The American Society of Travel Advisors (ASTA) is urging travellers
to look beyond the pretty Instagram pictures of their favourite
influencer before booking their next trip.
“In the age of social media, with wanderlust-inducing Instagram feeds
and YouTube vlogs abound, travellers have more options than ever before
to plan their dream vacations,” ASTA says.
Into this new age of travel marketing, ASTA believes there are now
two choices for organising group trips: Working with a professional
travel advisor or opting to sign up for a group trip hosted by a travel
influencer.
In terms of expertise, service and value, ASTA suggests all is not
equal and a distinction should be made between a travel influencer and
travel advisor.
1. Expertise vs. aspiration
Travel advisors are seasoned experts with training, industry
connections, destination knowledge, and a commitment to fulfilling your
unique preferences. Whereas travel influencers often bring aspirational
content, they may lack professional expertise to know how to handle a
situation when things don’t go according to plan.
2. Personalisation vs. pre-packaged experiences
Travel advisors craft tailor-made itineraries, addressing individual
preferences and ensuring a trip is precisely customised to your desires.
Influencers typically offer pre-packaged trips designed to suit a wider
audience, limiting opportunities for customisation.
3. Reliability vs. popularity
Travel advisors have a reputation built on trust, with accountability
to clients, a code of ethics, and professional standards. Advisors
prioritise travellers' safety and will always remain up to date on the
latest rules and restrictions of a country their client is traveling to.
Influencers may prioritise their personal brand and online presence,
which could impact their dedication to group trip participants or in a
worst-case scenario, compromise the welfare of travellers.
Further, ASTA said a travel advisor offers candid and unbiased
assessments of hotels, resorts, or ships, providing an honest
evaluation, while influencers typically lean towards predominantly
positive reviews, seldom expressing negative opinions.