First Choice launches influencer programme to inspire UK travellers

News comes days after Expedia unveil a similar offering

Package holiday operator First Choice has unveiled  its most recent launch of First Choice Insiders, its new approach to influencer marketing.

This programme is a way for the firm to appeal to next-gen travellers, while enabling travellers to ‘shop the look’ from a group of five expert travel influencers. 

Insiders was inspired by the fashion industry, offering personalised travel inspiration and insights that go beyond traditional social-only content.

First Choice Insiders are a diverse group of seasoned travellers and content creators, including travel duo @usntheworld, a couple who have visited over 25 countries, and budget solo traveller @baileyturvey.

These influencers hand pick their own trips, made up of their favourite destinations, detailed itineraries and hidden gems which are then integrated directly into the First Choice site as bookable holidays. 

“With young travellers’ ever growing online life, the traditional linear marketing journey from inspiration to purchase is changing," said Bart Quinton Smith, managing director of First Choice. 

“They’re not as interested in plodding through different channels at each step of the funnel and are much more comfortable in purchasing right there at the inspiration stage, which we’re seeing time and time again with the growing popularity of social mechanics like TikTok shop.”

"So we've reimagined how we approach influencer marketing with First Choice Insiders, by blending authentic travel experiences and social inspiration with a personalised booking journey and curated e-commerce." 

"By connecting our next-gen traveller audience with inspirational and relatable content creators, we’re making it easier to find a holiday that feels truly tailored to people’s interests."

“Whilst we’ve launched the programme with our five First Choice Insiders, we are excited to build out both our network and its applications for travellers even further in the future.”

The news comes just days after Expedia Group announced their influencer programme, Travel Shop, to inspire travellers, where content creators that can be influencers or not, can earn commission.