Introduction

The summer of 2025 confirmed what we already knew: influencer marketing is now one of the most powerful drivers of visibility in tourism. From large resorts to boutique hotels, more and more businesses are turning to content creators to reach their target audiences.

In July 2025, a British travel influencer with 70,000 Instagram followers collaborated with a hotel in Crete. The result? Within just two weeks, the resort recorded a 35% increase in direct bookings from the UK. This example shows how influential storytelling by the right creator can be — when combined with a clear strategy.

Global Overview of Influencer Marketing in Q3 2025

The influencer marketing industry continues to grow at breakneck speed. Analysts estimate the total market value will reach $92.56 billion in 2025.

Key highlights from Q3 2025:

• Shift from awareness to ROI-driven campaigns: Brands demand measurable results, not just exposure.
• Top platforms: Instagram Reels and TikTok videos remain the most powerful content formats.
• Data-driven marketing: 68% of marketers report that influencer marketing is now directly tied to sales and revenue.

Case Study: Greece in Q3 2025

Greece once again became a hotspot for global travel campaigns.

• Visit Greece partnered with UK influencers to boost arrivals from that market.
• Hotels in Crete, Santorini, and Rhodes invested in micro-influencers with specialized audiences (30k–100k followers).
• Storytelling built around “local experiences” had outstanding traction: travelers responded more to authentic narratives rather than “staged” campaigns.

Key Trends in Influencer Marketing 2025

Micro & Nano Influencers

Brands increasingly turned to smaller creators, who deliver higher engagement rates at lower costs.

ROI & Data Tracking

The focus has shifted from impressions to CPA (Cost per Acquisition) and direct bookings.

Content Formats

• Short-form video (Instagram Reels, TikTok)
• Authentic long-form YouTube vlogs
  
• Story-driven collaborations with local guides

Partnerships with Travel Organizations

Greece strengthened its tourism presence through collaborations with TUI and Expedia, leveraging influencers in branded campaigns.

Numbers & Performance Metrics – Q3 2025

• Micro-influencer campaigns had an average engagement rate of 5.4%, nearly double that of macro-influencers.
• In direct hotel campaigns, influencer marketing achieved 25–40% lower costs compared to traditional paid ads.
• Video-based collaborations delivered 3x more conversions than static posts.

Practical Tips for Hotel Sales & Marketing Managers (by Loguers)

• Invest in micro-influencers: They build trust and authenticity.
• Measure ROI with clear KPIs: Bookings, affiliate links, promo codes.
• Focus on storytelling: Travelers seek meaningful experiences, not simple ads.
• Prioritize long-term partnerships instead of one-off posts.
• Combine influencer content with paid ads to maximize impact.

Conclusion

Q3 2025 proved that influencer marketing is not just a trend but a core tool for tourism marketing. Greece and its hotels benefited significantly, particularly through targeted campaigns in key markets like the UK.

Looking ahead to 2026, the winning formula will be the blend of authentic storytelling, micro-influencers, and measurable ROI.

FAQs

Sources

• Visit Greece / Greek National Tourism Organization influencer campaigns
• Statista reports on influencer engagement 2025