Influencer Marketing: How Travel Brands and Content Creators Can & Should Make Use of The Opportunity

How can travel brands seize the opportunity to work with content creators to get their message across to their target audiences? On the flip side of this equation is a growing pool of influencers, which vary in size (followers), engagement levels, platform of choice, and… costs.

During this keynote, Frederic will share with you:
– What influencer marketing represents in the travel industry
– Benefits of working with an influencer – and potential caveats
– Expectations of the travel brand vs expectations of the content creator
– The 10 steps to creating an impactful influencer marketing campaign


KEYNOTE - Influencer Marketing: How Travel Brands and Content Creators Can & Should Make Use of The Opportunity

Frederic Gonzalo is passionate about marketing and communications, with over 20 years of experience in the travel and tourism space. He writes regularly about influencer marketing and online tourism on his blog at fredericgonzalo.com. Since June 2016, he has been working closely with Skift in the development of its SkiftEDU section, providing “how-to” practical tips for travel brands and conducting premium webinars regarding digital marketing for hotels and tourism brands. His keynote will showcase how travel brands can seize the opportunity to work with content creators to inspire their target audiences. On the flip side, Frederic will discuss how influencers can standout with brands and audiences as a growing pool of content creators intensify competition in the marketplace.   Read more...


In-depth perspectives from a content creator, a tourism brand, a hotel marketing manager and a marketing agency expert will be shared on the keys to business success in the travel influencer marketing space.


CONTENT CREATORS will learn keys to developing an influencer marketer brand and operational practices that help grow their business and value proposition in the travel marketing ecosystem.

TOURISM MARKETERS will learn best practices for getting elevated performance and business results from their respective influencer marketing investments. This includes guidance on how to effectively measure performance results.


CONTENT CREATOR — My Curly Adventures

I’m the content creator of My Curly Adventures, a travel brand that inspires Texans with a 9-5 to live a travel lifestyle by sharing fun trips close to home.  I started my career as a blogger while I had a 9-5. While I wanted to travel the world, I didn't have the time. So, I "traveled the world in Texas" by visiting the wine country of Fredericksburg, English gardens of Weatherford, the sand dunes of Monahans, and more all within the state. I have worked with over 50 local and international hotels and tourism boards over the past year alone to share destinations with my followers. At TXTI, I will share how content creators of all sizes can create a travel brand and work with tourism boards, hotels, and brands during The Business of Influencer Marketing plenary session.



Millerann has served as the Senior Marketing Specialist for Visit Plano for 8 years. Millerann manages Visit Plano’s website, digital marketing and public relations efforts, and also writes their blog and editorial content. Millerann created their new Plano Insiders program to feature Plano’s attractions and unique eats via content created from hosted influencers, journalists and content creators. Millerann will be speaking at TXTI in the plenary session, The Business of Travel Influencer Marketing.


TOURISM MARKETER - Omni Dallas Hotel

Amber Bufkin (Buffy) has over 18 years of hospitality experience and is currently the Marketing Manager at Omni Dallas Hotel in downtown for the past four years.  In her time, she has worked with countless influencers and brands to create content, promoting and developing lasting relationships. Amber will be sharing her expertise during The Business of Influencer Marketing plenary session at Texas Travel IdeaFest.



Bethany Stephens is a marketer with a knack for big ideas and building brands. She is the president of Soapbox Influence, leveraging brilliant content creators and social influencers on behalf of the world’s best brands including Mattel, Kimberly-Clark, Danone, the NBA and S.C. Johnson. Beth spent seven years in the tourism and hospitality sector as the director of the Rogers Convention & Visitors Bureau, and her passion for travel and tourism has remained strong. The rules of engagement are the same for destination marketing as for Fortune 500 companies, and the Soapbox team has supported tourism-focused campaigns for Crystal Bridges Museum of American Art, 21C Museum Hotels and the Bentonville Film Festival. Beth will be sharing her insights during The Business of Influencer Marketing plenary session at Texas Travel IdeaFest.


In a world with an abundance of content, changing algorithms and multiple sharing platforms, engagement can seem elusive. We all want our followers to comment on our posts, take action after reading our blogs and ultimately, trust us as the resource for their travel needs. Learn how to develop your content engagement strategy from pro content creators and destination marketers who have successfully built an active following online.


Tips for building a following that trusts your content and listens to what you have to say online. Tools that you can use to increase your online audience and build your Instagram and social media community. Ideas on how to cultivate relationships that lead to engagement.


CONTENT CREATOR — Streets, Beats and Eats

Originally from Kansas, I’ve been in DFW for 8+ years. When I moved to Dallas in 2014 (fresh out of college… Go Frogs!), I knew nothing about the city — and barely anyone to turn to for advice. I figured there had to be lots of people in similar shoes, so I started sharing my personal experiences navigating life in Dallas. No experience was too small to share: where to dine, workout, get my hair done, go on a first date, how to overcome an eating disorder, where to travel for the weekend and everything else in between — all without breaking the bank. Little did I realize that by sharing a glimpse into my day-to-day life in Dallas, I would create such an engaging community of young professionals living in Dallas, all seeking (and sharing) tips, tricks and life lessons by way of Streets, Beats and Eats. Casey has built an active and engaging online community and will share her experience on how to build engagement through authenticity, effective social media management and compelling content at the One Big Happy Family: Growing Community Engagement Performance workshop.



Debora Manusama is a freelance content planner and creator who has helped multiple brands tell their story on social media since 2015. Over the years, she has managed the social media platforms of Rescue Her, VisitDallas, Margarita Mile, Melt Ice Creams, among other brands. With a passion in film and photography, Debora strives to create unique, original content that is both inspirational and aspirational. Debora will be sharing her tips for growing your online presence as a brand during the Growing Content Engagement Performance session at TXTI.


CONTENT CREATOR - Dallas Love List | Venus Trapped in Mars | Makeready

Sarah is a social media “nerd" with over ten years of experience creating and curating content. You can find Sarah “doing it for the ‘gram” for Makeready Experience, an independent hotel, restaurant and retail management company with hotels across the country, including the historic Adolphus Hotel in Downtown Dallas. When she’s not curating content for Makeready, Sarah is working to build her two blogs, Venus Trapped in Mars and Dallas Love List. She’s a self-proclaimed girlfriend to Pizza, lover of the Tennessee Volunteers, proud dog mama and is happily married to her instagram husband! Sarah will be sharing her pro tips during the Growing Community Engagement Performance breakout session at Texas Travel IdeaFest.


Content creators and brands get into hands-on collaboration mode during this unique workshop session! Use what you’ve learned to work together on mock marketing campaigns, with guidance from influencer marketing experts.


Tips on how to develop collaborative campaign outlines, guidelines and contracts. Tactics for effectively communicating what you’re looking for in a campaign, including brand messaging and ROI. Ideas on how to use your unique content creation skills to create an effective and valuable brand collaboration. Tools you can use to successfully plan future campaigns with brands and content creators.


CONTENT CREATOR — Fortuitous Foodies

Emily Dunn, an influencer marketing expert and co-creator of Fortuitous Foodies with over nine years of experience will be attending and presenting at TXTI. During the Influencer Collaboration Workshop, she will walk you through what brands are looking for when collaborating with influencers, what makes for a high performing, successful campaign and ways to put your best self forward. In her session, Emily will share "must-haves" for your media kit and how to pitch brands like a pro!


CONTENT CREATOR — Foreign Fresh & Fierce

Cindy Scaramuzza of Dallas, TX is a Fashion, Beauty and Travel blogger behind Foreign Fresh & Fierce. She is bilingual in Italian and loves to take any opportunity to travel and loves combining her colorful fashion style along with it! She began her blog in May 2016 and in November 2016 she began her "Mini Vacation Travel series" which focused on travels you can take domestically and travels within the State of Texas as well as sharing great staycation ideas in the DFW area. Her focus on travel is being able to have a great travel experience whether domestically or internationally without burning a hole in your wallet. She loves to share travel tips and hacks to make any travel experience memorable and cost effective. She has been a contributor to Tall Guides Magazine and has been featured in Cosmopolitan, Vogue, Who What Wearing, Travel Noire and Buzz Feed! Cindy will be sharing her tips for successful brand collaborations during the Influencer Collaboration Workshop at TXTI.



Proof that not everything that happens in Vegas stays there, Caitlin honed her marketing skills at MGM Grand and ARIA resorts, Caitlin moved to DFW where she was able to join the world of ad agencies as a Sr. Account Exec. Eventually she returned to the world of hospitality joining The Adolphus as their marketing director and most recently their management company Makeready as Area Marketing Director. Caitlin will be sharing her expertise during the Influencer Collaboration Workshop at Texas Travel IdeaFest.



As Communications Manager for Visit Frisco, I oversee all social media efforts, including content creator collaborations, as well as manage media relations and our digital editorial content. With more than 10 years of experience in the industry, I enjoy connecting with and learning from colleagues and partners. I'll be sharing my influencer marketing experience and insights at TXTI during the Influencer Collaboration Workshop. I’m blessed to represent an exciting and growing city, and love to share the #iHeartFrisco love with others.