Summer 2020 of Travel Influencers: What Will Change

The tourism sector has not escaped the Covid-19 crisis, quite the contrary. Travel influencers have had to reinvent themselves to continue their activity.

The impact of the crisis on travel influencers

The mission of travel influencers is to travel around the world to help their communities discover more or less unusual destinations. This activity has experienced a real boom in recent years, correlated with the craze for a new way of life: “digital nomadism”.

As in the tourism sector, travel influencers have been heavily impacted by the Covid-19 crisis and containment. With closed borders and travel banned, all travel plans had to be stopped.

Many K.O.Ls (Key Opinion Leaders) improvised themselves as “homefluencers” during the containment and published more personal and lifestyle content thanks to the lives format proposed on Instagram for example.

Reflection on the situation, cooking recipes, beauty routine, zero-waste tips… In the end, the travel influencers very quickly managed to maintain the link with their subscribers without taking the plane.

A job to be reinvented in the short term

Even once deconfined, traveling influencers must continue to adapt until all borders reopen.  Gone are the days of paradisiacal beaches or snow-covered landscapes, it is then necessary to evolve one’s business with the current constraints and to renew oneself while preserving one’s identity. Indeed, be careful not to go against your values and to keep your authenticity (key elements to keep your community loyal!).

The K.O.Ls specialists in tourism have therefore started to redirect their activity towards local tourism. More than ever, France will be honored as a flagship destination this summer:

• Atout France, the Tourism Development Agency of France, called upon travel influencers (Bruno Maltor, Léa Camilleri, Elisa Detrez…) to promote French destinations throughout the summer with the dedicated hashtag #CetÉtéJeVisiteLaFrance.

• Le Bon Coin collaborates with a number of French influencers in order to rediscover our regions and to promote its offer of housing available for rent in France.

As mentioned above, lifestyle content is also a way to keep in touch with one’s community during this imposed break period. It is also this type of content that is more sought-after by readers in search of authenticity.

Finally, other influencers such as JetSet Christina also take the opportunity to look back on past trips and share city guides.

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