AiMCO wraps first live travel event: Influencer marketing’s role in shaping the future of travel

The Australian Influencer Marketing Council (AiMCO) recently held its first ever live travel event with almost 40 talent managers, content creators and AiMCO partners in attendance.

Held at Edelman’s Sydney office, the event explored current and predicted trends in the travel and influencer marketing landscape, along with delivering insights into developing a foolproof travel marketing strategy.

The panel of speakers included Edelman Head of Social and Influencer, Drew Collins, travel influencer and aerial photographer, Gab Scanu, and Klook AU and NZ Influencer Manager, Hannah Chiu.

The event featured in-depth discussions on how creators and brands are working together to rebuild traveller confidence and reignite wanderlust as part of the post-pandemic recovery. One of the key takeaways was the role influencer marketing has played in driving travel’s resurgence and the newfound appreciation it has fuelled for domestic destinations among audiences.

The panel also explored the critical role of influencers in reaching younger audiences, particularly Gen Z, who prioritise authentic, relatable, and values-driven content. Influencers’ ability to build trust through genuine recommendations was highlighted as a cornerstone of their impact, positioning them as key drivers in shaping travel trends.

Case studies of successful campaigns illustrated the power of strategic influencer partnerships, even for brands with limited budgets. Panellists discussed best practice for ensuring campaigns align with brand values, highlighting the importance of cultural sensitivity and sustainability in today’s travel marketing.

The session also underscored the ongoing importance of metrics in influencer partnerships, noting that long sales cycles in travel call for unique ROI measurement approaches distinct from sectors like retail and tech.

AiMCO Managing Director, Patrick Whitnall said: “We were thrilled to see the turnout at our first ever travel marketing event, which showcased not only valuable reflections on how travel content has changed in recent years, but also what we can expect to see coming in this space for travel campaigns. It’s a critical piece of the puzzle for agencies, creators and brand partners navigating the evolving landscape of influencer marketing and leveraging its power to drive meaningful engagement through travel content and campaigns.”