In 2025, travel marketing is experiencing a digital evolution—one that no longer revolves around follower count, but around relevance. Dubbed interest media, this emerging concept marks a departure from traditional social media models, where user engagement and algorithmic precision now matter more than social connections.
Coined and popularized by marketing visionary Gary Vaynerchuk, “interest media” defines today’s content landscape: platforms pushing content to users based on their interests—not who they follow. And for travel brands, this shift is both a challenge and an opportunity.
What Is Interest Media — And Why Does It Matter?
Interest media refers to platforms curating and surfacing content that aligns with individual user preferences, not just their social networks. It’s the engine behind TikTok’s “For You Page” and YouTube’s suggested videos.
According to Vaynerchuk, this signals a major power shift. “We’re moving from connection-based to interest-based ecosystems.” In other words, it’s no longer about who you know online—it’s about what you like.
This shift has profound implications for travel companies, which have historically invested heavily in building large followings. In 2025, views—not followers—are the new currency.
Industry Voices: How the Travel Sector Is Adapting
Several travel industry leaders are embracing this change.
Konrad Waliszewski, co-founder and CEO of travel platform @Hotel, notes:
“Platforms understand consumer preferences better than ever. Travel brands that adapt to interest media will have a major edge.“
Meanwhile, Tim Morgan, CEO of travel tech startup Jerne, points out a strategic shift in how content reaches audiences:
“Interest media is a push system. Content gets delivered directly to people who are most likely to engage with it, even if they don’t follow you.“
This represents a break from the old pull model of social media, where brands needed to attract and retain followers just to be seen.
The TikTok Effect: Democratizing Reach
Platforms like TikTok and Instagram Reels have helped fuel the interest media movement. Their algorithms prioritize content that resonates—not content from influencers with massive followings.
Travis Pittman, CEO of TourRadar, explains:
“A great piece of content can go viral regardless of who posts it. It’s the quality and resonance that matter most now.“
That means smaller, authentic creators have a better shot at success. For budget-conscious travel brands, this levels the playing field. Instead of paying large sums to celebrity influencers, they can collaborate with passionate micro-creators who drive real engagement.
Why Views Now Matter More Than Followers
Traditional marketing metrics—like follower growth and reach—are becoming less important than actual content performance.
Gary Vaynerchuk urges brands to prioritize views, saves, shares, and watch time, as these metrics reflect genuine consumer interest and are favored by the algorithm.
Waliszewski emphasizes this mindset shift:
“The future of travel marketing isn’t about who follows you. It’s about whether your content is interesting enough to be shown.“
In this new reality, “content that works” is king.
What Travel Brands Should Do Next
To succeed in this evolving space, travel brands must:
1. Create Content That Sparks Curiosity
Short-form, vertical videos that are visually appealing, emotionally driven, and informative tend to perform well in interest-driven algorithms.
2. Partner with Regional Micro-Influencers
Creators with smaller but highly engaged audiences often outperform big names. Regional influencers can localize messaging and build authentic trust.
Example: Levista Coffee, a rising brand in India, leveraged local creators to reach vernacular-speaking consumers with relatable stories.
3. Optimize for Algorithmic Discovery
Structure your content with hooks in the first few seconds. Make use of trending sounds, captions, and strong CTAs. Create “series-style” videos to increase watch time and return visits.
4. Focus on Quality Over Quantity
You don’t need to post 10 times a day. One high-performing video could outperform weeks of regular posts if it captures attention.
5. Treat Social as a Media Platform
David Armstrong, CEO of HolidayPirates, suggests treating social platforms as media channels—not just social networking tools:
“Social content is now integrated across ecosystems—from search results to recommendations. It’s no longer just a side hustle for your brand—it’s central.“
Challenges Ahead: Navigating Algorithm-First Ecosystems
As beneficial as interest media can be, it comes with trade-offs:
- Less control: Brands don’t fully control when or how their content appears.
- Constant adaptation: Algorithms evolve fast, demanding flexible strategies.
- High competition: Everyone is vying for attention on the same stage.
Still, the upside outweighs the risk—especially for agile brands willing to pivot quickly.
Final Thoughts: The Future of Travel Marketing Is Interest-Driven
Interest media isn’t just a trend—it’s a seismic shift in how digital platforms operate and how travelers discover brands. The old model of accumulating followers and hoping for engagement is fading. In its place is a dynamic, algorithm-fueled environment where content relevance rules.
