We had the honor of presenting a Creator Panel at STS Connections and wanted to share some key takeaways from our panel of experts.
If there’s one thing we know about today’s travelers, it’s this: they’re scrolling before they’re booking.
From saving Instagram posts to planning full itineraries off TikTok videos, social media has become one of the most influential tools in the travel decision-making process. In fact, Expedia reports that 73% of consumers have booked a trip based on an influencer recommendation, while more than half of Millennial and Gen Z travelers turn to social platforms for inspiration. I recently watched my own daughters plan all our dinners while in Charleston on vacation strictly off of social media recommendations; happy to report all meals were fantastic!
For destinations, that presents a huge opportunity, but only when influencer collaborations are done thoughtfully. At Pineapple PR, we’ve seen how the right creator partnerships can do more than generate beautiful content. When rooted in strategy and authenticity, they can drive real engagement, increase visitation, and build lasting buzz.
Building a Strong Foundation
very successful collaboration starts with a clear strategy. Before reaching out to creators, it’s important to define what you want to achieve, whether that’s building awareness, increasing engagement, or driving attendance to an event.
Having a defined goal shapes everything that follows, from the creators you select to the content they produce. In one campaign centered around a local culinary market in Baton Rouge, the objective was to build buzz through authentic storytelling. With thoughtful planning and the right creator partnership with Jordan Basham of @wheretogeaux225, the campaign generated over 53,000 views and 1,800 likes, and helped grow the event from just a few hundred attendees to more than 10,000 over time.
Just as important as strategy is choosing the right creators. It’s not about finding the biggest audience, but the right one. The best partnerships happen when a creator’s content, audience, and voice align naturally with your destination. Taking time to connect in advance, through pre-trip calls or collaborative planning, helps ensure the experience feels genuine from the start.
Creating Content that Connects
The most effective content results from a balance between guidance and creative freedom when working with creators.
While it is imperative that creators have the flexibility to tell stories in their own voice, a strong creative brief provides essential structure. This might include the campaign’s theme and objective, visual tone, key messaging, partner inclusions, deliverables, and a clear call to action. Think of it as a roadmap that keeps everyone aligned while still allowing for creativity to shine.
Sometimes, the most impactful content comes from the unexpected. When creators are given the space to fully experience a destination, those spontaneous, unplanned moments often the ones that resonate the most with audiences.
Also think outside the parameters of the visit itself. Scheduling coverage pre- and post-trip gives campaigns time to build momentum, rather than relying on a single moment or post. It also allows for more thoughtful storytelling and a more cohesive content rollout.
Driving Results Through Authenticity
At the core of every high-performing campaign is authenticity.
Today’s audiences can quickly tell when content feels forced. What truly connects are real experiences. Create an itinerary that explores local restaurants, discovers your favorite outdoor spaces so that you highlight the people and businesses that make your destination unique. When creators are aligned with the brand and genuinely engaged, their content feels less like an ad and more like a trusted recommendation.
Measuring success also goes beyond surface-level metrics. While views, likes, and comments are important, deeper indicators, like saves, shares, website traffic, and / or event attendance and bookings, tell a more complete story. For example, this collaboration with Alexa Moore of @lilmsawkward and the West Virginia Department of Tourism generated thousands of saves, signaling strong intent and future travel planning among viewers.
Extending the Impact
A creator collaboration doesn’t end when the trip does — in many ways, that’s just the beginning.
Repurposing content across social media, blogs, newsletters, and websites helps extend the life of a campaign and maximize its value. It also ensures your message continues reaching audiences long after the initial posts go live.
As the influencer landscape evolves, trends like short-form video, carousel posts, and itinerary-style content continue to gain traction, alongside emerging tools like AI. But through all of these changes, one thing remains constant: authenticity is what drives connection.
Bringing It All Together
When you combine clear strategy, the right creator partnerships, thoughtful planning, and authentic experiences, the results go far beyond engagement metrics. You create content that inspires people to explore, experience, and ultimately choose your destination.
And that’s when a collaboration truly clicks.