Radisson Hotel Group introduces Creator Hub, a platform connecting nano content creators with its hotel properties globally. The initiative targets creators with 1,000 to 30,000 followers on Instagram or TikTok.

According to a press release, the program operates on a non-monetary collaboration structure, replacing traditional financial compensation with curated hotel stays. Creators receive individual three-night stays for two guests at participating Radisson hotels worldwide in exchange for producing content aligned with the brand’s messaging.

Participating creators produce visuals and narratives that reflect Radisson’s brand pillars, including design, well-being, local culture, and gastronomy. The platform provides hotel briefs and creative guidelines to ensure content aligns with Radisson Hotel Group’s brand vision while preserving creators’ individual styles.

Creator Hub offers VIP benefits through Radisson Rewards, including upgrades, early check-in, and tailored experiences. The platform incorporates a gamification system to incentivize creativity, engagement, and consistency.

Current Operations and Expansion

Creator Hub operates across more than 210 hotels, complementing Radisson Hotel Group’s year-round influencer marketing efforts. The platform aims to drive brand awareness and engagement across key markets.

Roberto Tamayo, Director of Global PR, Social Media & Influencer Marketing at Radisson Hotel Group, states the initiative opens collaboration to be “more inclusive, more authentic, and more aligned with the way people experience and share travel today.”

Sandie Jacques, General Manager of Radisson Blu Hotel, Paris Marne-la-Vallée, says the program provides “the opportunity to showcase the personality and spirit of our hotel through authentic storytelling.”

Content Distribution Strategy

The approach generates content for use across local, regional, and global channels. Hotels receive consistent, high-quality content from creators who blend leisure travel with content creation.

Radisson Hotel Group developed Creator Hub in collaboration with the strategic communications agency Apple Tree. The company plans expansion into new markets in 2026, alongside themed activations and brand partnerships.

Creators with the required number of followers on the platforms can apply for the program. Interested applicants can contact Radisson Hotel Group via email or by sending a direct message on Instagram or TikTok.

Radisson Hotel Group operates across the EMEA (Europe, Middle East, and Africa) and APAC (Asia-Pacific) regions, with more than 1,580 hotels in operation and under development in over 100 countries. The company reports that Radisson Rewards, its global loyalty program, has more than 24 million members.

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