RX Unveils New Report on the Growing Influence of Social Media Creators in Travel – Travel And Tour World

In a time when social media is reshaping global experiences, RX, a leader in the exhibition industry, presents its latest report, The Power of Influence. This comprehensive study explores the significant influence of digital creators on the travel sector, highlighting how influencers are transforming consumer behaviors and travel patterns.

Influencer Marketing Surge: A $24 Billion Industry by 2024

The report draws attention to the explosive growth of the influencer marketing industry, which, as outlined in The State of Influencer Marketing Report 2024, is projected to reach a global value of $24 billion by the end of this year. This marks a staggering rise from $1.7 billion in 2016, emphasizing the essential role influencers play. Notably, 49% of consumers are making purchases based on social media content on a monthly basis, with 86% reporting being influenced by it at least once a year.

Gen Z: Driving the Future of Travel Spending

Gen Z is poised to redefine the future of travel expenditures, with predictions showing they will control a whopping $33 trillion in global income by 2030. In 2024 alone, they have outspent all other generations, averaging $11,766 per traveler. As Stuart Flint, Head of Global Business Solutions for TikTok Europe, points out, 71% of European TikTok users actively seek travel content, and 77% feel motivated to visit destinations discovered on the platform.

RX’s Role in Shaping the Future of Travel Exhibitions

RX’s travel exhibitions, such as World Travel Market (WTM), Arabian Travel Market (ATM), and IBTM, are leading the charge in this digital revolution.

WTM London, held just last week, attracted the largest gathering of global travel media, including an increasing number of influencers and content creators. The highlight of the event’s influencer engagement was the Travel Influencers’ Lunch, which debuted in 2023 and welcomed 145 influencers alongside 45 exhibitors. This gathering provided an exclusive space for collaboration and networking.

Danielle Curtis, Exhibition Director of ATM, emphasized the value of engaging with this influential community. The new ‘Informal Influencer Speed Networking’ event at ATM will be central to this effort, offering a platform for exhibitors to connect with over 50 travel influencers and bloggers.

“This event aims to create an informal yet conducive environment where exhibitors can meet influencers to explore potential collaborations,” said Danielle. “The goal is to foster partnerships that leverage influencers’ reach to enhance brand visibility and engagement for exhibitors.”

Lucy Dyer, Conference Content Manager at IBTM World, noted that the MICE sector is eager to learn more about the impact of influencers and their strategies. The IBTM World platform is positioning itself as a key resource for sharing insights, trends, and best practices from both leisure travel influencers and industry experts.