In the same way, ambassador storytelling can encourage us to buy into a travel product, so can the rise of influencers - a buzz word that is dominating the marketing world right now. Bloggers, instagrammers and YouTubers sharing their travel stories worldwide are all contributing to the influencer phenomenon. And it’s claimed it could be most powerful in the travel industry. But why is someone’s Instagram post about a spa in Bali, so influential?
"Social media is about trust," says Nik Hewitt, head of social at digital PR agency Tank. "We trust our friends, family, peers and the influencers who we’ve been following and developed relationships with. So, if we see people have genuine experiences and genuine opinions, we’re much more likely to listen and appreciate what they have to show us than a travel brand which can sometimes appear faceless. This is gold for travel, which is very much a visual experience."