Brand trips survive backlash by shifting toward better creator concepts
Glossy reports that brand trips have not gone away despite public backlash to lavish influencer getaways from Shein, Starbucks, OpenAI, Alo Yoga, and others. Ellie Bamford, chief strategy officer of North America at VML, told Glossy that the old influencer-sponsored trip worked for a long time but now needs better creative intent. She said brands should avoid trips that feel superficial and should show the product or brand in action. Glossy points to strategy shifts where trips are built around service, story, or entertainment rather than pristine vacation optics. The piece argues that audiences still engage when the concept earns attention instead of asking for admiration.
THE BREAKDOWN
Brand-trip contracts should start with the content premise, not the destination. Managers should require a deliverables list that covers story arcs, product usage, disclosure, crisis language, paid amplification, and comment moderation plans. Creators should charge more when they are asked to carry narrative risk for a brand that may draw backlash. Brand managers should invite talent who can explain why they are there and what the audience gets from watching. If the trip is only luxury access, reps should expect lower audience trust and tougher performance guarantees.
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