The trend: Travel marketing has risen solidly in 2022 after taking a nosedive during the pandemic, a factor that is helping to lift influencer marketing.
A resilient sector: Though many recession-wary marketers are curbing their marketing spending, our forecast suggests those cuts don’t necessarily extend to influencer partnerships. US influencer marketing spending will come to roughly $5 billion in 2022, up $850 million from our previous forecast and over $1 billion more than was spent in 2021.
Travel influencers were the No. 4 most popular type of creator worldwide, with 11% of adults saying they followed them in a 2021 YouGov study. That was behind only food (16%), celebrity (12%), and health (12%) creators and on par with fashion, beauty, music, and lifestyle creators.
Go further: Read more about the factors that are driving influencer marketing spending in our report, Influencer Marketing 2022.