Let’s be honest: influencers often get a bad rap. From bikini selfies to “I-woke-up-like-this” staycation reels, it’s easy to roll your eyes at their overtly curated content. But here’s the twist – according to impact.com's new travel report Beyond the Booking, influencers might just be travel’s secret marketing weapon.
The report — based on responses from 100 senior marketers across Southeast Asia and 1,200 travellers in Singapore, Australia and China – reveals that influencer marketing is quietly (and effectively) reshaping the way travellers discover, book, and talk about their trips:
1. Influencers drive purchase decisions
Influencer content is influencing bookings across all three surveyed markets:
52% of Chinese travellers said they made a booking in the past year due to an influencer’s recommendation.
27% in Singapore and 14% in Australia reported the same.
More than half of Chinese respondents (51.75%) say they would try a new travel product or service based on influencer content.
This indicates that while effectiveness varies by market, influencers play a significant role in guiding purchasing decisions – particularly in China.
2. Putting a face behind the brand drives trust
Trust is a critical factor in marketing performance – and here, influencers consistently outperform paid media:
63% of Singaporeans, 68% of Australians, and 75% of Chinese consumers said they trust influencer content when planning travel.
In contrast, only 27% of Singaporeans and 18% of Australians trust digital advertising for travel discovery.
These figures reinforce that consumers are more likely to act on content perceived as peer-based or authentic, rather than brand-driven promotions.
3. People look to influencers for travel inspiration
When asked where they get travel ideas and research from, a significant proportion of respondents named social media influencers:
31% in Singapore
44% in Australia
52% in China
Social media influencer content ranked alongside – or just below – comparison sites, OTAs, and loyalty platforms as a discovery source
4. Influencers on commission
Travel brands are shifting away from flat-fee sponsorships to performance-based influencer partnerships (a.k.a. commissions when bookings are made through the influencer):
25% of marketers are prioritising affiliate marketing, citing its CPA-based structure and ability to generate bookings.
11% of marketers said influencer marketing is part of their core strategy – typically tied to measurable outcomes like clicks, conversions, and loyalty signups.
This reflects a broader shift toward ROI-focused models where creators are compensated based on actual business impact.
5. Influencers play a role across the entire funnel
The report also challenges the myth that influencers are only relevant during the brand awareness phase.
For example, a creator might introduce a destination through a video itinerary (discovery), provide a detailed hotel walkthrough (consideration), and link to a booking site offering cashback or loyalty rewards (conversion). This layered presence allows influencers to support multiple brand objectives simultaneously.
Examples from the field:
Virgin Australia saw a 71% increase in revenue by expanding its partner mix to include influencers and affiliate publishers with high traveller engagement
Skyscanner increased bookings by 77% and ROI by 33% after consolidating 12,000 affiliate partners, many of whom were creators, under a single performance platform
6. Influencer ROI driven by social media-savvy markets
The impact of influencer marketing is strongest in markets with high mobile usage and integrated e-commerce behaviours:
In China, where mobile-first discovery dominates, influencer trust and booking conversion are highest.
In Singapore, influencers outperform traditional media as a trusted source among younger and mid-career travellers.
Australian consumers demonstrate more selective trust but still show influencer preference over ads when making travel decisions.
This suggests that cultural and digital behaviour nuances should inform influencer strategies.