Guest Post: Influencers are 'perfectly' positioned to launch own travel clubs

Mike Putman, CEO of Custom Travel Solutions lays down how he sees it

Over the past decade, the travel industry has witnessed the rise of a new kind of power broker: the influencer. With the ability to inspire, educate, and connect with millions of travelers in real-time, influencers have redefined how destinations, hotels, and experiences are discovered. But what if influencers didn’t just recommend travel — what if they owned the customer relationship?

I believe the next frontier of influencer engagement lies in private-label travel clubs: branded platforms that turn influence into long-term loyalty, revenue, and measurable business growth.

From inspiration to ownership

For years, influencers have excelled at sparking wanderlust — showcasing curated trips, luxury stays, and once-in-a-lifetime experiences. But their influence has typically stopped at inspiration. The actual booking, transaction, and loyalty flows to another provider: an OTA, a hotel chain, or a tour operator.

With a private travel club, influencers can change that equation. They can transform a curated following into a loyal community with access to exclusive trips, members-only deals, and branded experiences — all without the complexity of building a booking infrastructure from scratch.

The strategic advantage of travel clubs

Influencers have three distinct advantages that make them ideally suited to run travel clubs:

1. Authentic Trust – Followers already believe in their taste and recommendations. This makes the leap from “I want to go where they go” to “I want to book through them” far shorter.
2. Engaged Communities – Unlike traditional travel companies, influencers often have daily, direct interactions with their audiences, creating a sense of belonging that a travel club can deepen.
3. Built-in Distribution – Influencers own their own marketing channels. Every Instagram post, YouTube video, or TikTok reel is a ready-made distribution strategy.

The technology gap has closed

What kept influencers from launching travel businesses in the past was technology. Building a scalable booking engine, securing supplier contracts, managing loyalty points, and ensuring customer service — all of this required resources beyond their reach.

Influencers don’t need to become travel agents. They simply need to do what they already do best: inspire and lead their communities. We handle the complexity; they own the brand experience.

Real-world potential

Imagine a wellness influencer offering members-only retreats, discounted spa getaways, and personalized wellness journeys. Or a cruise influencer curating exclusive themed sailings for their top followers. Or a family travel blogger running a club that helps parents book kid-friendly vacations with confidence.

Each of these influencers already has the trust and the audience. A travel club converts that influence into recurring revenue, deeper loyalty, and a differentiated brand.

The future of loyalty belongs to communities

For airlines and hotel chains, loyalty has long been built on points and miles. For influencers, loyalty is built on connection and trust. When paired with a private-label travel club, that loyalty becomes tangible — a sustainable business that rewards both the influencer and their followers.

This as one of the most exciting growth opportunities in travel today. Influencers are no longer just marketers. They are potential travel entrepreneurs — and the tools to make it happen are already here.