SOCIAL  AURA

Luxury brands were right to be skeptical of influencer marketing. For years, the practice meant gifting suites, discount codes, and a rotating cast of creators promoting a protein powder one day and a five-star resort the next. None of it looked like luxury, and most brands that valued their image kept a careful distance. That distance is now costing them. Nearly 80 percent of luxury buyers engage with content from social personalities before making a purchase, and the influe

Why luxury retail requires a fundamentally different social media approach from ordinary retail, and what that means for brands online.

If you run a boutique hotel, you've felt it: the sense of being invisible next to the major hotel brands. They have marketing departments, six-figure budgets, and a presence everywhere you look. It's easy to assume you simply can't compete on social media. Here's the truth most boutique hoteliers don't realize: on social media, your size is an advantage, not a disadvantage. The very things that make a large chain large are the things that make it forgettable online. Here's ho