Influencer marketing has officially set sail, and it's cruising straight into the heart of the travel industry. As airlines and cruise lines scramble to board this wave, the results are clear: it’s no longer just about catchy slogans or glossy brochures—it's about real voices sharing authentic stories.
With influencer marketing projected to hit a whopping $32.55 billion by 2025, it’s safe to say this ship isn’t sinking anytime soon. And the numbers back it up: 62% of U.S. travelers are now swayed by social media content when making decisions about their trips.
But the real magic? It’s in how travel brands are evolving. Gone are the days of just partnering with the biggest names—micro and nano-influencers are stepping up, delivering authentic content that resonates. Plus, TikTok’s rise is no longer just a phase—it’s the new go-to for Gen Z to see their dream destinations.
One standout example is Celebrity Cruises. They used a mom influencer to create an unforgettable experience for her audience and elevate Celebrity Cruises as the top cruise line for the whole family. Want to know how they pulled it off? Keep reading. Also, keep reading to discover five more strategies for airlines and cruise lines.
- 1. Using Mom-Influencers and Family-Focused Storytelling
- 2. Community Building Through Exclusive Offers
- 3. Re-igniting Wanderlust with Local and Global Influencers
- 4. Let Influencers Serv Culinary Travel Delights
- 5. Surprise Unveilings & Account Takeovers: A Strategic Reveal
- 6. Leveraging Amplification Influencers: The Power of Secondary Content
- Unlocking Growth in Airlines & Cruise Lines Marketing
- Frequently Asked Questions
1. Using Mom-Influencers and Family-Focused Storytelling
Family vacations are a huge industry, but they also have a ton of competition. So, how do you stand out and connect with that niche? You focus on emotional storytelling and relatability. Celebrity Cruises did just that by sending a mom influencer and her tween daughter on a week-long cruise through the Eastern Caribbean. But instead of just highlighting the stunning sights or luxury accommodations, they brought the family experience front and center.
This strategy focused on creating a story, not just selling a vacation. The influencer wasn’t merely an advocate for Celebrity Cruises; she was a narrator of family adventures, sharing experiences that spoke to the needs of moms—someone who understands what it’s like to juggle family fun with relaxation. By weaving family bonding moments into the content, Celebrity Cruises positioned the cruise as an ideal getaway for families, making it relatable to anyone looking for that perfect family vacation.
Celebrity Cruises cleverly capitalized on the trend of family vacations by highlighting their Eastern Caribbean route. They partnered with @stuffedsuitcase, a mom influencer, and her tween daughter, showing how the cruise was the perfect opportunity for a mother-daughter bonding experience.
The campaign ran across Twitter, Facebook, Instagram, and Pinterest, with a combination of Instagram Stories, blog posts, and short videos documenting their journey.
Each Instagram Story swipe-up led followers to the campaign’s blog, where they could get detailed insights into the trip. The engagement was off the charts: 110 click-throughs per swipe-up and 200+ shares/repins on Pinterest. The emphasis was clear—this wasn’t just about the destination; it was about creating memories.
Results & Analysis
Here’s what we saw from the campaign:
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175.5K blog page views
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11% increase in booking page traffic
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53.6M total social media impressions
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142K Facebook and Instagram Story views
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16M Twitter impressions
This strategy paid off big time, generating a massive amount of social media impressions and driving significant traffic to the booking page. The family-focused approach resonated with the audience, leading to a jump in both engagement and bookings.
Key Takeaway
If there's one thing I’ve learned from this campaign, it’s that storytelling is everything, especially when it taps into emotions that are so relatable. When you’re marketing a family-focused product, you’ve got to go beyond the typical “here’s what we offer” approach. Think about how your product can be part of someone’s life story, like how Celebrity Cruises showed how the experience could strengthen family bonds.
2. Community Building Through Exclusive Offers
When it comes to driving memberships or exclusivity, sometimes the most effective strategy is to leverage the power of community and create FOMO (Fear of Missing Out). Jetstar nailed this with their Jetstar Children’s Day campaign to promote sign-ups for their Club Jetstar. Instead of just offering a discount or promoting flight deals, they focused on building a community of exclusive members who would gain access to special perks.
Jetstar utilized influencers to amplify the message, showcasing the benefits of becoming a Club Jetstar member, like exclusive offers and early access to sales. This strategy wasn't just about promoting a service; it was about inviting influencers’ audiences to be part of something special. By positioning the airline as the key to unlocking exclusive deals and perks, Jetstar fostered a sense of belonging and privilege among their followers.
In 2022, Jetstar wanted to promote their “Club Jetstar” membership in Singapore. They brought in family-focused influencers to create content around the exclusive perks of the membership. From IG reels to stories, influencers showcased the club's advantages, such as discounted flights and priority booking. The content was dynamic, engaging, and educational, directly appealing to followers who wanted the best travel deals.
By leveraging influencers’ credibility and relatability, Jetstar was able to build an exclusive community of travelers who felt they were getting more value than just a basic flight. This sense of exclusivity was communicated powerfully through Instagram’s visual storytelling features.
Results & Analysis:
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400K engagements
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Reaching 1.5M followers
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Total of 1.5M impressions
The result? Jetstar not only boosted their Club Jetstar sign-ups but also built a more engaged community of travelers. The engagement rate was significant, showing that influencers can build a sense of loyalty and exclusivity that drives real results.
Key Takeaway
When I look at Jetstar’s campaign, it really hits home how important it is to create a sense of exclusivity, but it’s not just about offering discounts. It’s about making people feel like they’re part of something special. When you build a community around your product, especially one that offers real value, you create loyal customers who aren’t just buying a flight; they’re buying into a lifestyle.
3. Re-igniting Wanderlust with Local and Global Influencers
Travel brands are great at inspiring wanderlust, but after the pandemic, many people were hesitant to start traveling again. To get them excited about booking that flight, brands need to tap into FOMO and authentic experiences. Klook took this approach with a campaign that highlighted the excitement of international travel while tapping into the power of local influencers who had strong pre-COVID connections to their travel destinations.
Instead of sending influencers just anywhere, Klook strategically paired influencers with deep ties to their destinations (in this case, Japan) to create authentic content that felt more personal and relevant. They used the influencers’ local expertise to highlight unique and off-the-beaten-path experiences that encouraged followers to book their next flight.
Klook’s #KonnichiWOW campaign was aimed at reigniting travel interest for Japan, which had recently reopened its borders after the pandemic. The influencers they worked with had a real connection to Japan, whether from personal experiences or as frequent travelers. By leveraging local and global influencers from places like Thailand, Hong Kong, the Philippines, Malaysia, and Vietnam, Klook was able to reach a broad, diverse audience while maintaining authenticity.
@khiemslayss Một ngày trải nghiệm Kyoto cùng mình #japan #travel #klook #KlookKonnichiWOW ♬ Ghibli system. A sad and beautiful ballad(87172) - 朝木春美千
The influencers shared TikTok content showcasing their travel itineraries, encouraging followers to book their trips through Klook. The influence was undeniable—these influencers weren’t just promoting a brand; they were sparking excitement and reminding their followers of the joy of travel.
The campaign successfully created buzz around Japan's reopening, leading to more inquiries and bookings.
Key Takeaway
Looking at Klook’s strategy, I can’t stress enough how much authenticity matters—especially in the travel space. If you want to stand out, don’t just pair influencers with a destination because it’s trending; make sure they have a real connection to the place. When influencers genuinely love and know a location, it shows, and that connection turns into content that inspires your audience to take action.
4. Let Influencers Serv Culinary Travel Delights
This one is quite niche. Air France created a unique influencer campaign that combined gastronomy and travel in a way that felt fresh and inviting. By focusing on gastronomic experiences (think: business breakfasts and gourmet dinners prepared by world-class chefs), they didn’t just promote a flight—they invited influencers to experience the culinary culture of their destinations.
This made the campaign much more engaging by tying food and culture into the brand experience.
The key here was to tap into the emotional appeal of food and culture. The influencers didn’t just promote the airline; they shared authentic dining experiences that inspired audiences to dream of their own travel and culinary adventures. The campaign went beyond typical travel promotions by focusing on a shared experience—delicious food and breathtaking travel moments.
Air France targeted Quebecers aged 18-45 by using lifestyle influencers like @audreyrivet and @jessmegan to showcase both Air France’s quality and its commitment to fine dining. Through Instagram photos and videos, the influencers shared their experiences, including a gourmet dinner that featured dishes prepared by European and Asian chefs.
This content engaged followers, encouraging them to not only dream about far-off destinations but to consider Air France as the way to experience them.
Results & Analysis:
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500K+ total impressions
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17K+ engagements
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5,203 entries for a contest to win tickets
The campaign successfully boosted brand visibility and engagement by tying Air France’s service to an emotional and sensory experience that felt far more personal and exciting than traditional flight promotions.
Key Takeaway:
Looking at this campaign, it really hit me how effective it is to merge experiences that appeal to multiple senses. Air France didn’t just promote flights—they promoted an experience. When I think about my own influencer campaigns, I realize how powerful it is to connect with people through something as universally loved as food.
5. Surprise Unveilings & Account Takeovers: A Strategic Reveal
One of the most effective ways to create buzz around a new product, especially in the travel and leisure space, is to generate excitement through surprise. Unveilings that build curiosity and intrigue draw in an audience that’s eager to know more. But the surprise isn’t enough on its own. Account takeovers offer a unique opportunity to build on that excitement by offering fresh content from new perspectives.
Instead of one influencer controlling the narrative, the takeover creates a dynamic, evolving story where followers feel like they’re experiencing the content from multiple angles.
In this strategy, account takeovers serve as an exciting second layer that keeps the momentum going. They bring in new voices, fresh content, and offer a sense of authenticity because the audience feels they are getting exclusive, firsthand experiences from local experts.
Southwest Airlines used this dual approach in their campaign to promote their first-ever flights to Hawaii. Instead of just announcing the routes with typical posts, they surprised their audience by unveiling the news via six influencers, each representing different segments of the travel market. The influencers started the campaign with a surprise announcement of the new routes and generated immediate buzz around the launch.
Organized by Hireinfluence, the Hawaii-based influencers took over the Instagram stories of the mainland influencers, giving followers an authentic, behind-the-scenes look at the islands. This strategy not only kept the content dynamic but also created a real-time experience that felt genuine.
Followers were able to see the islands through the eyes of locals, experiencing everything from secret surf spots to must-try restaurants. This helped Southwest Airlines drive both awareness and engagement.
Results & Analysis:
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56M impressions
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3M engagements
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$0.03 cost per engagement (CPE)
This campaign successfully increased awareness and created a wave of excitement surrounding Southwest’s new Hawaiian routes. The combination of the surprise unveiling and account takeovers kept the content feeling authentic and interactive, significantly boosting engagement at an incredibly low cost.
Key Takeaway
Southwest Airlines really nailed the surprise factor with this campaign. I learned that creating excitement through something unexpected—like a takeover—can make a huge difference in engagement. It makes the content feel more like a secret or an inside scoop rather than just another ad.
6. Leveraging Amplification Influencers: The Power of Secondary Content
In influencer marketing, reach is important, but credibility is what gets your audience to truly engage. That’s where amplification influencers come in. While primary influencers are great for creating original content and driving initial engagement, secondary influencers—those who may not have as large a following but have a strong connection with their niche audience—can significantly extend your campaign’s reach and add trust.
By having amplification influencers share the original content, you're not only reaching more people, you're borrowing their credibility, making the content feel more organic and less like an ad.
This strategy works especially well when the primary influencers' content has already created a buzz. Instead of letting that momentum die out, amplification influencers allow the campaign to keep gaining traction and build a deeper connection with new audiences. It’s about strategically expanding your reach without losing the trust of your audience.
Virgin Atlantic wanted to promote its new nonstop flights from Los Angeles to Manchester. Instead of just relying on primary influencers to create the buzz, they brought in secondary amplification influencers to expand the reach and credibility of their campaign.
Four primary influencers created content that showcased the new flights, then six amplification influencers—chosen for their relevance and credibility within specific communities—shared this content across their platforms.
The agency in charge, Steller, posted how the campaign looked on their Instagram, amplifying reach even more.
The influencers didn’t just push the content to their followers—they also added their own personal touch, making the content feel less like a corporate ad and more like an authentic recommendation from someone the audience trusts.
Key Takeaway
The power of amplification influencers in this campaign really stood out to me. Sometimes it’s not just about having a handful of strong influencers—using secondary influencers to amplify the content is a brilliant strategy. I’d say if I were running a campaign, I’d definitely consider using this tactic to extend reach and ensure the content doesn’t just sit within the usual bubble.
Unlocking Growth in Airlines & Cruise Lines Marketing
The key to success in influencer marketing for airlines and cruise lines lies in building emotional connections through surprise unveilings, authentic local insights, and amplification influencers. Brands should embrace interactive, fresh content that resonates with audiences while extending reach through second-layer influencer strategies.
The industry is shifting towards deeper, more personalized engagements, so brands should keep innovating, experimenting, and leveraging influencers as authentic storytellers to stay ahead of the competition.
Frequently Asked Questions
What is influencer marketing for airlines and cruise lines?
Influencer marketing involves partnering with content creators to promote travel experiences, destinations, or services, leveraging their reach and credibility to engage potential travelers.
How can airlines benefit from influencer marketing?
Airlines can showcase their services, destinations, and unique offerings through influencers' authentic content, building brand awareness and trust among travelers.
What types of influencers should airlines and cruise lines collaborate with?
Collaborating with travel influencers who align with the brand's values and target audience can effectively showcase services and destinations, enhancing credibility and engagement.
What platforms are most effective for influencer marketing in the travel industry?
Visual platforms like Instagram, TikTok, and YouTube are particularly effective for sharing travel experiences, engaging audiences, and inspiring travel decisions.
How do airlines measure the success of influencer marketing campaigns?
Metrics such as engagement rates, increased bookings, brand mentions, and return on investment (ROI) help evaluate the effectiveness of influencer partnerships.
What content formats work best for influencer collaborations in the travel sector?
High-quality images, engaging videos, destination guides, and authentic storytelling resonate well with audiences, providing valuable insights and inspiration.
How can cruise lines identify suitable influencers for their brand?
By assessing influencers' audience demographics, engagement levels, content quality, and alignment with the cruise line's brand values, ensuring a good fit for collaboration.
What are the potential challenges of influencer marketing for travel brands?
Challenges include measuring ROI, ensuring authentic content, selecting appropriate influencers, and managing campaign logistics effectively.
