Influencer Marketing: read (carefully) the instructions before use

According to Nielsen, in Italy, the spending for influencer marketing, absorbs 33% of digital investments in travel and it is increasing. Yet, advertising experts say it is the most complicated and least profitable channel.

How do Italian destinations and hoteliers use influencer marketing? How do they choose travel influencers? What results do they obtain?

For all those hoteliers who have received an email, at least once in their lifetime, from an (alleged) influencer looking for free accommodation in exchange for coverage on Instagram and have wondered whether to consider this person a freeloader or an opportunity, here is a panel that will help to shed some light on the issue.

Starting from the results of the Travel By People research carried out by Happy Minds that takes a photograph of the condition of influencer marketing in Italian tourism, the panel will help us understand how influencers can be used to talk about and promote experiences and territories.

We speak (also) with two influencers in the travel sector, who will talk about their Italian and international experience, giving some valuable advice on tools and analysis techniques to use in order to choose the most suitable influencer. Among them, Thomas Lotter, a popular travel content creator from the Tik Tok platform, will intervene.