Follow a few top style bloggers or Instagirl-models, and you'll start to notice the patterns:
Author:Hilary George-ParkinUpdated:Oct 17, 2018Original:Mar 28, 2018I've never been to Bali, but if you needed me to, I could rattle off a full vacation itinerary at a moment's notice: the Ubud jungle swing, the infinity pools at the COMO Shambhala Estate, the treetop villas at Kamandalu. Going to Marrakesh? La Mamounia's lavishly tiled alcoves, the supersaturated colors of Jardin Majorelle and the carpet souk are not to be missed.
The enthusiasm is obvious, but what's less clear is how many of these fans actually follow through. While tools like LiketoKnow.it and Instagram Stories's swipe-up function make it relatively easy to track the fashion and beauty items followers are shopping from influencers' posts — as young shoppers prefer to buy pieces after seeing them worn in context — the process for travel is significantly less straightforward.
Absent such special events, other hospitality groups say they take a mostly qualitative approach to measuring the impact of influencers on their business, though even without hard numbers, they say it's an essential part of marketing to today's travelers.
There's data to back this up, too: According to MMGY Global's 2017 Portrait of American Travelers, more than a third of travelers reported choosing a destination based partially or primarily on social media research, and 58 percent of millennial travelers documented their trips on social themselves. The news may come as a blow to anyone hoping to recreate this past June's #FWRDtravels trip, which flooded millions of feeds with snaps of top-tier influencers lounging on the outrageously luxurious deck of a private villa on the island.
For personal style bloggers, fashion and travel have long gone hand-in-hand, and few understand this better than Sara Escudero of Collage Vintage, whose feed circles the globe a few times over, to the delight of her million-plus followers. For every comment about a bag or a dress, there's another about the backdrop, and Escudero says she constantly gets DMs and emails asking for recommendations from fans who have booked trips to destinations she's posted about.
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