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A few years ago, announcing to your friends that you were paying to go on vacation with an influencer might have attracted some raised eyebrows — and, indeed, perhaps in the shadow of recent influencer controversies like Tanya Zuckerbrot’s F-Factor diet and Caroline Calloway’s ill-fated “Creativity Workshops,” there are still concerns about scams and too-good-to-be-true advertising. But remote work and other pandemic workarounds mean digital relationships, even one-sided ones, have taken on a new significance, and content creation as a career path has only gotten more visible and legitimized.

Compared to those traditional entertainers, influencers often have a more intimate and active relationship with their followers, in part because their income depends on it: Brands throw money at creators in hopes they can turn their followers’ enthusiasm into clicks or attention. But companies like TrovaTrip had a hunch followers would do more than just use a promo code for their favorite creator — they’d travel across the world.