NEWS TRAVEL WEEKLY EXECUTIVE LUNCH


Travel Weekly Executive Lunch: Cosmopolitan editor Farrah Storr was guest speaker at a lunch themed around millennials and women in travel, held in partnership with Hearst UK and Harp Wallen. Amie Keeley reports


‘Pick influencers who already get your brand’s ethos’


Travel firms should choose social media influencers who love their brand over those with the largest number of followers, according to Cosmopolitan’s editor-in-chief. Farrah Storr said it took the magazine almost a year to “wade through” influencers to create the right network. “We had a nightmare with influencers because it took us almost a year to find out what they had done before and what they had spoken about. “There are beauty influencers


who say ‘pay me and I’ll write something bad about your competitor’ and they don’t have guidelines, whereas journalists are kept to a strict code of ethics. “The one thing I found that


worked for us, were those who had posted about Cosmo for years. They get the brand. That was how we decided who we work with. You can’t just say: ‘They’ve got three million followers, let’s use them’.”


From left: Mike Bonner, Rosewood Hotels; Denise de Groot, Hearst UK; Kristina Wallen, Harp Wallen Executive Recruitment; Farah Storr, Cosmopolitan; Sharon Douglas, Hearst UK; Amy Grier, Cosmopolitan; and Lucy Huxley, Travel Weekly


Cosmo editor urges travel to


There is a “massive opportunity” for travel businesses to target millennials, Cosmopolitan’s editor-in-chief has said.


Farrah Storr said there was a lot of negative sentiment about the “selfie and snowflae generations”, who were often considered entitled and narcissistic by older people. But she said millennials were


more complex than they were given credit for.


Farrah Storr, Cosmopolitan


Speaing at a Travel eely


“If you can help make them this person with life skills, they will give you loyalty”


xecutive unch, she said: “They have grown up in the 1980s and 1990s, during a time of individualism, and told they could achieve whatever they wanted if they wanted it enough. “They’ve grown up with


high self-esteem, so there is a disconnect between what they were told they can be and what they can achieve in reality.” She said social media had


Sarah Fowler, Azamara Club Cruises, and Claire Hazle, Cosmos


14travelweekly.co.uk15 November 2018


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