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There was a time when travel-related brands heavily relied on influencers to sell a fantasy. These partnerships often resulted in a Facetuned photograph of a popular figure on a sandy beach, standing in crystal-clear waters with a candy-colored cocktail. Or they could be seen enjoying a picturesque view from their fancy hotel room, perhaps quietly anticipating all the other Instagram-ready moments that lied ahead. Regardless, the center of these curated moments were rarely the brand or even the influencer themselves; it was aspiration.
And with its first international campaign, Kimpton Hotels & Restaurants is setting the record straight: Aspirational travel social media content is no longer the destination.
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