Travel influencers during a pandemic


How has COVID-19 affected the travel influencer industry?

The COVID-19 pandemic has greatly impacted the influencer industry, but especially one specific group: the travel influencers. Now that restrictions are slowly easing down in some parts of the world, these influencers are finally starting to see some light at the end of the tunnel.


Many travel influencers gain their income from exploring the world through sponsored trips promoting destinations, hotels, or even airlines. When the pandemic hit in early 2020, these influencers had to take a hard look at their business model, as it became clear their income stream from trips would soon dry up completely.

There was only one thing left to do: find a way to stay relevant. Where some travel influencers were able to successfully maintain engagement among their following with alternative content, some seemed to have completely missed the mark. Travel-content posts which have been labeled “tone-deaf” when lacking any mention of the current crisis, and posts filled with complaints on how not being able to travel is the worst part of the pandemic were publicly criticized.


So, have travel influencers become obsolete in this time of crisis? Not necessarily, as many travel influencers were able to maintain their position by posting throwbacks (as long as the crisis is mentioned and clearly stated the influencer is not currently travelling), or by creating great alternative content from home. They have had to choose their words carefully, and be mindful of the situation, but it seems as though their efforts have allowed them to survive throughout this pandemic.


In the midst of the pandemic, we were able to launch and successfully complete a campaign for The Little Guest Collection (a collection of kids-friendly hotels globally) together with Samsonite. We partnered up with a few amazing travel families who were able to engage their following and get them excited about future travels!


Interested in hearing what we can do for your brand in these times of crisis? Contact us via email at!