New marketing: This is how community trips conquer the world of influencers!

New marketing: This is how community trips conquer the world of influencers!

The “community trip” trend is gaining traction in the marketing world, with brands like Refy Beauty, Waterboy and Noles embracing the strategy to address increasing consumer fatigue with influencers. These marketing methods respond to the criticism influencer travel has received for its lack of diversity and sensitivity. In particular, Tarte Cosmetics' influencer trip to Dubai in 2023 caused a negative response and revealed consumers' skepticism about the influencers' motives, as shown on OMR is reported.

In contrast to these traditional influencer trips, Refy Beauty organized a community trip to Mallorca in July 2024, in which eight customers including micro-influencers took part. This initiative resulted in an impressive 250 percent increase in engagement on their Instagram Broadcast Channel. Waterboy, on the other hand, selected its participants through challenges, which resulted in 2.3 million impressions on Instagram. Given this success, Waterboy is planning another trip and involving influencers in the promotion.

News from the world of influencer marketing

Noles, a German perfume startup, also organized a community trip to introduce a new fragrance. The trip to Samos reached an astonishing 275,000 Instagram accounts within the first few hours and received over 5,000 applications. These developments reflect the growing relevance and potential of community strategies compared to traditional influencer campaigns.

The change in influencer marketing is not only a response to consumer opinion, but also a response to the growing influence of this form of marketing. According to an analysis by Statista Influencer marketing had a market value of almost $10 billion in 2020 and is expected to exceed $30 billion by 2025. The rise of influencer marketing platforms is making collaborations between brands and creators increasingly lucrative.

A 2025 global study shows that around 14 percent of marketers plan to allocate 10-15 percent of their budgets to influencer marketing, while some plan to allocate over half of their marketing funds to sponsored content. It should be noted that travel influencers are considered the most trusted category, with over half of respondents in a 2024 report saying they find them useful.

Insights and trends

In addition, more than 40 percent of participants in several countries report that they discover new brands through influencers every week. However, trust in influencer recommendations varies greatly by region: almost 90 percent of Brazilian consumers trust them, while in France around 70 percent do. The importance of influencer marketing continues to grow, and brands are increasingly investing in partnerships with creators to drive engagement and influence consumer behavior.

In summary, it shows that the marketing landscape is changing and strategies like community trips could be the right way to address the challenges of influencer fatigue.