Why smaller creators are becoming luxury hospitality's biggest asset

Campaign ME

09-06-2025

I have been closely observing the evolving landscape of digital marketing and the creator economy. It's truly fascinating to see the shift taking shape in 2025, particularly here in the UAE, where smaller creators are gaining significant traction. From a luxury hospitality perspective, this evolution offers unique opportunities while reaffirming some of the fundamentals we have always believed in – trust, connection and storytelling with purpose.
In my view, the surge in popularity for smaller creators, often referred to as micro or nano-influencers, isn't just a passing trend. It reflects a broader shift in consumer expectations. Audiences today want content that feels real, personal, and relevant. And in a market as competitive and culturally diverse as the UAE, that level of authenticity isn't just appreciated…it's expected.
Authenticity over aesthetics
We operate in a region long associated with aspiration and aesthetic perfection. Yet in today's digital space, particularly post-pandemic, audiences are craving authenticity. Smaller creators offer just that. Their content is often unpolished, their tone conversational and their interactions with followers feel genuinely community-driven.
For brands like ours, that authenticity translates into credibility. When a smaller creator shares a moment from their stay, a relaxed morning on the balcony at InterContinental Residences Dubai Business Bay, it resonates as a lived experience not a marketing message.
Digital audiences are becoming more fragmented. Instead of gathering around mass content, users now engage with niche communities built around specific passions, from regional cuisine and wellness to architecture and design.
Smaller creators thrive in these micro-communities. In the UAE, where over 200 nationalities live and work, this ability to engage hyper-targeted audiences is invaluable. Whether it's an interior design enthusiast showcasing our property's aesthetics or a food-forward creator exploring our F&B offerings, the message lands with people who are already inclined to care.
We expect a similar impact when Kimpton Dubai opens, particularly with creators rooted in culture, culinary exploration and boutique lifestyle.
Engagement that converts
The strength of smaller creators isn't just in their relatability, it's also in performance. According to Hype Auditor's report on 'The State of Influencer Marketing', nano-influencers have an average engagement rates of 2.53 per cent, far exceeding the 0.86 per cent seen with macro-influencers.
In practice, this means more meaningful interactions – thoughtful comments, shared posts, direct messages and stronger calls to action. From our experience, these engagements often convert, whether into bookings, event interest, or broader brand loyalty. It's not just visibility, it's impact.
Working with smaller creators isn't just effective – it's efficient. Instead of investing heavily in one marquee influencer, we are able to engage a diverse group of content creators, each with their own voice and audience. This allows us to scale storytelling in a more nuanced, localised way.
It also gives us the flexibility to test and learn, trying different formats, content styles and platforms. In a city like Dubai, where trends move quickly and new experiences launch almost weekly, that adaptability gives us a real edge.
Overcoming 'influencer fatigue'
Audiences are becoming more discerning, particularly in the GCC, where social media saturation is high. Heavily sponsored content from major influencers can now feel transactional or inauthentic. There's a growing sense of 'influencer fatigue,' and larger accounts are no longer guaranteed to cut through.
Smaller creators, however, are still perceived as peers. Their content feels more like a recommendation from a friend than a polished pitch. And that relatability gives their content a longer shelf life and greater credibility.
When a trusted creator shares their genuine experience at one of our properties, it doesn't just create awareness it builds aspiration.
Returning to the heart of influence
What we are seeing in 2025 is more than a tactical shift. It's a return to the fundamentals – connection, credibility, and community. As luxury marketers, we are not just promoting rooms or restaurants, we are curating moments that people want to be a part of. Smaller creators help us tell those stories in ways that are meaningful and personal.
For us, it's not about chasing reach, it's about creating resonance. And in that pursuit, the quiet voices often carry the deepest influence.
Because when it comes to luxury, it's not the scale of the message that matters, it's the sincerity behind it.
By Abhishek Grover, Cluster Assistant Director of Marketing, InterContinental Residences Dubai Business Bay and Kimpton Dubai.