If you’ve ever given a travel influencer a free seat and ended up with a reel that shows your tour for three seconds and the creator’s oat milk latte for thirty, you’re not alone. Influencers can be brilliant partners for tour operators, but only when everyone is clear about the plan.
This is the follow-up to our guide on how influencers make money. Now we’re looking at the conversations every marketing manager should have before filming starts. A little clarity goes a long way, and it saves you from the dreaded “sorry, I didn’t realise you wanted that”.
And honestly… most creators wish operators would have these conversations too.
Start with the purpose of the video
Creators will default to their normal style unless you tell them what you need. Before the collaboration, ask:
- What is the goal? Awareness, bookings, or evergreen video content?
- What type of video are they planning? Vlog, reel, story, or montage?
- Who is the audience? Visitors, locals, families, or solo travellers?
If you don’t talk about this, you might be expecting a sales-led reel while they’re planning an aesthetic shot of raindrops on the window.
Agree the story
Travel videos perform best when they follow a simple journey. People want to feel the experience, not watch random clips.
Strong story angles include:
- A day out in Glasgow
- 24 hours in the city
- A weather-proof day out
- Hidden gems you’d never find on your own
- Three tours that are actually worth it
- I tried this tour so you don’t have to
- A perfect morning by the water
Give the creator freedom, but let them know the emotional tone you’re after.
Talk about the shots you need
Creators film what they find visually interesting. That doesn’t always include the key things that help sell your experience.
Ask (nicely) for:
- A few wide, clear shots
- Your guide is interacting with guests
- A moment that shows your USP
- A couple of clips in landscape and portrait
- Something you can reuse on your own channels
This isn’t controlling. It’s helping them understand what will be helpful to you.
Clarify rights and usage
This matters more than people realise.
Cover:
- Can you reuse their content on your own channels?
- For how long?
- Do you need to credit them?
- Can you use it in ads or just organic posts?
- Are you allowed to edit clips?
Getting permission afterwards is awkward, so always sort it upfront.
Agree on what happens on the day
Most filming stress comes from tiny things nobody mentions.
Talk about:
- Arrival time and check-in
- Where filming is allowed
- Whether they can film other passengers
- If they should capture the ticketing or boarding process
- Any staff they can speak to
- Any moments you’d love them to highlight
Small expectations = smooth day.
Set tagging and link expectations
Influencers sometimes forget to tag the operator or use the right link, which means you lose the chance to track results. Tell them:
- Your correct name
- Your correct @handle
- Your booking link
- Any tracking link or code
- Any call to action you’d prefer
This also stops them from tagging your competitors by mistake (it happens more than you’d think).
These formats tend to land consistently with travel audiences:
A day out in Glasgow
Simple, structured storytelling. Works beautifully for tours that fit into a wider day.
Why this tour surprised me
Honest reactions feel natural and persuasive.
POV clips
Boarding, walking, sailing. Easy to film and very watchable.
Before and after
“Here’s how stressed I was… here’s how relaxed I felt on the water.”
The transformation is the hook.
Top things to do this weekend
Tours slot naturally into these round-ups.
Weather-proof ideas
Perfect for the UK market.
Meet the guide
People trust people.
I tried the most popular tour in Glasgow
Strong social proof, light humour, and high watchability.
Keep it simple
You’re not trying to direct their film. You’re building a shared plan so both sides walk away with something valuable.
Creators want guidance.
You want content that helps people book.
Your audience wants to see a real, enjoyable day out.
Get those three aligned, and influencer work becomes far less chaotic and far more effective.