What really happens on press trips - Episode 93
If you spend time on Instagram, TikTok, or YouTube, you’ve probably seen creators posting from dreamy hotels, exclusive events, or beautiful travel destinations—all thanks to a brand trip.
In this episode of Create & Consume, we’re breaking down the differences between press trips and brand trips, who gets invited, what’s expected from attendees, and sharing some real-life experiences from both sides of the industry.
Create & consume:
What Austen is creating this week: Blog post sharing my complete slick back tutorial with step-by-step instructions and photos
What Austen is consuming this week: The Traitors season 4 finale!!! I had way too much fun watching this episode and honestly this whole season
In this episode:
What is a press trip?
A press trip happens when a PR agency or brand invites journalists and editors to visit a destination to learn more about a product, service, or company.
The goal is usually to generate some type of traditional media coverage like an article in a magazine.
These trips often include interviews, presentations, tours, or demonstrations with founders, designers, or other experts.
One big difference is typically the social media component. On press trips with journalists and editors, there’s usually less emphasis on social media posting.
What is a brand trip?
A brand trip is similar in concept but designed for creators rather than traditional media.
Instead of focusing on reporting, these trips are usually centered around immersive experiences and highly shareable moments.
Think beautiful destinations, unique activities, and events designed for social media content.
The goal is to get creators excited about a brand or product and share that experience with their audience.
Who gets invited?
Brands and PR teams are strategic about who they invite.
A few factors usually determine the guest list:
Creative storytelling: Brands look for people who can share the experience in interesting or creative ways.
Content fit: Creators or publications who already cover similar topics—or have mentioned the brand before—are more likely to be invited.
Audience fit: Brands want guests whose audience aligns with the customers they’re trying to reach.
Relationships: PR is a relationship-driven industry, so people who are responsive and easy to work with are often invited again.
Types of press and brand trips
Trips can take many forms depending on the brand’s goal.
Tourism board trips: Cities or regions invite media and creators to generate interest in a destination.
Brand-focused trips: A fashion brand might invite creators to a ski destination to highlight winter gear.
Service-focused trips: Companies like rideshare apps or credit cards may host trips to showcase how their services enhance travel.
Headquarters visits: Brands sometimes invite attendees behind the scenes to see how products are made.
Brand-backed creator trips: Sometimes brands simply sponsor a group of creators traveling together while providing product or support.
What coverage is expected?
The expectations usually depend on the trip, so reading the fine print in the invite you receive is important.
For editors, attending a press trip often means working toward an article.
While publications rarely guarantee coverage, editors usually pitch a story internally before attending with plans to cover the brand in some way.
For creators, deliverables are often agreed upon in advance and may include posts, stories, or videos.
Brands also typically expect correct tagging, accurate product names, and key messaging to be included.
Most importantly, the trip should align with your content and audience.
What else is expected from attendees?
Beyond coverage, there’s another expectation: you’re generally “on” the entire time.
Attendees are expected to participate in scheduled activities, engage with the group, and maintain a positive attitude about the experience.
It’s usually a mix of work, networking, and socializing.
My experiences on press trips and brand trips
Over the years, I’ve attended trips both as an editor and as a creator.
Detroit
One of the shortest trips I took was to Detroit while working at Nylon.
I was there for about 24 hours to profile an artist doing a residency at the Red Bull House of Art.
The interview and photo shoot were the main focus of the trip.
While I was there, I also visited a museum and tried a classic Detroit Coney dog before heading home.
Las Vegas
This was a group trip with the tourism board while I was at Nylon that involved spotlighting Las Vegas’s downtown neighborhood, which was much more laid back than the strip.
The goal was to introduce editors to the city and inspire future coverage and I did end up writing a story about the neighborhood. I also met lots of fellow editors on this trip.
NYC Staycation
Teva hosted a simple overnight stay at 1 Hotel Central Park. This was while I was still working at Nylon so I simply took the subway there after work.
We learned about the shoes during dinner, stayed at the hotel, and had breakfast the next morning.
The hotel was fabulous and everyone was also gifted a pair of Teva sandals.
I don’t recall any coverage requests for this trip, but there may have been another editor from my same publication who attended and wrote about the brand.
Miami
This trip was connected to the Miami Design District’s Museum Garage, which featured large-scale installations by artists and architects.
I attended while working at Interview and later wrote a story for the website.
We stayed at The Standard Miami Beach during the trip, which was beautiful and were taken out to dinners at nice restaurants like Mandolin.
Cincinnati
Cincinnati ended up being one of my favorite trips.
I was originally supposed to attend as an editor, but after getting laid off I ended up covering the trip as a creator for my blog and YouTube channel.
I stayed at the 21C Hotel, all the meals were covered, and there were tons of fun activities.
I also spent most of the weekend hanging out with the PR rep and her friends.
The YouTube video I made vlogging the trip now has over 21,000 views, so I’m glad I was still able to get them some visibility.
NYC Staycation (this time as a creator)
More recently, I attended a YouTube event in NYC and was put up for a night at The Standard Hotel as a creator.
There were no coverage requirements, which made the experience feel much more relaxed.
The event included a gathering at Soho House the night before and breakfast the next morning before the Made on YouTube presentation.
Creator vs editor: the biggest differences
As a creator, especially when deliverables aren’t tightly defined, there’s often more freedom in how you approach the content.
However, both roles still involve work like answering emails, capturing content, and thinking about the story you’ll create afterward.
Another big difference is payment.
Editors typically aren’t paid to attend trips, since it’s part of their job.
Creators, on the other hand, may receive payment depending on the partnership.
Brands are also sometimes more willing to splurge on creator trips to create viral moments, such as elaborate room drops or over-the-top experiences.
Tips if you’re invited on a brand trip
If you ever get invited on a trip like this, a little preparation goes a long way.
Clarify expectations early: Make sure you understand exactly what the brand expects in terms of coverage or deliverables.
Ask about payment: If you’re a creator, it’s fair to ask whether the partnership includes compensation.
Find out who else is attending: Knowing the guest list can help you understand the vibe and networking opportunities. See if you can find out more details to make sure a diverse group will be in attendance.
Plan your coverage in advance: Think about the angles you want to cover or questions you want to ask.
Capture content early: Get your main photos and videos early in the trip so you can also enjoy the experience.
Take advantage of networking: These trips are a great chance to connect with other creators, editors, and industry professionals.
In summary:
Press trips and brand trips may look similar online, but they serve different purposes. Press trips focus on editorial coverage, and the brand trips on creator-driven content.
Understanding the expectations behind them can help creators and journalists make the most of these opportunities.
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