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, personalized content at scale, many brands have turned to travelers’ own content on networks like Instagram and Facebook.
But what motivates travelers to create and share brand content? What types of experiences excite travelers? To find out, Olapic recently partnered with Kantar Added Value to analyze 2,000 social travel images. As a result, we uncovered four high-level motivations for traveler content creation.