Headline:
MakeMyTrip and Meta Launch Creator Circle to Power Travel Discovery
Strapline:
The initiative rewards creators based on engagement rather than follower count, aiming to drive authentic travel inspiration and booking decisions.
MakeMyTrip has partnered with Meta to launch ‘Creator Circle’, a new initiative designed to harness the growing influence of creator-led content in travel discovery across India.
The programme seeks to connect travellers with authentic travel recommendations through a network of creators who produce content informed by real-time travel insights, practical guidance and traveller experiences. Open to creators with more than 10,000 followers who meet the brand’s criteria, the initiative aims to reach consumers at the point of inspiration and help convert interest into travel plans.
A key feature of Creator Circle is its performance-led reward model. Rather than compensating creators based on the size of their audience, MakeMyTrip will reward them according to the engagement generated by their content. The company said the approach is intended to create a more transparent ecosystem where quality and impact take precedence over follower numbers.
Raj Rishi Singh, Chief Operating Officer, Flights, Corporate, GCC and Marketing, MakeMyTrip, said, "Engagement is the new mantra of advertising. The old logic of reach and impressions is giving way to something harder and more valuable: genuine connection. We are increasingly looking for more impactful ways to tell our stories, and the creators who have a traveller's trust tell those the best. Creator Circle is our answer, letting us reach travellers authentically, through voices they believe in.”
Shweta Bajpai, Director, Travel, Fin-Serv, Real Estate & Media, Meta, added, "Creators don't just inspire travel — they drive decisions. They put new destinations on the map, shape itineraries, and move people from dreaming to booking. What we've seen across campaigns is that impact isn't a function of follower size — micro and nano creators consistently punch above their weight, reaching niche audiences that broader campaigns miss."
Collective Artists Network, through its creator platform Galleri5, will serve as the execution partner for the programme. To support participating creators, MakeMyTrip recently hosted a Creator Awareness Event with Meta, bringing together more than 100 travel and lifestyle creators for sessions on content best practices and programme participation.
