To choose their holiday destination for All Saints, many French people may have been influenced by photos and videos posted on social networks.
Departmental and regional tourism committees are increasingly calling on influencers to offer a more authentic look.
In Brittany, the regional committee invites European influencers to a turnkey stay in exchange for a few posts and stories on the networks.
Those who have never wanted to go on a trip after a little trip on Instagram, raise your hands.
With its well-contrasted filters, the social network has always been able to highlight photos of beautiful landscapes conducive to escape.
Tourism professionals quickly understood this, flooding their social networks with the most beautiful images from their photo library.
But to seduce Internet users, it quickly had to do more than advertising.
For several years now, departmental and regional tourism committees have been calling on influencers.
By offering them turnkey stays with a few snapshots and stories, the French regions know that they will reach a young target, connected and free to leave outside the busiest periods.
Like Bruno Maltor and his 300,000 followers on Insta, some travel influencers have fulfilled the dream of millions of people: to be paid to travel.
As the All Saints' Day holidays have just started,
20 Minutes
has looked at this phenomenon which affects Instagram, YouTube or TikTok by focusing on one of the most popular French destinations in the fall: Brittany.
A contract but no look at the content
At the time we approached them, Brock and Betty were in Jordan.
This couple would briefly return home to England before heading to Canada to enjoy the fall colors.
Real globetrotters.
In June, the two lovers crossed the Channel for a trip to "little Britain", at the invitation of the regional tourism committee.
“We wanted to come for a long time.
What is funny is that we imagined Brittany as the south of England.
But it's totally different!
The sand was fine and white, the water blue as in the Mediterranean.
Not at all what we expected!
Some of the beaches are some of the most beautiful we have ever seen”.
His impressions, the couple shared them widely on their social networks and their blog.
Very comfortable behind a camera,
Brock and Betty very often send photos and videos of their stay in Brittany.
In any case, much more than what the regional tourism committee had asked of him in the "contract" that bound them.
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Despite the bad weather (even for English people), the couple traveled from Crozon to Saint-Malo in just over a week, all organized by the CRT.
The young English were seduced by the quality of the food, the welcome of the locals, the wild landscapes and the secret beaches.
Their crush?
Ride a bike to Cap Fréhel and visit “as many lighthouses as possible”, stopping at all the buttered bakeries.
The couple shared their favorites on their blog and their networks, to the delight of the regional tourism committee.
“We have been working with influencers for several years, especially in foreign markets.
We can target young working people and couples without children.
They are the ones who travel outside of school holidays,” explain Maud Gicquel and Charlotte Le Thiec,
“This is not product placement”
The regional tourism committee hopes in particular to attract “first-time visitors” who have never come to Brittany.
The process has the advantage of being inexpensive financially, even if it requires a good deal of preparation for the “turnkey” trip in order for it to be authentic.
“We are not in the fashion or luxury sector where mechanics are more expensive.
This is not product placement.
They are chosen at the start for their look, their touch, their tone, their values, ”assures the CRT.
The practice sometimes costs almost nothing and can go up to 3,000 to 4,000 euros per week.
A very thin budget compared to any advertising campaign.
And a boon for the region, which can thus better distribute flows in space and time.
Julia, German influencer at the head of the Globusliebe site was also invited by the regional tourism committee.
The young woman fell in love with the “good vibes of Rennes and its Lices market” but also with the island of Bréhat and the pink granite coast.
Like many tourists in short.
Except that Julia and her companion made it known, sharing images of the region with their 50,000 subscribers on Insta and through long posts on their blog.
The advantage?
The sincerity of the message that is posted.
“They are free of their content, there is no validation”, assures the CRT.
And it works ?
Julia assures that her readers have had "excellent feedback" on articles about Brittany.
The German blogger would also like to return to the region for longer, like Brock and Betty.
Some hosts have found that after the passage of influencers, reservations can accelerate with a connected clientele.
The power of like.
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