Travel brands are shaking up their marketing strategies as the sector attempts to find ways to recover from the COVID-19 pandemic.
"Traditional" advertising and branding methods are being used alongside other tactics to reassure travelers that a product or destination is both safe and the best place for consumers to visit as they venture out once again.
Creators (or influencers) have been used by many travel brands over the years but their role can be seen as more important than ever, given their ability to bring the human touch and authenticity to a service's message.
PhocusWire spoke to Colleen Coulter, director and travel head of industry at Meta, about the rise of creators in the marketing mix for travel brands and they can offer service providers.
The discussion includes recommendations for brands that have never used creators before, as well as how best to establish a relationship and include activity in a wider marketing campaign.
The full interview with PhocusWire's Kevin May is included below...
How creators bring life to travel storytelling and brands