Travel influencer marketing works because travel decisions start with inspiration – and much of that inspiration now comes from people we follow. In a momondo survey, 41 percent of Swedish travellers said they use social media to get inspiration for their trips, and 38 percent said they always or on most trips share content from the trip on social media. For destinations, hotels and travel brands heading into 2027, the question is not whether to work with creators, but how to do it so that the content leads to bookings.

Why does influencer marketing suit travel?

Travel is an experience you cannot try before you buy. Photos and videos from someone the audience trusts – showing the room, the food, the beach or the city at real speed – lower the risk of choosing wrong. Travel content is also naturally shareable: the same momondo survey shows how many Swedes share their own trips, which means a well-made collaboration can spread far beyond the creator’s own followers.

Nature and experiences are big in Sweden’s influencer landscape too. In Mediemyndigheten’s ranking of the largest Swedish influencers on Instagram, Jonna Jinton – whose content focuses on lifestyle and nature experiences – was in the top three with 1.5 million followers.

Which formats work for travel brands?

• Trip series – a creator or a well-known face documents a whole stay, day by day.

• Hotel and destination guides – short videos with tips that work as saved content for later.

• TV-style travel content – longer formats where personalities explore a place together.

• Events and press trips – inviting creators and journalists to experience a launch or a season opening.

• Ambassadorships – a familiar face associated with a destination or hotel over time.

• Paid amplification – the best travel content run as ads to people planning their next trip.

How do you choose the right profile?

Start with who travels to you. Families, couples, active travellers and city-break guests follow very different profiles. A well-known personality gives reach and trust across ages, while niche travel creators reach people who are already planning. Many campaigns combine both: a familiar face for the big moment, and creators for practical tips that help people book.

What does it look like with Collabri’s talents?

Travel is already part of what several of our talents do. In Marko & Irma upptäcker Europa on TV4, Irma Lehtosalo and Markoolio travel through France, Iceland, Spain and Scotland – the kind of warm, funny travel storytelling that brands can build on. Laila Bagge is the host of the hotels Villa Gutebagge and Lilla Gutebagge in Visby, and knows hospitality from the inside. And through our wider network we work with well-known personalities in Sweden, Norway, Denmark and Finland – useful for destinations that want to reach several Nordic markets.

What rules apply to travel collaborations in Sweden?

A sponsored trip is advertising. Under the Marketing Act, it must be immediately clear that a post is marketing – also when the creator has received the stay, flights or experiences for free rather than a fee. Konsumentverket (the Swedish Consumer Agency) stresses that the company that hires the influencer has the main responsibility for the marketing. Discount codes for bookings must also be labelled.

How do you measure a travel campaign?

Combine reach and engagement with booking data: tracked links or codes per creator, traffic to booking pages, and bookings during and after the campaign. Travel decisions take time, so follow the effect over several weeks – and save the best content for retargeting people who visited but did not book.

What changes for travel influencer marketing in 2027?

Expect more series and longer formats instead of single posts, more content made to be saved and used when planning, and closer links between creator content and booking. Trusted faces will matter even more as people use both social media and AI tools to plan trips – content from people the audience already knows stands out in a sea of generic travel tips.

Key takeaways

• 41 percent of Swedish travellers use social media for travel inspiration, and 38 percent share content from most of their trips.

• Series, guides and TV-style formats work better than single posts for travel brands.

• Sponsored stays and trips must be labelled as advertising, even when no fee is paid.

Frequently asked questions

Do hotels and destinations need celebrities or travel creators?

Often both. A well-known personality creates attention and trust across ages, while travel creators provide practical tips that help people decide and book.

Does a free stay have to be labelled as advertising?

Yes. If the creator gets the stay, flights or experiences as part of a collaboration, the post is marketing and must be clearly labelled.

Can Collabri run travel campaigns in several Nordic countries?

Yes. We work with personalities in Sweden, Norway, Denmark and Finland and can coordinate campaigns across several markets.

Want to inspire Swedish and Nordic travellers with faces they already trust? Contact us at info@collabri.se. You can also browse our talents and client projects.

Read also

• Collabri’s Talent Network: Well-Known Faces Across Sweden, Norway, Denmark and Finland

• Family and Parent Influencers: How Brands Should Work With Them in 2027

• Fashion Influencer Marketing: What Works for Clothing Brands Heading Into 2027

• What Is Influencer Marketing? A Complete Guide for 2027

Sources

• momondo – Från askmoln till AI: Så har de senaste 20 åren format svenskarnas resande (2026): https://www.momondo.se/discover/?p=89328

• Mediemyndigheten – Influencers på den svenska mediemarknaden (2026): https://mediemyndigheten.se/rapporter-och-analyser/influencers-pa-den-svenska-mediemarknaden/

• Konsumentverket – Influencers reklaminlägg – regler för företag: https://www.konsumentverket.se/marknadsratt-foretag/influencers-reklaminlagg-regler-for-foretag/

This article was written with the help of AI and reviewed by Collabri.