From Dubai to Beverly Hills, meet athletes and influencers turning hotel stays into branded content and learn which KPIs make them great
Influencer marketing has become a cornerstone of today’s attention economy. While it has traditionally been recognised for shaping brand awareness in fashion and beauty, its impact on the hospitality sector is now impossible to ignore. From exclusive resorts to boutique stays, content creators have emerged as key connectors between brands and next-gen travellers.
But here’s the shift: it’s no longer just about offering free stays in exchange for curated content. Gen Z and Gen Alpha are wired differently; they seek authenticity, relevance, and a sense of alignment between the influencer and the brand. A sponsored post isn’t enough if it doesn’t feel genuine. A perfectly styled photo can do more harm than good if it rings hollow.
This is why brands today are digging deeper. ROI is no longer just about the number of likes; it also encompasses link clicks, bookings, and brand equity. With tools like affiliate links and UTM tracking, measuring direct impact has become easier than ever. However, the real value lies in fostering emotional connections. According to studies like Nielsen’s 2023 report, 92% of consumers trust influencer recommendations when they perceive them as authentic, more than any other form of traditional advertising.
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At the same time, the follower count is no longer king. We’ve entered the age of resonance, where micro-influencers— those with smaller but tightly-knit audiences—often outperform larger profiles in terms of engagement and trust. Their communities feel more like friendships than mere fan bases. But this doesn’t mean macro-influencers are out of the picture; when they pair reach with relevance, they can influence global perception and put destinations on the map.
Luxury hospitality brands are now embracing this duality by collaborating with both emerging voices and household names. What unites them is not their size, but the substance of their content.
Below, we spotlight the top five influencers from the latest Lefty report (a company that provides data-driven tools for influencer marketing and streamlines workflows). Our list includes sports legends to digital tastemakers who are shaping how luxury hospitality is perceived, shared, and experienced.
@rohitsharma45 - Where Sport Meets Five-Star Travel
With 44 million followers on Instagram, Indian cricket captain Rohit Sharma is a sports icon, as well as a cultural force. According to Lefty’s Q1 2025 report, he ranks as the top influencer for hospitality brands, boasting an Instagram Earned Media Value (EMV) of $14.5 million.
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His digital presence goes beyond just match highlights; he offers a curated glimpse into a world of high-end travel, premium stays, and hospitality experiences related to global sporting events.
Sharma’s seamless blend of elite performance and aspirational travel makes him an ideal ambassador for luxury destinations, especially those looking to connect with South Asia’s booming travel demographic.
@sourmimosa - From South-East Asia to the international feed
Genta, originally from Indonesia and known online as @sourmimosa, has just under 500,000 Instagram followers. Although he has the smallest audience among our top five influencers, he ranks second thanks to a remarkable EMV 2025 of $6.3 million. He has quietly crafted one of the most refined visual identities in the Asian lifestyle scene. His content is more than appealing; it’s truly immersive.
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Whether he’s documenting a spa retreat in Kyoto or enjoying a rooftop brunch in Singapore, Genta’s aesthetic balance of soft elegance and visual storytelling feels like a digital editorial. With over 120 hotels and 160 dining partners across Asia and beyond, his collaborations feel less like endorsements and more like art direction infused with soul.
@iamhearte - The Soft Power of Global Fashion Royalty
Heart Evangelista has a unique ability to transition seamlessly between front-row fashion weeks and luxurious, barefoot escapes. A style icon in both Asia and the West, she combines fashion, wellness, and high-end travel into a cohesive aesthetic.
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With 16.3 million Instagram followers and a 2025 EMV of $2.2 million, Heart’s narrative blends visual elegance with a lifestyle that feels both attainable and aspirational. Whether she’s enjoying a stay at the Aman in Kyoto or launching her own wellness brand in the Philippines, Heart Evangelista doesn’t just participate in the luxury world; she co-authors it.
@parishilton - Pink Glitter & Business Savvy
Paris Hilton may have inherited a hotel legacy, but she’s turned it into something entirely her own. More than just an heiress, she’s a hyper-branded lifestyle phenomenon, one that blends early 2000s nostalgia with sharp, contemporary strategy.
With 26.8 million Instagram followers, she ranks among the top influencers, boasting an EMV of $2 million according to Lefty’s Q1 2025 report.
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Her recent collaborations include the Sparkling Strawberry Waffle with Hampton by Hilton, which is being served in 2,400 hotels, and a custom Mother’s Day experience at the Waldorf Astoria Beverly Hills. Paris Hilton doesn’t just show up; she shapes the vibe, combining brand heritage with her unmistakable, glittery personality.
@kari____kari - Dubai’s Golden Hour Muse
Based in Dubai, Armenian influencer Kari Kari Petrosyan, aka @kari____kari, has 3.7 million Instagram followers and a Lefty-verified EMV of $1.7 million for 2025. She captures the city’s golden sheen with an effortless blend of elegance and digital savvy. Her feed is a love letter to curated travel, featuring radiant shots in the shadow of the Burj Khalifa, serene mornings at the Kempinski Palm Jumeirah, and picturesque sundowners on rooftops overlooking the Marina.
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But Kari Kari Petrosyan is more than just an influencer; she’s a social media strategist and founder of a digital marketing school, turning her understanding of content into both visual narrative and career mentorship. Her talent for crafting immersive hotel storytelling, especially in a city that thrives on spectacle, makes her a go-to voice in the hospitality space.
Final Thought: From Partnership to Presence
The most successful hospitality brands are shifting their focus from one-time campaigns to long-term partnerships. They are selecting content creators, influencers and Internet personalities who can share authentic, multi-dimensional stories that spark wanderlust, build trust, and ultimately convert followers into future guests.
As platforms continue to evolve, strategies will adapt as well. However, one thing is clear: the most powerful influence today is not about numbers; it’s about connection.