Question for travel creators who collaborate with hotels/Airbnbs:

When you reach out to hotels or Airbnb properties, are you typically offering to create content for *their* social media (organic content, website content, paid ad usage, etc.), or are you primarily offering exposure by posting the content on your own social media?

I’m trying to figure out the best way to position myself in the travel/hospitality space. I’m interested in creating luxury-focused content for hotels and properties, and I’m confident in my ability to understand trends, create mood boards, and produce content that fits the brand’s aesthetic and marketing goals.

I’ve also had viral videos for restaurants and places I’ve visited, so I have examples of content that performs organically. But I’m wondering whether I actually need to build a separate personal social media presence specifically around travel to pitch hotels, or whether a strong portfolio with examples of high-performing content is enough.

For those of you doing travel/hospitality UGC, what are hotels actually looking for when you pitch them? Do you position yourself as a creator/influencer, a UGC/content creator, or more of a social media marketing/content service?