The 2025 Influencer Travel Study from TravelBoom has revealed a critical insight for hotels: trust and authenticity are the driving forces behind influencer marketing success.
NB: This is an article from Travelboom
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57% of YouTube users and 54% of Instagram users place strong trust in influencer recommendations—significantly more than traditional advertising.
For independent hotels looking to increase direct bookings and reduce OTA reliance, this data presents a major opportunity. Influencer partnerships that focus on authentic, experience-driven content can build credibility and drive real revenue.
Why Do Travelers Trust Influencers Over Traditional Ads?
The hospitality industry has long relied on glossy advertisements and polished website imagery to attract guests. But today’s travelers want more than staged perfection -they want real, unfiltered experiences.
- Influencers provide honest, first-hand experiences. Unlike brand ads, influencers share real-time, unfiltered reviews, making their content feel more genuine.
- Travelers crave relatability. A well-chosen influencer represents their audience, showing what it’s truly like to stay at a hotel.
- Social proof matters. People trust recommendations from those they follow -especially when those influencers have a history of providing value.
YouTube & Instagram: The Most Trusted Platforms for Travel Influence
Our study found that YouTube and Instagram lead the way when it comes to influencer-driven trust and engagement.
YouTube: The King of In-Depth Hotel Reviews
- 57% of travelers trust YouTube influencer recommendations.
- Why? Long-form video content allows influencers to show hotel rooms, amenities, and real experiences in a detailed, authentic way.
- How hotels can leverage this: Partner with YouTube travel influencers for hotel review videos, immersive property tours, and guest experience storytelling.
Instagram: The Visual Trust Builder
- 54% of travelers trust influencer recommendations on Instagram.
- Why? Instagram’s visual storytelling (Reels, Stories, and posts) creates immediate emotional connections.
- How hotels can leverage this: Work with influencers to showcase behind-the-scenes experiences, live Q&A sessions, and day-in-the-life hotel content.
