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Is there a gap in expectations between travel creators and travel providers?
That was our opening question coming into this study. Even when looking at the same geographies there are currently no standards for creator collaborations. Some see the number of followers as the primary metric, others pay close attention to engagement. And then there is quality and expertise, which often get left behind for those with a following under 10K. Articles and webinars encourage smaller creators to pitch based on skills, while travel providers, naturally, have to question the value of every exchange.
The study was split into two primary categories: Travel Providers and Travel Creators. Each group received a tailored, anonymous survey. The survey was open globally to Travel Massive members, partners, and the travel industry at large. Over the course of 3 months (ending January 2025), we collected over 200 responses from 36 countries with the highest numbers of participants located in the USA, Canada, UK, and South Africa. Less than 2% of creators identified as nomadic.
The global tourism industry is worth approximately USD 10.9 trillion (10% of GDP) as of 2024, according to the World Travel & Tourism Council (WTTC).
$254 Billion USD. Global Spend on Content and Influencer Marketing in Travel Hospitality.
Extrapolating the results of the 2024 Gartner CMO Spend Survey of the travel and hospitality (T&H) sector, the global industry spends $916 billion on marketing and customer engagement. The same research indicates that content, influencer and affiliate marketing accounts for around 28% of marketing budgets—including influencer marketing (5.5%), sponsored content (5.3%), podcasts (8.8%), and video (8.1%).
Is there a gap in expectations between travel creators and travel providers?
That was our opening question coming into this study. Even when looking at the same geographies there are currently no standards for creator collaborations. Some see the number of followers as the primary metric, others pay close attention to engagement. And then there is quality and expertise, which often get left behind for those with a following under 10K. Articles and webinars encourage smaller creators to pitch based on skills, while travel providers, naturally, have to question the value of every exchange.
The study was split into two primary categories: Travel Providers and Travel Creators. Each group received a tailored, anonymous survey. The survey was open globally to Travel Massive members, partners, and the travel industry at large. Over the course of 3 months (ending January 2025), we collected over 200 responses from 36 countries with the highest numbers of participants located in the USA, Canada, UK, and South Africa. Less than 2% of creators identified as nomadic.
The global tourism industry is worth approximately USD 10.9 trillion (10% of GDP) as of 2024, according to the World Travel & Tourism Council (WTTC).
$254 Billion USD. Global Spend on Content and Influencer Marketing in Travel Hospitality.
Extrapolating the results of the 2024 Gartner CMO Spend Survey of the travel and hospitality (T&H) sector, the global industry spends $916 billion on marketing and customer engagement. The same research indicates that content, influencer and affiliate marketing accounts for around 28% of marketing budgets—including influencer marketing (5.5%), sponsored content (5.3%), podcasts (8.8%), and video (8.1%).
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