Guest Post: The reinvention of the influencer trip

Brands are no longer seeing results, but there's more to it than just showing up explains Nick Seymour, co-founder of Komodo. It now involves gamification and personalisation

The traditional influencer trip is no longer delivering the returns travel brands expect. Airlines, resorts, and tourist boards have long relied on sending influencers to picturesque locations, but audiences are growing more sceptical - brands are now facing diminishing returns with this kind of one-size-fits-all approach.

Consumers are more discerning, influencer fatigue is real, and authenticity is under scrutiny. More than half of social media users now doubt influencers’ recommendations, suspecting financial motives over genuine endorsements. The result? Travellers are demanding more. Brands, therefore, need to rethink how they engage travellers in a way that feels fresh, authentic, and compelling.

Transforming destination marketing with gamification and storytelling

Destination marketing must move beyond passive sponsorships to create immersive, high-value experiences that resonate with both influencers and their audiences. 

One powerful approach is gamification - turning influencer trips into interactive, participatory experiences that tap into the excitement of reality TV. By integrating elimination-style challenges, competitive elements, and real-time audience participation, brands can transform travel marketing into entertainment itself.

This strategy doesn’t just engage viewers - it builds anticipation and encourages participation. Instead of being passive spectators, audiences become invested in the content, reacting, voting, and even influencing outcomes. It’s the same psychological pull that makes reality TV so compelling, applied to tourism marketing in a way that is organic and engaging.

Platforms like TikTok are perfect for this shift. And the numbers speak for themselves: 71% of European TikTok users actively search for travel content, and 77% make travel-related purchases after discovering destinations on the platform. Travel brands that embrace this behaviour can create influencer campaigns that feel like must-watch content rather than traditional advertising.

Also by running influencer-driven campaigns on dedicated social channels  (ie the influencers that are involved in the campaign) rather than tourism board accounts, brands can bypass the limitations of traditional marketing while gathering precise engagement and conversion metrics. It allows campaigns to live and breathe on the platforms where audiences are most engaged, fostering real-time interaction and deeper consumer connection.

Moving beyond the perfect instagram shot

The days of meticulously curated feeds and overly polished endorsements are also fading. Travellers crave authenticity, transparency, and content that feels spontaneous and relatable. This means shifting toward more behind-the-scenes, unfiltered storytelling. Instead of just showcasing a place, influencer trips should make audiences feel like they are part of the journey.

This shift reflects a broader trend across social media in that audiences are no longer drawn to perfection but to personality. The most successful influencer marketing campaigns are those that allow real emotions and experiences to shine through. Whether it’s an influencer struggling through a hiking trail, trying unfamiliar street food, or reacting genuinely to a breathtaking view, these moments create the kind of storytelling that resonates.

Personalisation is also key. By tailoring experiences to the specific interests and values of each influencer, brands can ensure content feels organic and compelling. When influencers are genuinely excited about a destination, their audiences are far more likely to trust and engage with their recommendations.

The future of influencer trips: Community, connection, and conversion

The reinvention of the influencer trip is about more than just adapting to changing consumer preferences but rather creating meaningful experiences that drive tangible results. Travel brands must embrace gamification, personalisation, and multi-channel strategies to stay relevant.

It’s also about shifting the focus from individual influencers to communities. Niche travel groups, adventure seekers, and culture-focused travellers are driving new kinds of engagement, where recommendations are made within trusted networks rather than broad, one-size-fits-all campaigns. Brands that can tap into these communities - whether through micro-influencers, content creators, or interactive digital experiences - will be the ones that truly connect with future travellers.

By making influencer trips interactive, engaging, and community-driven, brands can transform them from passive endorsements into powerful marketing engines that capture attention, foster trust, and ultimately drive bookings. 

The future of destination marketing isn’t just about showcasing a place - it’s about bringing audiences along for the adventure.