Cruise lines and events open the door to creators, and paying guests push back

Content creators have become the fast track for cruise lines and big events to reach a younger audience. The formula is familiar: privileged access, camera in hand and an audience the traditional side of the industry cannot tap. According to Skift, the strategy is working, but some of these partnerships have sparked pushback from guests and attendees who did pay for their ticket.

What grates on me is when a brand treats the creator as if they were the only customer in the room. Paying guests do not get upset about seeing an influencer. They get upset about unequal treatment. There is a clear difference between inviting someone to tell a story that adds value and handing them an experience everyone else bought at market price.

• Access to closed areas.
• Cabins or seats above the standard fare.
• A separate schedule with dedicated staff.

The story opens a useful door: the sector needs to reach young audiences, and creators are a legitimate channel. It comes down to how. If the content is labeled, told from the inside and the paying guest is looked after, the program adds up. If the guest feels there are two tiers, the reputational hit costs more than the campaign.