Influencers can open doors to new audiences for HOHO (hop-on, hop-off), boat, or tour and activity providers, turning their social followers into your ticket-buying customers and giving you access to new audiences.
There’s a lot of hype and misconception around influencer marketing, and we hope to clear some of that up here. Probably, the biggest misconception is that you need a massive budget or that you need to work with household names with millions of followers to benefit from the influencer economy. We’ll look at why smaller, niche followings are often more desirable and easier on your marketing budget.
We’ll also cover the finer points of influencer marketing strategy, negotiating rates, and navigating the relationships involved to get the most out of these partnerships.
Why work with influencers?
Influencers bring one thing to the table that is hard to replicate in other forms of marketing: trust. Studies show that 49% of consumers say they rely on influencers for travel recommendations, and 70% of millennial travellers book based on social media images and recommendations. An influencer partnership can introduce your tour to these audiences, with a recommendation coming from someone whose opinion they already trust.
Know your influencer types
It’s not about the number of followers. Anyone with a trusted social following can be considered an “influencer.” For businesses looking to work with influencers, engagement and authority within a given niche or local area are often much more important than follower count. On the other hand, so-called “mega influencers” can deliver more reach than just about any marketing channel. Finding the right one depends on your target audience and goals. Here are three main categories:
Nano-influencers (1,000-10,000 followers): Small but mighty nano-influencers are known for higher engagement rates and local trust. They’re ideal if you’re targeting a specific city, neighbourhood, or niche special-interest group.
Micro-influencers (10,000-100,000 followers): They reach a larger audience while maintaining high engagement. These are the perfect partners to help you reach audiences with a shared interest in hobbies, activities, or food. Micro-influencers can help you maintain authenticity as you grow in popularity.
Influencers to mega-influencers (100,000+ followers): Unlike most nano and micro-influencers, someone with 100,000+ followers is more likely to earn a living from their social media activities and have “influencer” as their job title. Many of them work with agencies that negotiate their rates and partnerships. Mega-influencers are household names with 7-figure followings. These types are best for mass reach and brand exposure. However, they’re pricier and may have a less intimate connection with followers. It’s worth balancing that potential reach against the high costs and potential for hurting your brand through obvious paid promotion (something influencers with smaller followings actually help you avoid).
Define your collaboration goals
Set clear objectives for each collaboration to keep it focused and valuable.
Ask yourself:
- Are you after awareness (more followers, higher visibility)? In that case, the size and reach of the accounts you work with will matter.
- Is the focus on conversions (boosting direct bookings)? If so, it’s all about engagement and niche relevance. In this case, a smaller following with a stronger conversion signal is better than a larger, less engaged following. This can be hard to measure but look for signs that their audience trusts them and has taken action based on their recommendations.
- Do you want user-generated content to be shared across your channels? You’re probably looking for smaller accounts for those excited to produce and share this content. Think of upstart travel vloggers or nano-influencers in your target audience.
Defining your goals helps select the right influencer, structure the content, and measure success.
Crafting the offer – negotiation tips for win-win partnerships
When it’s time to talk compensation, remember that influencers value brands who respect their work. Here’s how to negotiate without breaking the bank:
Product trades: Offer free or discounted experiences in exchange for content. This works especially well with nano and micro-influencers open to in-kind compensation.
Performance-based payment: Offer an affiliate-style commission to influencers interested in a partnership that pays based on results. When done well, performance-based campaigns can yield 15% to 20% ROI for travel brands.
Content rights: Many influencers are happy to license their content, so add value by discussing content rights upfront. If you want to use their photos and videos in marketing, offer a slightly higher fee for those extra rights.
Bundles and packages: For macro-influencers, create value by packaging a series of posts or stories together instead of a one-off post. This allows you to negotiate a better rate while getting sustained exposure.
Set clear guidelines (but leave room for creativity!)
An influencer partnership thrives when the influencers know your expectations and you give them room to connect with their followers in their own style.
Here are a few key things to outline:
Content themes: Are you focusing on a specific attraction, tour experience, or seasonal offer?
Hashtags and mentions: Ensure they tag your official handles and use any specific campaign hashtags.
Posting timeline: Schedule posts around your high seasons or booking times for maximum impact.
Measure the impact
Last but not least, track and measure the impact. Use tools like Google Analytics, Instagram Insights, or UTM codes to understand traffic sources, bookings, and social engagement. According to Social Media Today, nearly 40% of marketers cite ROI tracking as a top influencer challenge, so set up these analytics early to avoid the guessing game.
A few more things to keep in mind
Know your audience: HOHO and activity operators tend to attract millennials and Gen Z, so work with influencers who speak to this audience with high-energy content and immersive visuals.
Leverage video: Visuals are king. Reels, TikToks, and Stories can capture the essence of an experience far better than static images, especially for travel. Video is more stimulating and engaging to audiences, but the algorithm also pushes it farther to new accounts, extending your reach beyond your influencer partners’ immediate following.
Build long-term relationships: Consider repeat partnerships. If an influencer has a successful campaign with you, they’re likely to build trust with their audience over time and convert more followers.
Working with influencers isn’t just about securing a few posts – it’s about creating a partnership that translates into engagement, awareness, and, ultimately, more bookings. With the right approach, you’ll be well on your way to building a win-win strategy for your business and the influencer’s brand.
Are you a hop-on-hop-off bus operators and looking to reach customers on social media; read our tips for successful social media campaigns