Yet every influencer appears to be cashing in on the group travel trend. The merits of group travel are many. Too often, they are simply money-grabs led by full-time travelers desperate to earn money while living life on the road. Companies like Trova Trip are mainstreaming this kind of creator-led shallow travel and cheapening the group tour experience. But to truly reap the benefits of group travel, you’ll want to ensure that your favorite Instagram or TikTok traveler offers something more than bland, cookie-cutter itineraries.