Loveholidays taps creators for 'the weird and wonderful'

Loveholidays is launching an “always-on” influencer platform, inviting consumers to see travel as self expression, rather than just a chance to escape, by bringing their passions to life through their holiday bookings.

Book What You Love has been developed in partnership with SocialChain’s influencer arm, The Fifth, following the account win in November 2025. The platform puts people’s weirdest and wonderful niche interests at the forefront, in a move designed to reframe the traditional holiday towards personal passions, curiosity and individuality.

Each piece of content connects a creator’s unique interest to a destination and Loveholidays’ package, positioning travel in 2026 as a way to explore what people genuinely care about while also highlighting the huge choice of holidays the online travel agent offers.

Launching with four headline creators from Germany, Ireland and the UK, including Georgiana Davis, Olivia Webb, Adam Fogarty and Sophia Kuhlmann, Book What You Love makes an immediate statement before building momentum through a wider programme of creator partnerships across March and April.

The wider rollout will feature a mix of creators from these markets, each selected for a specific niche, with talent taken out of their usual environments and into unexpected destinations that reflect their interests.

The approach is aimed at bringing Loveholidays’ challenger mindset to life through culture and entertainment-led partnerships, offering a more distinctive take on holiday inspiration that moves beyond familiar travel marketing tropes.

Rather than presenting holidays purely as downtime, the platform positions them as moments of reinvention, discovery and personal expression, reinforcing the idea that people should book trips that reflect what they love, not just where they go.

Loveholidays brand director Jacqui Grimsey-Jones said: “Every holiday is personal. Book What You Love is our way of making that mean something by connecting people’s real passions directly to destinations, showing just how personal a Loveholidays package can be. It’s about flipping traditional travel content on its head and showing up in unexpected places, and we’re excited to see it out in the wild.”

SocialChain chief executive Jacinta Faul added: “From the start, this was about resisting the obvious travel tropes and finding something that felt more human.

“What we loved was its simplicity and flexibility. It allows creators to show up differently, audiences to see themselves reflected in travel choices, and the brand to play a meaningful role in culture. The focus on the idiosyncrasies of people’s niche passions and interests gives the campaign real standout, while the longer rollout keeps it feeling fresh.”