In an increasingly competitive travel marketplace, driving engagement and bookings with important travel audiences is an enormous challenge for brands. To help supplement the need for high-quality, personalised content at scale, many brands have turned to travellers’ own content on networks like Instagram and Facebook. But what motivates travellers to create and share brand content? What types of experiences excite travellers?
To find out, Olapic recently partnered with Kantar Added Value to analyse 2,000 social travel images. As a result, we uncovered four high-level motivations for traveller content creation.