Inviting influencers on a trip or to an event offers reciprocal benefit. Travel brands can offer influencers higher value in-kind items, such as a holiday package, than the influencer would usually charge for a series of posts — and often to destinations or resorts that would be out of their reach. Events, premium product launches, and awards ceremonies have the same effect on audiences, as they can give the impression that influencers have authority in their field — at least, enough to warrant an invitation. If audiences
see someone they respect or admire enjoy themselves on holiday or at an event, they might just want to engage directly any way they can. For influencers, comped trips and events can also widen access to other opportunities and partnerships as well. For this reason, it’s rare for influencers to additionally push for cash payments on top of comped travel or an event opportunity they’ve already been afforded.
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