Influencer marketing is a relatively new and growing trend that the travel industry has tapped into. According to Facebook, more than 60 percent of U.S. travelers use platforms like Facebook and Instagram to get inspired about where to go and what to do when they get there—and influencers on those platforms play a role in that inspiration. But it’s not without controversy.
This year, Canada’s Ad Standards released updated guidelines on using influencers, while the Australian government banned them for government agencies all together. The U.S. Federal Trade Commission is also watching influencer marketing and cracking down on undisclosed ads. Coupled with data that finds that 32% of U.S. Millennials are indifferent about buying an influencer endorsed product, brands find it difficult to see—and measure—success in influencer marketing. (Skift, 9.17.18)