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How travel influencers have been impacted by Covid-19

How travel influencers have been impacted by Covid-19

April 9, 2020 Posted by Influencer Marketing 0 thoughts on “How travel influencers have been impacted by Covid-19”

Travelling in the midst of Covid-19 is certainly not a good idea, right?

However, when your income depends much on travelling, staying at home has a cost. As the travel and tourism industry have been hit hard by the Covid-19 pandemic, travel influencers are definitely facing a hard time in their career. But to what extent travel influencers have been impacted by the pandemic, and how they are adjusting their strategy to cope with difficults situations, let’s find out now!

How travel influencers have been impacted by Covid-19 

First, let’s take a quick look into the current context. As a global attempt to prevent the Covid-19 from spreading, countries around the world have closed their borders and imposed travel restrictions for foreign tourists. Such action resulted in a record low demand for flying, leading to the temporary suspension and reduction in flights of the global airlines. As travel is now nearly impossible, influencers are struggling to cope with how to move forward in the unprecedented  time

In order to better understand how Covid-19 has impacted travel influencer’s activities on social media, we used our Brands Comparison tool to select the 5 most active Asian airline brands on social media and see how many influencers mentioned these airline brands in their posts amidst the pandemic. Overall, it can be seen that there is a rapid decline in the number of influencers (down 54%) from the week of March 9th, 2020 till the end of March 2020. This decline is predictable as Covid-19 has not started escalating in this region until early March 2020, followed by national lockdown and travel restrictions in many countries. While the general downward trend indicates the negative impact of Covid-19 on travel influencers, the slight upward trend in the week of March 23th may represent influencer’s efforts in adapting their strategy amidst the pandemic.

The number of influencers mentioning airline brands in their posts from December 30th, 2019 to march 30th, 2020

The number of influencers mentioning airline brands in their posts from December 30th, 2019 to march 30th, 2020

 

How travel influencers are adapting their strategy amid Covid-19 crisis

1. Staycation is an ideal alternative

Travel-related content is considered a sensitive topic given the current situation. Recently, local celebrities and influencers are facing backlash over their travel photos amid the Covid-19 as they are criticized for being ‘stubborn’ and irresponsible for their content. While travelling to different countries is not encouraged at the moment, spending the vacation at home could be an alternative.  

“Staycation” refers to a vacation that people spend at their own country (or stay at home) rather than going abroad. While #staycation is not a new term among travellers, it has not gained its popularity until Covid-19 started taking off in March. By shifting the focus from traveling abroad to domestic travel, influencers can now share their travel stories without facing criticism, at the same time, take this chance to promote the local travel industry in their countries. 

 

 

Xem bài viết này trên Instagram

 

let’s not forget that rapunzel was quarantined and met her future husband so let’s think positively here 😝🤪 ⁣⁣ ⁣⁣ in all seriousness, having to ‘social distance’ took a while to get used to but honestly? i think i’m actually starting to enjoy it! our days have been bleeding into nights together and we’ve been figuring out how to make home life fun. ⁣⁣ ⁣⁣ of course, having this amazing view to wake up to and this iconic hotel to call our home this weekend has helped, so thank you @marinabaysands. ⁣⁣ ⁣⁣ i could live in this room with high ceilings forever x ps: i put a swipe up link in my stories for you guys, check for the best staycation deals now! ⁣ ⁣ #thatMBSmoment⁣ #theasiacollective @theasia.collective

Bài viết do J E R I L Y N ♡ M O O N (@jerilynmoon) chia sẻ vào

2. Making the best of their old photos

Since late March 2020, many countries have imposed national shutdown and encouraged their citizens to self-quarantine at home. This means that everyone has to stay indoors, and travel influencers can no longer enjoy their staycation, so what’s next?

Numerous travel influencers, including Lingweiix, Xinlinnn and Yuni, decided to have throwbacks of their old travel photos to keep their Instagram feed active during the period of self-quarantine. Singaporean instagram influencer Yuni also started producing high-quality content that provides travel guidelines and detailed feedback of destinations where she went to. This change in the content strategy has gained her a lot of traffic and compliment from her followers.

 

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While in Singapore now, we all advised to #StayHome most of the time but we all still can go out for essential errands and outdoor exercise with safe distancing measures.. But today they started to close some parks and the beaches 😔 for tighter circuit breaker measures..⁣ What are the rules happening now in your country? Are you still able to go out of home?⁣ •⁣ •⁣ Throwback to the happy time where we still have freedom to travel, it was just 4 months ago.. ⁣ 📍White Temple (Wat Rong Khun)⁣ ⁣ While we all not sure when we can have our freedom to travel again, but let’s keep our spirit up, make use of stay home as bonding time with your loved ones and cherish this moment.. 🥰 ⁣ •⁣ •⁣ •⁣ •⁣ •⁣ #Thailandinsider #ExploreThailand #VisitThailand #Thailandvacation #thailandtravels #amazingthailand #discoveringThailand #WatRongKhun #WhiteTemple #ChiangRai #Thailand #LostInThailand

Bài viết do Yuni | Travel & Lifestyle (@yuniqueyuni) chia sẻ vào


Another strategy to help influencers make the best of their old photos is to mention the brands that were featured in their images. Todayweexplore, a profile used by 2 famous travel & lifestyle Instagram influencers, made a smart move by having a throwback of their Bali trip while promoting the airline brand AirAsia amidst Covid-19 without facing criticism. 


Other travel influencers such as Chloetwl and Alexis also adapt their travel-related content by having a throwback of their previous travel and tagging the cruise and hotel they were staying during that time.

3. Don’t Put All Your Eggs in 1 Basket!

Don’t put all your money and effort into one investment, because you will place yourself at higher risk of losing everything when it fails. 

Influencers may not be investors, but they’re definitely taking it seriously. Recently, we have seen a gradual shift in the content of travel influencers as they started partnering with more brands outside the travel industry. zippyzipeng , one of the popular travel and lifestyle instagram influencers, has recently wowed her followers by posting a glamorous picture of her featuring Huawei Mobile Singapore. Other influencers including Lingweiix and thewinterchee are also widening their product category (cosmetic, fashion brands), and they still received great engagement from their fans.

 

Xem bài viết này trên Instagram

 

Just got my hands on the latest @huaweimobilesg P40 Pro and i can’t wait to shoot more photos with it! The camera system on the P40 Pro is co-engineered with @leica with four lenses which includes a 50MP ultra vision wide angle built with f/1.9 and optical image stabilization, allowing me to capture my shot effortlessly 😄 Pre-order for the Huawei P40 Series is now available with all 3 major telcos, consumer electronic stores and online official stores with Lazada and Shopee. Go check it out now! (Slide right to see my unboxing gif and also some visuals from the phone) How I actually took this photo is basically I sit down on the floor or rather I lie down 😂 and got scolded for being so unglam and then take a photo of her there with the marble floor reflection! You just flip your phone opposite down sticking on the floor & you will get the visual done! #visionaryphotography #huaweip40pro #capturedonhuawei #huaweisg #visitsingapore #visitsingapore #beautifulmatters #voyaged #9gag #singapore #beautifulmatters #whatissingapore #beautifulhotel #jewelsingapore #新加坡 🇸🇬 #femaletravelbloggers #beautifuldestinations #wonderfulplaces #girlswhotravel #shetravels #globetrotter #convid19 #phonephotography.

Bài viết do 子鵬 lee (@zippyzipeng) chia sẻ vào

 

Producing the right content is always the key to social media engagement. While the Covid-19 pandemic has been creating a negative impact on the travel industry in general, travel influencers could consider this challenge as an opportunity to be flexible with their content strategy or capture social media’s attention by being creative with their posts.

All examples mentioned in this blog are obtained by using Affable’s Content Discovery tool.