Why Travel Brands Should Work with a Travel Content Creator in 2026
Working with travel content creators in 2025
If there’s one thing the last few years have taught us, it’s that content is king. And in 2025, the way people discover, research, and book travel experiences has shifted more than ever.
Search engines are no longer limited to Google, in fact, Google is losing traffic. People are now searching on TikTok, Instagram, Pinterest and YouTube. And the brands that are thriving? They’re the ones investing in high-quality content that connects, inspires, and converts.
So, if you’re a hotel, tourism board, or travel brand still wondering whether it’s worth working with a content creator this year, let’s break down why the answer is a resounding yes.
Content Creation in 2025
Let’s be honest: most people don’t click on generic ads anymore. People are rejecting the picture perfect website photography in favour of dynamic, interesting and saveable video content and carousel posts.
They want to be inspired and they want content to be authentic. Consumers want to buy into the brands who have lived the experiences they're selling, so what better than partnering with a travel creator in order to authentically capture their full journey.
They want to picture themselves in your infinity pool, drinking your signature cocktail, or exploring your destination. And that means showing up in the right places with the right type of content.
Working with a content creator gives you access to just that, authentic, engaging visuals and storytelling that makes your audience feel something. It’s no longer about selling. It’s about connecting, and that’s where creators shine.
Why Original Content is a Must
Platforms like Instagram and TikTok now downrank brands that rely heavily on reposted or recycled content, favouring those who share fresh, original posts created specifically for their audience.
This means that simply reposting user content or resharing the same images across platforms is no longer enough. If you want to stay visible and competitive, investing in unique, on-brand content is essential.
It tells your story, builds trust with your audience, and ensures your posts are favoured by the algorithms, helping your brand reach new customers.
Why Content > Paid Spend
It’s tempting to throw money behind a few boosted posts and hope for the best. But unless you have strong, strategic content to begin with, paid spend won’t get you very far.
Great content lasts. It builds trust, improves your organic reach, and can be repurposed over and over again. The reach is unlimited, when you pay for full, exclusive usage of a creator's content, you are able to share it over and over again.
When buying multiple clips as well as fully made reels, you can really build out a content library that will continue to serve you for years to come.
When you invest in content creation, you're building a long-term asset. You can use it on your website, social media, emails, blog posts, digital ads, and print material. A well-thought-out image or 30-second video can have more impact (and shelf life) than an ad that disappears after a few days.
So what do I mean when I say the reach is unlimited? Due to the nature of social media, well thought out, beautiful content that is engaging and saveable, will often go viral. You can reach millions of targeted users without having to pay £1000 in Meta ads that will only reach so far.
The following video was created in partnership with the Montenegro Tourism Board who paid for 30 assets that they could use in across social media and on future campaigns. The content is high quality, inspiring, and showcases an array of diverse experiences on the Montengro Coast.
What Kind of Content Should You Be Investing In?
In 2025, it’s no longer enough to post the odd sunset photo or room shot. Audiences want useful, inspiring content that tells a story and adds value. Here’s what should be on your radar:
Destination Guides & Itineraries
People love to save guides. Whether it's “48 Hours in Puglia” or “Best Hidden Beaches in Koh Kood,” educational and practical content performs incredibly well. These formats are ideal for Instagram carousels, blog posts, Pinterest pins, or downloadable PDFs.
Scroll-Stopping Visuals
High-quality photography and short-form video content are still essentialm think Reels, TikToks, and Stories. You want people to visualise their experience before they’ve even booked.
Reels & Short-Form Video
Video remains the fasted growing content on social media. Travel is visual by nature, and Reels offer a chance to showcase movement, mood, and magic in just 15–30 seconds. Whether it's a hotel room reveal or a day in the life of a destination, video brings your brand to life.
Images for carousels
Whilst many brands have moved away from sharing static images, they are missing out. Carousels are the best way of connecting with your current audience. It also allows the viewer to spend longer pondering over the content, rather than video clips flicking by too fast.
Get ahead of other brands and build out a content library that includes images. Thanks to the ability to add music, static carousels are now showing up in the reels tab. Below is an example of the type of carousel that can take your brand viral.
This carousel on @postcardsbyhannah saw 302,000 views, over 6,000 saves, 18,000 likes and gained my account 800+ followers.
Social Media Is the New Search Engine
If you're not creating content optimised for social discovery, you're already behind. People are using TikTok and Instagram to search for travel inspiration, restaurant recommendations, and hotel reviews before they ever head to Google. The search bar on Instagram is now just as powerful as the one on Chrome.
That means your content needs to be keyword-aware and user-focused. It’s not just about pretty pictures, it’s about being found.
Creators know exactly how to do this, with optimised text on reels, expert captions, and keeping up to date on current search trends.
Why You Need a Content Bank
One of the smartest investments a travel brand can make right now is in a content bank, a library of on-brand, high-quality assets you can dip into again and again.
A good content creator can produce months’ worth of images and video in just a few days, giving you a stockpile of ready-to-post material that saves time and keeps your feed consistent.
Repurposing is key. A single destination video can become an Instagram Reel, a Pinterest pin, a TikTok, a blog embed, and even part of a digital ad. The best-performing brands are already doing this, efficiently and consistently.
The top travel creators in 2025
Postcardsbyhannah - UK based content creator
For 8 years I have been creating original content for brands, and my own Instagram account @postcardsbyhannah.
Based in the UK but travelling all over the world, I focus on vibrant, colourful content from luxury hotels, beautiful destinations, and amazing restaurants and experiences around the world.
Kelseyinlondon - UK based content creator
For years Kelsey has been creating eye-catching, highly engaging content for both her own platform @kelseyinlondon and a range of well-known brands.
Based in London but constantly on the move, Kelsey creates beautiful, saveable content with a strong focus on destination guides, as well as sharing the best places to stay and eat.
Haylsa - Australia based content creator
Hayley and her boyfriend Kyle travel the world capturing some of the most beautiful social travel content. From the lupins in New Zealand to the spirit of summer in Italy, Hayley nails the process of capturing a moment.
Hayley produces the perfect combination of creating content that focuses on a destination whilst adding in human element.
Aureliestory - French content creator
With a huge focus on the Middle East, Aurelie has not only built her own Instagram to impressive numbers, but her content has helped brands do the same.
With a particular focus on beautiful hotels, Aurelie creates some of the highest quality, most inspirational content out there.
culinary.jetsetters - European based content creators
With a strong focus on food and accommodation, Anna & Chris make up the 'culinary.jetsetters duo'. Based between Vienna and Mallorca, the pair create dreamy scenes from Europe and the tropics, focussing on unique places to stay and delicious places to sit down and enjoy a meal!
Saltyluxe - Australian content creator
Sarah from Saltyluxe is one of the best content creators focussing on tropical destinations. Sharing viral-worthy videos from the Maldives, the Cook Islands, and French Polynesia, Sarah focuses on vibrant, often thrill seeking content that showcases a variety of hotels and acitivies from aroun d the world.
Next Steps
If you are looking for a travel content creator to help upscale your brand assets and build out a content library, please don't hesitate to reach out to me for pricing and availability. Alternatively, read more about my content creation services here.
Interesting read on why travel brands should collaborate with content creators in 2025. Loved the point about authentic storytelling—could a service like Ezy Book's airport parking deals benefit from this approach too?