RX has released a new report, “The Power of Influencer,” citing multiple studies and sources to detail how influencer marketing shapes travel purchasing decisions and how B2B travel events connect the tourism sector and influencers to drive growth.

The global influencer marketing sector is projected to reach $24 billion by the end of 2024, up from $1.7 billion in 2016, according to Influencer Marketing Hub stats. This growth coincides with significant changes in consumer behavior, with 49% of consumers making monthly purchases based on influencer recommendations. Additionally, 86% of consumers make at least one purchase annually due to influencer content, with particularly strong engagement among younger demographics. 

RX then cites a June 2024 Captiv8 study, which indicates that nearly half of Gen Z and millennial consumers trust advertisements featuring influencers. Gen Z, representing 30% of the global population, demonstrates notable travel spending patterns. Captiv8’s research shows Gen Z travelers outspend other generations on travel in 2024, with average expenditures of $11,766 per trip. 

Moreover, Hopper’s May 2024 research reveals that Gen Z travelers spend an average of $3,432 on leisure travel annually, with higher-income individuals spending over $4,500 annually. The impact extends to lower-income demographics, with Gen Z households earning under $50,000 annually spending 49% more on travel than older generations in the same income bracket. 

Bank of America projects Gen Z income will increase 400% to $33 trillion by 2030, representing more than a quarter of global income.

Social media platforms are increasingly central to travel discovery and purchasing decisions. TikTok reports that 71% of its European users actively search for travel content, with 77% making travel-related purchases after discovering destinations on the platform. Adobe’s research reveals that over 40% of TikTok’s one billion monthly users view the app as a search engine, with 20% specifically searching for travel destinations.

RX notes that travel brands are responding to these trends, referring to Influencer Marketing Hub stats that indicate that 70% are now incorporating influencer marketing into their strategies. 

As an example RX provides, Expedia has launched over 100 shoppable Travel Shops curated by creators. These shops allow users to book accommodations based on influencer experiences. The program currently includes partnerships with figures such as actor Jaime Camil and Premier League footballer Virgil Van Dijk.

Tourism boards are also adapting their strategies. Thailand’s Tourism Authority has introduced TAT Connex, a platform connecting influencers with tourism businesses across ten categories. The platform aims to increase visibility for local tourism enterprises through partnerships with key opinion leaders and celebrities.

RX then observes the impact of influencer marketing on event spaces, citing travel industry reports of increased engagement through influencer participation. 

PROUD Experiences 2024 reached 3.4 million across Instagram and TikTok, representing a 40% increase in influencer participation from the previous year. Major travel events are expanding their influencer programs. World Travel Market London hosts the Travel Influencer’s Lunch, which attracted 145 influencers and 45 exhibitors in 2023. Arabian Travel Market plans to launch its first influencer program at the 2025 edition, featuring an Informal Influencer Speed Networking event connecting exhibitors with more than 50 travel influencers.

The full RX report is available here.