iWorld
Makemytrip launches Creator Circle with Meta for travel content
Creators with 10,000 plus followers to earn rewards based on engagement.
MUMBAI: The road to a holiday increasingly begins with a reel, and Makemytrip wants to be part of the scroll before it becomes a booking. The online travel platform has partnered with Meta to launch Creator Circle, a creator engagement programme designed to tap into the growing influence of social media personalities on travel discovery and trip planning. The initiative reflects a broader shift in traveller behaviour, where short-form videos, destination guides and creator recommendations are increasingly shaping holiday decisions long before flights and hotels are booked.
Through Creator Circle, Makemytrip plans to collaborate with travel and lifestyle creators to produce content spanning destination insights, itinerary ideas, travel tips and trend-led recommendations tailored to different traveller interests.
The programme is open to creators with more than 10,000 followers, but unlike traditional influencer campaigns, rewards will be linked to engagement performance rather than audience size alone. The move signals a growing industry preference for impact over reach, with brands increasingly prioritising meaningful interactions over vanity metrics.
Participating creators will gain access to travel insights, audience data and content resources designed to help them create more relevant and informative travel content during the crucial discovery stage of the customer journey.
Meta, which owns Instagram, is supporting the initiative through creator education and training programmes. The social media giant believes niche creators are becoming increasingly influential, often building stronger connections with specific communities than larger, broad-reach accounts.
The programme will be executed in partnership with Collective Artists Network through its creator platform Galleri5, providing participants with tools and audience insights to refine their content strategies.
As part of the rollout, Makemytrip recently hosted a creator awareness event alongside Meta, bringing together more than 100 travel and lifestyle creators for workshops on content creation, platform best practices and programme participation.
The launch underlines a growing reality for the travel industry, before travellers pack their bags, they increasingly pack their feeds with inspiration. And in the battle for attention, creators are becoming just as important as destinations.
