Influencer Partnerships: Where We Go Next

As we move through 2026, influencer marketing is entering a steadier, more thoughtful phase. The term 'influencer' carries mixed associations today, yet at its core, the role remains rooted in creativity, expertise, and the ability to shape sentiment. When the right creator is matched with the right brand, they can shape perception, strengthen awareness, guide aesthetic direction and inspire future guests.

Recent analysis from the Institute of Practitioners in Advertising (IPA) highlights this shift, noting that influencer campaigns deliver a long-term ROI index of 151, the strongest of any measured channel, with a long-term multiplier of 3.35. Source: IPA, Influencer Marketing Database (2025).

A clearer distinction is emerging between awareness and conversion. Both are valuable and serve different purposes. Some creators excel at crafting a visual world around a brand, while others are effective in driving bookings or product sales. Understanding these nuances allows us to identify ROI with accuracy and select partners whose strengths support a client’s goals.

This applies equally across lifestyle, beauty and wellness. These sectors depend on trust, authority and a personal point of view. A creator who understands formulation, technique or routine can influence purchasing behaviour in a measurable way, while those with strong aesthetic direction or editorial sensibility can elevate a brand’s positioning. The most effective partnerships in these categories are often built on expertise and credibility rather than scale alone, with creators who can translate a product or experience into meaningful, real-world relevance for their audience.

Compatibility has become the defining element of an effective collaboration. Beyond audience size, we consider tone, ethics, visual language, and the way a creator communicates experience. For luxury travel, aesthetics are especially important; content should contribute to the atmosphere a brand is building, not distract from it. A creator who intuitively understands the essence of a place can deliver impact that extends long beyond a single campaign.

The term 'influencer' is also evolving. We now look at creators as storytellers, specialists and community leaders. When both parties are aligned on purpose and outcomes, collaborations feel natural and generative. This moves the conversation away from outdated assumptions and towards an understanding of genuine mutual value – where a creator brings insight, storytelling, and a trusted community whilst the brand offers an experience that is thoughtfully matched to their style.

For us at Dovetail, this means continuing to take a tailored, relationship-led approach. We invest time in understanding how each creator works, the interests of their audience, and ensuring the opportunities that will serve our clients most effectively. Strong relationships lead to stronger content, and stronger content delivers longer-term impact

We are also seeing a balance between trend-led content and evergreen storytelling. While fast-moving moments can offer visibility, it’s long-lasting narratives with considered imagery and meaningful detail that will continue to perform long after a trip concludes. The most successful strategies combine both, capturing the tone of the moment while building an archive of content with lasting influence.

Looking ahead, the future of influencers lies in alignment, clarity and integrity. Working with the right creators, brands can reach audiences in ways that feel both personal and purposeful – achieving long-term resonance and sales.

Recent UK data highlights this effectiveness. More than half of UK consumers (51 per cent) say they have purchased a product promoted by an influencer, a clear indication of the conversion power held by high-performing creators. Source: GoViral Global, United Kingdom Influencer Marketing Statistics (2025).

A clearer distinction is emerging between awareness and conversion. Both are valuable and serve different purposes. Some creators excel at crafting a visual world around a brand, while others are effective in driving bookings or product sales. Understanding these nuances allows us to identify ROI with accuracy and select partners whose strengths support a client’s goals.