Travel influencers: The great, the dangerous and the downright ugly
(CNN) – Amy Seder was not accustomed to slamming the door in her face. His well-known Instagram profile of a lively life led by interesting sites gave him an internet-friendly army that marketers often want to embrace.
But after joining a hotel in Italy soon hoping to be free to switch on TV, he was turned down.
“Blogger infestation. I don’t want to,” came the brief reply.
The so-called pioneers like Seder make money by sharing their experiences around the world on their TV shows and blogs. They receive free, discounted or paid promotions, sales and experiences through their accounts.
Over the past few years we have seen a frequent outbreak of people who seem to be cutting jobs through this process. Many travelers who are now planning their vacation based on what they have seen on film make a helpful suggestion.
But it is a habit that, as Seder found, may have reached out to other hotels and business organizations who are tired of being pressured into doing business.
Fine or disgusting?
One of the main causes of frustration is the recent major headlines about positive and negative behaviors that have revealed a good line between promoting online people and fueling their uncontrollable anger.
Gianluca Casaccia, the owner of the Philippine coast, went on Facebook in April to arrest “translators” who allegedly harassed its establishment and demanded free food, drinks and accommodation.At one point, a Czech family traveling to Bali became angry after they sprayed clean water on the temple and posted pictures of it on Instagram with dozens of followers.
These developments, while not necessarily the most controversial cause of controversy, have shed light on a part of the travel industry that most people are probably unfamiliar with, highlighting some of the underlying issues – look at dreams on Instagram.
They also ask questions about the stability of the relationship between the lobbyists and the travel companies and the lives they contribute to the rapidly changing activities.
Even travel blogs are young and old, they have already evolved into a type of mature and prosperous business, with both parties working hard to protect and market their products.
Those who are part of the industry say that there is a real value to the business, with the interested parties carefully considered.
“If people like and comment on social media, it shows that they are motivated by where they are going,” Keiko Matsuura, a PR specialist at the Japan National Tourism Organization, told CNN Travel.
“We monitor reviews and see where users have written other accounts or indicated where they are going, and indicate that they are also adding to the list of buckets. Someone is important if they have a 3.5% interest rate.”
For some guesthouses, bloggers offer a way to promote things that can be ignored by the traditional approach. Even those with only 40,000 followers can make a difference.
Kimron Corion, communications manager at Grenada’s Tourism Authority, said the agency had “done a great job of liaising with the directors who have revealed some of the benefits we have provided.”
Such a relationship is not cheap either.
Travel or freebies often point to high-end experiences, meaning spending a lot of money on the hotel or tourist organization involved.
One night at the Serenity Club Junior Suite Ocean Front at the Haven Resort in Cancun, Mexico, costs between $ 500 to $ 900 depending on the season. Singapore’s famous Marina Bay Sands can be over $ 720 a night.
This means extra pressure to get an agent to deliver the right information – especially when the goal is to provide an overview of what is being displayed.
“We check every history to see if they are suitable,” said Florencia Grossi, director of the international promotion for Visit Argentina. “We look for content and interesting stories that appeal to fans to live.”
Another problem is the removal of promoters from falsehoods, a process that takes place by manually examining the audience’s responses to the responses that follow their followers. Bloggers are another reason why the market is growing so fast.
“If the comments are empty or inconsistent, it shows the bot,” says Anne Pedersen, head of the French tour of Atout France. “If all the comments come from the same country, they could be fake accounts.”
While some businesses and organizations may turn to directors, many are able to participate in this.
Seder – who started dating after he and his girlfriend Brandon Burkley left work in New York to travel full-time – soon found another Italian spot in which he wanted to join, although he was turned down at the first “blogger” hotel.
Difficulties like this are just one of the jobs that, according to earners, is a much harder job than Instagram kisses you can trust.
The most effective managers spend most of their time working to sharpen their audience and create content – often with a team of dedicated staff.
They also spend a lot of time searching for posts in exchange for Instagram, tweets, YouTube and more.
Records are important – depending on where the audience lives – about $ 1,000 for 100,000 followers. Some tour guides are also paid on a daily basis or at a delivery rate.
Seder makes money by working with paid tour operators with Instagram support and blogs. The addition comes from his expertise and marketing skills.
He also said that co-workers are often difficult because facilitators are often linked to travel journalists who fail to recognize their need to connect with their audience.
“There have been times when I have been forced to get up in the middle of the night to meet my clients because there was no time to do so during the day,” he says.
“The best trips for journalists are those with a lot of events and shooting time, mixing with well-known local locations, as well as arrangements with popular venues before or after hours, to avoid crowds.”
Valeria Hinojosa, a Bolivian private businessman converted by 129,000 Instagram followers, is doing a great job of promoting eco-based marketing sites, for which they pay $ 3,000.
“My goal is to show that every site has a story,” he says. “From the established hotels, the hospitality of the locals, the unique taste and aroma of the food, as well as the connection to the environment.”
Hinojosa says he doesn’t hang on to audience numbers.
“When I get to the lives of my readers through my words, then I have succeeded,” he says. “The flood of love I get from the people who follow me and what I do with it is a good test.”
Dimag Ozgum of San Francisco (539,000 followers) says he monitors his views over and over again and the number of Instagrammers using the hashtag, #VacationWolf.
“When we go to a community and share it, a lot of leaders are attracted to us and go visit there,” he says.
Walter DeMirci, United States country manager at the Qatar National Tourism Council, recognizes the shortcomings in the use of guides, even though his organization still wants to use them.
“While creating beautiful objects is one of the most important things, having a successful partnership also means creating an organic-type ambassador who will share the best with friends and family outside the social media site,” he says.
Alternatively, tourism agencies try to identify the best tourists who can create travel lists where they can encourage travelers to travel.
This is where things can get complicated. Not all of them are curious about what their writings offer to their audience, which leads them to images like what happened at the Bali temple or the explosion like that of the Philippine club owners.
Los Angeles ice cream car owner Joe Nicchi is one who has given up hope and repeatedly asked for help. Earlier this year he announced his intention to pay the promoters twice.
Tourism guides, too, explain what happens when they get angry when the needs are not met.
“One of our supervisors met a protester who said he was ‘paying nothing,’ telling him that his meals would not be covered,” Corion told the Grenada Tourism Authority.
Many high-ranking officials in the Maldives have terminated their advertising programs after receiving numerous requests from fraudsters.
For well-intentioned celebrities like Emilie Ristevski, who has over a million followers on Instagram, the rise of careless “directors” can be frustrating.
“It’s shocking to hear that this is happening, with serious consequences for the industry,” he said. “It’s unfortunate to see self-reliance and unrelated work being a recurring theme for other promoters.”
When directors and tourists seams, the result could be gold advertising. Facilitators bring new ideas to the scene and reach a wider audience.
Qatar’s DeMirci says the facilitators have been instrumental in strengthening the destination.
“With the growing social networking sites related to the planning of the trip, we are helping to strengthen the partnership that allows us to showcase Qatar on a variety of perspectives,” he said.
And, says Ristevski, in the run-up to crowdfunding, where travelers are often accused of harming their visiting destinations, the facilitators can be helpful, especially in promoting unfamiliar areas.
“Improving tourism in remote areas benefits small communities and their livelihoods,” he adds, “as well as helping to address the challenges of photography.”