Stories with The Luxury Collection are best told through the lens of our travelers. To tell these stories, we set out to bring the brand’s “Let Us Be Your Guide” messaging to life by partnering with a curated group of creators.
Objectives:
While every brand has an influencer strategy, it often ends at finding creators with complementary aesthetics and engaged audiences. For The Luxury Collection, the approach goes deeper—we seek diverse voices who can tell our destinations’ stories from many sides, breaking social media tropes while creating best-in-class luxury hospitality content. To do so, we defined four categories aligned with our brand pillars and targeting guest interests: Art & Design, Curators of Taste, Culinary, and Golden Explorers (a demographic that skews older, highlighting the wisdom of age and life experience).
When choosing collaborators, we prefer niche influencers who are insiders with strong credibility in their circles, granting authenticity to our partnerships and greater brand impact. We then focus on cultivating long-term relationships, recognizing that repeated collaborations build loyalty with creators—and, in turn, their audiences.
This approach has enabled meaningful partnerships that resonate with our audiences, with notable 2025 activations including:
By tapping into the perspectives of more than 20 tastemakers (+186% YoY) across five continents and 14 countries, we not only represented the brand’s global footprint, but also drove strong results: 461.1 million OTS (+248.79% YoY) and a wealth of authentic hotel stories generated by our partners.
Beyond these metrics, our tastemakers’ posts spark genuine interest and thoughtful engagement—the exact response our strategy aims to achieve. For example, a video by Claire Dinhut about Solaz in Los Cabos inspired a viewer to plan a trip — “We were so captivated that we booked our honeymoon there! We can’t believe we’ll be there in just a few weeks!”
Within our tastemaker strategy, Claire Dinhut and Jamie Beck generated over 7 million and 8.2M million impressions respectively—entirely organically, without paid boosting. The momentum also translated to our brand Instagram with a 9.85% engagement rate among tastemaker posts, 68% higher than our channel average. These posts also consistently rank among our most saved, shared, and commented content.
Our strategy is paying off. We’ve attracted new audiences who share the passions and perspectives that define The Luxury Collection. By sharing our stories through these tastemakers, we drive brand affinity and awareness, build excitement for our hotels, and drive revenue across a much greater scope than would be possible using only our owned brand channels.
