Inside BÉIS’ Influencer Engine: How the Travel Brand Drives Full-Funnel Growth with Creators

Influencers have been key to BÉIS’ full-funnel growth, from driving discovery to converting customers to fueling retention with post-purchase education. At our recent webinar, Magda Houalla (our Head of Strategy) sat down with Gabriella Koek (Director of Influencer and Social at BÉIS) to unpack the strategy behind the cult-favorite travel brand’s high-performing creator program. 

If you missed it, you can watch the full webinar on demand or keep reading for the top takeaways.

Focus on authenticity — beyond the buzzword. 

Today’s consumers want genuine recommendations from people they trust. And creators, especially those with loyal audiences and niche expertise, have become the most powerful distribution channel in today’s attention economy. 

That’s why BÉIS structures its influencer strategy based on true authenticity:

• Community-driven: BÉIS prioritizes creators who are already organically posting about the brand or are a natural fit for the travel-forward lifestyle BÉIS promotes. When a sponsored post comes after genuine love for the product, the content lands better and more importantly, converts better.
• Multi-layered: Their team activates creators across various levels of investment, from always-on affiliate and gifting programs, to deeper paid partnerships and brand activations. This allows them to scale while staying scrappy.
• Content-centric: BÉIS is intentional about getting the most out of influencer content. Beyond social, their team repurposes creator assets across paid ads, email, product pages, and more.
• Rooted in real relationships: The brand doesn’t just keep things transactional. IRL activations (like the Stagecoach creator house) help deepen partnerships, strengthen brand affinity, and generate organic buzz that paid media can’t replicate.

“Getting to know creators offline makes such a difference — especially when it comes time to negotiate, revisit partnerships, or co-create content. There’s more trust, more grace, and more willingness to go above and beyond.”

Long-term relationships lead to long-term impact. 

Re-investing in high-performing creators pays off, leading to better content, more authentic storytelling, and higher ROI. Whether it’s a formal brand ambassador program or simply a repeated partnership each quarter, long-term relationships can help your brand build more trust with creators’ audiences, thereby increasing your chances of boosting conversions. 

Remember, it can take multiple posts (and multiple touchpoints) for a creator’s audience to convert:

“One of our creators didn’t drive a sale until her third post. That’s when things took off. You need time and frequency to build real influence.” 

Measure ROI through multiple lenses.

As a self-proclaimed spreadsheet lover, Gabriella stressed the importance of tracking performance meticulously, focusing on both quantitative and qualitative results to accurately measure the full impact of influencer marketing. 

Her advice: match your KPIs to your campaign goals:

• Want upper funnel awareness? Look at impressions, reach, saves, and shares.
• Want conversions? Track affiliate performance, promo code redemptions, and post-purchase surveys. 
• Want to make the case for more budget? Layer in metrics like branded search lift, organic content volume, or asset reuse across your paid channels. 

“We once saw a 10% TikTok follower lift in one week after a campaign went viral. That’s a win — even if it didn’t immediately drive sales.”

Ready to scale like BÉIS?

With the right systems in place and a focus on genuine relationships, you can turn influencer marketing into a full-funnel growth engine. Learn more about BÉIS’ influencer strategy here. 

Curious how Aspire can help you scale your program? Book a demo.