Creators are already changing how we discover, plan and book travel - we just don’t see the full picture yet.
We believe that creators are crucial to the future of travel, and our mission at Travis is to empower a new generation of travel creators to earn. This is Part 2 three-part blog series, exploring:
Gone are the days that the term ‘travel influencer’ sparked images of girls in long red dresses on the top of snowy ice-capped mountains. What started as creative and artistic expression for the perfect ‘gram has slowly but surely evolved into a hub and generation of travel information givers.
We believe there are 4 key factors driving this behavioral shift, for both creators and consumers when it comes to travel:
There are more creators, creating more travel content that is more sought after and trusted by their followers than ever before. Yet technology to support these creators are lacking, immature at best - especially in the travel industry.
“Don’t you get to travel the world for free?”
The biggest myth in the travel creator/influencer world, is that creators travel for free, doing nothing but have fun in cool new destinations with all-expenses paid. Having been a creator myself, and in working with countless creators over the years - this couldn’t be further from the truth.
It’s true that anyone can post up #travelspam for the memories of your fave Euro summer. It is also true that TikTok has allowed more people to go viral off seemingly everyday posts, giving a taste of ‘influencer’ status for a hot moment. It is relatively easy these days to get product or experiences in exchange for posting on socials - but it is much, much harder for creators to grow and earn a sustainable income.
More importantly, income opportunities are unevenly distributed - the top 1.4% creators on Spotify rake in 90% of royalties. The fast-growing segment of micro-creators need a path - or systems - in order to drive sustainable creation and growth.
So then, how do creators make money?
Our research found that, for creators who were already earning via brands, that over 90% of their creator income comes from brand deals. However, this only makes up 10% of their content. This highlights the lost opportunity here from the vast majority of content that is created today.
Brand deals (or paid collabs) are the main way creators earn an income - but this should not be THE only source of creator income. Why?
To nurture travel creators as a core of the future of the travel industry, we ask: How can we support and empower creators in building diversified income streams - and what opportunities are there to generate recurring income through content that creators are already creating?
Of course, there are multiple, extended ways that travel creators today are earning money. We’ve focused on brand deals as the main source, approx 90% of creator income for micro-creators. If there’s interest in a deep-dive for other creator sources of income, or other related questions - write in at firstname.lastname@example.org, I’d love to hear your perspective.
This post is the Part 2 of Part 1: The New Generation of Travel Creators.
If you’re a creator, get started with Bookable Links. If you’re a traveler, plan your trips on Moodboards. If you’re a hotel, find out more. Want to share a related experience or perspective? Email email@example.com.