Inside the luxury playbook: how this CMO used micro-influencers to capture the ultra-high-net-worth traveler

 

Call me biased but I am certain that my friends are the most talented in their industry. 

One person that I have no doubt has incredible ability, and a driving passion for her career - as a brand marketer in luxury products, and specifically travel - is Henny Frazer.

She also has a ton of experience and an innate sense of style. She is perhaps the most elegant person I’ve ever met—certainly my most chic friend. 

And it is that kind of subtlety, and taste, that the most luxurious clients crave. Personally, Henny also has incredible style - I hope I am not descending into cliche when I call her a classic English rose. You can read more about Henny’s work in the hotel business here. 

I sat down with Henny a few days ago in a restaurant in Soho to discuss what has become the hottest topic in marketing (okay, well, there’s always AI, but that’s everywhere now!): micro influencers. 

I don’t want to talk too much about the advantages of building a strong brand, or micro influencer community, as much has already been written about it, and in fact I’ve covered this topic comprehensively already here. 

But here’s a few bullet points to highlight how Micro-influencers can help a business grow:

> Targeting a specific audience

> Building trust

> Make Genuine Connections

> Increasing brand visibility

> Boosting credibility

> Creating dynamic, and exciting new content

Henny developed a micro influencer programme when she was CMO at ÀNI Private Resorts, a collection of four properties in Asia and the Caribbean that offer luxury all-exclusive stays for small groups only.  

She was keen to drive awareness to the Chinese market for ÀNI Thailand, based on the tiny island of Koh Yao No, close to Phuket. I can’t help thinking that this has a glorious relevance since the third series of White Lotus, which is trending off the charts right now, was also set in Thailand (Koh Samui - where I scuba dived for a couple of weeks). 

Henny wanted to give recognition to her agency Petrie PR, who she worked closely with to find the best influencers for the target market. Also, Petrie has plenty of existing expertise in this realm, as they are based in Asia, and have many clients in the high end luxury travel market. 

Petrie PR has excellent contacts and helped Henny garner some great press coverage, including a nine-page feature in Tatler China. This provided terrific brand awareness for ÀNIi Private Resorts. The coverage centred around a well-respected ‘Dear Fang letter’ (which is addressed to a mentor/father figure) - in this case, telling them all about the journalist’s experience at ÀNI Thailand. 

The article included a collection of unique illustrations from the stay at ÀNI, but as Henny put it: ‘We felt we needed to go one step further, as online coverage is extremely important for the Chinese market, especially working with influencers, who deliver their unique vision of their experience.

Henny explained that in China, though Instagram is followed by many, by far the most popular channel is WeChat. Working with these influencers ensures that posts are actually followed all over the world. However, the most important point is to ensure that the experience you deliver is culturally relevant.  

          

Also, in this case, it’s critical to explain that with such a finely tuned luxury brand as ÀNI, a stay is set at a high price point—$100,000, plus local taxes and VAT for five nights. So, it certainly was within the realm of the ‘White Lotus’ clientele. 

During our recent conversation, Henny shared valuable insights into how she sees luxury, which is often attuned to the fashion and watch sectors — excelling at crafting a sense of exclusivity and aspiration around a personal brand. Given how closely this aligns with the objectives of our current campaign, I asked her a fundamental question: “How do you define luxury?”

Her response was both insightful and multidimensional:

1.Physical Environment & Design

Luxury begins with the design and ambiance of the physical space—be it a boutique, resort, or showroom. Every detail is intentional, from architectural elegance to sensory cues that elevate the experience.

2.Craftsmanship & Expertise

True luxury is inseparable from expert craftsmanship. Henny referenced artisans like Annoushka whose fine jewellery is all about craftsmanship, as well as hospitality professionals—such as executive chefs and guest service teams—who create highly personalized moments. One example she shared was of a guest being wrapped in a towel post-swim and served a bespoke English tea (with all the chosen additions) on a private terrace without having to ask—every need anticipated in advance (actually that ‘guest’ was her!).

3.Immersive Storytelling & Emotional Value

The most successful luxury brands deliver not just products or services, but fully immersive stories. Guests are made to feel like the only ones there, as with ÀNI "it’s all yours" becomes the unspoken promise. Experiences are unique and deeply local: island picnics accessed by speedboat, seven-course Chinese dinners under lantern light, sidecar rides through rice paddies to hidden noodle shops—each moment curated with both memory-making and shareability in mind. This level of detail supports both emotional engagement and high-quality user-generated content.

4.Exclusivity & Price Positioning

Finally, price and limited access remain critical components. Luxury must feel rare, and the perceived value is amplified through scarcity and personalisation.

From a campaign execution standpoint, the agency, Petrie PR, demonstrated a nuanced understanding of influencer selection. They prioritised creators whose audiences aligned with high-net-worth consumer segments and whose storytelling capabilities—both visual and written—amplified the sense of experience-led luxury. 

One such influencer, based in Canada, leveraged live feeds to share global travel experiences in real time, offering a compelling mix of narrative and visual content. Henny recently informed me that, since our meeting, this influencer has reposted his content over a year later.

These insights are particularly relevant as we continue refining our strategy. The alignment between influencer storytelling and brand narrative is where real value is created in the luxury space

Some last thoughts, Henny shared with me and it’s important to remember:

1. Set expectations of what the influencers will deliver. It is helpful to have a signed agreement, so everyone is aligned.

2. Ensure that the influencers will share their images and videos. This helps in building more brand content which will appeal to the target market.  

3. Ensure that the influencer is the best fit for your brand. They might have lots of followers, but you need to be certain that they have the right messaging for your company.

4. Truly focus on small micro influencers - The number of  followers is far less important than how  impactful this influencer is in their small exclusive group; Particularly within the highly niche ultra luxury market.

5. Perhaps most importantly, get some professional help in sourcing and inviting your micro influencers. They are the ‘raw material’ of your campaign so you want to get that right.

 

I have been fortunate to grow up around some truly brilliant, creative, and innovative people. I have also been working in business, specifically marketing, for over twenty years now. That has also helped me hone my talent radar, spotting ability, and passion for the job.

Read the guide to getting started with your Microinfluencer programme.