If you’re a content creator, then there’s one big milestone that you’ve no doubt spent days and nights dreaming about – that exclusive invite to your first brand trip. TikTok and Instagram have brought the brand trip into the mainstream as influencers imagine themselves whisked away to a sun-drenched location for a whirlwind of luxury, collaboration, and, of course, content. The image is usually one of sun and sand. With beach holidays offering built-in aesthetic appeal and plenty of ways to showcase products in a glamorous setting, here’s how they’ve become the go-to for brand-hosted getaways.
Brand exclusivity: The luxe power of a gated villa
Luxury brands are forever in search of sleek, curated, aspirational environments that reflect their identity and beach clubs in places like Marbella, the ever-glamourous St Tropez or Sicily offer the ideal backdrop. With entire villas or stunning beachfront spaces transformed into brand showcases, it’s the chance to build a truly immersive experience. Custom interiors, limited-time pop-ups for new products, and exclusive guest lists make these takeovers highly shareable and aspirational – perfect for content creators to spotlight on their social feeds.
Brand sustainability: Reuse, relaunch, repeat
One underrated advantage of beach club brand trips is their sustainability. Rather than producing entirely new environments or items, many brands opt to simply adapt existing venues with, for example, branded towels, umbrellas and soft furnishings scattered around. A great example is fashion house Jacquemus, whose 1970s retro-themed collaboration with Indie Beach kept things sustainable while delivering an unforgettable campaign with classic lemon-coloured umbrellas and other iconic beach looks.
Brand Expansion: Limited drops and coastal clout
Beach clubs are not just pretty scenery – they’re business-savvy branding opportunities. Limited-edition products, immersive experiences, and high-end association all deepen brand identity and engagement with customers. Marketing is becoming more experiential, and these kinds of creative beach takeovers offer an ideal format to blend aspirational lifestyle with commerce. When shared on image-focused social media, potential consumers visualise themselves in that destination, creating a positive association that can’t help but entice them to the brand’s products.
Are ski slopes the next “beach club”?
At the moment, beach clubs dominate the summer brand trip calendar. But other seasonal hotspots could soon follow. Could ski resorts take centre stage this winter and offer similar exclusivity and immersive marketing opportunities? Content creators can be sure of one thing: the brand trip isn’t going anywhere – it’s just changing with the seasons.
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