Granfluencers redefine travel marketing influence

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“Granfluencers” — older social media influencers — are emerging as unexpected drivers of tourism marketing, combining authenticity, optimism and lived experience to inspire travel decisions. New research highlighted by the University of Queensland suggests that older creators build high-trust communities, challenge age stereotypes and generate emotional engagement that translates into destination interest. For tourism boards and brands, this signals a strategic shift: influence is no longer youth-coded. Credibility, relatability and intergenerational storytelling may prove more powerful than aspirational gloss.

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Tourism marketing has long chased youth culture — fast edits, curated perfection, aspirational luxury. But the rise of “granfluencers” signals a quiet reset. Older content creators are building loyal digital communities rooted in authenticity rather than spectacle.

According to research highlighted by the University of Queensland, these creators inspire trust and emotional resonance. Their content often centres on lived experience, resilience and curiosity — qualities that resonate strongly in a post-pandemic travel landscape where meaning competes with mobility.

Trust as a marketing asset

Older influencers are perceived as credible, grounded and less commercially driven. That perception matters. Travel decisions carry financial and emotional stakes. Audiences appear more receptive to recommendations delivered with sincerity rather than high-production polish.

Tourism boards and destination marketers are taking note. Campaigns that feature older storytellers broaden demographic appeal while challenging age stereotypes. Instead of positioning travel as youth-centric adventure, granfluencers frame it as lifelong discovery.

Intergenerational engagement

Granfluencers do more than attract peers. Their audiences often include younger followers seeking perspective, warmth and optimism. This cross-generational appeal expands campaign reach beyond traditional segmentation models.

For marketers, the implication is structural. Influence strategy may need recalibration. Metrics such as engagement depth, comment sentiment and community loyalty could outweigh follower counts alone.

A broader cultural shift

The success of older creators reflects a cultural appetite for authenticity and representation. As populations age globally, ignoring older voices in marketing is less defensible economically and socially.

The commercial lesson is straightforward. Influence is not about age — it is about trust capital. Tourism brands that recognise this early may unlock new markets without increasing acquisition spend.