Influencer brand trips were once the pinnacle of aspirational marketing.
Lavish getaways featuring top-tier creators have been facing more and more scrutiny over the last few years. Audiences, particularly Gen Z and Millennials, are expressing fatigue over these exclusive events, perceiving them as out of touch and overly curated. The extravagant nature of trips like Tarte Cosmetics' opulent excursions to Dubai and Bora Bora, has drawn criticism for their perceived excess and lack of relatability - especially in the wake of post-Covid economic downturns, when many people are struggling to afford holidays, let alone the products that influencers are gifted.
This growing pushback from consumers has prompted brands to rethink their strategies, leading to the emergence of more inclusive and community-focused alternatives. One notable example is REFY, a beauty brand that shifted the paradigm by inviting loyal customers, not just influencers, to a retreat in Mallorca. By selecting attendees from their engaged social media followers, REFY fostered a sense of authenticity, accessibility, and community.
Similarly, skincare brand Topicals has redefined influencer trips by emphasizing inclusivity. Their Ghanaian getaway featured a mix of macro and mid-size BIPOC creators. They spent the week-long trip having fun, whilst also engaging in cultural exchange, making the trip feel authentic and steering away from criticisms of “bad influencer behaviour abroad”.
The partnership not only generated millions of views and thousands of extra followers for Topicals, but it bridged a gap in brand trips that hasn’t been spoken about too much since the Pink Honey controversy, and their lack of inclusivity in the influencers chosen. Topicals responded to that problem head-on, and their audience, as well as brand-new customers, appreciated and rewarded them for it.
Other brands are exploring alternative formats to traditional influencer trips. Olipop, a prebiotic soda brand, hosted a nostalgic summer camp-themed retreat called "Lake Olipop" in Minnesota, inviting nano-influencers with tight-knit communities. The event's focus on authenticity and shared experiences over glamour resulted in content that felt more relatable and engaging.
Our own recent work with Magnum on a Cannes-based influencer experience reflected this evolving mindset. We curated a group of micro to mid-size influencers from across Europe who we had worked with on prior Magnum campaigns, ensuring a range of genders, backgrounds, ethnicities, sexualities, and voices were represented.
While Cannes may be a glamorous backdrop, the emphasis was on connection through fun, delicious moments and creating content that genuinely resonated with young local audiences, not just delivering polished, picture-perfect moments.
These shifts indicate a broader trend toward experiential marketing that prioritizes community and authenticity over exclusivity and performance. By involving everyday customers and focusing on genuine interactions, brands are finding new ways to resonate with audiences who are increasingly skeptical of curated luxury.
Today, relatability often beats aspiration, the influencer trip is being reimagined – not scrapped, but evolving. Because if there’s one thing we’re learning, it’s this: brand trips need to feel intentional and relatable, luxe just doesn’t cut it anymore.
Want to discuss how your brand can approach brand trips authentically? Reach out to us at hello@digitalvoices.com.
