Evolving guest expectations and shifting market dynamics are redefining how hospitality brands connect, communicate, and build loyalty.
In an era where travelers seek authenticity, personalisation, and purpose, loyalty is no longer about points, it’s about people.
This resource reveals how leading hospitality brands are transforming engagement through community, creativity, and technology, while highlighting top influencers, key trends, and actionable insights shaping the industry.
Published On: October 10, 2025
Today’s travelers want more than comfort; they want meaning. Learn how post-pandemic shifts, longer stays, and sustainability are reshaping what defines a great guest experience.
With over 80% of travelers influenced by social platforms, discover how untagged, authentic guest content drives bookings, and how AI can reveal it.
Find out how tapping into cultural trends, local events, and pop culture moments can turn everyday stays into lasting memories.
Explore how AI helps brands identify advocates, measure impact, and capture the full spectrum of brand storytelling, even when guests don’t tag you.
Access timely cultural trends, strategic creator guidance, and industry best practices.
Cannes Lions has always been where the industry takes stock, not just of the work, but of where the money is going and why. This year, creator marketing will be front and centre. Not because it’s new, but because the ground underneath it is shifting in ways that are forcing brands to fundamentally rethink how they plan, measure and value creator partnerships.Â
Here are the three topics we expect to define the week.
The top 100 media and entertainment brands across video streaming, audio streaming, and content creation generated $63.4B in total Earned Media Value in 2025, up +7.0% YoY. Growth is uneven across sub-sectors, video streaming surged while audio streaming declined sharply, platform dynamics are shifting fast, and a handful of breakout brands are rewriting what influence looks like in entertainment.
TikTok grew +70.2% YoY and is rapidly closing the gap on YouTube as the dominant entertainment influence platform. YouTube remains #1 at $32.6B but declined -11.3%, while Instagram grew +4.4% to $13.3B. Facebook nearly doubled to $7.3B (+98.9%), making media and entertainment one of the few categories where four platforms are genuinely competing for share.
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State of Influence Index 2026 now LIVE - Explore the creators, trends and platforms driving conversations
