Our latest influencer data reveals the Canary Islands as the leading winter sun destination, driven by prominent figures like Emma Jane, Ben Hanlin, and Catherine Tyldesley. The UAE remains a popular choice despite a 31% drop in mentions, while Cyprus has surged to 12th place, boosted by Conde Nast Traveller and influencer Elyshia Hockney’s TikTok. Luxury hotel brands such as Four Seasons, Jumeirah Group, and Shangri-La also made headlines, with Vogue’s post about Four Seasons Tamarindo achieving significant media value. Jenny Tsai of WeArisma emphasizes the impact of influencers on travel trends. Read more here!
Published On: February 23, 2024
Our influencer data and analytics has identified the Canary Islands as the go-to winter destination. Influential sources, Emma Jane, Ben Hanlin, and Catherine Tyldesley, are among those who have made it the most talked about winter sun destination.
Our analysis shows that the UAE and the Caribbean Islands are also popular choices for winter getaways. The UAE maintained its position in second place, despite a 31% decrease in social media mentions compared to last year.
Cyprus has seen a significant rise in popularity, moving up to 12th spot from 22nd last season. Publication, Conde Nast Traveller, highlighted Cyprus’s year-round appeal. While influencer Elyshia Hockney’s TikTok video from her Paphos trip added to Cyprus’s success in this winter’s rankings.
Luxury hotel brands like the Four Seasons, Jumeirah Group, and Shangri-La have been highly talked about. Vogue’s Facebook post about the Four Seasons Tamarindo in Mexico, in December generated a media value of $413,300, placing the brand at the top.
Jenny Tsai, founder and CEO of WeArisma, highlights the influence of celebrities and influencers in driving destination popularity. She notes that recommendations from influential figures have a considerable influence on the popularity of destinations, and the travel sector is leveraging this across different platforms.
Keep informed with the latest trends, reports, and case studies from the world of influencer marketing.
Brands use both paid influencers and unpaid advocates to drive awareness and engagement. While influencers are compensated for their endorsements, true brand advocates promote products out of genuine enthusiasm, making their support more trusted and impactful. Striking the right balance between paid and organic advocacy is key, and tools like WeArisma help brands identify, measure, and optimize both. Understanding how to develop and engage these advocates—whether unpaid champions or strategic partners—can provide a significant advantage.
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