for travel brand partnerships:

• Facebook Groups — Facebook groups with other travel bloggers and creators can be a great place to ask questions about rates. Some popular groups for travel bloggers , content creators, and freelancers include Digital Nomad Wannabe , Freelancing Females , Women Travel Bloggers , and Women Travel Creators .
• Pay Platforms — Transparent pay platforms for influencers, like FYPM , can give you access to compensation details, deliverables, contract terms, platform and follower counts, and influencer experience with 10,000+ reviews for 5,000+ brands.
• Online Articles — Online articles listing how much travel bloggers, creators, and influencers make on Instagram, TikTok, etc., with a similar following, can help you understand average influencer pay rates. These articles from EmbedSocial , HootSuite , and Demand Sage are excellent places to start.

How to Negotiate Brand Partnerships?

When negotiating a travel brand partnership, utilize the following steps and tips to secure a mutually beneficial deal for both brands — your company and the company you’re working with. 

Adhere to Your Niche

Before negotiating a partnership with a brand, ensuring the brand is a good fit for your niche is essential. Promoting a company that doesn’t align with your brand messaging or values will result in subpar campaign results, low social media engagement, and distrust between you and your audience.

For example, a blogger that shares content about hiking, camping, and budget traveling around Canada would not benefit from a brand partnership with a luxury five-star hotel in London. Instead, they would be better off negotiating partnerships with brands that sell camping gear, group hiking trips, or budget accommodations in Canada.

Ask for Compensation

Sometimes, when a brand reaches out to you for a collaboration, they won’t mention payment in the first email. However, this doesn’t mean the brand doesn’t have a budget — it just means you need to ask first.

Simply send an email back that reads, “Thank you for reaching out. I think this campaign would be a great fit for my audience. Do you have a budget for this campaign?” After the brand replies with confirmation there is a budget, you can proceed with the following steps.

If the brand does not have a budget, you’ll need to determine if you’d still like to work with the brand in exchange for a complimentary hotel stay, comped meal, or free product. Remember, content creation is a lot of work (as you already know!), so make sure the free experience is worth the work you’ll need to put in to create the campaign. Sometimes, doing a few campaigns in exchange for free stays, products, etc. is a good way to build your portfolio if you’re just getting started with influencer marketing.

Determine Deliverables

Once you’ve determined that the brand has a budget, you can move forward with setting deliverables for the campaign. This will be a combination of the deliverables the brand is looking for and what you can offer as a travel blogger or content creator.

For example, imagine a brand is looking for a few sponsored Instagram posts, but you have a website with 100,000 monthly readers in addition to a small, engaged Instagram following. It’s worth asking the brand if they’d like to add a blog post to the list of deliverables. By “throwing in” a blog post, you’ll be able to charge significantly more when it’s time to negotiate payment.

Once you’ve agreed on deliverables for the partnership with the brand, you should have a better idea about the amount of work, time, and supplies needed to complete the campaign. The deliverables — and the other factors to consider when determining rates that we listed earlier — should help when choosing a rate to charge the brand.

Remember, the more deliverables included in the campaign, the higher the price should be. And charge more for platforms with higher (and highly engaged) followings. For example, if you have 50,000 followers on Instagram and only 5,000 followers on TikTok, you’ll be able to charge more for posts, reels, and stories on Instagram than videos on TikTok. More engagement results in more exposure, which is what brands are looking for when working with influencers.

There’s no exact science to setting rates for brand partnerships. The key is to find an amount to charge that makes the time spent on the work seem “worth it” to you while also staying within the brand’s budget for the project. Most brands will counteroffer, so it’s wise to quote a little higher initially. This way, when you return with another offer and the brand accepts, you’ll receive close to what you were hoping to earn from the campaign.

Showcase Value

When negotiating collaborations with brands, it’s imperative to showcase creative ideas and make it clear what you can offer the brand that’s unique from other bloggers or influencers.

Here are some ways you can showcase your value to a brand when you’re in the negotiation stage of securing a brand partnership:

• Provide images or blog posts from previous campaigns to give the brand a taste of the style, feel, and overall “vibe” they can expect from their campaign.
• Offer analytics and results from a previous campaign (likes, comments, link clicks, impressions, etc.) to give brands an idea of how your audience will react to their brand.
• Showcase your credibility by sharing other brands you’ve worked with that are similar to the brand you’re negotiating with. For example, a boutique hotel will be more likely to work with a blogger or influencer who they know has successfully worked with boutique hotels in the past.

A great way to showcase value is by creating a media kit. Media kits display information about your brand, audience, account analytics, and past partnerships, and you can create one for free on Canva . Usually, bloggers, creators, and influencers will send over a media kit after initially connecting with a brand before determining deliverables. 

Create a Long-Term Relationship 

One of the best “win-win” scenarios for a brand partnership is to negotiate a long-term collaboration. Chances are, if your followers see a post about something one time, it will not “stop their scroll.” However, if you continue posting about the same product or service each week over a few months, it will grab your followers’ attention and will be more likely to result in a sale for the brand.

Long-term collaborations are valuable to the brand, but they are also helpful to you! You’ll make more money over an extended period of time, and during the collaboration, if the pay is high enough, you won’t have to worry about working with other brands.

Use Multiple Platforms

As a travel blogger or creator who works with brands, using multiple platforms is a valuable way to diversify yourself.

For example, a blogger who runs a successful blog and has a few social media accounts with an engaged following, like Instagram, TikTok, and YouTube, will usually make more per campaign than a creator who is only on Instagram . This is because the former creator can offer multiple deliverables, including blog posts, video reviews, reels, and photos. In contrast, the latter creator can only provide the brand with posts, reels, and stories on Instagram.

A company wants its brand talked about in various places to reach different audiences, so creating content for multiple platforms adds value to the campaign. Because of this, you’ll be able to charge more for the collaboration or partnership.

To learn more about how you can choose the platforms where you’ll publish your content, watch this video from Travelpayouts Academy .

Start Earning Income With Brand Partnerships as a Travel Blogger

Once you feel confident about negotiating brand partnerships as a travel blogger — it’s time to put your skills to the test. Reach out to a brand you would like to work with, share your media kit and unique value, list the deliverables you’re willing to provide, and put those negotiation skills to work. You’ve got this!

Brand partnerships are just one way to make an income as a travel blogger or content creator. Becoming an affiliate partner for top travel brands, like Viator , GetYourGuide , and Booking.com , is another spectacular way to use your influence to earn income.

Join the Travelpayouts Partnership Platform for access to dozens of top-rated travel brands, and start making money on the flights, accommodations, tours, and activities travelers purchase through your affiliate links.

Join the Travelpayouts Partnership Platform

Access exclusive tools and the best travel partner programs, including flights, hotels, car rental, insurance, tours and activities, all in one place.

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• Case Studies
• Book a Demo

Exploring the Benefits of Travel Brand Partnerships

Discover the advantages of travel brand partnerships in this insightful article.

In today's competitive travel industry, creating strategic partnerships with other brands has become increasingly important for businesses seeking to maximize their reach and revenue. Travel brand partnerships offer a host of benefits, from enhanced brand visibility and customer diversification to shared marketing costs and mutual growth opportunities. In this article, we will delve into the concept of travel brand partnerships, their significance in the travel sector, and examine some successful case studies. We will also discuss the potential challenges that businesses may encounter when engaging in these partnerships, and how to effectively manage them.

Understanding the Concept of Travel Brand Partnerships

Before exploring the benefits of travel brand partnerships, it is essential to understand the concept itself. In simple terms, travel brand partnerships involve two or more brands collaborating to create mutually beneficial strategies and campaigns that leverage each other's strengths. These partnerships can be between companies within the same industry or across different sectors, as long as they share a common target audience or marketing objective.

By combining resources, expertise, and customer base, travel brands can achieve greater visibility and impact than they would on their own. This collaboration allows them to tap into each other's loyal customer base and create unique offerings that attract a wider audience.

Defining Travel Brand Partnerships

Travel brand partnerships can take on various forms, such as co-branded marketing campaigns, joint product development, cross-promotions, or even mergers and acquisitions. The key aspect is the alignment of brand values, goals, and target audience.

Successful travel brand partnerships require careful consideration and planning. Both parties must agree on the objectives of the partnership, the roles and responsibilities of each brand, and how the collaboration will be beneficial for all involved.

The Evolution of Brand Partnerships in the Travel Industry

The concept of brand partnerships has evolved significantly in the travel industry over the years. Previously, partnerships were limited to traditional collaborations, such as airlines partnering with hotels or car rental companies. However, with the rise of the sharing economy, technology advancements, and changing consumer expectations, travel brand partnerships have reached new heights.

Today, travel brands can team up with companies outside their industry to offer unique experiences and cater to customers' evolving preferences. For example, a hotel chain may partner with a ride-hailing service to offer seamless transportation solutions to its guests.

This type of partnership not only enhances the convenience for travelers but also opens up new revenue streams for both brands. By combining their expertise and resources, they can create innovative solutions that go beyond traditional travel offerings.

Moreover, the evolving nature of travel brand partnerships reflects the industry's need to adapt to changing consumer demands. In today's fast-paced world, travelers seek more than just a place to stay or a mode of transportation. They crave personalized experiences, convenience, and a seamless journey from start to finish.

By collaborating with brands from various sectors, travel companies can tap into new markets and cater to these evolving preferences. For instance, a travel agency might partner with a wellness brand to offer curated wellness retreats, combining travel experiences with health and wellness activities.

Such partnerships not only provide unique offerings to travelers but also create a competitive edge for the brands involved. By leveraging each other's strengths and expertise, they can create a holistic travel experience that meets the diverse needs and desires of modern-day travelers.

In conclusion, travel brand partnerships are an effective strategy for travel companies to enhance their visibility, tap into new markets, and cater to changing consumer demands. By collaborating with other brands, they can create unique offerings and provide a seamless travel experience that goes beyond traditional offerings. The evolution of brand partnerships in the travel industry reflects the industry's need to adapt and innovate in order to stay relevant in a dynamic and competitive market.

The Importance of Brand Partnerships in the Travel Sector

Now that we have examined the concept of travel brand partnerships, let us delve into their significance in the travel sector.

Enhancing Brand Visibility and Reach

In an increasingly crowded travel marketplace, standing out from the competition is essential for sustained success. By partnering with other brands, travel companies can tap into new customer bases and expand their reach. Each partner brings their own audience and market influence, allowing both brands to gain exposure to new potential customers.

For example, a boutique hotel may partner with a luxury luggage brand to create a co-branded marketing campaign. This collaboration can help the hotel reach the luggage brand's affluent customer base, while the luggage brand benefits from increased visibility in the hospitality sector. The result is increased brand awareness and potential customer conversions for both parties.

Driving Revenue Growth

Revenue growth is a primary objective for any business. Travel brand partnerships can be a powerful tool in driving revenue growth by creating new revenue streams and increasing customer loyalty. By joining forces, brands can offer unique and compelling products or services that attract customers who may not have been interested in either brand individually.

For instance, an airline partnering with a travel rewards credit card issuer can offer exclusive benefits and discounts to cardholders. This collaboration not only incentivizes customers to choose the airline for their travel needs but also encourages them to use the credit card for other purchases, generating additional revenue for both partners.

By leveraging each other's resources and expertise, travel brands can achieve revenue growth that may have been difficult to achieve on their own.

Case Studies of Successful Travel Brand Partnerships

To illustrate the benefits of travel brand partnerships, let us examine some successful case studies that have made a significant impact in the industry.

Airbnb and American Express: A Case Study

Airbnb, the global accommodation sharing platform, teamed up with American Express, a well-established financial services company, to provide enhanced experiences for their shared customers. Through the partnership, American Express cardholders gain access to exclusive booking benefits and rewards when booking accommodations through Airbnb.

This partnership not only strengthened Airbnb's position in the travel industry but also provided American Express with new customer acquisition opportunities. The collaboration allowed both brands to tap into each other's loyal customer base and increase brand loyalty.

Uber and Hilton: A Partnership Success Story

In another impactful partnership, the ride-hailing giant Uber joined forces with Hilton, a renowned hotel chain. The collaboration aimed to enhance the guest experience by integrating Uber's transportation services within the Hilton mobile app. This allowed Hilton guests to easily request Uber rides directly from the app, eliminating the need for separate bookings.

The partnership proved successful, as it provided convenience and seamless travel experiences for Hilton guests, while Uber gained access to a vast audience of potential riders. By combining their services, both brands created added value for their customers, leading to increased customer satisfaction and brand loyalty.

The Benefits of Travel Brand Partnerships

Now that we have explored some successful case studies, let us further examine the benefits that travel brand partnerships offer.

Mutual Growth Opportunities

One of the primary benefits of travel brand partnerships is the potential for mutual growth opportunities. By collaborating with other brands, travel companies can tap into new markets, expand their product offerings, and gain access to additional resources or expertise.

For example, a travel agency may partner with a technology company to develop a cutting-edge booking platform that enhances the customer experience. This collaboration allows the travel agency to stay ahead of its competitors and attract more customers, while the technology company gains valuable insights into the travel industry.

Through mutual growth opportunities, travel brand partnerships enable businesses to achieve more significant and sustainable growth than they could alone.

Diversification of Customer Base

Another benefit of travel brand partnerships is the diversification of customer base. By collaborating with brands outside their industry, travel companies can tap into new markets and attract customers who may not typically engage with their brand.

For instance, a luxury cruise company may partner with a high-end fashion brand to create a unique fashion-themed cruise experience. This collaboration not only attracts fashion enthusiasts but also introduces the cruise company to new potential customers who may not have considered a cruise vacation before.

Through customer base diversification, travel brand partnerships open up new avenues for growth and revenue.

Shared Marketing Costs

Marketing can be a significant expense for travel companies. By forming partnerships, brands can share marketing costs, making it more cost-effective to reach a wider audience.

For example, two airlines may collaborate on a joint marketing campaign that promotes travel to a particular destination. By sharing the costs of advertising and promotions, both airlines can benefit from increased awareness and potential bookings, without bearing the full burden of marketing expenses individually.

Through shared marketing costs, travel brand partnerships allow businesses to maximize their marketing reach while minimizing financial strain.

Potential Challenges in Travel Brand Partnerships

While travel brand partnerships offer numerous benefits, businesses must be aware of potential challenges that may arise during the collaboration process.

Aligning Brand Values and Goals

One of the key challenges in travel brand partnerships is ensuring alignment of brand values and goals. Brands must carefully assess whether their objectives and values truly align with their potential partners before entering into a partnership. Failure to do so can lead to conflicts and confusion, which may ultimately undermine the partnership's success.

Clear communication, transparency, and shared understanding of each brand's expectations are crucial for overcoming this challenge. Both parties must be willing to compromise and find common ground to ensure a successful partnership.

Managing Partnership Expectations and Outcomes

Another potential challenge in travel brand partnerships is managing expectations and outcomes. Each brand may have different goals and expectations for the partnership, and it is essential to ensure these are clearly communicated and aligned from the outset.

Regular communication, goal-setting, and performance reviews can help in managing expectations and tracking progress. By establishing clear metrics and milestones, both brands can assess the effectiveness of the partnership and make adjustments as necessary.

Managing partnership expectations and outcomes requires ongoing collaboration, flexibility, and a shared commitment to success.

In conclusion, travel brand partnerships offer a multitude of benefits for businesses seeking to enhance their brand visibility, drive revenue growth, and tap into new markets. By joining forces with other brands, travel companies can create mutually beneficial strategies, expand their reach, and provide unique experiences for customers. However, these partnerships require careful planning, alignment of brand values, and effective management to overcome potential challenges. With the right approach, travel brand partnerships can be a powerful tool in achieving sustainable growth and success in the dynamic travel industry.

3 key takeaways on what hotels, cruises, and other companies offer in creator partnerships, based on new data from over 4,700 travel influencers

• Brand partnerships are a popular income source for many travel creators.
• Travel marketplace Jerne analyzed partnership data from 4,723 creators and 325 companies.
• Here are three takeaways, including how often brands expect travel creators to post.

Travel is a popular niche within the creator economy, with some influencers earning five figures working with hotels, cruise lines, and tour companies to promote their experiences.

These creators can cultivate very engaged online audiences who look to them for recommendations on cities to visit, places to stay, and even tips on how to become travel creators themselves. Many travel companies offer free services or experiences in exchange for posting or pay creators a set amount.

A new study by the travel marketplace Jerne found that many hotels, cruises, and tours expect creators they partner with to create at least four social-media posts per day in return for a hosted experience. 

The platform examined 23,453 applications for partnership deals between 4,723 creators and 325 companies from September 2022 to October 2023 to carve out data on what these collaborations look like.

Related stories

"Compared to industries like beauty and fashion, there is almost no information about the travel industry and the impact that creators are having," Tim Morgan, the company's cofounder and CEO, told Business Insider. "We wanted to commission this study because we didn't see any analysis about the partnership details, challenges, and opportunities between both sides of the marketplace; creators and brands."

The creators surveyed were registered on Jerne's platform as either travel influencers, advisors, agents, or tour guides, and were based in 84 countries. Ninety-eight percent of them listed their primary platform as Instagram, 19% said TikTok, and 13% said YouTube.

The companies surveyed provided accommodations, restaurants, cruises, or tours across 102 countries. 

Here are three takeaways from the study:

Most hotels, cruises, and tours expect four social-media posts per day in return for a hosted experience: The study found that in exchange for this content, on average, hotels offer two nights of accommodation for two people, including breakfast but not transportation. Meanwhile, cruises offer seven nights for two people on average including food and beverages. Tours offer seven days of accommodation for one person including food and drink. 

"The emotional value that people put into travel is so high that travel companies haven't really had to pay out creator fees, instead offering free stays or experiences, but I do expect that to change as more creators tap into affiliate marketing ," Morgan said. "We might see them roll that concept more into the deliverables for companies because they'll be able to make money from that long after the trip is over."

Travel creators averaged 170,944 impressions from the content they made per partnership: In addition to this, creators averaged 16,921 likes and 913 comments per brand deal.

"It just shows how valuable creators are for a company, whether that's a cruise or a hotel, in driving up interest," Morgan said. 

Out of the hundreds of companies on Jerne, cruise line Virgin Voyages is doing a particularly good job in forging long-term partnerships with creators, Morgan said, because it really understands the needs and demographics of travel influencers.

Female creators influence travel buying decisions more than male or non-binary creators: 85% of the creators in the study self-identified as female, compared to 14% who identified as men and 1% who were nonbinary. Morgan said this isn't a surprise because of the dominance that women hold over travel; including those who choose to travel solo.

Watch: While Delta's business is 'extremely robust,' the airline's marketing chief stays focused on the data

• Main content

5 Travel Partnerships That Elevate Your Marketing Strategy

By  Dana Baasiri  

When it comes to crafting a winning-marketing strategy, there’s no one-size fits all approach. However, incorporating some form of travel collaborations in your plan can be a game-changer when it comes to connecting with highly-aligned audiences.   

What’s The Deal With Travel?

With 80% of Americans planning to travel this summer , the numbers speak for themselves. Travel is back and booming, with demand expected to rise even more given the recent easing of travel restrictions. And after two years of pent up travel demand, this summer is being dubbed the summer of “travel revenge.” For brands, this means that there is an increased likelihood of capturing a customer’s attention with exclusive chances to vacation at some of the best resorts. Brands can work with hotels and resorts to exchange marketing exposure for travel giveaways, or even more, collaborate on an unmatched, immersive experience at one of their locations. 

5 Types of Travel Partnerships 

From digital promotional partnerships to integrated branded experiences, travel partnerships and collaborations come in all shapes and sizes. Here are five types of travel marketing partnerships that can boost brand loyalty, expand your reach and convert consumers into loyal, repeat customers:

1. Digital Sweepstakes and Giveaways

Enter-to-win campaigns can drive both awareness and traffic online to brand websites, social media pages, even incentivizing consumers to subscribe. Whether partnering with just a travel brand, or tagging on additional lifestyle brands that complement your giveaway, these partnerships can easily be molded to fit any seasonal angle, unique product you may be launching, or a major campaign you’ve been planning for months. The beauty of these campaigns is that digital sweepstakes will not only help you engage your online audience, but it can grow your database by capturing opt-in leads, grow your social media following, and allow you to exchange audience reach with other brands.

2. In-store and Retail Partnerships

 There’s nothing like an exciting sweepstakes and on-pack promotion to help drive in-store traffic and retail sales for products. Perhaps you are trying to usher in more shoppers during a slower “off-period”, or are introducing a special collection of new flavors and varieties that need some love. Either way, thoughtfully aligning with a travel brand to entice consumers can go a long way — this includes featuring an attention-grabbing tropical vacation giveaway on your consumer packaging or point of purchase signage, in addition to digitally throughout your channels.

3. Movie and Theatrical Releases

For movie studios who are looking to shoot on location, resorts and hotels offer the perfect tropical studio for a storyline that fits — and with plenty of accommodation options, can serve as an all-in-one travel partner to host a crew at discounted rates for an integration. Looking to generate more excitement around a blockbuster release? Bring your movie to life with a themed suite or curated pop-up activation, and give your biggest fans the ultimate vacation with a trip giveaway.

4. On-air Giveaways

Whether your main medium is radio, podcast or television, we’re sure that ramping up tune-ins is #1 on your list. Travel collaborations offer endless opportunities to hook listeners and reel in viewers to help you get those ratings. From a “call in to win” sweepstakes giveaway, to a heartfelt human interest story surprising a deserving audience member or show guest with a much needed getaway, or a glitzy travel prize that’s up for grabs on a fun game show — travel is always a winner. Those looking for larger integrations can even broadcast on location in paradise, bring listeners along for the ride with a fan come along, or even host an event of their own.

5. Loyalty Clubs and Memberships

Looking for ways to stand out by rewarding your loyal members and attracting new ones? One way of giving back to loyal consumers and reinforcing their loyalty to your brand is through exclusive offers that only they have access to. This can include a members-only chance to win an all-inclusive family vacation, or an exclusive deal with major savings on a romantic getaway. Additionally, the right travel partnership can help increase subscriptions by teasing a once-in-a-lifetime chance to win a free getaway that consumers can only access if they sign-up.

The list of collaborations doesn’t end here — partnerships can come to life in many other ways, from hosting consumer events at the hottest resorts to branded, interactive experiences onsite.

Interested in an integrated partnership with a travel brand? We have big ideas and big name hotels and resorts that are looking for brand partners like you. Sign up here for access to exclusive travel partnership opportunities or reach out to us at [email protected]

Alliance Connection works with Caribbean and Mexico travel brands to drive awareness and bookings through strategic marketing partnerships and powerful brand interactions across a highly selective portfolio of brands, media, social influencers and entertainment partners that connect, capture and influence travelers across the U.S.

To be part of our connected community and join in on the fun, follow along at @allianceconnection

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