TravTalk India Online Magazine
If you thought social media influencers and celebrities only reigned the B2C realm, you may have been living under a rock. They are fast spreading their influence even in the B2B world. Today, even the trade is tapping their undeniable power.
Hazel Jain
There is a quiet revolution happening in destination marketing – and it’s powered by micro-influencers. When you work with creators who have 5K–50K truly engaged followers, you tap into tight-knit communities that care about the content they see. Those smaller audiences trust recommendations more, leading to deeper engagement and higher conversion rates for niche destinations. Micro-influencers live like local travellers, uncovering hidden gems and sharing genuine experiences. Their posts don’t feel like ads; they feel like personal invitations.
Of course, big-name influencers come with big-name price tags! But they offer a smarter ROI: lower cost per campaign, more targeted audiences, and content that is highly sharable within specific travel niches. For destinations working with tight budgets, that makes all the difference.
For OA Globe DMC, partnering with micro influencers has transformed how they showcase destinations. Vishal Somaiya, Director & Group CEO, OA Globe DMC, says, “Their authentic voice and niche followings drive meaningful engagement—far beyond traditional campaigns. We have embraced influencer partnerships to bring our destinations to life. We are proud to have renowned dancer and content creator Shakti Mohan as our brand ambassador. We have also collaborated with Curly Tales by Kamiya Jani as well as Krishna Jackie Shroff to spotlight our key regions.”
Agents as influencers
Travel agents, in many ways, are influencers themselves and often drive bookings through their social media and their authentic storytelling. Sheetal Munshaw, Director (India), Atout France, says “The contemporary travel agent has now taken steps in this direction. For France, we have seen agents invited for our workshops/ Fam trips, whether in India or France, actively publish content about their experiences on their social media networks creating awareness about the destination and activities.”
Celebrities endorse
The up-and-coming travel company PickYourTrail has been using social media to its fullest. It often engages with micro-influencers to showcase destinations and experiences they sell, but it recently switched up the game to have the young actor Ishaan Khatter endorse a destination (Singapore) as a great family destination when he took his mother on a holiday on Mother’s Day. Hari Ganapathy, Co-Founder, PickYourTrail, confirms, “Yes, we have collaborated with micro-influencers across sectors like lifestyle, travel and wellness, and we have seen first-hand the power of niche influence in driving awareness and building new reach.”
Alefiya Singh, Founder, IRIS Reps, says, “Micro influencers are like trusted friends in the B2B travel world. For years, we have teamed up with everyone from emerging voices like Kishwer Merchant and Surbhi Jyoti to stars like Neha Dhupia and Bipasha Basu. Their content is not just promotional—it’s personal. They bring to life everything from boutique villa stays to curated travel moments. Just recently, we hosted Vidya Balan for a soulful escape at Meraki, Goa by Tisya Stays and Kishwer Merchant at the beautiful Casa 2565 Villa, also in Goa. The traction and trust these moments generate are invaluable.”
Even GSAs like Aeroprime Group have used influencers. Abhishek Goyal, CEO & Executive Director, Aeroprime Group, shares, “We have already seen the impact of micro-influencers who were on a Fam trip to Vietnam while promoting Vietnam and its subsequent impact on the market. Even travel agents can be considered as ‘influencers’.” But there are some like Gagan Chadha, Owner, Travel2agent Oneworld, who don’t think influencers can be friends of the B2B travel channel. “The influence of macro and micro influencers remains limited in the B2B travel space,” Chada says.
Micro-influencers are playing a growing role in B2B travel marketing. Decision-makers (like corporate travel managers or event planners) trust recommendations from professionals or niche experts more than big advertising campaigns. Micro-influencers offer peer-like credibility. Travel agents are like influencers for their clients — and increasingly so every day. Today’s travel agents, especially those who specialize in corporate or luxury travel, function very much like influencers. They curate experiences based on deep knowledge and insider access, similar to how influencers curate product recommendations. Agents often build long-term trust with clients, which is the same foundation successful influencers rely on. Many now maintain blogs, LinkedIn newsletters, or social media profiles where they share travel tips, destination insights, and booking hacks — all hallmarks of influencer behaviour. Some even partner with specific airlines, resorts, or DMCs and effectively influence client choices towards preferred partners.
Rajesh Kakade, Founder & CEO at Red Planner
Micro-influencers play a key role in B2B travel by building authentic, niche connections that foster trust and drive decision-making. Their influence comes from relatability and deep audience engagement—qualities that align closely with the evolving role of travel agents today. Agents are no longer just service providers; they’ve become trusted advisors and brand ambassadors. Their expertise and personalized approach make them powerful influencers for both current and potential clients. We see this as a major opportunity. By equipping our agents with the right tools and platforms, we’re enabling them to amplify their voice, grow their reach, and strengthen long term relationships.
Santosh Kanchan Country Head – India, Cozmo
Celebrity influencers continue to hold strong sway in the travel and hospitality space, offering good reach and aspirational value. Their association with a hotel, restaurant or destination can create significant buzz, elevate brand image and drive visibility across a broader audience. While micro-influencers have their niche, celebrity endorsements often deliver a more impactful and immediate brand recall. Traditional travel agents continue to play the role of trusted advisors, especially for curated and high-value travel plans. In many ways, they function as influencers too, offering personalised recommendations based on deep client understanding. Both, influencers and travel agents are important in the travel ecosystem and hotels can leverage both channels effectively to drive engagement and bookings.
Pradeep Shetty, Spokesperson, Hotel & Restaurant Association (Western India) – HRAWI
In B2B travel, micro-influencers are gaining traction as effective tools for reaching niche markets. Their strong community trust and focused areas of interest enable brands to engage with target audiences in an authentic manner. Their perceived value places them in decision-making roles, making these micro-influencers crucial for brand exposure, lead capture, and demonstrating industry expertise.
Travel agents act as B2B influencers with significant influence in the hospitality and tourism industry. They are trusted, independent intermediaries for both existing and prospective clients, guiding decisions based on their networks and insights. Through familiarization trips, personal visits, and networking, agents can drive bookings, foster brand loyalty, and generate leads—making them essential partners in business growth.
Sudhir Jena, Corporate Vice President – Lords Hotels & Resorts
Micro-influencers, with their loyal and engaged followers, are increasingly valuable in the travel industry. Their ability to build trust and deliver authentic content often drives better engagement than macro-influencers, who are better suited for B2C than B2B. In the B2B travel space, their niche appeal makes them ideal for creating influence in a more focused manner. Similarly, travel agents who specialise in innovative, tailored experiences act as micro-influencers themselves. With their deep knowledge of destinations, vendor networks, and client preferences, they play a decisive role in shaping travel plans—from destinations and duration to curated itineraries. Their personalised service and expertise not only build client trust but also result in higher satisfaction, demonstrating the enduring value of human influence in travel.
Pankaj Nagpal, Managing Director, Travstarz Global Group
Micro-influencers play a key role in B2B travel today by leveraging trust, personalization, and niche expertise. In this space, influencers include analysts, consultants, and travel professionals who bring credibility and depth, not just visibility. Their recommendations are based on real-world insights, creating meaningful impact. Travel agents similarly influence clients through curated solutions, insider tips, and strong supplier relationships. Their guidance often shapes critical business outcomes—client satisfaction, operational ease, and cost effectiveness. At Sasta Europe, we recognise the value of these influencers and agents in promoting quality experiences. As a leading DMC for Europe, we provide unmatched service, including an exclusive fleet, premium hotel and restaurant tie-ups, and unbeatable pricing—ensuring that both influencers and agents have the tools to deliver excellence.
Akash Chhabra, Director, Sasta Europe – DMC of Europe & UK
Micro-influencers are reshaping B2B travel marketing in India by offering something traditional ads often lack—authenticity. With smaller but highly engaged communities, they create content that feels personal, relatable, and trustworthy. This makes them powerful storytellers for travel brands looking to target specific niches like luxury, adventure, or eco-tourism. Beyond that, they’re also cost-effective—multiple micro-influencer partnerships can deliver stronger ROI than a single macro campaign, especially on platforms like Instagram and YouTube, where travel discovery is increasingly happening.
Interestingly, travel agents today function much like influencers themselves. Their personalised recommendations, destination insights, and curated experiences shape the choices of their clients in meaningful ways. Many now use digital channels to share updates and connect with a broader audience, enhancing both their reach and credibility. As India’s influencer marketing industry nears the $400+ million mark by 2026, this hybrid of traditional expertise and digital influence is becoming a defining force in how B2B travel is marketed and experienced.
Rikant Pittie, CEO and Co-Founder, EaseMyTrip
India continues to expand and enhance its rail, road, and air connectivity across key destinations, making it increasingly seamless for potential travellers to explore multiple cities within a short span, whether for business or leisure. A large and growing segment of these travellers engages in multi-city itineraries, reflecting the evolving nature of travel demand. B2B travel agents play a pivotal role. They act as critical enablers, seamlessly linking cities and experiences, whether orchestrating complex business travel or curating compelling leisure itineraries across diverse locations. In doing so, they become a trusted conduit for the customer. One of the most significant areas where agents add value is in managing intercity transportation, an aspect where hotels traditionally lack both expertise and infrastructure.
At Sarovar, we place the highest importance on our partnerships with the travel agent community. They are not just channel partners; they are powerful influencers in a guest’s decision-making journey. As customer booking behaviours evolve, we are witnessing B2B agents transform as well, modernising their distribution platforms and actively seeking direct integration with the Central Reservation Systems of leading hospitality brands.
Akshay Thusoo, Sr. VP – Commercial, Sarovar Hotels
Micro-influencers play a subtle but powerful role when it comes to B2B travel ecosystem—and travel agents are at the heart of it. Their deep-rooted relationships, niche knowledge, and day-to-day interactions position them as trusted voices rather than just facilitators. Whether they’re guiding a corporate client or customizing a group itinerary, their recommendations are shaped by hands-on experience and credibility. That’s what makes them natural influencers—not through flashy content, but through consistent value. I believe this personal connection is what will define influence in B2B travel going forward.
Rajesh Gupta, Founder, Hi Walk Travels
