The hallowed halls of Britain's most prestigious hotels, once the quiet domain of royalty, celebrities, and the discreetly wealthy, are echoing with a new sound: the click of smartphone cameras. A seismic shift, driven by the rise of social media, has seen a new breed of guest – the influencer – checking in, transforming opulent lobbies and grand staircases into personal photoshoot studios.
The New Clientele: From Reality Stars to 'Dogfluencers'
Gone are the days when such establishments were solely for genteel relaxation. Today, influencers from all walks of life, including reality TV alumni, OnlyFans creators, and even pets with large followings, are using the UK's glitziest hotels as backdrops for their content. They can be found posing for hours in Michelin-starred restaurants, draped on sumptuous staircases in designer gowns, or by infinity pools, all in pursuit of the perfect shot to grow their online audience.
This influx is not going unnoticed. Staff within the high-end hotel industry express growing concern that the gilded reputations of these institutions, built over decades through impeccable service and discretion, could be tarnished. The fear is that traditional guests, seeking a tranquil escape, may be put off by the constant filming and perceived entitlement of some content creators.
Infiltration of the Inner Sanctum
The phenomenon is widespread. As reported by the Daily Mail, columnist Nadine Dorries recently described how a celebrity-packed festive event at the iconic Claridge's was 'infiltrated' by influencers, their smartphones seemingly glued to their hands. Dorries observed them "posing outlandishly, gurning, gesturing, speaking into little furry microphones," behaving as if they were "the real event."
This scene is now commonplace across the country's luxury landscape. Whether it's The Ritz or The Bvlgari in London, the New Forest's Limewood, or any Soho House property, influencers are now a constant presence. Estelle Manor, the exclusive Cotswolds hotel and members' club, has become a particular favourite since opening two years ago, attracting stars like former Love Islander Molly-Mae Hague (8.5 million Instagram followers) and reality TV's Ampika Pickston.
One Estelle Manor staff member confided that while some influencers are huge online, "they're not always quite so big on manners," noting an air of entitlement and a plea for guests to "maybe put their phones down."
A Glossy, Non-Stop Photoshoot
The content produced paints a relentlessly glossy picture. Chloe Khan, a reality TV star with 2 million followers, regularly shares images from the Corinthia London, recently posting from its marble bar with a plate of oysters. Bulgarian influencer Anna Metusheva (115,000 followers) has been photographed on the grand staircases of both The Ritz and the historic Cliveden House in Berkshire.
The trend extends beyond human guests. Dogfluencer Toto the Pomeranian was pictured 'lunching' on a plush sofa at the pet-friendly Lanesborough hotel in Knightsbridge. Meanwhile, some influencers, like Anthea.xf, share more intimate content, such as lingerie shots on pristine hotel beds, captioned with phrases like "I prefer Ritz & thrill."
An industry insider revealed to the Daily Mail that some influencers simply walk in, shoot content, and leave, creating an illusion of a lavish lifestyle they don't sustain. They described watching an influencer with a two-person team capture content in a hotel bar, merely sitting and posing, prompting the thought: "How have we come to this?"
However, the source also cautioned against tarring all influencers with the same brush, acknowledging that skilled creators like travel expert Chelsea Dickenson (@holidayexpert) produce authentic, well-crafted content that involves significant effort, planning, and editing—a far cry from a quick snap on a staircase.
The transformation is undeniable. Britain's luxury hotels, bastions of old-world elegance, are now navigating a new, digitally-driven reality where the currency is not just pounds, but likes, shares, and followers.
