Giving first-hand travel advice - Travel influencers have taken on new roles as educators and advisers. As well as sharing everything from vibrant carnivals to breathtaking landscapes, they help their followers navigate complex travel restrictions and health precautions and give practical tips on how to stay safe.

Taking travel browsing beyond brochures - Gone are the days when booking a holiday meant spending weeks browsing glossy travel brochures and trawling high street travel agents. Travel influencers have stepped in, replacing traditional marketing channels with authentic and relatable content that resonates with a younger, more digitally-savvy audience. Their captivating photos, vlogs, and engaging storytelling make followers feel like they’re sharing the adventure with them. 

Driving brand awareness - Following travel influencers isn’t just about getting inspiration for great places to visit. They also affect how people spend their money, by sharing their favourite tech, clothes, luggage and much more. By following some of the most respected influencers, travellers can gain invaluable tips on how to kit themselves out for a successful journey, as well as hearing about must-wear brands. By collaborating with influencers, travel providers and brands can stay relevant, gain valuable insights about what their customers want and drive growth.

Making travel more inclusive - Travel influencers have played a crucial role in making travel more accessible. By sharing their diverse experiences, they’ve shown that exploring the world isn’t limited to the privileged few, and their ability to connect with a wide range of audiences has diversified the travel community, making it more inclusive and less elitist.

Sharing authentic experiences - In an industry often criticised for over-photoshopped images and unrealistic portrayals, travel influencers have brought authenticity to the forefront. Many are celebrated for their honesty, sharing not only the glamorous highs of travel, but the darker sides too. This transparency has helped travellers better prepare for their trips and be safer abroad, without putting a dampener on wanderlust. 

Shaping travel trends - Travel influencers can influence destination choices, as the places they visit and showcase in their content often experience a significant boost in tourism. Popular Instagram spots, hidden gems, and off-the-beaten-path locations can be vicariously discovered and explored, opening up a whole new world of opportunities and ideas. 

Advocating sustainable travel - As global concern for the environment and sustainable travel grows, travel influencers are using their platforms to promote eco-friendly and responsible tourism. Many are leading the charge by advocating for practices that minimise the negative impact of travel on local communities and ecosystems. This newfound emphasis on sustainability has had a significant impact on the travel industry, prompting more travellers to make ethical choices when planning their trips.