PTG Consulting identified that the most strategic way to inspire consumers to book travel to both properties was through the production of vivid user-generated content. Therefore, the agency invited top-tier social media influencers from both the United Kingdom and United States to experience the ultimate Switzerland itinerary via a dedicated, collaborative, two-part FAM trip that provided immersive experiences at both hotels. Three influencers were chosen based upon their travel content, credible reputation, engaged audience of active travelers, and previous experience partnering with similarly aligned brands. PTG Consulting and the hotel teams worked together to plan a trip that facilitated the optimal amount of content opportunities – both on property and in their respective destinations – and ensured influencer content during and following the trip contained proper brand positioning, required account tags and hashtags, and a predetermined amount of content