The Australian Influencer Marketing Council (AiMCO) recently held its first live travel event, drawing nearly 40 talent managers, content creators, and AiMCO partners. Hosted at Edelman’s Sydney office, the event explored current and predicted trends in the travel and influencer marketing landscape.

The panel of speakers included Edelman Head of Social and Influencer, Drew Collins, travel influencer and aerial photographer, Gab Scanu, and Klook AU and NZ Influencer Manager, Hannah Chiu. Discussions centred on how creators and brands are working together to rebuild traveller confidence and reignite wanderlust as part of the post-pandemic recovery.

A key takeaway was the role influencer marketing has played in driving travel's resurgence and the newfound appreciation it has fuelled for domestic destinations among audiences. The panel also highlighted the critical role of influencers in reaching younger audiences, particularly Gen Z, who prioritise authentic, relatable, and values-driven content.

"We were thrilled to see the turnout at our first ever travel marketing event, which showcased not only valuable reflections on how travel content has changed in recent years, but also what we can expect to see coming in this space for travel campaigns. It’s a critical piece of the puzzle for agencies, creators and brand partners navigating the evolving landscape of influencer marketing and leveraging its power to drive meaningful engagement through travel content and campaigns." - AiMCO Managing Director, Patrick Whitnall.

The session underscored the ongoing importance of metrics in influencer partnerships, noting that long sales cycles in travel call for unique ROI measurement approaches distinct from sectors like retail and tech.