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The 8 Most Trusted Travel Brands In The U.S.

With that in mind, for the first time, Newsweek, in collaboration with market research partner Statista (a Germany-based research company. They’ve been around since 2007), ranked America’s Most Trusted Companies in 22 industries:

Aerospace & defense
Appliances & electronics
Automotive & components
Construction
Consulting & professional services
Consumer goods
Energy & utilities
Financial services
Food & beverage
Health care & life sciences
Machines & industrial equipment
Materials & chemicals
Media & entertainment
Real estate & housing
Software & telecommunications
Technology hardware
Textiles, clothing & luxury goods
Transport, logistics & packaging
Travel, dining & leisure

Here’s how they came up with their rankings:

We looked at publicly traded U.S. corporations in 22 industries with $500 million or more in annual revenues and then surveyed 50,000 U.S. residents. Respondents were asked about companies they knew well and were, asked among other things, if they believed individual companies treated their customers fairly, treated their employees fairly and would be good long-term investments. The result is a list of 400 companies Americans trust the most, ranked by industry. We’ve also noted the state where each is based.

Of course, with such a broad topic such as “travel, dining and leisure,” not all of the 17 “winners” were actually in the travel business – some were restaurants, and non-travel entities such as movie theater chains and gaming were in the mix.

Here’s the list:

17. Wynn Resorts 16. Bluegreen Vacations (timeshare) 15. Texas Roadhouse (restaurant brand) 14. AMC entertainment (movie theater) 13. Penn National Gaming (gaming) 12. TravelCenters of America (truck stop) 11. Choice Hotels International 10. The Cheesecake Factory (restaurant brand) 9. Hyatt Hotels 8. Regis Corporation (hair salon) 7. Brinker International (restaurant conglomerate) 6. Caesars Entertainment 5. Hilton Worldwide 4. Bloomin’ Brands (restaurant conglomerate) 3. Starbucks (restaurant brand) 2. Liberty Tripadvisor 1. Marriott International

So of the top 17, the ones that were actually “travel” were 4 hotel chains, 2 casino chains, an online travel agency and a timeshare.

Our take on this

Frankly, I think they did a disservice to every single category by making them too broad. For example, travel, dining & leisure could easily have been 3 separate categories. And how did a HAIR SALON get included in the mix??? Getting your hair cut is a leisure activity? No, it’s grooming.

And wait…airlines are listed under transport? (by the way, of the 22 winners in that category, Alaska Air was #11, Delta Air Lines was #19, and #22 was…FRONTIER AIRLINES?!?!?! For being trustworthy? Have they not ever heard of the I Hate Frontier Airlines group on Facebook?) Not travel?

Also, although some of the categories would be ones that almost everyone would know, how many people of their random sample would be familiar enough with, say, construction, consulting & professional services, or aerospace & defense, to vote on them? Would anyone outside the state of Texas know about Magnolia Oil & Gas? And really, how many people in the U.S. are going to have a working knowledge of Century Aluminum, American Tower, or Unifi? How equitable is it when you have those brands getting how many fewer votes than, say, Starbucks, because only niche groups of people would be familiar with them?

I was already skeptical when they referred to their ranking as the “first annual.” There’s no such thing as “first annual” – it can’t be an annual event until it’s already happened at least one other time. “First ever?” Yes. “Inaugural?” Absolutely. “First annual?” Nope.

Well, it is what it is. But I take this one with a grain of salt.

Click here to see their full rankings.

Feature Photo: Public Domain

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The only thing “trusted” about Marriott is that they will screw you. That’s why “Bonvoyed again!” is an all purpose verb these days…..

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7 marketing examples of great travel and tour brands

Odds are there’s more than one tour company competing for your customers’ attention — superior travel branding is a way to win them over.

Every tourism business knows there’s power in branding. As a tour operator, everything from the colors and fonts you use on your website to the way you conduct your tours becomes a part of your brand.

Good branding gives your travel company a personality and makes it easier for you to establish a relationship with your guests.

In this post, we’ll discuss seven travel companies that are pros at branding, plus tips on how you can use your brand to grow your business .

7 ways to grow your travel business through branding

A travel brand is made up of a series of components: company name , logo, website, mission statement, tone of voice, color scheme, etc. When these components are in sync, they make it easier for your customers to identify and connect with your tourism business.

When you solidify your brand, it becomes easier to create a cohesive marketing strategy. Your brand identity should be present in all marketing campaigns; in turn, you’ll see better conversion rates across your channels.

We’ll share key learnings from how seven major players in the travel industry leveraged the power of branding to exponentially grow their business.

1. Keep your travel branding consistent like Airbnb

Airbnb is a brand that positions itself as more than just an accommodation option.

It doesn’t aim to compete with your typical luxury hotel; it instead appeals to the culturally curious by promising them a more authentic experience. And the company enforces this brand image across all of its platforms.

The service itself gives people a chance to stay with locals in their homes. Every additional feature the company offers, such as guidebooks and tours, is also led by locals. On Instagram, the company shares photos of unique properties and always ties them back to the host.

The brand consistently promotes the company’s overarching philosophy that interacting with the people who live in a place leads to authentic travel experiences.

What can tour operators learn from Airbnb?

Like Airbnb, tour operators should also ensure their brand image is equally represented across their online marketing platforms. As you’re building your website , remember that the brand you’re selling online should match the feel and voice seen on other platforms, such as your social media accounts.

Think of every customer interaction as a chance to introduce them to your company values and what makes your brand special.

2. Create a powerful logo like New York City

New York City gained its “I Love NY” logo in the 1970s when the city was deemed unsafe and unattractive for tourists. The new logo became the face of a big marketing campaign to bring visitors back to the city.

Today, we know that NYC’s logo is one of the most recognized around the world. You see it on souvenir T-shirts and mugs sold in and outside the city. It’s an iconic symbol that will forever be associated with the positives of traveling there.

This is all to say that a recognizable logo can attract new customers.

What can tour operators learn from NYC?

Aesthetics play a key role in branding. You want customers not only to remember your name but also to recognize your logo.

An effective logo helps make your tour company easy to spot both on and offline. It’s a way for guests to instantly recognize your company no matter what platform they’re on.

3. Engage users through storytelling like National Geographic

National Geographic has built an outstanding outdoor exploration brand through professional photography and storytelling. More significantly, the media company found a way to differentiate itself from other travel accounts on Instagram specifically — because, let’s face it, there are loads of them.

Instead of just identifying a photo’s location, Nat Geo Travel often features the photographer’s first-hand experience or a traveler reminiscing on that moment in the captions.

It’s a strategy that makes the massive account of nearly 43 million followers feel more personable. The captions show that there are real people behind the photos, making it easier for people to connect with them.

What can tour operators learn from Nat Geo Travel?

Social media is a great place to play around with storytelling.

You can share user-generated content and guest’s firsthand experiences in your captions or even share behind-the-scenes aspects of running a local tour business. The more personable your brand is, the easier it is for your guests to relate to it.

Keep this in mind when you’re writing your tour descriptions , too. Use descriptive language to paint a scene for your guests — whether it’s the aroma of sizzling garlic during a cooking class or the crystal clear water during a snorkeling tour.

4. Learn from Expedia’s user experience

Expedia is a trusted travel brand because it takes the hassle out of booking a trip. People can book hotels, flights, and car rentals on one single platform, which then stores all the information for them.

Expedia’s brand is based on the idea that a stressful process can be simplified. The company upholds this ethos throughout its website, using eye-catching images and social proof in the form of guest reviews to assist guests in their research process.

The brand wants to be seen as a trusted travel partner for post-pandemic travelers, or “a brand that is there for travelers from start to finish,” company exec Shiv Singh recently said .

What can tour operators learn from Expedia?

User experience is just as much part of your brand as your logo. Think about the process of booking tours on your website and whether that matches your brand identity. Is it seamless? Is it intuitive? Is it easy for guests to communicate with you? How is the process impacting your brand identity? After answering these questions, you can start brainstorming ways to optimize your site to drive more bookings .

5. Stay true to your brand like Southwest Air Lines.

Southwest Air Lines has successfully built a cult brand that counts on a band of loyal flyers across the U.S. The airline is known for exceptional customer service, kind flight attendants, and quirky characteristics like colorful airplanes and no assigned seating.

Much of the brand’s identity can be credited to its company culture. Southwest prides itself in putting its employees and customers first, and much of its brand messaging focuses on those values.

Most importantly, the airline delivers. The company tries to reinforce its brand with every interaction. What makes Southwest such a successful brand is that its advertising and marketing are all true.

What can tour operators learn from Southwest?

Southwest is an example of how company culture can influence a brand image. If your company has a fun and engaging brand, make sure to hire tour guides that promote that image. The airline stays true to its values and principles, and tour operators should do the same.

6. Build a reputation like Tripadvisor

The Tripadvisor brand has become synonymous with travel research. The company is seen as a reliable source of travel information because it has curated a massive database of user-generated content, specifically reviews.

The brand is widely recognized as a barometer for quality, so much so that tour operators around the world ask guests to rate their experiences on Tripadvisor.

Tripadvisor rewards brands for getting reviews in competitions like “Travelers’ Choice,” which highlights top-rated destinations, hotels, restaurants, experiences, and more.

What can tour operators learn from Tripadvisor?

Leverage user-generated content to promote your reputation and build a brand that consumers trust. You can do so by displaying testimonials on your website, asking guests to review your experiences, and growing your social media following.

7. Appeal to your niche audience like World Nomads

If you looked at the World Nomads Instagram page, you probably wouldn’t guess it belongs to a travel insurance company.

Travel insurance isn’t necessarily the most exciting industry, but World Nomads has spun a lively and engaging brand online. It bills itself as not just a “travel insurer,” but an “adventurous lifestyle brand.”

Rather than appealing to everyone, the brand directly targets an audience it knows will use its services: adventure travelers . It promotes this brand identity on Instagram by sharing photos of scenic landscapes around the world, and on its website, where there’s an entire section dedicated to adventure travel stories.

The company even has a scholarship program for aspiring travel photographers, filmmakers, and writers to further connect with its audience.

What can tour operators learn from World Nomads?

Tour operators can create engaging travel content on their websites and social accounts to appeal to their target audience. Rather than creating a brand that appeals to just anyone, you can focus on a content plan that specifically speaks to your ideal guest.

You should also consider what channels your target audience is using to reach you. If your niche is millennial adventure travelers, they’re more than likely booking travel on their phones. In that case, it’s especially important that your website be optimized for mobile .

The key takeaway? You don’t have to be a massive company to develop a good travel brand, but it sure helps to learn from them.

Feel free to refer back to this post for pro-level travel branding techniques as you work on nailing down your own.

Writer Carla Vianna

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The Complete Guide to Branding for Travel and Tourism

By Kyla Steeves

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Your tours and activities shouldn’t be the only unforgettable thing. Guests should remember your tour name , too. That’s where the importance of branding comes into play.

As a marketing tactic, branding personifies your tourism business. It gives you a voice, looks, personality, and values — which makes you more relatable to your guests and other travelers. Ultimately, a well-defined brand helps you appeal to the right audience, as well as leave a lasting impression.

If you want to create a brand identity or tweak your current one, this article is just for you. We outline what you need to know about positioning and differentiating your business — which includes:

The importance of a tourism branding strategy

How to create a memorable travel brand.

15 travel branding ideas

So let’s get started:

Frequently, tour and activity operators lose sight of their brand when they rely heavily on Online Travel Agents (OTAs) for bookings. Although these channels help to expand your reach, they don’t necessarily do your brand justice. That’s because you’re just another listing on their site — meaning you get absorbed into their brand identity instead.

Think of it this way. A traveler who books your tours and activities on Tripadvisor encounters the Tripadvisor brand throughout the booking journey — not yours. Consequently, they don’t get much of a chance to become familiar with your business. When it comes to referrals or repeat bookings, they’ll remember Tripadvisor, but will have a harder time recalling your name.

Although this may seem like it isn’t a huge deal — since you can give a glimpse of your brand in-person — it’s not a long-term solution. While listing on OTAs is still a great marketing strategy, it’s important to build your brand outside of these sites. And here are four main reasons why:

1. Branding gets more bookings

When your tour and activity company looks polished and legitimate, guests will be more likely to book with you. That’s because professional translates to trustworthy. With a unique brand voice and beautiful brand design, you’ll make your business stand out as the best option for a safe and unforgettable experience.

2. Branding improves recognition

Without a doubt, your brand is the face of your business. Guests won’t just remember your name, but your logo as well. So whenever they interact with you — whether it’s browsing your website, reading your emails, or seeing your Facebook ads — they’ll be able to recognize your business instantly.

3. Branding makes you memorable

Many think of branding as a logo and a slogan. But it’s so much more than that. From start to finish, a brand is a visual, emotional, and tangible experience that you create for your guests. When you get this right, guests will remember for a long time — not just a couple of weeks after the tour or activity. And those that think of you will be loyal to you.

4. Branding increases your value

Brand equity is the value of your brand name. Having a well-known brand name will help establish your company as a leader in your niche and give your business a boost for further expansion — like opening up a tour office in another location. Since brand equity is all about brand recognition, you can increase your value by building a stronger brand and delivering consistent exposure — which brings us to the next section

If you’re starting your own tour company and haven’t defined your brand yet, make this a priority. Early branding will provide your team with direction, and help customers grasp what your tourism business is all about.

Even if you’re well-established, it’s never too late to fine-tune your brand. Instead of targeting a huge customer base, try thinking of fresh business ideas in tourism and hospitality, and narrowing your focus on a particular niche. Why? Because it can give you a competitive edge and improve your online visibility.

So follow these steps to build a better brand identity:

1. Craft your brand story

Every business has a backstory. There’s always a reason why a company comes to be. Sometimes, it sparks out of an opportunity, but more often than not, a tourism business starts from passion — passion for adventure , the destination, or the community.

Knowing why you started will help to uncover your brand values — which are the building blocks of a compelling brand story. By writing them out and sharing publicly, you’ll have principles to guide your business decisions, as well as a reference point to build trust and credibility.

To dig deeper into your company’s purpose, ask yourself the following questions:

How did you start your tour and activity business?
Where’d you get the idea? What inspired you?
How is your company different from your competitors?
What does your tour and activity business strive to do?
What makes your team outstanding?

Work these answers into your brand story to tell who you are as an operator and what sets you apart. Keep in mind that it doesn’t have to be lengthy — brief is best. Nor does it have to be perfect; authenticity goes a long way.

2. Identify your target audience

It’s easier to match your brand to your target audience than the other way around. Depending on your offerings, you might already appeal to a particular group of people — different types of travelers like different types of travel experiences. So branding before knowing your target audience could lead to something that doesn’t make any sense.

For example, let’s say you run a craft beer bike tour. It’s safe to assume eco-friendly, locavore millennials will want to try this experience. But if you build a brand that speaks more to DIY, suburban mothers, there’s going to be a disconnect, and you’ll have a much harder time reaching those initially interested.

Who’s most likely to book your tours and activities then? Where are they from, how old are they, what’s their lifestyle, interests, and personality? These are just a few examples of demographic, physiographic, and geographic attributes you should consider.

Use this information to create a brand identity that your target audience will strongly identify with. You can also use it to gain insight into their communication style, preferred method of booking, and where they hang out online. All of which can help you with your marketing efforts.

Asian woman tourist in white dress standing in front of the monument carved out of rock at Petra, Jordan

3. Align with your destination brand

What’s a destination brand? It’s a shared vision that aims to generate visitor interest by promising a unique travel experience based on everything a place offers. Usually, a Destination Marketing Organization (DMO) builds the destination brand and provides direction for local businesses to follow suit.

Take Ireland as an example. Most travelers visit the Emerald Isle for the pub culture, castle hopping, and traditional folklore. So Tourism Ireland promotes it as a destination to “fill your heart.” This brand position makes new visitors believe they’ll have heart-warming moments while also giving tour and activity operators insight into what they want out of their trip.

That’s why it’s a good idea to find a role within your destination brand. Visitors arrive with preset expectations thanks to it, and naturally, book things to do that match. If you deliver on what they’re looking for, they’ll have a positive and memorable experience — which impacts their perception of the destination, as well as your business.

Of course, this doesn’t mean you have to copy and paste the destination brand. You can still express your brand identity while playing a part in the overarching destination story. It just comes down to making a connection between the two. Like with the above example, a bus tour company might make its brand more enchanting to go along with that of Tourism Ireland.

4. Figure out your brand voice and tone

Your personality, attitude, and values shine through when you communicate with others. The same applies to your tour and activity business. Every written message — whether online or offline — reveals your company’s characteristics and mission. That’s known as your brand voice.

A clear and distinct brand voice helps to position yourself in the marketplace and associate with your target audience. However, it’s got to be the same across all channels to be effective. Being sassy on social media but helpful on the blog only makes readers confused — which means they won’t get an accurate picture of your business.

On the other hand, your tone of voice is interchangeable because it reflects your mood. Its purpose is to have an emotional impact on the reader based on the context of the message. For example, a serious tone works well for a payment request whereas a booking confirmation is better off sounding joyful.

To figure out your brand voice and tone, start by:

Reviewing your company’s mission statement and values
Looking at your current content for common themes
Considering how your target audience communicates
Evaluating your destination’s brand messaging

Whatever you come up with, break it down into three or four words. These will be your primary voice characteristics for all of your messaging. You can further describe your brand voice in a content style guide with the do’s and don’ts of writing accordingly. As for the tone, you have a little more flexibility with its use, but it shouldn’t stray too far from your brand voice.

A travel couple taking photos outside of a museum

5. Give your travel brand a makeover

Here’s where the fun begins. There’s nothing more exciting than putting together a look for your tour and activity business. From a memorable logo to unique typography, you get to make your brand pop while giving your guests a great first impression.

Visual elements also contribute the most to brand recognition. For example, when someone thinks of Google, the first thing that comes to mind is the primary colours. In the tourism industry, Contiki stands out to young travelers with imagery that plays on the Fear of Missing Out (FOMO). So what does your brand design need to get noticed?

Logo: This is the foundation of your brand identity because it goes everywhere — on your website, social media, merchandise, promotional materials, and more. Whether it’s a logomark or logotype, the design should be simple, memorable, timeless, and accurately symbolize your company’s mission and culture.
Typography: Believe it or not, fonts come with personality traits. While Serif fonts (Arial, Verdana) come across as reliable and mature, Modern fonts (Impact, Rockwell) give off a bold and progressive vibe. Knowing this, you can use a specific font to influence how guests perceive your business.
Colour Palette: Similar to fonts, colours have an emotional impact on people. For instance, red means passion, green is natural and blue goes with trust. With the right mix of colours, you can reveal a lot about your business while making your guests feel a certain way.
Imagery: Photos and videos show the kind of experiences you offer. But images also engage and inspire viewers — helping them picture having the experience, too. That’s why you should use imagery wherever you can. Just remember that brand images should be cohesive too, so consider using presets to promote uniformity.

6. Build consistency into your tour website

This is where everything comes together. Not only is your website a digital storefront, but it’s also the face of your company. Online visitors go there seeking more information about your tours and activities. While doing so, they get a clear picture of who you are as a business, too.

For this reason, it’s important to have brand consistency throughout. That means every page should resemble the other. From the look to voice to feel, your brand should be apparent no matter where someone clicks.

There are several ways to show off your brand on your website. So here are a few must do’s to get you on the right track today:

Create an About Us page: Sometimes, online visitors want to learn more about your business beyond the Booking page. So share your brand story with them in your About Us section. Here, it’s a good idea also to outline your mission and core values. That way, a conscientious traveler can see what makes you an ethical tourism example .
Use relevant keywords: Once you know your target audience, you can figure out what search queries they frequently use for travel shopping. These terms will dictate what long-tail keywords you should sprinkle throughout to optimize your website — which includes page titles, headers, body text, meta-descriptions, image alt-text, and your URLs.
Maintain a uniform design: Your brand should be recognizable based on your look alone. So on your website, make sure you use the same colour palette, typography, and imagery on every page. As well, place your logo at the top, and create a branded favicon (the icon next to the URL) to remind visitors where they’re browsing.
Remember your brand voice: You have written content everywhere on your website. So there’s a perfect opportunity to strengthen your brand by ensuring all of your copy sticks to your brand voice. You may even consider keeping a blog to establish this further. Just remember that whoever contributes should follow your content style guide.
Customize your booking process: After taking the time to build your brand into your website, it’d be a shame for your Booking page to miss the mark. Online visitors shouldn’t feel like they leave your site when they go to book. That’s why it’s best to use an online booking system that doesn’t lead to a separate domain and allows for some customization.

Back view of happy young friends standing with raised hands sitting the car looking at ocean

15 extra travel branding ideas

Branding your tour and activity business isn’t a one-and-done type of job. The more you do, the more your brand strengthens over time, especially if you make branding part of your strategic planning process . So here are a bunch of additional ways you can help build your brand:

Hire a professional photographer to take high-quality images of your experiences
Do the same with a professional videographer
Partner with a travel influencer that fits your brand
Create a Facebook contest to create hype for your brand
Only post content on social media channels that your target audience uses
Make your tour guides into brand ambassadors
Contribute guest posts to publications within your industry
Send out a survey asking guests what they think of your brand
Come up with different slogans and test which one drives the best results
Use Answer the Public and Quora to get blog topic ideas that are relevant to your audience
Customize your booking notifications with your brand voice
Design templates for your email marketing that follow your brand design
Come up with a brand hashtag for your guests to use when posting about their experience with you
Reward your guests for referrals with a discount code
Let your staff take over social media to show the human side of your business

Need a little help strengthening your tourism brand?

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TikTokers on Tarte Cosmetics’ Latest Excursion Pulled Back the Curtain on Influencer Brand Trips

I f you were one of the lucky influencers invited to makeup company Tarte’s latest brand trip, like TikTok “it-girl” Alix Earle , you’d be staying at a luxurious estate in Turks and Caicos that once belonged to Prince, receiving makeup goodies, and eating meals prepared just in time to satisfy your post-jet skiing hunger pangs. Your fees, accommodations, and schedule would be handled; all you’d have to do is post some Tarte-related content to your hundreds of thousands, or in Earle’s case millions, of followers.

For years, cosmetic brands have been sending makeup content creators on lavish trips to six-figure villas and exclusive beaches with the chance to try out unreleased products, as part of a larger trend of companies using influencers in their marketing campaigns. The exchange is mutually beneficial: brands get millions of eyeballs on their products and an influencer and their plus-one get a first-class trip to pricey resorts alongside influential peers. To people sitting at home scrolling TikTok, it may seem like all is well in paradise. But participants historically avoided sharing any negative aspects of the experience. Now, these “privileged” invites are undergoing a shift as TikTokers, who have recently popularized de-influencing trends and begun speaking more candidly about events like Coachella , have begun to do the same for brand trips. Their videos under the hashtags #influencertrip and #brandtrip , with over 100 million cumulative views, offer information on “what it’s really like to be on a brand trip” from the decor of the rooms to how they shoot content to how contracts work .

Nothing illustrates this change as starkly as this year’s Tarte Cosmetics brand trips. Earlier this year, Tarte invited a group of creators to Dubai, only for the trip to receive criticism online for being a “tone-deaf” display of luxury during a challenging time economically. Despite the backlash, the brand has remained committed to bringing influencers on trips to promote their new products . Their trips earlier this month, to Turks and Caicos and the F1 Grand Prix in Miami, both featured their own dramas. Most notably, some creators who are women of color felt they were not getting the same treatment as other, mostly white creators invited on the trips.

The fallout from the drama began to play out almost like a reality television show online, with social media users clamoring for updates arguably more than they were paying attention to the new products or hues. All of this has raised questions around the trade-off, for brands, of funding these trips when the resulting publicity may be less than positive.

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To understand this shifting landscape, it helps to break down just what happened on those Tarte trips, and how their aftermath could indicate a more significant shift in how brands and creators approach these excursions.

A Tale of Tarte and TikTok

Tarte has been inviting creators on brand trips for more than a decade. Tarte CEO Maureen Kelly told Digiday media outlet Glossy earlier this year that Tarte has “never done traditional advertising” and instead chooses “to invest in building relationships” with its influencer brand trips . But the attitude toward these trips has been increasingly skeptical in a post-COVID-lockdown world with the threat of a recession looming. Given the trips’ high price tags, there has been an expectation that influencers should promote the products more—a major criticism during the Tarte Dubai trip . If they post content unrelated to the sponsored company, it gives the impression that these creators are taking advantage of a free trip. But the Tarte team has faced increasingly harsh blowback, for a different set of reasons, for their Turks and Caicos and Miami trips.

The central drama that came out of a two-weekend Turks and Caicos trip was the issue of room size after creators began posting their customary “ room tour ” videos. Cynthia Victor, a South Asian creator known as @ShawtySin on TikTok, uploaded her room tour video and added the caption, “They [gave] me the smallest room, but I’m just happy to be here.” Victor, who was asked to stay for one weekend while some of her peers were invited for two, felt that she got “the short end of the stick” as a creator of color.

Victor got different answers from Tarte about the reasoning behind the room assignments. She then uploaded two videos to TikTok to call out Tarte, urging them to invite a more diverse set of creators in the future. According to data provided by Tarte, 41% of the creators on the Turks and Caicos trip were BIPOC creators, and within that 19% were Black . By comparison, 7% of creators sent to their Dubai trip in January were Black. A Tarte representative tells TIME that of the nine large rooms available on the trip, nearly half of them were assigned to BIPOC creators. None of the four smallest room options were occupied by a BIPOC creator and most of the creators assigned to those rooms had over 2 million followers. Victor, who has 1.7 million followers, was assigned a medium-sized room. On Tarte’s weekend-two trip, the creator with the most followers also stayed in a medium-sized room similar to Victor’s.

Sam Kitain, CMO at tarte cosmetics, wrote an emailed statement to TIME explaining that the “team coordinates room assignments in advance based on check-in/check-out, timing and plus 1’s.”

More Trouble in Miami

The drama continued when the makeup company invited a group of creators to attend the F1 Grand Prix race in Miami. One of the invitees, Bria Jones, a creator with over 460,000 followers, uploaded a teary-eyed video on TikTok saying that she was going to pull out because “even before getting to this trip, [she] was realizing that [she wasn’t] going to be treated like everyone else there.” Jones explained that she was invited to Miami for the warm-up races, while her peers were invited to stay through the day of the race. “I have more integrity than to get all the way to Miami and realize that I’m being treated like a second-tier person or like I’m being ranked,” Jones said in a now-deleted TikTok video to nearly half a million followers. (Three out of the seven influencers Tarte sent to the May 7 race day were creators of color; all seven creators had over 1 million followers.)

Jones declined to comment for this story. However, shortly after the trip she uploaded a video addressing what she called “miscommunication on both ends” with a caption that included, “The situation with Tarte has been resolved, and all parties are glad to be moving forward positively.”

@heybriajones I’m reactivating my account for 24 hours in hopes that this message gets across. Please leave @ANELLE @Fannita @Niké and any other creators alone! I do not condone any form of bullying. The situation with Tarte has been resolved and all parties are glad to be moving forward positevely 🤍 ♬ original sound - Bria Jones

The flames of controversy were further stoked after Fannita Leggett, a comedy creator, was invited to the trip at the last minute, seemingly after Jones pulled out. A creator Leggett was spending time with at the event named Niké Ojekunle (@specsandblazers) called herself the “Harriet Tubman of influencing” and said Jones “ pulled a Jussie Smollett ,” implying that she was lying about being discriminated by Tarte. Leggett responded with her own since-deleted video but felt that despite having little to do with the drama, she was being unfairly scrutinized for being a dark-skinned, fat Black woman.

“Fannita has no further comment on the matter,” a representative for Leggett tells TIME in an emailed statement. “[She] has moved on to focus on herself, her business, and new partnerships.”

Tarte initially agreed to have TIME interview Kelly for the story. Minutes before the scheduled call, however, the Tarte team canceled the interview. “The recent stories around Tarte brand trips have taken an ugly turn, and we don’t want to make the situation worse for any creators,” explained a representative. Instead, they sent a statement in which Kelly took full responsibility for the controversies on these trips. “A recent incident with our company has highlighted a serious issue affecting many creators and influencers, especially those from underrepresented groups,” the statement said. She also took responsibility for both situations in a now-deleted TikTok video, in which she talked about the complaints that Victor and Jones raised.

Viewers did not receive Kelly’s video well, and they filled the comments section with negative comments. “Y’all been making these same missteps for a decade,” @PabloTheDon commented. “[At this point], this is who Tarte is, and it starts with you and trickles down that [very] white staff.” Kelly has been Tarte’s CEO since 1999, but since 2022 she’s had more of a forward-facing presence, including launching her own TikTok page. Kelly later uploaded a since-deleted apology video in which she said the initial TikTok was “meant to be informative and conversational,” but it “missed the mark completely.”

Before the TikTokers Were the YouTubers

Brand trips rose to popularity on YouTube, long before the pandemic-fueled growth of TikTok. Over a decade ago, makeup brands like Tarte, ColourPop, and Benefit Cosmetics began inviting popular beauty YouTubers in exchange for content featuring their makeup collections. A viral tweet with nearly 65,000 likes from earlier this year reinforces this history: “I forget not everyone was entrenched in beauty YouTube from 2011 to 2018 because half of TikTok is learning what a brand trip is and how it works for the first time.”

During those early years, YouTubers usually refrained from disclosing any downsides of these exclusive trips. However, last September, “OG” makeup influencers Laura Lee and Manuel Gutierrez, better known online as Manny Mua , who started their YouTube channels in 2013 and 2014, respectively, decided to break the YouTube norm and speak candidly about what the brand trips are really like. They revealed that brands would often send extravagant gifts like drones and designer shoes to their hotel rooms, as an extra bonus to potentially sway influencers to be in more in favor of their brand. (They’ve been to several destinations, including Fiji with Smashbox ; Hawaii with Benefit Cosmetics ; Morocco with YSL Beauty .)

Catalina Goanta, an associate professor at Utrecht University whose research focuses on social media influencers and influencer marketing , tells TIME that the landscape looks different than when Lee and Gutierrez got their start. “TikTok has completely changed the game because people no longer look at overly curated pages being the goal, but [instead] more of an authentic experience,” she says. With the vast proliferation of lifestyle content, as one-time beauty influencers like Lee and Gutierrez broaden out from solely covering beauty, longer-form content like podcasts, and the rise of TikTokers, the internet now rewards relatability and honesty over unachievable aspirational content.

According to Lee and Gutierrez, the trips are not as glamorous or relaxing as the vacations may seem . “It’s not a vacation. It’s a work trip,” says Gutierrez on their Fool Coverage podcast. And while posting products seems like a simple ask, it’s important for influencers to recognize the power of using their platform to endorse a product. “Our business is our socials, so when we are posting a product like this that’s using our name to promote this one product,” says Gutierrez. Lee continues, “You have to look at social media as not a fun or side thing. It is our actual business and our job. We have to be very careful of it and protective of what we post.”

The Future of the Brand Trip

All these dynamics beg the question of whether these free trips are still worthwhile, for both creators and businesses. Mega influencers with large followings could avoid the hassle and, instead, use their fee from a single sponsored post, which can bring in upwards of $10,000 , to fund a luxury trip not bogged down by work obligations.

Despite this, most influencers with the highest follower counts still attend these trips, due to the perhaps unquantifiable value of their social, networking, and visibility elements. This includes Lee, who, despite the downsides she pointed out on her podcast, recently went to Coachella with clothing brand White Fox and Ibiza with skincare brand OLEHENRIKSEN .

For brands like Tarte, Goanta believes it’s likely they’ll continue to invest in these trips, but with a greater awareness that the trend in more transparent content may lead to more drama-filled exposés. “It’s a marketing tool that is very risky,” she says. “You’re at the mercy of the influencers, their stories, and their choice to say something about what’s happening.”

Goanta also says there are legal concerns around the lack of advertisement transparency, as influencers rarely include “ad” or “partner” tags in their brand trip content or from their freebies. However, she predicts that “brands are going to keep finding ways to avoid disclosing the veil of advertising, especially in the age of authenticity, instead of going towards what should, from a regulatory perspective, be transparency.”

But as newer creators join the ecosystem, the expectation for greater inclusion and transparency is being demanded of brands like Tarte. If brands fail to address these issues, it’s to be expected that another TikToker like Victor will be vocalizing their concerns to their followers eager to listen.

In the statement Tarte sent TIME on behalf of Kelly, the company laid out a set of steps that the brand will take after the recent string of controversies. The team vowed to “review [its] creator program to ensure that it is inclusive and equitable.” The brand will also “take immediate action whenever [it] finds inequalities or errors within [its] programs” on top of “fostering a culture of trust and transparency,” starting a creator advisory group, and taking steps to hire a “dedicated DEI (diversity, equity, and inclusion) employee.”

CMO Kitain says Tarte is “really identifying the risks and rewards for the brand” when it comes to the future of their creator programs like brand trips. In a separate statement, she says Tarte is working to increase Black representation at the company by hiring a diversity recruiting firm. She shared that so far the Black employee percentage has “grown from 6% to 10%” and Black leadership representation “from 5% to 7%.”

For her part, Victor says if companies like Tarte continue their strategy of inviting the most prominent creators on their trips, they will organically begin to work with a more diverse pool of highly-followed creators. “Now, the most popular creators have changed, and they look different,” she tells TIME. “People who are Instagram models or have millions of followers were always white women of a specific race or body type because people gave them that power. However, TikTok gave power to real people.”

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Write to Moises Mendez II at [email protected] and Mariah Espada at [email protected]

Are Influencer Brand Trips Still Relevant? Insights from Tarte's Trip to Dubai

Published: January 26, 2023

Welcome to HubSpot Marketing News! Tap in for campaign deep dives, the latest marketing industry news, and tried-and-true insights from HubSpot’s media team.

Last week, cosmetics brand Tarte had my TikTok For You page in shambles.

The brand partnered with Sephora Middle East to host a group of popular creators from around the globe in Dubai. The three-day trip was to promote the upcoming launch of Tarte’s new foundation .

Participants and a plus-one were treated to a luxury experience complete with business class flights on Emirates and private villas at the Ritz-Carlton Ras Al Khaimah, Al Hamra Beach.

@jackmacbarstool This is elite #journalisming ♬ original sound - Jack Mac

From the moment participating creators started documenting their travels, the trip was met with mixed reactions from social media users and marketers. Some users felt the luxurious trip was out of touch during a time of economic insecurity.

Other social media users felt the trip was a standard tactic often used by brands who prioritize working with influencers and praised Tarte’s efforts.

@sarajmccord #alixearle #tarte trip: What you didnt know about the Dubai influencer trip with Alix Earle by Tarte Cosmetics — lets break it down from a business perspective ♬ Mastermind - Taylor Swift

In addition to the trip being considered insensitive by some users, others pointed out the lack of diversity and inclusion both on the trip and from Tarte’s product line.

TikTok users pointed out the lack of racial diversity of creators invited on the trip and found that scenario reminiscent of criticisms the brand has received regarding its lack of shades for darker skin tones in the past.

Was Tarte's trip to Dubai an effective marketing strategy?

One video that caught my attention was a “get ready with me” post featuring a handful of creators who were on the trip.

As I watched the creators do their makeup and chat about the products they liked it struck me that they weren’t mentioning Tarte products. In fact, many of them were raving about the products they loved from other brands. Does that make the trip a bust for Tarte? Not necessarily.

@monetmcmichael welcome to the girls room 🎀💕🌸👛 get ready with us in dubai @alixearle @itsaishamian @azramian #trippinwithtarte ♬ original sound - monet mcmichael 🤍

Though the creators talked about other beauty products while on a trip hosted by the brand, Tarte has been a trending topic since the trip began on January 18 and the hashtag #TrippinwithTarte has over 130 million views.

The organic reach, including posts from those who felt the trip was in poor taste, can’t be denied and has likely exceeded the exposure a brand could get from running a 30-second Super Bowl ad (and likely costs far less).

It’s also worth noting that selling foundation likely wasn’t Tarte’s only goal here — relationship-building is another big objective.

The Importance of Relationship-Building in Influencer Marketing

While lavish trips such as Tarte’s aren’t attainable for the everyday person, this scenario highlights the importance of relationship-building in the influencer marketing space.

Brands have to cultivate beneficial relationships with creators, and a great way to do this is by offering memorable experiences. Additionally, creators have to establish trust to build a relationship with their audiences which can be done by bringing them along on said experiences.

Ultimately these trips are an opportunity for brands to build relationships with creators — getting the For You Page talking is a big bonus.

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Influencer Trips 101: How to Get It Right

If your TikTok For You Page is anything like mine, you’ve been seeing a wave of brands taking influencers on all kinds of lavish vacations, ranging from the F1 Grand Prix in Miami to a dreamy villa stay in the Italian countryside.

It’s safe to say that influencer brand trips are back in full swing, as the world has slowly recovered from the pandemic. But are influencer trips still worth the investment for brands? Let’s talk about it.

How do influencer trips work?

Influencer trips became popular largely due to the trailblazing fashion retailer, Revolve . Since the beginning, Revolve leaned heavily into influencer activations, such as exclusive events and its famously extravagant #RevolveAroundTheWorld trips, to spread brand awareness and foster community — and it was wildly successful. In fact, Revolve’s Chief Brand Officer, Raissa Gerona, revealed in 2019 that a whopping 70% of the brand’s sales were driven by influencers.

View this post on Instagram A post shared by REVOLVE (@revolve)

It’s no surprise other brands started taking a page out of Revolve’s playbook by inviting influencers on luxurious getaways. But how does it all work?

Typically, rather than paying influencers to attend, brands will plan an enviable itinerary and offer influencers to come for free, with everything from flights and accommodations to food and excursions covered by the brand. While it is dubbed as a “free” trip, most times, influencers will be required to produce specific content deliverables during the trip.

Content creator Alisha Marie explains all the ins-and-outs in her YouTube video below.

The influencer trip controversy

Lately, influencer trips have been shrouded in controversy, as consumer reactions have started to vary from excitement to outrage. While many are happy for the influencers who get the opportunity to have these amazing experiences, some audiences feel that these extravagant trips are out of touch and distasteful — especially during a time when many are struggling financially. Plus, some comment that this type of content makes them feel very distant from the creators, who typically post more relatable content, such as chatty “Get Ready With Me” videos and casual outfit-of-the-day posts from the comfort of their bedrooms.

Some also feel that lavish influencer trip content is overdone. Even Revolve’s Raissa Gerona revealed that the brand will deprioritize influencer trips from now on. She explained , “Trips will always be a part of what we do, but we’re not going to do them as frequently — just because that content is over-served to the consumer on social media, across every single platform. It’s really important for us to evolve. And that’s me and my team’s focus now and for the next coming years.”

However, it’s clear that many brands still see a lot of value in influencer trips. If there was little business impact, brands like Tarte Cosmetics, Benefit, and NARS wouldn’t dish out seven-figure budgets for these grand activations. So, let’s talk about the key benefits of hosting an influencer trip.

The benefits of influencer trips

It’s no secret that influencer trips cost a pretty penny. Think about it: the brand is footing the bill for all of the first class plane tickets, the luxurious accommodation fees, the decadent meals, the exciting activities — and typically not just for the influencer, but also for their +1.

So, why do brands do it?

Believe it or not, influencer trips are a bang for your buck.

Although brands may be cashing out thousands, if not millions, of dollars on these influencer trips, oftentimes, it’s still cheaper than working with each individual influencer to post 1-2 times on behalf of the brand.

Because brands typically invite bigger creators on these lavish getaways, you’re getting more for less when you consider the price you’d have to pay each individual creator for the amount of content they’re creating on the trip.

For example, Tarte Cosmetics invited TikTok’s “it-girl,” Alix Earle (5.6M followers), to its Turks and Caicos influencer trip. In a standard sponsorship, Tarte most likely would’ve had to pay her hundreds of thousands of dollars alone for the amount of content she created on the trip. Instead, Alix got a free vacation, and Tarte was able to build a buzz online through the content created by Alix and dozens of other popular creators.

@alixearle Day 1 was a successs … wish us luck today! 💓🏝️ #trippinwithtarte #tarteisland #brandtrip #umiami ♬ Young Folks - Shindig Society

But that also doesn’t mean that brands need to have a million dollar budget to host an influencer trip. According to Business of Fashion , newer startups are spending less than $100,000, inviting smaller groups of creators they have relationships with and selecting flagship destinations to travel to.

Influencer trips are a content goldmine.

Although creators can make any location look amazing in their content, these trips add a camera-ready backdrop to their already-exceptional content creation process, ensuring they’ll produce high-quality content for your brand.

Plus, these trips are chock-full of Instagram-worthy moments, whether it be the hotel room decked out in your brand’s products, the gorgeous tablescape at the welcome dinner, or the luxe yacht party. Because of this, each influencer will most likely post an abundance of non-sponsored content on top of documenting the getaway for their required deliverables.

View this post on Instagram A post shared by Alexis Oakley (@alexisoakley)

This goldmine of influencer-generated content (IGC) can then be repurposed across all of your branded channels, including organic social, paid social, email, website, and even out-of-home activations. And because IGC is so diverse, you can hyper-target your different audience segments with content that resonates better, ultimately boosting your performance.

Influencer trips skyrocket brand awareness.

With a schedule jam-packed with fun activities, exciting excursions, and five-star meals, influencer trips can yield some of your brand’s most viewed and talked about content — which undoubtedly will boost your brand awareness. Particularly with the rise of TikTok, content from influencer trips are getting millions of eyeballs as influencers constantly live-document the trip and give plenty of exposure to the brand before, during, and after the event. Typically, all of these posts are complete with signature branded hashtags, driving even more engagement.

Additionally, most influencers have friends in the same profession and their audiences love to see them together. So, taking these friend groups on luxurious getaways will encourage more of their followers to check out your brand.

@laurenwolfe But could anyone beat the last person #loveislandusa #maurahiggins #loveisland #loveislanduk ♬ hbo white lotus opening - ʚїɞ ryan ʚїɞ

Influencer trips are the perfect place to start building deeper relationships with creators.

Influencer marketing is a relationship game. By hosting trips for your top influencers, you can reward them with cool experiences, meet your favorite brand partners in person, and ultimately build deeper relationships. All of this will turn into more authentic partnerships down the line.

Tarte CEO, Maureen Kelly, says it best: “Every day, brands make decisions about how to spend their marketing budgets. For some companies, that means a huge Super Bowl commercial or a multi-million-dollar contract with a famous athlete or celeb. We’ve never done traditional advertising, and instead we invest in building relationships and building up communities.” Tarte Cosmetics, famous for its #TrippinWithTarte influencer trips, has now hosted over 20 trips since 2015 because it pays off to build long-lasting relationships with influencers.

By building an engaged community of influencers, brands can:

Inject social proof and authenticity into your brand, which helps resonate with your audience better
Entice others to join your community
Create evergreen relationships with consumers to encourage repeat purchase
Differentiate yourself from your competitors

But just as it is with any influencer activation, it’s extremely important to choose the right influencers for your brand trip. Because consumers want to see authentic content, it’s important to stay relatable to both your brand’s audience and the influencers’ audience.

For example, if your influencers have built a following based on luxury and extravagance, it makes sense to take them to the Ritz and gift them designer goods. But if their audience follows them for comfort and relatability, take a more thoughtful approach to stay true to what your influencers are known for.

In sum, influencer trips are still worth the investment. But it’s important to focus on authenticity and relatability, even as you plan a nice getaway for your influencers. Focus on providing meaningful experiences for influencers so that you can build a community of brand loyalists, all while boosting brand awareness and collecting a goldmine of content.

Need help strategizing your own influencer trip? Talk to an expert from our Agency Services team.

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How to Build Your Personal Brand in the Travel Industry

April 1, 2021

Ahhhh, the life of an influencer. Hanging out at Coachella, sipping Moet & Chandon Rosé on a yacht off the Mediterranean coast, private jets, Gucci, #selfie. Being famous for nothing. Seems like a pretty cool gig, but one that the average person struggles to relate to. Most of us see it as a “them” vs. “us” scenario.

But oddly enough, we are all influencers – albeit Kendall Jenner may have a few more Instagram followers than you or me. She does have the advantage of being managed by one of the best personal branding personalities of all time, her mother.

There is a lot to be learned from the Kardashian clan when it comes to personal branding. And before you turn up your nose and think…oh, that’s not me. I don’t need to be “out there” like that in order to sell travel…please hear me out.

If you’ve been following me for any amount of time, you’ll know I talk a lot about differentiating yourself from your competition – almost ad nauseam. Check out the article on Blue Ocean Strategy if you haven’t had the chance yet. I repeat myself only because I feel so strongly that this industry is about to make a colossal shift in how we do business and how our clients will purchase travel moving forward. It’s exciting times. I have my popcorn ready to go, and I’m at the edge of my seat, anxiously anticipating what lies ahead.

There is no room in this industry for a travel generalist. If we are all selling the same hotels, the same landmarks, the same airlines…it will be our personal branding that will set each of us apart from the rest.

What is personal branding?

Simply put, personal branding is the story we want others to believe about us. It’s our reputation. It’s the story of why we do what we do. And who we are.

We begin curating that story the day we are born. If you think you don’t already have a personal brand, you are short-sighted. No brand is still a brand. It’s far wiser to strategically control the narrative than to allow it to be constructed for us.

Personal-branding-in-the-travel-industry

Even if you have zero desire to start your own travel business and prefer to continue your career working for a larger travel company, your personal brand still matters. According to a 2020 recruitment survey done by the Manifest , 90% of hiring managers will consult a potential job applicant’s social media profile to investigate their personal brand as part of the selection process. I know I always did.

Even when you are happy in your current position, it’s important to maintain your online LinkedIn profile. Often it’s only when one loses their job that they give their online presence a second thought. It’s a good practice to update your profile periodically to keep it fresh.

Why bother building a personal brand?

People do business with people, not the product. No one really has to talk anyone into buying travel. I used to have a saying that I would spew to my team…” Every call is a booking, and if we don’t get it…that’s on us. Somebody else did.” To travel, or not to travel, is never the question…it’s who the customer chooses to book their travel through that becomes the sticking point.

Enter the importance of personal branding.

How to build a personal brand that will support your travel business

Step one – decide who you want your ideal client to be.

Dale Carnegie wrote a legendary book called “How to Win Friends & Influence People.” In it, he subscribes to the point that people like people who are like themselves. He encourages a mirroring technique where we copy the actions of the people we want to gain favour with in order to influence them.

And because we all know that people buy from who they know, LIKE, and trust, then it follows that we should craft our personal brand to mirror those with whom we want to connect.

So with that in mind, it makes sense to decide who you want your ideal client to be and then to build your brand around attracting that client.

Step Two – Define who you are

The next step in building a personal brand is to define who you are and what you want your brand to exemplify. Start with writing all the characteristics that make you, you. Include your hobbies and your political and spiritual beliefs. What causes are important to you? What is your story? How do people describe you? How do you want to show up? What is your favourite colour?

Step Three – Map out your client vs. you to find commonalities.

Once you’ve made your lists, your personal brand will emerge from the two overlapping spheres. It makes sense to jot down four or five words that best encapsulate your brand and keep them visible and top of mind. This list of words will be helpful when you choose brand colours and fonts or even to refer to when you start doing speaking engagements. Do you want to be seen as fun and adventurous or conservative and serious?

You might even find that you have to rethink who your ideal client should be. Many travel advisors try to appeal to the affluent client, but they don’t have a boujee bone in their bodies. People can sniff a fake a mile away, so it’s better to focus on who you are authentically, than try to morph yourself into the person you think your ideal client wants you to become.

It’s time to market your personal brand.

Now that you’ve defined your personal brand, it’s time to infuse it throughout everything you do. And this includes putting yourself front and centre of your travel business. Again, people buy from people – especially in the travel industry. If all other elements are the same, YOU become the differentiating factor.

You should be the face of your travel business. Don’t just hide out on your “About Me” page on your website. Be sure that you are featured on the homepage as well. People are coming to you to buy travel, no question, but they want to get a feel for who you are and what you stand for too.

Consistency is essential when building your personal brand.

Take a look at your digital footprint to see how aligned you are to your personal brand. If not, you may need to make some adjustments. There is no shame in rebranding yourself if you feel it’s necessary. Big brands do it all the time.

You’ll want a consistent look and feel for your personal brand. Ask some friends to review your website, Instagram account, Facebook profile, LinkedIn bio, Search engine results and see if they can easily recognise the brand you are trying to create. Is your tone of voice consistent throughout? Are they able to identify and link your online presence across multiple platforms by the colours and styles you use?

If you know you have some skeletons in your closet that will appear in a Google search, resist the urge to click on those links. That will only alert Google’s algorithm that “someone” finds that info handy and will bump it back to the top. A better strategy would be to bury any negative press by pushing more current and positive reviews to the forefront. Thankfully, not too many people bother looking past the first few pages of any search result.

Create a content strategy around your personal brand.

Once you have a clear definition of your personal brand; you can begin creating a content strategy that supports the persona you want to promote. In the travel industry, if you want your brand to be up-market luxury, you’ll want to show elements of that in the content you create. You might come across an insanely funny meme, but if that contradicts your brand, then I wouldn’t share it.

It’s a great idea to build a content strategy around the pillars of your personal brand. Let’s say you want your brand to be fun, environmentally conscious, educational and high-end, you’ll want the stories and content you post to endorse those elements.

Who you are as a person should pop out from your storytelling. You want to be relatable.

How much is TMI (too much information)?

Straddling the balance beam of knowing how much we should share can be precarious. “Vulnerability is the risk we have to take if we want to experience connection,” spouts vulnerability expert Brene Brown in her pivotal TedTalk . It’s brilliant; watch it. Over 15 million have.

As a result, we scroll through social media posts where there is a tendency to over-share. I think a good rule of thumb is to ask yourself, would you be willing to tell this story to someone sitting next to you on a plane? If the answer is yes…then go ahead and share it.

So embrace the fact that we are all influencers, in both our personal capacity and as a travel advisor.

Having trouble deciding your brand positioning? Why don’t you take the quiz “What your travel style says about you” offered below that might help you get started.

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Love this! Building your brand is super important & can be challenging but the benefits are so worth it! These are great tips. Thanks for sharing.

Oh, you are very welcome, Kristie. I’m glad you liked it.

I applaud this article because it is really important to build your brand. I built my company and brand JENRON DESIGNS in 2000, licensed it and have natured it ever since. It may have changed a bit and evolved over the years by adding a blog, Instagram etc but only for the better.

Thank you, Jennifer. I’ve visited your website on occasion and love your style! It’s clear that you fully embrace personal branding.

Great post. I agree with it all especially the “ people like people who are like themselves” part. And yes, that Brene Brown Ted Talk is incredible!

Thanks for stopping by Poonam. Yes, Brene Brown is the BEST!

Absolutely! 100% true… having a personal branding is of top importance for any industry.

It certainly is. I think we should all start curating our brands as soon as possible. Thanks for your comment.

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The 5 Best Travel Brands on Instagram (and what you can learn from them)

What makes the best travel brands on Instagram “the best”? Why are they so successful? And what can your brand learn from them? In a world where people actually prioritize travel over apparel, you need to know how to get consumers to view and engage with your content over others. Here, that’s what we’re diving into, plus giving you new insights into their strategies, so you can learn from the actual best and ace your social media game.

Instagram is a constantly evolving platform. When used correctly, it can drive brand awareness, boost sales and build engagement. The channel’s primary advantage over other social media is its visual nature. Of course, visuals tend to be pretty intrinsic for travel marketing, but brands can’t rest on just taking good photos and reels to see results.

You have to implement a relevant, working strategy based on your KPIs to start reaching your goals. Luckily, some brands are already doing that. So let’s take a look at each one, what we can learn from them, and how you can implement their methods into your own social media marketing .

Three Images Of A Travel Influencer Sat On A Suitcase On A Tropical Island

1. Lonely Planet

Lonely Planet has over 3.3 million followers on Instagram. Their feed is full of travel inspiration, tips, and destinations. But it’s clear they’re here for more than just vanity metrics. Lonely Planet has a highly engaged profile with people commenting on their posts and reacting to their content daily. The best part? A lot of these comments tend to be people tagging their friends. This is where word-of-mouth marketing turns digital.

Why their content works

Lonely Planet has mastered the art of interaction with its content. They post guides, questions, and ideas so that their followers can write their own opinions. Posts like the one below, asking people to fill in the blank, will inevitably get lots of engagement (this post has nearly 400 comments). Lonely Planet has utilized highly engaging posts in its strategy in order to nail organic growth. They’ve combined this with valuable, interesting, and useful content to develop a trusting community that brings their friends with them too.

Lonely Planet Instagram Post - Image Says 'My Next Passport Stamp Will Be...' And The Caption Asks Users To Comment The Next Place They Will Add A Stamp

2. Airbnb

This travel brand doesn’t need much introduction. Airbnb changed the world of vacation accommodations and, with it, the way we view them. With a whole host of amazing homes to post about, it’s no wonder that Airbnb showcases what they offer. Quirky stays, one-of-a-kind buildings, and stunning interiors all make up the @airbnb feed. But where they really shine is their content through influencers.

Airbnb has utilized the power of influencers in all aspects of its marketing. This isn’t just on the side of vacation goers; this is also on the side of hosts. They want hosts and guests to get involved, so why not create influencer-led content for both? Airbnb partnered with influencers like @laureen to build excitement over specific Airbnb homes – a clever choice since 84% of millennials say that they are likely to plan their own vacation based on someone else’s social posts. They also worked with micro-influencer @mariamanna_ to showcase how easy it is to become a host. This is a brilliant example of how brands can build a full-funnel influencer marketing strategy with multiple target audiences. Don’t just tag influencer partnerships in your marketing. Build them into the foundations for maximum results.

Belmond’s experiences range from riverboat cruises and luxury train services to stays in opulent accommodations. But what makes Belmond’s social strategy work so well is its commitment to customer loyalty.

To help build this trusted community, influencer marketing was a must. We worked with them to select seven influencers from the travel, photography, and luxury sectors to travel to the “Seven Wonders of Belmond” – Venice, Sicily, Peru, Brazil, Cambodia, and South Africa. Each influencer received a gifted trip and captured the astonishing experiences these destinations offer. The result was a treasure trove of content for Belmond to share across their socials.

Belmond’s approach to working with influencers led to significant engagement and built that all-important brand trust. The campaign drove 37K+ sticker taps to @belmond and the brand-specific hashtag. During the seven-week duration of the campaign, the Belmond Instagram following grew by over 22K. They also drove over 24K clicks via paid social media and produced 277 high-quality social assets for Belmond’s channels. This strategy shows the power of influencer marketing in creating appealing, authentic content, driving engagement and follower growth, and producing useful content for a brand’s social media channels.

4. Trending Travel

The clue might be in the name of this one. Trending Travel is a company that shares the best travel deals for its customers. Their feed is scattered with posts on destinations, flights, and inspiration. But the key here is they are always up to date on what’s trending (hence the name). From posts on barbie themed getaways to seasonal topics, they keep up with the times with every post they share.

Staying on-trend has helped Trending Travel build 655K followers. Their posts are relevant and on point, but where they really shine is in their story-building strategy too. They ask people to tag @trendingtravel to feature and then share people’s Instagram stories on their own channels. This builds trust between them and their followers and keeps the content coming. It allows their customers to see the destinations that they are promoting through an authentic lens. Combine these daily updates from influencers with up-to-date trends and you have a winning feed. Make sure you’re creating regular stories on Instagram and use UGC to build more content. Not only will it make your content feel more authentic, but it will also boost brand awareness too through riding the viral wave of trends.

Journee may not have the sheer numbers as other travel brands on Instagram. But their 70k followers keep coming back for more. Why? Because they use real faces. They share customers’ photos of each Journee trip they go on and have collaborated with nano-influencers on Instagram to showcase their product experience. This strategy is less about massive reach, but more about nurturing vacation goers who might be in the consideration phase.

All of the influencers that Journee has worked with are picked for a reason. @emmygoesplaces is a specific travel influencer, so it goes without saying that she has a loyal, close-knit following of travel enthusiasts. Kyra Brucek is a lifestyle influencer who shares her day-to-day, another creator reaching their target market of millennials. Take a leaf out of their book. Working with influencers doesn’t have to be on a grand scale. In fact, micro-influencers and nano-influencers have a much more engaged following than mega-influencers and celebrities. So pick the right talent for your brand, and don’t be afraid of thinking small. Depending on your goals, this might be the ideal plan for upping your engagement rates and, ultimately, sales.

Bonus brand – Ryanair

Instagram is a brilliant channel for travel brand marketing. But to get maximum results, a cross-channel approach can be the best way forward. Ryanair has nailed its humorous online presence on Instagram and TikTok. On Insta, they’ve rolled out relatable memes and image-based jokes, whereas, on TikTok, they’ve posted hilarious videos with funny filters and short sassy snippets. With 90% of consumers being more likely to remember funny ads, there’s a method to their madness.

Knowing your channels is so essential when creating content. Instagram posts will inevitably need different creative approaches to TikTok videos. Nailing this is essential for your overall social media marketing strategy. The same goes for any influencer-led campaigns. These will need to adapt to the context of the channel they’re displaying on and, of course, the audience you’re targeting.

Three Images Of A Phone Taking Pictures In Different Tourist Destinations

What can you learn from these travel brands?

We’ve gone through each brand and why they work. But in all of this information, what do you really need to know to get ahead as a travel brand on Instagram? These are the key takeaways.

Aesthetics are great, but authenticity is king

A lot of these travel brands have nailed the aesthetics on their channel. What haven’t they done? Come across as fake. Each brand here has trod the fine line between being real and still creating stunning visuals. This is where your brand can really take note. Build high-quality content, but don’t forget to ground it in reality. Show actual experiences through influencer collaborations and UGC. Build trust through these and wow them with inspiring travel content too.

Integrating influencer marketing

Influencer campaigns are great, but only if you integrate them within your overall social media marketing strategy. They shouldn’t be viewed as an “add-on.” They’re a fundamental part of some of these travel brands’ success on Instagram. Work out your target audience and create a robust influencer outreach strategy to build campaigns that work throughout the marketing funnel.

Bigger isn’t always better

Finding specific metrics to measure is essential for Instagram. It’s not just a place to try and get tons of brand awareness. It’s also a channel that’s great for building relationships, nurturing customers, and leading people through the consideration phase. Understand what it is your looking for first, before implementing massive ad spend or influencer marketing campaigns. You may want to work with nano-influencers like Journee or a mix of influencers with different audiences like Belmond. Making the most of your budget starts with the right strategy, so it doesn’t always have to be the bigger, the better.

Gram with the right people

Nailing your Instagram strategy means working with the right people. Whether that’s the perfect influencer or the right agency. We help brands build winning influencer strategies on Instagram. So if you want to know if we’re the right people for you, get in touch.

Insights Manager at The Goat Agency

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Here’s Why Brands Are Taking Instagram Influencers on Vacation

Much like press tours, brands are putting together Instagram influencer getaways, sending influencers on vacations across the globe — inviting them to relax, hang out with their friends, and, of course, post all about it.

Businesses are sparing no expense to get the perfect ‘gram as Instagram influencers continue to dominate on social media.

In this post, we’ll explain how Instagram influencer brand getaways work, why they’re successful, and some things to consider while planning your own:

How Do Instagram Influencer Brand Getaways Work?

As you can imagine, influencer brand getaways take a ton of planning and behind-the-scenes work. The perfectly curated experiences are planned down to the finest details, making sure every moment is a backdrop for the perfect shot.

Companies like Revolve , Benefit , and Boohoo are taking small, highly curated groups of Instagram influencers on vacations to benefit from their significant and relevant followings. They’re creating an experience, cultivating the new cool-girl lifestyle, and inviting audiences to follow along on the adventure.

The Itinerary

Revolve’s most recent trip to Utah included an impressive group of A-list influencers, including Aimee Song , Shay Mitchell , and Rocky Barnes . Photos from the trip include the company’s vacation hashtag #RevolveAroundTheWorld , which has currently been used on over 20K posts.

Instagram Influencers start the week by hopping on a private jet, en route to their dreamy destination. The team at Revolve is skilled at coordinating picture-perfect moments — and it’s all about location, location, location. Every single spot serves as a scene for an image that will be potentially seen by millions of Instagram users.

These getaways are packed with exciting events, allowing influencers to show off their adventures while rocking the website’s most popular brands (with shoppable links to shop the collection, of course):

In celebration of their 10th birthday, Finders Keepers hosted six influencers at the Mandala House in Canggu, Bali for four days. Husskie shared the weekend itinerary, mapping out the days by the hour, making sure the brand got the most out of their investment:

The trip was packed with exciting excursions, photoshoots, gram-worthy meals, and plenty of opportunities to capture the Instagram influencers showing off their brand.

The Cost of Cool

It’s no surprise that these luxury getaways come at a steep price tag, as brands tend to spare no expense when it comes to the extravagant accommodations.

Patricia Bright recently shared this photo, showing off the luxurious villa (slide included) that Benefit Cosmetics sent beauty influencers to in Maldives:

Revelist looked at one beauty brand, Tarte’s Instagram influencer getaway and estimated the cost of the trip. The list of expenses includes travel on private jets, food and drink, swag, and activities. The grand total is a whopping $338,640 , but Revelist notes this is only a modest estimate. These trips can easily exceed half a million dollars , since Revelist’s estimate doesn’t including the cost of paying the influencers, trip staff, and other expenses.

While these numbers may seem high, consider this: the average 30-second national ad costs $342K , while a one-page magazine ads runs approximately $250K — and these ads may or may not even reach the brand’s target audience. However, a series of Instagram posts by a fashion blogger with 500,000 followers and a cult-following could sell out an entire product line within 24 hours.

Check out our blog post, This is How Much Instagram Influencers Really Cost, to learn more about calculating your influencer marketing budget.

Why are Instagram Influencer Brand Getaways so Successful?

There’s no question social media influencers have become indispensable for brand campaigns, especially on Instagram. Influencer collaborations and sponsorships have nearly replaced traditional ads and are a huge part of a social media strategies today.

Now that Instagram’s algorithm is limiting the reach of some businesses, Instagram influencer marketing has become a key strategy for promoting products and brands on Instagram.

Here are a few reasons why Instagram influencer brand getaways are so successful:

Tap Into Instagram Influencer’s Following

A typical day on these luxurious trips are packed with fun activities, photoshoots, and five-star meals shared with 20 other influencers (and a few million of their closest followers).

Instagram influencer brand getaways are not only a great way to generate a ton of new content for your own feed, but they also give you access to an influencers following.

Many Instagram influencers will even share their experience on Instagram Stories and their feeds, giving their followers a behind-the-scenes look at their trip. So Instagram influencer brand getaways are a great way for brands to increase their engagement and reach new audiences!

Want to learn more about how your business can benefit from Instagram influencers? Download our free Instagram Influencer Marketing Guide here:

Creating a Perfectly Curated Instagram Moment

The locations of these trips are nothing short of #VacationGoals, including beautiful beach retreats, desert oases, tropical hideaways, and more.

Boohoo recently sent Instagram influencer bffs to a beautiful resort in Mexico, for their #boohooinparadise spring break campaign. The beach views were the perfect backdrop to promote their new swimwear:

The raw content generated from these trips also allows followers to see a different side of the brand, giving them an uncensored peak at what goes on behind the ‘gram.

Calculating the ROI of Instagram Influencer Brand Getaways

Although it may initially seem like a risk to invest large amounts of money into influencer marketing, it’s important to consider exactly what you are paying for and, most importantly, measure the results.

Some of the most common performance metrics you can use for measuring the impact of your influencer marketing are:

Engagement rate: likes, comments, shares

Brand sentiment: how people are talking about your brand

Traffic: customers visiting your website

Sales: conversions and revenues generated

Last year, Richer Poorer set off for Honolulu, bringing along a small, highly curated group of Instagram influencers who embodied the “can-do” spirit of their brand.

Richer Poorer told NBC News , “The trip was a huge success, with the Richer Poorer ecommerce site receiving millions of impressions as a direct result. Pawling and Morse were also able to launch post-trip marketing initiates like ‘Just More’ giveaways, giving them direct access to hundreds of thousands of potential new customers.”

As with all of your social media marketing efforts, performance data should be measured to see what drove the best results (and why), and then used to inform how you construct future campaigns.

Tips To Run Your Own Instagram Influencer Brand Getaway

While there are many different factors to consider when planning your own Instagram influencer trip, brands and agency partners should have a well-developed strategy to ensure the investment has a desirable return.

Here’s a few tips to help your company start planning your own Instagram influencer brand getaway:

Choosing the “Right” Instagram influencers to Partner with

Influencer marketing gives brands a unique opportunity to reach a niche and engaged audience. However, with so many varying rates and different types of Instagram influencers, how do you know who is the right fit for your partnership?

According to our report , 79% of businesses rank engagement as the most important factor when evaluating who is an ideal influencer, followed by quality of followers (70%) and industry or niche (67%).

It’s important that you don’t choose an influencer simply based on their social status but carefully select influencers that embody your brand aesthetic. Think about your product on their feed — would it be a natural fit? Are they already talking about things related to your industry?

Choosing the “right” fit for your brand giveaway will help you ensure you’re reaching the right audiences and making the most of your investment.

Download the Instagram Influencer Marketing Strategy Guide now and learn how to find the right influencers for your business!

Cut Costs by Partnering with Other Brands

Collaborating with other brands can help your company cut costs and create a mutually beneficial partnership. Many hotels, restaurants, and excursion companies are looking to build awareness and may be willing to agree on a “trade” for some free exposure. Businesses should plan these partnerships ahead of time with projected reach and mutually beneficial opportunity.

Aimee Song showed off the Amangiri Luxury 5-star hotel & resort in Utah during Revolve’s trip to Utah. By tagging the resort location in her post, she’s put Amangiri in front of her 4.7 million followers eyes:

The post is a win-win for both Revolve and Amangiri Resort, generating 87K likes and over 700 comments.

Build Out An Itinerary With Photo Opps in Mind

During your trip, you’ll want to have activities mapped out that appropriately tie-in your brand. It’s important to make sure the influencers have plenty of “Instagrammable” moments, while also giving them the freedom to enjoy the experience.

This year, Chloe took a group of Instagram influencers to Palm Springs to celebrate the launch of their new fragrance, Nomad . The location, setting, and activities embodied the “independent, charismatic essence” of the the new fragrance:

The road trip included a stop at the iconic Fox Theatre, a performance from a local indie rock band, horseback-riding through the desert and more — giving influencer’s plenty of opportunities to snap the perfect shot.

Since influencers will be sharing tons of content with your branded getaway hashtag, make sure you keep tabs on all the new posts. Using a tool like Later’s Search and Repost can help you stay on top of the content overload by uncovering all of the photos and videos containing your branded hashtag:

Influencer brand getaways are a great way for your company to generate a ton of new content. Instagram influencers are pros at capturing product and have mastered the art of “getting the ‘gram”. It’s important your company takes advantage of all the influencer-generated content on your trip. This content should not only be shared while on the getaway, but also re-posted throughout the following weeks to continue promoting your campaign.

Assemble An All-Star Team

Assembling an all-star team will be crucial in making sure your Instagram influencer brand getaway goes off without a hitch.

Whether you’re coordinating your event in-house or with an agency, make sure you have enough hands on deck to keep things running smoothly. Photographers, event coordinators, and staff should be fully briefed before the trip, anticipating issues ahead of time and have a plan in place before the crisis hits.

Instagram influencer brand getaways are a great way to connect with new audiences and grow your engagement! With the proper planning, running your own brand getaway can help you take your business’ social media marketing efforts to the next level!

Dive even deeper into Instagram influencer marketing with our free guide :

Lexie is a Marketing Campaigns Lead. She’s helped dozens of brands build their social presence and take their content strategy to the next level. You can connect with her on Instagram @lexiecarbone .

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Every One of Expedia Group’s 23 Brands, Explained

Sean O'Neill, Skift

July 23rd, 2018 at 2:30 AM EDT

Check out our Skift Takes on Expedia Group's brands for consumers and businesses. Time for some #realtalk.

Showing that names mean something, in March Expedia Inc. became Expedia Group . The switch came a month after the Priceline Group rebranded to Booking Holdings .

Expedia Group is the number two global online travel player, behind Booking Holdings, and booked $10 billion in revenue in 2017. Below, Skift presents an explainer about Expedia Group’s brand portfolio.

We show how Expedia Group has positioned each of its brands based on edited company statements. Then we share our Skift Take on how these brands truly operate and fit into the online universe.

Most of the brands — which number 23 or so, depending on how you count them — are consumer brands. We include business-to-business brands, too, but leave out joint ventures.

Online Travel Agencies

Expedia.com Expedia Group Take: “Expedia.com is one of the world’s largest full-service travel brands. It aims to provide the widest selection of vacation destinations, affordable airfares, hotel deals, car rentals, cruise deals, and in-destination activities, attractions, and services.”

Skift Take: It has been a while since Expedia ran TV ads with the equally memorable and irritating “dot coooom” jingle. However, its pitch has remained the same, namely, to be a generic full-service travel agency. Expedia.com woos the average consumer who wants to build the blocks of their trip in one place and wants a single company to call if something goes wrong. A caveat, though: While Expedia.com may be available in 33 countries, too much of its revenue and gross bookings continue to be U.S. domestic, as the company would admit.

Hotels.com Expedia Group Take: “With hundreds of thousands of places to stay around the world and 90 local websites in 41 languages, Hotels.com has it all.”

Skift Take: We strongly suspect that Captain Obvious , the star of Hotels.com TV ads, hasn’t effectively made Hotels.com a household name the way the Trivago Guy and associates have helped Trivago. The brand has instead thrived on the word-of-mouth popularity of its rewards program, which has an admirably simple message of “book-10-nights-get-one-free.” As for its mobile app, we’re still waiting for broad availability of promised features, such as keyless entry at many hotel chains.

Vacation Rentals and Hotel Price-Comparison Engines

HomeAway, VRBO, Bedandbreakfast.com , VacationRentals.com , Abritel , and FeWo-direkt Expedia Group Take: “From beach houses, to cabins, to condos, HomeAway is a world-leader in the vacation rental industry, with sites offering more than two million unique places to stay in 190 countries.”

Skift Take: It doesn’t make sense for Expedia Group to maintain separate brands when a competitor like Airbnb throws all its marketing dollars at amplifying just one brand. Despite Expedia Group’s talk to the contrary, we suspect it will unify its rental brands — or at least all of its English-language rental brands — under HomeAway. But first the division must finish standardizing its fee model , making all of its listings instantly bookable, and closing its geographic gaps by buying regional brands like Turkey’s HemenKiralik and Canada’s CanadaStays .

Trivago Expedia Group Take: “Trivago is a search platform for comparing a deep supply of hotels and alternative accommodations. The Düsseldorf, Germany-based company allows travelers worldwide to make informed decisions by personalizing their lodging search. As of March 31, 2018, Trivago has established 55 localized platforms connected to more than two million hotels and alternative accommodation in more than 190 countries.”

Skift Take: You have seen the TV ads with the creepy Trivago Guy — or else other Trivago characters . In the past year, you have also seen the company’s share price dive from a peak of $23 to about $4.50 at publication time due to missteps . Expedia Group may want to take advantage of the discounted share price and nab the remaining 40 percent of the company. It could retool the brand to fight hotel search company HotelsCombined , which earlier this month was acquired by rival Booking Holdings — possibly to build a “Trivago killer” company.

Smaller Online Travel Brands

Travelocity Expedia Group Take: “Travelocity focuses on exceptional service, expert advice, and guaranteed value for every trip. It encourages travelers to ‘Wander Wisely’ and is dedicated to being the champion of the customer.”

Skift Take: Expedia Group has what is internally called a “comet” team, which aims to retain the distinctiveness of six brands — Travelocity, Orbitz, CheapTickets, Ebookers, Wotif, and Lastminute.au — while synching up and coordinating their marketing and technology practices. To the credit of General Manager Krista McDougal and her predecessor Brad Wilson, Travelocity is the most-differentiated brand of the bunch. Travelocity has memorable roaming gnome TV ads and a stand-out promise of round-the-clock customer support that fit together to appeal to a particular customer segment.

Orbitz Expedia Group Take: “Orbitz is a leading travel website. Its loyalty program is the only one where customers can earn rewards immediately on flights, hotels, and packages, and redeem instantly on tens of thousands of hotels worldwide.”

Skift Take: Officially, everything’s fine. However, we suspect Expedia Group is reducing marketing oxygen to Orbitz. It spent nothing on TV ads for Orbitz in 2018 so far, according to estimates by analytics firm iSpot.tv . That figure contrasts with $15 million spent on TV ads for comparably sized Travelocity so far this year. The mothership seems to be spending relatively little on Orbitz in Google ad auctions this year, too. When we asked, Expedia Group said these worries are silly and that different brands call for different marketing schedules and mediums. For example, Orbitz released a new marketing campaign just a few months ago: “ Orbitz – Rewarding Travel Just Like That .” We hope a campaign like this will hit the airwaves before too much time passes.

Hotwire Expedia Group Take: “By simply hiding the brand name, Hotwire can offer customers deep savings on hotel rooms, rental cars, flights and vacation packages.”

Skift Take: Unofficially, Hotwire is supposed to be a brand that’s like the risk-free bond in an investment portfolio otherwise filled with risky stocks. Hotwire only tends to only be wildly profitable during recessions — when airlines, hotels, and car-rental companies use it to sell travel at deep discounts while slightly disguising the offers through semi-opaque and members-only deals to avoid broader price transparency. Surprisingly, despite this economic boom, Expedia Group has invested in marketing for Hotwire, giving its site and TV ads a fresher look. Maybe the brand consistently pulls in a set of deal-seeking customers who came of age in the era of deal brands like Groupon and Secret Escapes and who otherwise wouldn’t be wooed by other Expedia Group brands.

Wotif Expedia Group Take: “Wotif is a leading online travel site dedicated to Australian and New Zealand travelers. Since it launched in 2000, one in two Aussies and one in four Kiwis have traveled with Wotif. This year the company will have marketing campaigns celebrating distinctively Australian initiatives and hold the inaugural Australia Day Wotif Town Of The Year Awards as part of the brand’s focus on local community engagement.”

Skift Take: Pronounced “What if”, Wotif was a homegrown Australian travel brand that Expedia acquired in 2014 and moved onto its technology platform. Along the way, Wotif appears not to have gained share against its larger homegrown rival Webjet and foreign players like Agoda . Wotif’s only plan seems to be to add more local marketing efforts. Sometimes Australians must think about the acquisition and how it might have gone differently and ask themselves, “What if?”

Lastminute.com.au Expedia Group Take: “Lastminute.com.au is an Australian’s ultimate travel companion when it comes to booking last minute accommodation, flights, packages, car hire, and experiences.”

Skift Take: Lastminute.com.au is a white-label shell for Expedia content, though it has cheeky touches aimed at Australians. For example, there is a button one can push to disguise the travel search screen and instead display what looks like a work-related project when the boss passes by. That said, most last-minute planning takes place on mobile devices these days, according to data from marketing firm Sojern . Lastminute’s mobile-first presence and branding may not be as effective as last-minute rivals’ like Hopper , HotelTonight , HolidayPirates , and Secret Escapes . If nothing else, it could do more on Instagram. It has only 2,800 followers , compared to private membership club Soho House, which has more than 360,000 followers .

Ebookers Expedia Group Take: “Ebookers believes travel is personal. No two travelers are the same, so no two trips should be either. With online travel agencies in seven European countries, ebookers gives travelers flexibility.”

Skift Take: Ebookers is just reselling Exepdia.com inventory on an Expedia.com technology platform. It may disappear like Venere — a brand the conglomerate bought in 2008 and killed in late 2016 — unless it innovates more than merely adding sophisticated packaging tools. Ebookers is being blown out of the water on the innovation and revenue growth front by European online travel agencies MisterFly, which offers an innovative price-comparison search results, and lets consumers pay for their trips in quarterly installments, and Kiwi.com , which cleverly lets shoppers mix-and-match flights from non-partner airlines into single itineraries.

CheapTickets Expedia Group Take: “In addition to cheap flights, CheapTickets’ discounted travel products include cheap hotels, cheap cruises, cheap rental cars, cheap vacation packages, vacation rentals, last-minute trips, and event tickets.”

Skift Take: The branding opportunity for a name like CheapTickets is to offer uniquely discounted plane tickets from, say, wholesalers or ethnic travel agencies and make them available, either through a members-only site or a similar model. Instead, this is just the same old Expedia.com inventory. Expedia Group ought to buy expertise at deeply discounted tickets, like either Mondee , OnVoya , Vayama , Getaroom , or even Fareportal given its CheapOair brand, and reconfigure CheapTickets. But expect Expedia Group to cheap out and do little except maybe tinker some more with the brand’s loyalty program.

CarRentals.com and Cardelmar Expedia Group Take: “Part of the Hotwire Group, CarRentals.com is the premier car rental booking brand online. It offers advanced, easy-to-use technologies to consumers and select vendor partners alike via localized sites in four countries.”

Skift Take: While rival Booking Holdings has been pouring money into its consumer-facing Rentalcars brand, its related Rentalcars Connect business-to-business unit, and its affiliate or reseller business, Expedia has been letting CarRentals.com drive on autopilot, comparatively speaking, by relying on the popularity of its German and Dutch sister brand Cardelmar .

AirAsiaGo Expedia Group Take: “AirAsiaGo is one of the fastest-growing online travel portals in Asia, offering travelers an extensive selection of hotels, activities, and travel services. The AirAsiaGo brand is managed by AirAsiaExpedia, a joint venture company that Expedia Group owns 75 percent of.”

Skift Take: Think of this as Expedia white-labeled for the airline AirAsia. You would think Expedia Group would want to tout a collaboration like this with a supplier. Doesn’t it want to encourage more airlines and hotel chains to outsource their technology needs to it?

expedia group brands CEO Mark Okerstrom with team

Agent-Heavy Businesses

Egencia Expedia Group Take: “Relying on timely, data-driven insights from travel management company Egencia, businesses stay one step ahead by making business travel choices that align with traveler preference and corporate policy. Egencias consultants are ready to assist with every step small, mid-cap and multi-national companies in more than 65 countries.”

Skift Take: An under-appreciated star brand in the Expedia Group constellation is its business travel division, Egencia. The unit became the world’s fourth-largest travel management company by being more sophisticated than legacy players at wringing inefficiencies out of processes. But Egencia’s brand suffers, in the eyes of some corporate travel managers, for not being seen as sufficiently high-touch. Adding money and sophistication to its niche business-to-business marketing effort could yield outsized returns in helping Egencia to secure more global corporate accounts. Expect acquisitions, too .

Expedia CruiseShipCenters Expedia Group Take: “Founded in 1987, Expedia CruiseShipCenters is North America’s leading cruise specialist, providing a full range of travel products through its network of 250 independently owned, retail travel franchises and 5,000 vacation consultants. The brand has been recognized as a top seller in North America with every major cruise line.”

Skift Take: We’re not all that impressed with the Expedia CruiseShipCenters website. There’s no mobile app. Consumers don’t book instantly but they request a quote instead. That may be fairly typical for cruise bookings online but is hardly in keeping with the larger Expedia brand and is hardly competitive with smaller players Dreamlines and CruiseCompete . The name recognition helps, but overall it feels a little uninspiring.

Expedia Local Expert Expedia Group Take: “A leading provider of activities and destination experiences, Expedia Local Expert offers expertise and assistance in booking events, activities, tours, attractions, ground transportation, and other services.”

Skift Take: If you visit many popular vacation destinations, such as Hawaii’s main cities, it’s hard to miss the kiosks and concierge stands where Expedia Local Expert staff sell tours and activities in more than 100 hotels and other retail locations — plus online bookings in more than 1,000 locales worldwide. Yet startups like Klook and GetYourGuide and competitors like TripAdvisor and Booking Holdings are investing heavily in online bookings. Expedia Group is overdue to buy a company with content or operator connections to help speed things up.

Classic Vacations Expedia Group Take: “A premier provider of vacations for discerning travelers, Classic Vacations offers a full line of luxury accommodations, ground transportation, car rentals, unique tours and excursions, and all classes of air service to top destinations and experiences. Classic Vacations is the number-one-rated luxury vacation company by travel advisors.”

Skift Take: Classic Vacations, a tour operator, sells travel in partnership with agencies. There may be no sector that is as much of a relationship business as the one Classic Vacations plays in, but its long-standing leaders may need to consider a refresh for the 40-year-old brand.

Industry Services

Expedia Group Media Solutions Expedia Group Take: “Expedia Group Media Solutions the advertising arm of Expedia Group, offers industry expertise and digital marketing solutions that allow brands to reach, engage and influence its qualified audience of travelers around the world. The unit provides data-driven insights about traveler behaviors, along with dynamic advertising solutions, to deliver strategic campaigns and measurable results.”

Skift Take: An often-overlooked gem is Expedia’s compact but zippily growing ad agency arm. We estimate the unit generated more than $300 million in revenue for the company in 2017, though the division doesn’t break out its numbers. Expedia Group Media Solutions has the ingredients that could turn it into a superstar brand. It leads the market by a wide margin in being a travel-focused ad agency that can help clients — such as hotels, tourism boards, and credit card issuers — create and test ad campaigns by analyzing volume changes at Expedia-owned brands.

Expedia Affiliate Network (EAN) Expedia Group Take: “Expedia Affiliate Network (EAN) powers the hotel business of hundreds of leading airlines, travel agencies, loyalty, and corporate travel companies plus several top consumer brands.”

Skift Take: Of the handful of travel affiliate , or commission-based reseller programs out there, the Expedia Affiliate Network is the most pervasive brand. We suspect it’s the among the world’s fastest-growing private label travel affiliate networks. Props to its marketers, who are successfully signing up airlines, travel agencies, and other companies. The company has cleverly led with content marketing that tries to educate resellers on how to build their brands rather than only talk up its technological investment , breadth of inventory, and customer-focused flexibility in commercial arrangements — which are also impressive.

Traveldoo Expedia Group Take: “Traveldoo solutions simplify travel booking and expense reporting, help optimize travel spend and expense management processes, and improve risk and crisis management for more than 4,500 customers worldwide in 65 countries.”

Skift Take: At careers portal LifeAtExpedia.com , Traveldoo is one of five brands that were shortlisted on the main page at publication time, when the brand had a half-dozen positions open. Expect to see more growth here.

SilverRail Technologies Expedia Group Take: “SilverRail Technology is built for rail, uniting the ecosystem of rail carriers and travel distributors around the world’s most comprehensive search and booking platform for rail content. It helps with journey planning, inventory management, scheduling, pricing, booking, payment, ticketing, reporting, and administration.”

Skift Take: Looking for help with their sales and distribution services, European rail companies have turned to outside vendors , such as Amadeus, IBM, Siemens, HaCon, Accesrail, Sqills, and Expedia Group’s SilverRail. While the sector’s sales cycle is an extended one, SilverRail has an opportunity to build a high-margin business and become one of the world’s most-used global sales and distribution systems for rail. A big marketing challenge has been for SilverRail to make itself an appealing place for star technical talent to work. It appears to gone some way toward doing this , having recently been ranked by employee review site GlassDoor as a best place to work.

Alice Expedia Group Take: “Alice is a hotel operations platform that improves staff communication, task management, and guest satisfaction.”

Skift Take: Two years ago, this 110-employee services company settled on a marketing message that has since clicked with brands like Viceroy and Nordic Choice Hotels. Rather than being a grab bag of software to replace old-school tools like walkie-talkies and pagers, it now presents itself as a suite of tools that promise to play nicely with a hotel’s other software and processes and that can be purchased a la carte or as a bundle. Smartly done, and its business-to-business marketing skill should be a lesson to other Expedia Group units.

Expedia Group Lodging Partner Services Expedia Group Take: “Expedia Group Lodging Partner Services helps drive incremental demand and direct bookings to lodging suppliers by providing the opportunity to reach a highly valuable audience of travel consumers.”

Skift Take: They should just rename this Expedia for Properties.

The Daily Newsletter

Our daily coverage of the global travel industry. Written by editors and analysts from across Skift’s brands.

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Tags: brands explained , egencia , expedia , homeaway , hotels.com , hotwire

Photo credit: We show how Expedia Group has positioned each of its brands based on edited company statements. Then we share our Skift Take on how these brands truly operate and fit into the online universe. Expedia Group

What To Consider Before Taking New Car On A Road Trip

You just bought a brand-new car and you are excited to take it on a spin. Naturally, you would want to drive it on the road to test out how well it holds up to your standards. But how far should you take your new car if you want to test it out or if you want to get yourself adjusted to it? Should you take a brand-new car on a road trip?

It is perfectly alright for you to take your brand-new car out on a road trip. In fact, taking a road trip might be one of the best ideas for you if you want to break your car in. But it is better for you to consult your car’s manual first because it might have instructions on how to break it in during a road trip.

One of the major reasons why you would want to take your brand-new car on a road trip is to make sure that it gets broken in and that it is ready for some more long-distance driving in the future. After all, cars are made of moving parts that need to be settled in. So, if you want to know more about whether or not you should take your new car on a trip, it is best for you to read on.

Do Newer Cars Still Have A break In Period?

You may have heard about the “break-in” period that is required when you buy new things. In most cases, this is very common in shoes because you have to break into those shoes first by using them constantly. The reason for the break-in period is for you to get those shoes adjusted to your movements and to the shape of your feet while also improving the flexibility of the rubber and the leather components found on that shoe.

The same thing applies to a car. When you look at what cars are made of, these are complex machines that are made up of simpler machines that each work well with one another to allow the vehicle to function precisely and efficiently.

But when these parts are still brand-new after you had just bought the car, it is expected that they are not yet adjusted to the constant grinding and moving that is happening whenever the car is operating. Because of that, you need to break the car in so that these different moving parts can get adjusted to the constant moving and grinding that will be happening on a regular basis regardless of whether you are driving short distances in the city or long distances on a cross-country trip.

Breaking in a car is not usually the same as driving it regularly because there might be some instructions that you need to follow depending on the car and on the manufacturer. That’s why it still is better for you to consult your car’s manual if you want to get to know more about how to properly break your car in.

How Many Miles You Should Drive To Break In a New Car

Similar to how you need to constantly walk in your new shoes to break them in, the same concept applies to your car because you have to drive it as frequently as you can so that you can break it in. And, just like your shoes, the miles you have consumed using that car might be the best indicator of whether or not it has been broken in instead of basing it on how long you have had the car.

That is why, in most circles, they recommend that you look at your car’s mileage to know if it has already been sufficiently broken in. But you might be asking yourself right now how many miles would it take for you to break your car in. Well, that really depends on several factors.

First off, let us go back to the Holy Grail of your car—it’s manual. You always have to check the car’s manual if you want to know how many miles it requires during its break-in period. It really depends on the manufacturer and the model of the car. There are some that may take 1,000 miles or even more than that but others might only need a few hundred miles.

But if you can’t consult your manual for one reason or another, you may want to consider 500 miles as the regular break-in period for most cars. In most cases and even for cars with manuals that tell it differently, 500 miles should be sufficient enough to break your car in.

Keep in mind though that some cars do come broken in by the car manufacturers themselves so that you no longer have to break them in yourself. These are usually the high-performance cars that are at the top of the line because, let’s face it, the high-profile people who could afford such cars don’t have the time to break them in and would most likely want to step on the gas and drive at high speeds right off the bat.

Can You Drive a New Car At High Speeds?

Speaking of high speeds, one of the reasons why cars come with a break-in period is for you to be able to drive them at high speeds later on. That only follows that, during the break-in period, you should avoid driving your car at high speeds.

The reason is that new cars have parts that are not yet used to moving so much and might not have adjusted to the constant powerful and high-speed moving and grinding that is happening when you are driving the car at high speeds. Doing so might damage the car or, at the very least, decrease its lifespan.

Tip: Generally during the break-in period you shouldn’t drive over 55-60 mph.

Considering Interstate speed limits can be up to 80 mph you might want to plan your road trip accordingly.

While Interstates do have a minimum speed limit usually at 40 mph. Driving under 60 mph on a Interstate can be dangerous and I wouldn’t recommend it.

Is It Bad To Drive a Brand-New Car Long Distance?

Going back to the meat of this article and with all things said and considered, should you drive your brand-new car long-distance? Is it really okay for you to take your brand-new car on a long road trip?

Well, considering that you need to break your car in, taking it for a road trip would be a good idea to crank up those miles and decrease the break-in period it needs. Still, though, there are some considerations that you need to take note of first before you take that machine out for a long cross-country drive.

First of all, do not drive your car at high speeds because of how it hasn’t been thoroughly been broken in and the moving parts are still adjusting and getting used to the movements happening whenever you are driving the car.

Second, it is best to vary engine speeds during the road trip instead of driving it at constant speeds so that the different gears of your cars are used thoroughly throughout the entire road trip. In connection to that, it might be best for you to split time between the freeway and the side streets because using the freeway would require you to drive the car at constant speeds. Meanwhile, you might also want to turn off cruise control so that you can vary the speeds of the car.

What You Should Not Do With A Brand-New Car

Aside from all that has already been mentioned, here are some of the things that you should not do with your brand-new car:

Don’t push the pedal right off the bat as if you are racing with someone else. Ease into it by stepping on the gas slowly instead of putting your foot down with force. This is a common mistake the people make whenever they are in front of a traffic light and they would suddenly step hard on the gas the moment the light turns green.
Try to control your RPMs and keep them at a steady pace instead of maxing them. Don’t push past the red line and make sure you stay between 3,500 to 4,500 RPMs before the car has been broken in.
Avoid doing plenty of short-distance travels in a single day. The reason why you shouldn’t do this is that new engines need some time to warm up whenever they are used. However, short trips usually don’t give the engine a lot of time to warm up before you turn them off again.
Keep the gas above a quarter every single time. Do not wait for the gas to be empty or to fall somewhere below the quarter line before you fill the tank up again. The reason is that the fuel gauge on a new car won’t be the most accurate because it too needs to be broken in at the start.
Never ignore what the manual tells you. Always listen to what the manual has to say or, at the very least, keep in mind whatever the manual tells you to do. The manufacturers of your car know more about it than you do because, after all, they were the ones who put it together.

YourMotorFixResearcher

Owner of YourMotorFix.com

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Music Industry Moves: Hip-Hop Producer BNYX Inks Deal With Field Trip Recordings and Capitol Records

BNYX has produced records for Yeat, Drake, Travis Scott, Lil Uzi Vert and Nicki Minaj.

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Thania Garcia

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Hip-hop producer BNYX (Yeat, Drake, Travis Scott, Lil Uzi Vert, Nicki Minaj) has signed a new deal with Zack Bia ‘s Field Trip Recordings and Capitol Records . Yeat’s Lyfestyle Corporation will also work with BNYX as part of the deal.

“BNYX is an exceptional musician, a true artist with a specific vision but above all an incredible human,” said Bia. “Yeat brought him into our lives and he’s turned into family. It is only right we would all partner to bring his music to the world as the first official signee to Lyfestyle Corporation / Field Trip / Capitol Records. We couldn’t be more honored and excited.”

Popular on Variety

“As a producer BNYX has had a profound impact on both music and culture,” said Tom March, chairman and CEO for Capitol Records. “We’re thrilled to partner with he, his manager Ness, the brilliant Zack Bia and Field Trip Recordings on the launch of BNYX’s solo career. It’s a privilege to enter this new era together continuing our longtime relationship with Zack and the Field Trip team.”

On the partnership, BNYX said: “I’d like to thank God, my manager, and Rick Owens.”

+ Samantha Sklar has been promoted to VP of A&R at Position Music .

Sklar’s most recent notable success is marked with the signing of breakout songwriter Jack LaFrantz, who co-wrote Benson Boone’s hit Hot 100-topping single “Beautiful Things.” Sklar joined Position Music in August 2022 and has been integral in helping to build out the frontline pop publishing roster including the additions of Joe Kearns, Zach Skelton, John “Feldy” Feldmann, Alex “Abomb” Fernandez, amongst others yet to be announced. Prior to joining Position, Sklar was an A&R at Warner Chappell Music Publishing, where she signed Stephen Kirk, who co-wrote BTS’ “Butter.”

Hunter is also the co-founder of Live Help Live, an independent label representing breakout acts like Jordan Ward. Meanwhile, Muniz has over 12 years of experience in talent branding and media relations. She has managed publicity campaigns for artists including Coco Jones, Alessia Cara, SZA, and the Prince Estate, among others.

+ Bella Figura Music , the independent music publisher and record label founded by Alexi Cory-Smith and Neelesh Prabhu in 2022, has announced the acquisition of RAK Publishing (RAK) .

RAK oversees 1500 copyrights, including classic hits such as “I Love Rock ‘n’ Roll” recorded by Joan Jett and the Blackhearts, “Kids in America” recorded by Kim Wilde, “Music” recorded by John Miles, and many others.

RAK was founded in 1969 by record producer Mickie Most and his wife Christina and now represents over a hundred writers including the Ivor Novello Winner Errol Brown and BASCA Gold Badge recipients Steve Harley and Suzi Quatro.

+ Reservoir Media, Inc. and Big Life Managemen t, a Reservoir company, have announced a slate of key promotions at Big Life. Kat Kennedy , Colin Roberts, and Claire Kilcourse have been promoted to partners, with Kennedy also taking on a new role as managing director.

In her 18 years at Big Life, Kennedy rose from a junior role to her previous title of general manager, which she held for 12 years. Roberts began at Big Life in 2007 as an A&R scout, bringing in artists including La Roux and the Sound of Arrows, with the latter becoming the first of many of his own management clients.

Kilcourse returned to Big Life as an artist manager in January 2017 following an earlier role as a management assistant between 2010 and 2012. On her return to the company, she brought Orla Gartland and Look Mum No Computer to the roster.

+ Portland-based indie record label Really Rad Records has launched an online fundraiser to help the company get back on its feet after its headquarters were burned down last month. Really Rad provides artists with PR, booking and advertising services as well as producing and distributing physical formats like vinyl, CDs, and cassettes.

Donations will go towards restocking merchandise, starting with the most recent arrivals and working backwards, in addition to any refunds that customers may place for the destroyed merchandise.

“The investigation is still ongoing, but it’s believed that an electrical fire sparked from an outlet in our living room and caught on some cardboard shipping supplies,” said the company on their GoFundMe page. “Between that and the thousands of vinyl records stocked on our shelves, it took less than 90 seconds for the fire to grow so hot that our home was filled with black smoke, windows were cracking and the staircase outside our apartment leading to our upstairs neighbor was completely engulfed in flames.”

+ Lucas Keller, president and founding partner of Milk & Honey Music + Sports + Ventures , has announced the acquisition of VMG Sports , built by NFLPA certified agents Adam Heller, Michael Simon, Greg Diulus and Sammy Spina who will now join the Milk & Honey executive staff.

Through this new deal, Travis Kelce, Paris Johnson and 15 total NFL players will join the Milk & Honey family joining the existing roster of clients including Courtland Sutton (Denver Broncos) and Kamren Curl (Los Angeles Rams) to name a few. The company now represents 83 athletes in total across football and baseball.

Milk & Honey was founded in a decade ago by Keller and general manager/business partner Nic Warner, and entered the sports world three years ago with a focus on expanding beyond just a music shop. Milk & Honey’s music department represent songwriters and record producers alongside nearly 30 DJs in their artist department.

+ Media, marketing and management firm Jensen Communications, Inc. has appointed Leo Lavoro as senior VP of publicity and media strategy. In his new role, Lavoro will provide strategic direction for the company’s roster of clients in the areas of PR, marketing and brand building.

He will report to Michael Jensen, president and founder of Jensen Communications, Inc. (JCI).

“I am incredibly thrilled and honored to announce Leo Lavoro as Senior Vice President of Jensen Communications,” Jensen said. “His strong work ethic is truly admirable. He is and will be more than an important part of the company’s growth now and in the future. We already value his early contributions to the company. His dedication and commitment to his work will inspire us all.”

Prior to joining JCI, Lavoro served as VP of publicity at BMG in New York City, where he orchestrated press and marketing campaigns for international artists including Lenny Kravitz, Kylie Minogue, Diane Warren, Rufus Wainwright and Corey Taylor, to name a few. Over the past 25 years, Lavoro has worked at such companies as Zero Hour Records, Webster Hall Records, Escapi Music, Big Machine Media and The End Records.

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This Earth Day, Stop Shopping Fast Fashion — and Switch to Our Favorite Sustainable Brands’ Long-lasting Pieces

Shop top picks from Everlane, Cariuma, Patagonia, and more.

We independently evaluate all recommended products and services. If you click on links we provide, we may receive compensation. Learn more .

Travel + Leisure / Madison Woiten

Earth Day has arrived, and with it comes an opportunity to reflect on your buying habits so that you can begin to consume more consciously. If you have any trips on the horizon, you may still have some shopping to do in preparation, so we decided to make it a little bit easier to build out your dream travel wardrobe while being kinder to the planet.

In honor of the annual event, keep reading to find the 10 eco-friendly brands we love to shop at for comfy travel clothing and gear — as well as our top pick from each. From the perfect flowy pants to wear during a long-haul flight (which you can find at Everlane ), to the most supportive walking shoes made with recycled materials at Cariuma , these products prove that you can invest in your closet while minimizing your footprint on Mother Earth.

Our Pick: The Easy Pant

Everlane has long prioritized using recycled and organic materials to create their high-quality, made-to-last clothing, securing them as a go-to source for sustainably made apparel that’s also travel-friendly. These lightweight and breathable pants are made from a cotton and elastane blend and feature a stretchy elastic waistband that ensures they’ll remain comfortable during even the longest flights. And while you can never go wrong with a good pair of black pants, they’re also available in six other neutral shades that you won’t want to miss out on for spring.

Our Pick: Oca Low Black Canvas

One of the primary pillars of the Cariuma brand is sustainability , and in fact, with every purchase of a pair of sneakers, the brand has vowed to plant two trees in Brazil as part of their reforestation initiative — so far, they’ve already planted more than 2 billion trees. It’s this attention and care for the planet that should convince you to pick up a pair of the organic cotton Oca Low canvas sneakers that thousands of shoppers ( and celebs ) swear by. They’re effortlessly comfortable, easy to style, and even come in 24 bold colors and patterns.

Our Pick: Rib-Knit Hoodie

This Oprah-loved brand creates all of its products — from sheets to lounge sets — with responsibly sourced material that’s ethically made, all while designing pieces that are built to last. So, if you’re looking to add a cozy layer to your travel wardrobe that’s sustainably made and unbelievably soft, their Rib-Knit Hoodie is our top choice, and it’s even on sale for $117 right now thanks to the brand’s annual Mother’s Day Sale . The material on this cooling sweatshirt is viscose made from bamboo which provides an effortless drapey fit, and it’s available in four sleek shades, with sizes ranging from XS to 3XL.

Our Pick: Woven Twill Utility Joggers

Pact prioritizes using eco-friendly textiles in their comfy pieces that are practically designed for long travel days, and they’re even Fair Trade Certified, meaning that their factories are guaranteed to offer safe working conditions for those making your clothing. If you’ve been on the hunt for pants that you can wear from sightseeing excursions to running errands (and everything in between), these utility joggers are the perfect choice, and right now they’re on major sale, bringing the price down to just $54. Plus, if you want a closer look at the sustainability stats, the site even outlines that the organic cotton these pants are made of saves 62 gallons of water, and boasts nearly 20 pounds of carbon emission offset.

Our Pick: Horizontal Duck Bag

Sustainability is at the forefront of Baggu’s brand ethos , as they strive to reduce fabric waste while utilizing recycled materials to create the everyday bags that we know and love. The brand’s Horizontal Duck Bag is one of our top picks as it’s made from recycled cotton canvas that creates a durable feel, while the spacious yet foldable design is easy to pack into your carry-on for an extra bag to use during your travels. Adjustable straps mean it can be worn as a crossbody or a shoulder bag, while a zipper secures your belongings within to ward off potential theft.

Our Pick: Volley Canvas White Black

Clothing and other textile waste is a major issue in the age of overconsumption, and Veja proposes one solution to this concern by making their comfy and supportive sneakers out of recycled plastic bottles and other materials, resulting in a sustainable and reliable product. The brand’s Volley Canvas sneaker is a top choice to shop this spring as the upper is made from 100 percent organic cotton, while supportive (and sustainably made) insoles provide comfort for all-day wear. Plus, they’re a nice twist on the classic white sneaker that will still match nearly everything you have in your suitcase.

Our Pick: Moda 20L Backpack

From partnering with reliable and ethical factories to working with sustainable, recycled fabrics, Cotopaxi is a leader in environmentally friendly outdoor gear , so you can snag a backpack, duffel, or even apparel that works for you and the earth. The 20L Moda Backpack is currently on sale for just $69 and is made from a mix of recycled nylon and polyester to secure its title as eco-conscious. Plus, a large primary compartment, breathable mesh back paneling, and a variety of other easy-access pockets all make packing for your travels a breeze.

Our Pick: Mongolian Cashmere Batwing Sweater

Quince aims to reduce the use of unnecessary plastic in their shipping methods while also creating long-lasting pieces made from environmentally friendly materials such as organic cotton in order to lessen their carbon footprint . Those factors in combination with competitive prices that are a fraction of traditional retailers mean you can’t go wrong with anything you choose from the site. The brand’s Mongolian Cashmere Batwing Sweater is at the top of our shopping list for spring as the flowy design will make for the most gorgeous layering piece to tuck into your carry-on during a long-haul flight, and with seven jewel-toned and neutral shades to choose from, we can’t blame you if you pick up more than one. Best of all, it’s lightweight, breathable, and ethically produced.

Girlfriend Collective

Our Pick: Monaco Float Ultralight Leggings

Girlfriend Collective strives to do everything it can to build a sustainable and eco-friendly business , starting with 100 percent recycled and recyclable packaging and extending to the recycled materials from which they make their clothing. In fact, in an effort to reuse plastics, the brand even makes a large portion of its apparel from old water bottles to keep that material out of landfills. If you’re making your first purchase from Girlfriend Collective, you can’t go wrong with these lightweight leggings that boast sizes ranging from 2XS to 6XL in four gorgeous colors. They’re sweat-wicking and quick-drying, making them ideal for tough workout days and walking tours alike.

Our Pick: Women’s R1 CrossStrata Jacket

It’s no secret that Patagonia is one of the most beloved (and sustainable) outdoor gear brands, from its use of recycled materials to its animal welfare policies , and the creation of high-quality products that won’t soon need to be replaced or otherwise end up in a landfill. In fact, the brand is even focusing on utilizing regenerative practices starting with soil in order to reduce greenhouse gas emissions while formulating top-notch gear. Right now, the Women’s R1 CrossStrata Jacket has caught our eye while it’s on sale for an impressive 50 percent off, as it’s made with a breathable yet cozy fleece to provide insulation during your spring hiking and camping endeavors. Not to mention that it’s even made in a Fair Trade Certified factory, so you don’t have to worry about contributing to inhumane working conditions with your shopping habits.

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Enough with airline hidden fees: DOT rules take aim at 'corporate rip-offs'

The Department of Transportation announced new rules on Wednesday to better protect airline passengers against “costly surprise airline fees,” the agency said.

As part of the Biden-Harris Administration’s efforts to crack down on “corporate rip-offs,” two new air travel rules were finalized. The rules mandate airlines to pay full refunds in a timely and straightforward manner and ensure transparency regarding fees associated with air travel.

The new regulations are expected to save consumers over half a billion dollars each year in hidden junk fees, the DOT said.

“Passengers deserve to know upfront what costs they are facing and should get their money back when an airline owes them – without having to ask,” Secretary of Transportation Pete Buttigieg said in a statement.

“Today’s announcements will require airlines to both provide passengers better information about costs before ticket purchase, and promptly provide cash refunds to passengers when they are owed – not only saving passengers time and money, but also preventing headaches.”

Learn more: Best travel insurance

What to know about the newly finalized rules for airline passengers:

What are the new rules from the DOT and how do they impact passengers?

The first new regulation will simplify the process for airline passengers to get what they’re owed by requiring airlines to give automatic cash refunds. Passengers can get these refunds when their flights are “cancelled or significantly changed, their checked bags are significantly delayed, or the ancillary services, like Wi-Fi, they purchased are not provided,” the announcement said.

The second will require airlines and ticket agents to be upfront about any hidden fees, such as checking a bag or changing a flight, to help “consumers avoid unneeded or unexpected charges that can quickly increase and add significant cost to what may, at first, look like a cheap ticket.” Airline fees, increasingly common for airlines to boost their profit, have grown “confusing” for passengers.

Both rules will go into effect in about six months, or around the end of October, the agency said.

Making the skies more accessible: This proposal would help the DOT 'more easily penalize airlines' that damage wheelchairs

How will the new rules make getting refunds from airlines easier?

Getting a refund from airlines is a long-winded and often complicated process. Sometimes, passengers end up getting a travel credit or voucher instead of an actual reimbursement or just a partial refund. Under the new regulation, refunds will be much more straightforward.

Airlines must promptly provide automatic refunds without passengers explicitly requesting them, and the refunds must be issued in the original payment method used to make the purchase.

How fast will the refund get to me?

Airlines will have seven business days to make full refunds for credit card purchases and 20 calendar days for other payment methods.

How else is the DOT cracking down on hidden airline junk fees?

It can be tricky to know exactly how much your final airline ticket will cost due to hidden fees. What may look like a low price at first can quickly add up. Airlines will now have to disclose any baggage, change and cancellation fees and policies before purchases are made – and it has to be clear and upfront, not hidden behind a hyperlink. Airlines will also need to be transparent about weight and dimension limitations. Third-party websites such as Expedia or Booking.com will also be required to display this information.

These days, it’s common for people to pay for seat selection, especially for the lowest price fares, but carriers will now need to inform consumers that seats are guaranteed and it’s unnecessary to pay for one.

The DOT is also banning airlines from using bait-and-switch tactics, in which an airline advertises a discounted fare that doesn’t include mandatory fees that drive the ticket price up.

Kathleen Wong is a travel reporter for USA TODAY based in Hawaii. You can reach her at [email protected] .

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