2025 Hotel Influencer Travel Study

Influencers are no longer just inspiring travel—they’re driving bookings. The 2025 Influencer Travel Study by TravelBoom reveals how today’s travelers rely on influencer recommendations more than ever, providing data-backed insights to help hoteliers increase direct bookings and reduce OTA reliance.

Influencers Are Reshaping Travel Decisions — Are You Ready?

28% of travelers book hotels based on influencer recommendations. This trend is shifting how hotels approach marketing, requiring strategic partnerships with the right influencers to maximize revenue. With platforms like YouTube, Facebook, and Instagram leading in travel influence, hotels must craft a multi-platform strategy to reach and engage potential guests. 

By leveraging authentic and data-driven influencer collaborations, independent hotels can build trust, drive direct bookings, and reduce OTA reliance​.
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The Power of Influencers in Travel Marketing

Discover how influencer marketing is transforming traveler decision-making and reshaping hotel marketing strategies. TravelBoom’s latest influencer research uncovers key insights into platform preferences, trust levels, and booking behaviors, providing data-driven strategies for hoteliers. This comprehensive study empowers independent hotels to leverage influencer partnerships effectively, maximize direct bookings, and reduce OTA reliance in an increasingly digital landscape​.

Key Insights from the Report:

  • Influencer Impact on Travel Decisions: 28% of travelers book accommodations based on influencer recommendations, and 37% follow influencer advice during trip planning.
  • YouTube Dominates Travel Influence: 51% of travelers rely on YouTube for travel recommendations, with long-form content proving effective for trust-building and direct bookings.
  • Multi-Platform Strategies Matter: Instagram (45%) and Facebook (47%) play a significant role in travel decisions, making cross-platform engagement essential for brand awareness.
  • Trust & Authenticity Drive Conversions: 57% of YouTube users and 54% of Instagram users trust influencers more than traditional ads, emphasizing the value of credible partnerships.
  • Actionable Strategy: Hotels should prioritize influencer collaborations, particularly on YouTube, leveraging long-form content while maintaining transparency and authenticity to drive direct bookings.

Actionable Takeaways for Hotels:

  • Prioritize influencers who create long-form, in-depth content over short, viral clips.
  • Collaborate with influencers who have high audience engagement, not just big follower counts.
  • Ensure content highlights direct booking benefits instead of driving traffic to OTAs.

Get Ahead of Your Competition

Download the 2025 Influencer Travel Study to discover how influencer recommendations are shaping traveler decisions and driving hotel bookings.

  • Get the latest data on influencer-driven hotel reservations
  • Learn which platforms matter most for travel marketing success
  • Implement actionable strategies to boost direct bookings and maximize revenue
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