Top Tips for Sustainable Travel Brands: How Influencer Marketing Can Drive Authentic Impact

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Why Sustainable Travel Needs Storytelling

Today’s travelers aren’t just booking trips; they’re choosing brands that align with their values. They want regenerative, responsible tourism that feels meaningful and authentic. For sustainable travel brands, influencer marketing is no longer just an optional tactic; it’s a powerful way to reach these eco-conscious consumers where they are.

Yulu recently partnered with global leader Intrepid Travel to craft a purpose-driven influencer campaign – #VacationDoneRight – that demonstrated what ethical tourism looks like on the ground. The campaign delivered more than just engagement; it reshaped perceptions of group travel in North America and inspired action.

3 Tips to Make Influencer Marketing Work for Sustainable Tourism Brands

1. Choose Values-Aligned Creators

Not all influencers are created equal, and followers can spot inauthenticity a mile away. For Intrepid Travel, we worked with six trusted creators who already shared their communities’ passion for responsible travel. This made the content feel natural and helped build trust with audiences.

Pro tip: Look for influencers who already practice what your brand preaches, such as highlighting community-based tourism, low-impact adventures, or cultural immersion.

2. Show, Don’t Tell: Authentic Experiences Win

Consumers want to see what sustainability looks like in real life, not in a polished brochure. Our creators traveled to Morocco, Peru, Japan, Spain, Portugal, and Botswana, documenting their honest reflections and showing responsible tourism in action.

Pro tip: Encourage creators to share the behind-the-scenes, the people they meet, and even the challenges – authenticity resonates more than perfection.

3. Tie Creator Content Back to Your Long-Term Story

An influencer campaign should complement your broader brand narrative. For Intrepid, influencer content aligned with their ongoing storytelling around global citizenship, wellness, and community engagement.

Pro tip: Use influencer-generated content to reinforce your brand’s mission across owned channels, PR campaigns, and customer journeys.

Results You Can Measure

For Intrepid Travel, this campaign achieved:

• 324,000+ total impressions
• 420,000+ video views
• 10,000+ direct social engagements
• Confirmed bookings from influencer referrals
• Increased web traffic in key North American markets
• Forbes coverage spotlighting ethical group travel

Work With a Strategic Agency That Gets It

Whether you’re an eco-hotel, regenerative tourism company, or a sustainability-focused tourism board, Yulu can help craft an influencer strategy that:

✔️ Drives qualified traffic
✔️ Builds long-term brand equity
✔️ Converts values-aligned travelers into lifelong advocates

Get in touch! Curious to see how a purpose-led influencer campaign comes to life? Explore the full Intrepid Travel case study here!