Show notes
Tourlane is like the personal travel butler of your dreams. They book up to 10% of their revenue through influencer collabs, and Georgia is the mastermind behind the whole strategy.
Georgia & Avery talk about how influencer marketing works at Tourlane, including managing relationships, selection, measurement, and more.
Some nuggets you'll uncover in this episode:
- Why travel influencers aren't the best performers for Tourlane
- The criteria Georgia's team use for influencer selection & how Tourlane use Modash to vet influencers
- How Tourlane came up with those criteria ☝
- Why Georgia avoids automation, and heavily focuses on personal relationships
- How to get buy-in for influencer marketing from the wider team
Highlights & timestamps
- [03:01] A high level overview of how influencer marketing looks & performs at Tourlane
- [03:49] What a typical collab looks like for Tourlane: what is expected of creators?
- [06:44] How Tourlane choose creator partners to give free trips worth $5-10k
- [09:05] The criteria & metrics Georgia's team use in influencer selection
- [10:07] Tourlane's scorecard of weighted criteria to balance quantitative & qualitative factors
- [12:36] Why Georgia avoids automation, and heavily focuses on personal relationships
- [15:11] How Tourlane's team initially figured out who were their best performing collabs
- [17;32] Why travel influencers are NOT the best perfoming collabs for Tourlane
- [22:10] Doubling down on deep personal connections with creators
- [28:24] Negotiating with influencers: how Tourlane managed to pay no $$$ beyond trip costs
- [33:27] The process for receiving & reviewing inbound applications for collabs
- [34:40] How Georgie builds excitement & gets buy-in for influencer marketing at Tourlane
- [39:07] The influencer marketing team structure at Tourlane
- [39:20] How Georgia approached hiring to expand the team for the first time
- [44:10] How team member performance is measured
- [47:15] The performance & success of influencer marketing as a channel for Tourlane
