Our PR & marketing team often approach owners to explore opportunities for hosting media, influencers and content creators. In this article we outline the process, how it works and answer some frequently asked questions.

What is an influencer or content creator? 

Influencers and content creators are individuals or groups who engage a loyal audience through their content— whether that’s video, photography, writing, or art. They have a strong influence over their followers, much like traditional media used to, and are increasingly valuable in today’s digital landscape.  

Some influencer and content creators have thousands of loyal followers who trust their recommendations and genuinely want to know where they stayed last weekend. It’s like the modern-day version of getting your place in a magazine, only with a lot more likes, shares, and (ideally) bookings. 

How do we choose who we work with? 

We only work with creators and media partners who really fit with the Canopy & Stars brand. That means people who care about nature, slow living, the outdoors, and who produce content that makes you want to get outside.  

We carefully select influencers and media partners who resonate with our brand and target audience. We look at: 

• Audience size and engagement 
• Location and demographics 
• Shared values (e.g., love of the outdoors, sustainability, wellbeing) 
• Visual or storytelling style

We collaborate with creators across platforms – like Instagram, YouTube, podcasts, and blogs – or through specific campaigns. Some approach us directly, and we evaluate them using the same criteria.

What is the process for an influencer or content creator trip? 

Our PR and marketing team will be in touch if a good opportunity comes up. If we think a creator would love your place – and that their followers would too, this is typically what’s involved: 

• A 2–3-night stay for the content creator or journalist. 
• Date holds (we may temporarily hold dates to secure opportunities that align well with your space). 
• A cost-sharing model, where both Canopy & Stars and the owner contribute to the stay, reflecting the shared benefits – any contribution by Canopy & Stars is reflective of what you would receive on a normal booking i.e. after commission (we are not receiving any commission on the booking)

What are the benefits to me as an owner? 

Hosting a content creator or journalist can offer excellent exposure: 

• With media, your place will feature in a publication, and the booking credit will come via Canopy & Stars. 
• With content creators, the stay is documented on social media with pre-agreed content such as stories, posts or video reels. They always tag @canopyandstars, link directly to your listing on our site and follow the brief we give them to help maximise engagement.
• We may also request use of specific hashtags or keywords to boost engagement and discoverability.

The ultimate goal is to drive awareness of your place, page views and bookings – but also grow the Canopy & Stars audience as a whole. That means more eyes on your listing and more people booking across the collection. Growing our audience benefits the entire owner community.

Recent success stories: 

• Lark Rise welcomed @natalieglaze and saw a tenfold increase in page views. 
  👉 Natalie Glaze on Instagram 
• Camelot featured in The Telegraph and their views jumped by 50% that weekend. 
  👉 Read the article 
• Falling Water Cabin was visited by Soft Girls Who Hike for TikTok and Instagram, the cabin was in the top 10 most viewed places for the month with a 50% conversion rate 
• 👉 Watch the video

Will the content creator tag me directly or collaborate on posts? 

In general, no. We ask content creators to tag only @canopyandstars, rather than individual places. This ensures a consistent brand message and helps us drive bookings for your space and awareness for the whole collection.  

There are exceptions, such as when a third-party brand is involved and there’s a chance to reach a wider audience. A good example is our partnership with Passenger, where extended reach and shared promotion made tagging/collaborator posts with other accounts appropriate and beneficial for all involved. 

 This approach allows us to protect the strong relationships we’ve built with creators and brands; whilst making sure the impact of every collaboration supports the Canopy & Stars collection and increasing page views and bookings for your listing.  

 If you ever have questions or want to chat through an opportunity, feel free to reach out to your Account Manager at owners@canopyandstars.co.uk. We're always happy to help.