Influencer marketing. Once a playground for hip vloggers and creators with a good camera, it's now an established marketing strategy that no industry can ignore. We're also seeing a huge shift in leisure and travel. While influencers in our industry initially primarily reached a niche audience, they're increasingly moving towards the mainstream. And that's not surprising. Because let's be honest: what lends itself better to inspiring content than travel, amusement parks, zoos, and everything in between?
A few years ago, "influencer marketing in leisure" consisted mainly of a few fanatical YouTubers filming their theme park visits or Instagrammers sharing their vacation snaps. These were true niche creators, often known by a small but loyal community.
Fast forward to now: the same type of creators are winning awards and being nominated for national television awards. Take Niels Kooyman, for example. He started out as one of the pioneers in the social domain of our industry, but earlier this year he managed to achieve a To win 'Best Social Award' and even belonged to the last ten who were in the running for a Televizier ring. He thus demonstrates that our industry is no longer hidden in a corner. Leisure and travel influencers have become mainstream.
New platforms, new niches
Influencer marketing is no longer just about Instagram or YouTube. In recent years, several platforms have emerged that offer ample opportunity for in-depth marketing. Take podcasts, for example.
Podcasts give creators the opportunity to tell stories that go beyond a quick video or a fun photo. They build communities, share knowledge, and forge connections with listeners who often return weekly for a new episode. In the leisure industry, this is reflected in the growth of specific podcasts. Consider:
- D-Tales – the podcast for Disney fans, in which the parks are discussed in great detail.
- ThemeTalk – a broad theme park podcast sharing the latest developments, experiences, and trends from the theme park world. What caught your eye this week in theme parkland?
- Zoo Inside – a podcast focusing on the world of zoos, from animal care to education.
And those are just a few examples. Every subdomain within the leisure sector has its own podcast. Where you used to only be able to reach the hardcore fanatics, you can now choose from countless communities that unite around specific themes.
What does this mean for the industry?
It's no news that influencer marketing is becoming increasingly important in leisure and travel. But the way it's being used is constantly evolving. Here are a few key developments that you, as a brand, destination, or organization, can't afford to ignore:
1. Authenticity is everything
Niche influencers are often seen as creators for true fans. Their community trusts them because they don't speak from an ivory tower but are part of the experience themselves. When an influencer recommends your park or destination, it feels much more credible to their followers than an advertisement.
2. From niche to mass
Because influencers like Niels Kooyman are gaining national recognition, their reach is growing dramatically. What started with a few hundred listeners or viewers has now become a springboard to tens of thousands of fans. The niche remains, but the impact has become far greater.
3. New content formats, new opportunities
Podcasts, Twitch livestreams, TikTok videos, behind-the-scenes Snapchat content, Instagram Reels… the possibilities for collaboration are endless. Where a collaboration used to involve a sponsored blog post or vlog, you can now consider exclusive podcast episodes, live Q&As, or even influencer events at your park or destination.
Influencer marketing is here to stay
Influencer marketing is an indispensable part of leisure and travel. What started as a niche has now become a mainstream marketing channel with significant impact. Creators are winning awards, podcasts are capturing new audiences, and communities are growing faster than ever.
The question is no longer whether you should use influencer marketing within your brand or destination, but rather how. Whether it's a theme park, a holiday resort, a zoo, or a complete travel concept, there's always an influencer who can tell your story to a new target audience in a way that truly resonates with them.
More information: www.redonlinemarketing.nl
Is marketing your area of expertise? Then be sure to check out the Travel Trade Days on January 7th and 8th at the Jaarbeurs Utrecht. Red Online Marketing will also be hosting a large part of the knowledge program.
Wednesday 7 January
10: 30 | Travel trends for 2026 Roy Platje, CEO, Red Online Marketing
11: 30 | The power of influencer marketing Stan Laarhoven, Head Partnerships, Red Online Marketing
12: 30 | SEO or GEO, changing search behavior in 2026 Joyce Dijkstra, Head of SEO, Red Online Marketing
13: 30 | Smarter emailing in the travel industry Elise Menkveld, Teamlead Wander Journeys (part of Red Online Marketing)
14: 30 | The power of PR Amber Moed, CEO, CheckIn PR
Thursday January 8
10: 30 | Travel Trends for 2026 Roy Platje, CEO, Red Online Marketing
11: 30 | Smarter emailing in the travel industry – Elise Menkveld, Team Lead Wander Journeys (part of Red Online Marketing)
12: 30 | Online advertising trends for 2026 Tim Pars, Head of Google Ads, Red Online Marketing
13: 30 | Deployment of AI in online marketing organizations Roy Platje, CEO, Red Online Marketing
14: 30 | SEO or GEO, changing search behavior in 2026 Joyce Dijkstra, Head of SEO, Red Online Marketing
Book your ticket at: register Travel Trade Days