Where brand trips break down
Posted: Tue Jan 21, 2025 5:21 am
An Instagram carousel from Geena Hunt, a laos business email list makeup influencer, sitting on the step of an inn during Jane Iredale's brand trip to Massachusetts.
“We’ve been able to secure longer-term partnerships, and have even seen an increase in people opting in to work with us after seeing trip content posted by other influencers,” says Roberts.
We’ve said it time and time again: Today’s consumers are savvier than ever. They can spot disingenuous, poorly planned brand activations in an instant.
Over the last few months, audiences have been swift to share their distaste for big budget brand trips, leaving marketing leaders wondering whether the investment is worth it at all.
There are multiple reasons why brand trip skepticism is on the rise:
Lavish trips exclude brands’ base
The global economy has been in flux for over a year. Between price inflation, high interest rates and job layoffs across industries, consumers are increasingly cost-conscious. This can make it all the more frustrating to see brands spend massive budgets hosting influencers at luxury hotels and resorts around the world.
Social media users have also been quick to comment on how, many times, trip invitations are extended to influencers who fit a certain mold—rather than curating a guest list that matches the diversity of brands’ real audiences.
“We’ve been able to secure longer-term partnerships, and have even seen an increase in people opting in to work with us after seeing trip content posted by other influencers,” says Roberts.
We’ve said it time and time again: Today’s consumers are savvier than ever. They can spot disingenuous, poorly planned brand activations in an instant.
Over the last few months, audiences have been swift to share their distaste for big budget brand trips, leaving marketing leaders wondering whether the investment is worth it at all.
There are multiple reasons why brand trip skepticism is on the rise:
Lavish trips exclude brands’ base
The global economy has been in flux for over a year. Between price inflation, high interest rates and job layoffs across industries, consumers are increasingly cost-conscious. This can make it all the more frustrating to see brands spend massive budgets hosting influencers at luxury hotels and resorts around the world.
Social media users have also been quick to comment on how, many times, trip invitations are extended to influencers who fit a certain mold—rather than curating a guest list that matches the diversity of brands’ real audiences.