In a pioneering move for the travel industry, Jerne, the platform that connects digital-focused travel curators with experience providers, is marking a milestone of 10,000 registered curators with the launch of an innovative rating system. This new feature is set to help experience providers-from hotels and cruise lines to unique tour operators-optimise their sales and marketing efforts through influential digital communities.
Tim Morgan, Jerne’s CEO, highlighted the increasing importance of social media in travel decisions. “Millions of content creators and travel advisors are already inspiring travellers, building product awareness, and shaping how people book. Experience providers who aren’t actively engaging with this channel are missing a vital opportunity,” said Morgan. A recent study by Stelico Consulting Group underscores the trend, revealing that 76% of luxury travellers choose brands based on social media, with 60% making bookings influenced by posts from celebrities or influencers.
The challenge, as Jerne’s Chief Commercial Officer, Jeff Sirota explained, has been helping experience providers decide which curators to prioritise. “The sheer number of digital influencers has made it overwhelming for experience providers to know where to start,” Sirota shared. “Our rating system is the first of its kind in the travel industry, designed to guide providers in targeting the most effective curators for their brand.”
Jerne’s rating system, available across its network of 10,000 curators from 104 countries, measures each curator’s potential to succeed in three core areas:
- Inspiration: Creating captivating travel content
- Awareness: Elevating brand visibility
- Influence: Driving bookings and conversions
Each curator receives a single, easy-to-read score reflecting their likelihood of success in these areas, along with individual scores in each function, so providers can fine-tune their approach based on their evolving needs. Jerne’s network offers an impressive reach of 3 billion consumers globally, with curators primarily based in the USA (66%), UK (14%), and Canada (6%).
“Social media’s role in travel has often been narrowed down to ‘influencers,’ but there’s so much more to this channel,” Morgan added. “Our rating system helps experience providers identify the curators who best align with their brand strategy, expanding beyond traditional influencer marketing to a broader network of digital storytellers.”
Jerne’s algorithm for the rating system integrates 55 data points from curators’ private Jerne and public social media profiles, alongside 18 data points from each provider’s brand profile. These 73 data points are carefully weighted through a proprietary formula, the result of three years of research involving thousands of curators and hundreds of travel brands.
With this latest development, Jerne is paving the way for a more strategic and data-driven approach to influencer marketing in travel. The platform’s new rating system offers experience providers an efficient way to connect with curators who will enhance their brand’s visibility and drive bookings, all while adapting to the ever-evolving landscape of social media-driven travel.
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