Gurugram: Travel platform MakeMyTrip has announced the launch of ‘Creator Circle’, a new creator-led initiative in partnership with Meta, aimed at strengthening travel discovery through authentic content and rewarding creators based on engagement rather than follower count.
The program comes at a time when social media platforms, particularly Instagram, are increasingly influencing travel decisions, with Reels and creator-generated content playing a significant role in destination discovery and trip planning.
Through Creator Circle, MakeMyTrip will activate a network of travel creators to connect with potential travellers at the inspiration stage. The company said participating creators will be equipped with real-time travel insights, practical guidance, and traveller-centric content ideas designed to help audiences make informed travel decisions. The program is open to creators with more than 10,000 followers who meet the platform’s eligibility criteria.
A key differentiator of the initiative is its performance-based reward model. Unlike traditional influencer collaborations that often prioritise follower size, Creator Circle will compensate creators based on the engagement generated by their content.
Commenting on the launch, 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.”
Meta highlighted the growing influence of creators in shaping travel behaviour and booking decisions across consumer segments.
Shweta Bajpai, Director, Travel, Fin-Serv, Real Estate & Media, Meta said, “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. Creator Circle is built on that insight. It backs creators who drive real outcomes and gives MakeMyTrip a direct line to travellers at the moment they’re most open to discovery.”
The initiative is being executed in partnership with Collective Artists Network, whose creator platform Galleri5 will support the program through AI-powered creator tools and audience insights.
Rahul Regulapati, CEO of Galleri5 and Partner at Collective Artists Network, said, “At Galleri5, we believe creators make better content when they have better insights. Creator Circle combines MakeMyTrip’s deep understanding of traveller behaviour with Galleri5’s AI-powered creator platform, helping creators create more relevant travel content for their audiences. At the same time, it creates a more transparent ecosystem where creators are rewarded for the value they generate, not just the size of their reach. We believe this is the next evolution of creator-brand partnerships.”
As part of the launch, MakeMyTrip recently hosted a Creator Awareness Event in association with Meta, bringing together more than 100 travel and lifestyle creators. The session focused on content best practices, platform trends, and program participation guidelines.
Meta is also supporting the initiative through its creator education ecosystem, including access to Born on Instagram learning resources, masterclasses, trend insights, and educational modules aimed at helping creators maximise content performance.
With Creator Circle, MakeMyTrip seeks to tap into the growing creator economy while building a more engagement-driven and performance-oriented approach to travel marketing, enabling authentic destination discovery and deeper audience connections.
