Esther Areola is determined to carve out her own space in the travel sphere and increase representation. Here, she talks about feeling at home in St Lucia, misconceptions over her job and the importance of loyalty 

Esther Areola is always looking for the next way to spice up her travels for herself and her half-a-million combined followers on Instagram and YouTube. The London-based, Nigerian-born 33-year-old content creator is now into her 12th year of producing reels – ‘Alcohol-infused ice-cream bar in NYC!’ – and longer-form videos – ‘Pack with me – 2 weeks’ vacation in St Lucia’ – in which she connects with people who share similar interests from the worlds of beauty, fashion and travel. On her trips, she flies exclusively with us – reaching our covetable Gold tier. Here’s how she did it.

What kind of traveller are you?
Family-oriented! My travels focus on high-end experiences that create lasting memories with my 15-year-old son and my friends. I travel to places that have an unusual feel or are off the beaten track. As for accommodation, I often stay in boutique hotels, one-off private homes or hotels that offer premium services and attention to detail that can be tailored to my or my group’s preferences.

When you create online content, what goes through your mind first?
That I want to bring something culturally and luxuriously unique to my audience. I also want to make sure it’s as accessible as possible, since I know every traveller is on a different budget. The key is to create memorable, high-quality experiences combining relaxation and adventure – and then show my audience how they can do the same.

How long have you been flying with us?
Growing up, my mum – quite the creature of habit – always flew British Airways and I always flew with her. As I started my travel content creation, it became my preferred airline and, because I think loyalty pays, I signed up as an Executive Club Member in February 2020. I racked up Avios quickly and I also reached the Gold tier in November 2022.

What’s the best thing about being Gold?
I love the First lounge access, being able to select my seats at the time of booking and being offered the occasional upgrade every now and then. I’m also a serial over-packer – so that additional baggage allowance is truly a lifesaver.

Do you have a Tier Points strategy?
I was learning as I went, but realised the higher the travel class you fly, the quicker you travel up the tier system (long-haul flights in premium cabins award the most Tier Points). I was receiving on average 60-90 Tier Points for one-way long-haul flights and about 127 Tier Points if that journey was a return. You need 1,500 to reach Gold.

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How do you collect Avios?
Mainly through my British Airways American Express^® Credit Card.* I ended up spending only £2 flying to Amsterdam using the Companion Voucher during King’s Day once which, as every Dutch person will know, is the most expensive weekend to travel.

*Representative 31.0% APR Variable. No annual fee. 18+ UK residents, subject to status. Terms, exclusions and conditions apply. Companion Voucher received after spending £15,000 in a Cardmembership year.

Do you have any  Avios collecting tips?
Link your Uber and Executive Club accounts to collect 1 Avios for every £1 spent on rides in the UK.**

How do you spend your Avios?
I tend to knock down the price of flights using Avios, especially during peak times. I’ll sometimes go for a Reward Flight, too.

Best surprise flight upgrade?
I surprised my son with a trip to New York and paid for World Traveller Plus. He had no idea where we were going until we got to the gate! We got very lucky and the check-in staff upgraded us to Club. My son absolutely loved it and was just blown away – pressing all the buttons to recline! I’m forever grateful for that upgrade and experience.

@estare I fully endorse (and sponsor) him living his best life! 😂✈️ #motherandson #youngmum #traveltiktok ♬ original sound - Ali Campbell🏴󠁧󠁢󠁳󠁣󠁴󠁿

Which destination has a special place in your heart?
St Lucia. It’s incredible. I’ve visited every year since 2019 and there’s so much to explore and do, not to mention the people are so welcoming and friendly. It’s a home away from home for me.

Most memorable hotel stay?
Windjammer Landing Villa Beach Resort in St Lucia. It’s Santorini meets the Caribbean. The staff have a way of making you feel like you live there and, by now, I think they recognise me. I typically take a few friends and go for the Ocean Point villas situated right on the beach.

Any bucket-list destinations?
I’m Nigerian but I haven’t visited enough places in Africa yet. I’d love to visit Tanzania and South Africa.

Your three must-pack essentials?
My universal adapter that has seven USB ports and three universal plugs, compression socks for long haul and Dr Barbara Sturm SPF. I’ve long suffered with adult acne, which means I’ve always been SPF-conscious, and this one provides a light sheen on the face without being too greasy.

Why travel content creation?
In 2017, nobody who looked or sounded like me was a content creator. The industry lacked representation, and I wanted to change that. In the beginning, I was specific about which destination I chose because I felt that I couldn’t see enough people like me there. Take Bali, for example. A lot of people of colour told me I inspired them to visit the Indonesia province in 2018 because of my vlogs.

What’s one thing you wish people knew about your job?
A common misconception is that my job is super easy. But to influence my audience, I have to create authentic content and make it look good. That takes a lot of work. I’m a creative director, a photographer, an editor, a makeup artist, a hair stylist, a social media manager and a marketing exec – I’m constantly liaising with hotels, PRs or agencies. But it’s all worth it to bring a unique experience to my audience.

One piece of advice you’d give to wannabe content creators?
Start by sharing your travels in a way that feels authentic to you and, once you’ve found your groove, then reach out to hotels and tourist boards to introduce yourself. I got in touch with the St Lucia and Dubai tourist boards when I first started. They took a chance on me and we agreed to collaborate on a YouTube video and several Instagram posts. Also, always diversify your content – for instance, Pinterest is a great but underrated platform. Finally, don’t wait for people to come to you, always take the first step and be as distinctive as possible.

**The qualifying spend is the upfront price of the ride, after any promotions or discounts, but includes tolls, surcharges and fees. Exclusions to qualifying spend include miscellaneous fees. Uber partnership terms and conditions: To earn Avios, Eligible Participants must go to their Uber app and link their Uber account to their British Airways Executive Club account. Only one Uber account can be linked to an Executive Club account and the holder of the accounts must be the same person. Standard Avios earn rate is 1 Avios per £1 of Qualifying Spend for rides booked and completed via the Uber app. Qualifying spend is the upfront price of the ride, post any promotion or discount, and will include tolls, surcharges and fees (“Qualifying Spend”). Exclusions to Qualifying Spend are tips and any miscellaneous fees such as cleaning fees. Offer is valid for rides taken in mainland UK and Northern Ireland. Avios are issued to Eligible Participants subject to acceptance and compliance with the Scheme Terms and Conditions. Only selected Uber Ride products will be eligible for the Avios award. Avios will be awarded within 24 hours of the completed ride. For the details of this offer and Uber Ride product inclusions, please visit the full Terms and Conditions on Uber | Executive Club | British Airways.

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