Tim Morgan, Virtuoso’s Director, Business Strategy, Canada, says social media’s influence is unmistakable, as it drives travellers’ desire to find the most captivating backdrops and the best time of day for snapping images. It’s even impacting booking requests for Virtuoso advisers.

Influencers now command high fees and their travel costs covered to share content with their followers, who may number in the millions. The drawback? There’s little visibility into what and who the influencer brings to the table.