GetYourGuide is testing a Creator Review program that connects tour operators with content creators who write detailed, honest reviews to help new listings overcome the cold-start problem. Internal research found travelers are three times more likely to book an activity with three reviews. The feature is in beta and will roll out to the full creator community soon.
Skift announced the confirmed speaker lineup for its 2026 Creator Summit. Presented by Meta, the summit is a closed-door working session on September 22 for people who own an outcome rather than an opinion. Speakers include Virgin Voyages CMO Nathan Rosenberg, IHG Hotels & Resorts SVP Global Brands Connor Smith, Fora Co-Founder Evan Frank, Expedia Group Senior Director Creators & Social Mallory Kuenzi, Matador Network and GuideGeek CEO Ross Borden, Meta Head of Industry for Travel, Auto & Experiences Sanjay Bhatia, CrowdRiff CEO Dan Holowack and travel journalist Oneika Raymond.
Klook has upgraded its Kreator Shops feature to over 30,000 creators across 88 markets, giving them a single storefront where followers can browse and book recommendations from hotels, attractions, restaurants, transportation, and eSIMs. This aims to turn creators' recommendations into bookable itineraries, not just single products.
Klook hosted Kreatorverse 2026 in Phu Quoc, discussing challenges in the creator economy. Executives emphasized that human judgment, community, and authenticity are scarce resources in an era of AI-generated content abundance. Klook converts content into bookings through Kreator Shops and maintains long-term relationships through community.
In this Skift podcast, Sarah Kopit and Seth Borko discuss the creator economy's impact on hotel brands and Skift Research's State of Travel 2026 report. The Aman controversy highlights the need for hotels to adopt new strategies for independent reviewers. The Travel Stack framework maps changes across consumers, commerce, operations, and experiences.
Klook's CCO Wilfred Fan discussed using social media to disperse tourism at WiT Japan. With a network of 30,000 creators, Klook organized trips to less-visited destinations like Hiroshima, resulting in a 12-fold increase in bookings for a related product. He also addressed AI's impact on travel discovery, emphasizing that infrastructure and real-time content will become key assets.
Affiliate revenue platform Stay22 has secured a $122 million minority growth investment from Summit Partners. The company plans to invest in infrastructure and partner ecosystem, expand internationally, and grow its team. Summit Partners' Colin Mistele and Daniel Kim joined Stay22's board. Montreal-based Stay22 provides an affiliate monetization platform for travel creators, media publishers, and event organizers, using AI to improve booking and conversion.