The State of Influencer Marketing in Europe: Travel & Hospitality

A sector ready to scale

Travel & Hospitality is entering a new phase of influencer marketing.

Investment levels are still behind more mature industries, but growth is accelerating fast. Brands are expanding creator programmes, refining their targeting, and starting to think beyond one-off campaigns.

• Over 75% of brands plan to increase budgets
• Creator ecosystems are scaling faster than in any other sector
• Audience-first strategies are becoming the norm

The direction is clear: from experimentation to structured growth.

“Audiences are becoming more discerning… creating content and partnerships that feel real will be more important than ever.”
Partnerships Marketing Manager, UK

What you’ll learn

Get a clear view of where the Travel & Hospitality sector stands, and where it’s heading next:

• How Travel brands compare to leading industries in Europe
• Why creator strategies are rapidly expanding
• What really drives influencer selection today
• Where brands are increasing investment in 2026
• How the sector is evolving from campaigns to long-term strategies

A few key insights

Growth is accelerating

Travel is one of the fastest-growing sectors in influencer marketing, with creator volumes and budgets both on the rise.

Audience matters more than reach

Brands prioritise who creators reach over how big they are, making Travel the most audience-driven sector in the study.

Investment is shifting

Budgets are still moderate, but ambition is high, with a strong focus on scalable formats like UGC and paid amplification.

👉 The full report breaks down what’s driving this shift, and how to act on it.

What Travel brands should do next

Turning growth into performance

Scaling influencer marketing is no longer about doing more, but doing it better.

Leading brands are already:

• Structuring their creator ecosystems
• Using audience data as a strategic lever
• Balancing short-term impact with long-term value
• Investing with clear performance objectives

👉 Want the full checklist and benchmarks? Download the report.