If your pitching strategy is still focused solely on writers and editors, it’s time for a refresh. PR pros must learn how to pitch travel influencers.

Modern media outreach requires PR professionals to embrace a broader range of content creators, including the hybrid storytellers known as journalfluencers. These are creators who contribute to traditional publications and produce content for their own social channels, newsletters, podcasts, and websites.

In a recent Pitchcraft workshop, travel creators Johnny Jet, Sarah Greaves-Gabbadon, and Keryn Means shared their best advice for working with journalfluencers in 2025. They offered a powerful reminder: Relationships are still everything. Creators want to work with PR pros who respect their craft and understand the value of collaboration.

Here are six takeaways from that session that every PR pro should keep in mind.

1. Finding the Right Partner Is an Art, Not a Math Problem

Authenticity matters more than ever. While follower counts and engagement metrics are important, they’re not everything. Before pitching a travel influencer, review their recent content to assess their storytelling style. Then, use influencer data tools (Everpilot is one example) to evaluate reach and audience alignment. Remember: Strong storytelling and brand alignment are just as (or more) crucial as audience size.

2. Share Itineraries Early

Unlike traditional journalists, many journalfluencers need more lead time, especially when video is involved. From gear prep to storyline planning, sharing press trip agendas at the final hour can make it difficult for them to create thoughtful, polished content. Share itineraries as early as possible to ensure they can prepare and deliver their best work.

3. Video Is King

Short-form video continues to dominate the algorithm, and creators are prioritizing high-quality video content across platforms. Ask how you as a PR team can support their video goals in advance. A quick call before finalizing the itinerary can go a long way toward making sure they’re able to capture what’s needed.

4. Don’t Expect Live Coverage

Additionally, many travel influencers avoid live posting for safety, privacy and quality reasons. Expect most content to be shared after the trip, once creators have had time to review footage and refine their angles. Be sure to align expectations with clients upfront to avoid misunderstandings.

5. Deliverables = A Different Conversation

Inviting a journalfluencer on a trip with no deliverables attached is an editorial opportunity.As soon as post counts or Story requirements enter the conversation, it becomes a sponsored collaboration — which means contracts, rates and business negotiations. Both approaches are valid (and sometimes part of the same trip), but it’s important to be clear about your intent.

6. Relationships Matter More Than Ever

Journalfluencers really value genuine connections. Taking care to understand their travel style, content preferences, and communication needs set the foundation for long-term collaboration. View traveling together as the beginning of the relationship, and see how you can build upon the trip for future partnerships.

Final Thoughts

Undoubtedly, the travel media landscape is evolving, and the most successful PR professionals are evolving with it. Journalfluencers are a powerful bridge between editorial credibility and influencer reach. Mastering how to pitch travel influencers with intention and respect can lead to some of your most valuable media partners.