Travel sector should move on from ‘popularity’ marketing

Brand USA’s ‘Get Facts. Get Going.’ guide, released in May, is an interesting concept addressing misconceptions and barriers to travel to the US.

 

Running alongside the new experience-led storytelling series ‘American Originals’, the two are intended to reshape how one of the world’s most recognisable destinations is perceived.

 

While repositioning an entire nation is ambitious, we know that shifting perception even for smaller destinations isn’t straightforward.

 

Travel brands of all sizes are grappling with how to stand out in a market that feels increasingly saturated with content. And, in my view, part of the challenge is founded in how we’ve come to define “influence”.

 

Over the past decade, the industry has leant heavily into “popularity marketing” in promoting destinations. That means a focus on prioritising reach, follower count and visibility above all else. That model has delivered scale, but not always trust. And it doesn’t consistently shift perception.

 

At the same time, influencer marketing is now firmly embedded in travel. With more than 80% of UK brands working with creators in some form, it’s no longer the differentiator it once was.

 

When everything looks the same, nothing stands out

 

The original appeal of influencer travel marketing was making locations feel personal. But over time, as influencer marketing has matured, it’s also begun to feel uniform – ‘samey’.

 

If the ambition is to show a different side of a place, repeating the same formats and voices won’t get us there. We’ll just end up with content that feels interchangeable. When everything looks the same, it’s obvious that nothing will stand out. Worse still, it can chip away at credibility.

 

Start finding truly special voices

 

There’s an assumption that all-important authenticity comes from giving content creators complete freedom. But it’s not that rigid. For travel audiences, especially in the context of place rebranding, authenticity is increasingly tied to perspective rather than popularity. It’s about whether the person sharing a destination brings something new – a point of view, a sense of context or a way of seeing a place that feels unique and considered.

 

And that perspective doesn’t always come from the most-followed creators. In many cases it comes from people who wouldn’t necessarily describe themselves as influencers at all: local experts, niche voices or travellers with a specific lens on how and why they explore. The opportunity for brands is to look beyond visibility and start finding those really special voices that can reveal something audiences haven’t seen before.

 

Content should be real and meaningful

 

The most compelling content doesn’t come from perfectly curated itineraries or snappy highlight reels. It comes from experiences that feel grounded and that require a more considered approach. Rather than simply partnering with creators for reach, brands need to take a more active role in shaping the narrative. It’s not about controlling it rigidly; it just needs to be rooted in something real and meaningful.

 

This is where I see particular value in brand-produced content that still draws on influencer and content creator perspective. When done well, it allows brands to retain a clear editorial direction, while still bringing in the tone, relatability and nuance that creator voices provide.

 

More importantly, it shifts the focus from who is saying something to what is being said, and why it matters. This doesn’t mean abandoning influencers and creators or scale altogether. There is still enormous value in working with creators, particularly in a category like travel where visual storytelling plays such a central role. But it does mean being more deliberate.

 

The opportunity for destination rebranding

 

The challenge and opportunity for Brand USA, and for any destination undergoing a repositioning, is clear. Perception is the issue, not awareness.

 

Travellers may feel like they already know a place, but that doesn’t mean they understand it in a deeper or more nuanced way. Trust and relevance are more important than ever when trying to shift that. I hope that Brand USA’s ‘American Originals’ and ‘Get Facts. Get Going.’ campaigns will help to deliver on both of those.

 

Travel marketing has always been about helping people imagine themselves somewhere else. The difference now is that imagination is more likely to be sparked by something that feels real, specific and considered, not just widely seen.