NICHE NETS

Meaningful travel through authentic recommendations

This article contains elements of our Travel & Hospitality Industry Update, detailing how NICHE NETS manifest within this vertical, why the trend is relevant now, which brands are driving the movement and — of course — your key takeaways.

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Going micro to bridge the trust gap

In the past year, big-time travel influencers have lost their power, giving way to micro-influencers. But with ‘authentic travel’ now commodified beyond recognition, travelers will seek recommendations beyond social media – turning to niche experts, friends and family to find truly meaningful travel opportunities.

This travel take on NICHE NETS is anchored in deeply curated content and social connection, providing an antidote to the growing distrust in KOLs.

Why now?

The pandemic revealed the lifestyle discrepancy between influencers and, well, everyone else. While savvy brands continue to draw upon both macro- and micro-influencers, the overall trajectory is towards friends and family – with 84% of travelers picking destinations due to personal ties, versus just 19% through digital marketing.

But finding distinctive recommendations is getting harder with globalization ushering in an Age of Average – one defined by a universal lifestyle and an aesthetic that transgresses continents. As this airbnb-ification continues to neutralize cultures across the globe, authentic travel experiences become more elusive.

Rather than seek out a facsimile of local culture, the vast majority of consumers want to support and integrate with people on the ground; 77% of those in the US are interested in helping the local community, rising to 96% in India. Against this backdrop, smart brands are becoming mediators rather than advisors; embracing word-of-mouth marketing to facilitate meaningful trips.

Out of Office

Platform curates travel recommendations from people that matter

Out Of Office is a US-based startup that brings together the top travel picks of users’ friends and their favorite influencers to provide highly relevant recommendations. First, users make a profile on the company’s website and follow others with similar tastes and preferences. The program then aggregates a selection of destinations, hotels, restaurants and more that have been recommended by those in their network. The company started building out its platform in Q1 2023, after acquiring USD 3.2 million in funding a year earlier.

Wndr

In-salon machine mixes highly personalized hair treatments

Wndr promises to overhaul the typical travel influencer-sponsorship model by giving creators their own customizable travel booking interfaces. Thanks to Wndr’s tie-ups with over 1,000,000 hotels, influencers can make genuine hotel recommendations within the Wndr platform (not simply sponsored content), earning a 10% commission for every booking made. Throughout the booking process, influencers can add personal touches with tips and insights that enrich and personalize the booking experience. In May 2023, it was reported that the US-based company saw 500% growth in the first six months of 2023, since its 2022 launch.

Little Emperors

Travel aficionados earn commission on their recommendations

Earlier this year, the private members’ luxury hotel app Little Emperors announced an Independent Travel Consultant (ITC) program called MyLER that allows well-connected individuals to leverage their network and establish their own travel business. The initiative means anyone can earn commission from making travel recommendations to friends, family and other personal connections. Those who join the program will be provided with the necessary tools, technology and training to help them manage the entire process, whether they are working from their desk or on the move. The company is based in the UK.

Your key takeaways

With an interface similar to Instagram, Out Of Office catalogs travel recommendations from friends and influencers into one instantly accessible database. Of course, its effectiveness is contingent on widespread adoption. Could you combat growing mistrust of online reviews by allowing people to tap into their closest circle?
81% of US consumers no longer trust influencer recommendations. With creators at the behest of brand partnerships, it’s unsurprising that their suggestions are perceived as dishonest. But Wndr, like Flagship or Ghsthotels, offers a platform that enables influencers to receive a more stable income and stronger connections with followers – no faux endorsements are needed. Can you reignite the power of influencers by helping them to break out of Instagram?
Advancements in generative AI have fueled speculation about the demise of travel consultants. But with inflation-struck consumers looking for value, interest in travel agents is surging: 50% of US consumers are more likely to use a travel agent now than in the past. MyLER promises a new model founded on personal recommendations instead of corporate partnerships. Can you similarly embrace SIDE-HUSTLE HEROES to humanize the booking experience?

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