Travel industry gets tough on influencers: Luxury resorts - including Molly-Mae Hague's beloved Estelle Manor - issue strict rules on content creation, saying it 'disrupts other guests'

Dine in any particularly photogenic restaurant, stay in a luxury hotel or visit a popular  scenic view and you're likely to find yourself sharing the space, whether you want to or not, with an influencer.

From genuine content creators with big social media followings to aspirational tourists desperate to show they're living the high life, find them wielding selfie-sticks, looking glamorous and or pracitising coordinated dance routines.

For some hotels and tourist destinations, collaborating with a powerful influencer can be a no-brainer marketing win, bringing in increased footfall without paying for advertising.

For others though, the news that an influencer is checking in can feel like a PR disaster - so much so that some hotels and restaurants have brought in measures to counteract the posing and pouting that takes place. 

Luxury Oxfordshire hotel Estelle Manor is amongst those now carrying clear guidelines on what's acceptable during a stay at the property when it comes to content creation. 

Amongst the most regular high-profile guests is Molly-Mae Hague of Love Island fame; the reality star has stayed many times in recent years, including documenting her £7,000-a-night stay in the hotel's Bluebell House online in September.

In a bid to curtail how much content creation takes place at the high-end venue, the property says on its website that prolonged filming and staged or styled shoots are no longer permitted - because it might disrupt the enjoyment of other guests or the 'natural flow' of the retreat. 

The hotel's photography policy says: 'We do not allow filming or photography of any kind (professional or amateur) anywhere on the estate for commercial purposes. This includes (but is not limited to): advertising, marketing, PR, content creation for commercial benefit, brand collaborations, paid social media and promotional activity.'

Photography is banned in the Manor House, restaurants, terrace, pool, Clubhouse and the luxury spa, Eynsham Baths.

The policy adds: 'Estelle Manor is a place of retreat, connection and privacy. To protect the experience of our members and guests, photography is thoughtfully limited across the estate.'

Elsewhere in the UK, the restaurateur behind The Wolseley, Jeremy King, wrote earlier this year about how frustrated he'd become with the influx of influencers, referring to it as an 'influenza-like outbreak'.

Recounting one particular incident, he wrote in the Evening Standard: 'Tipped off by a customer we once found 10 women - influencers with entourage - blocking access to the loos, while using them as changing rooms with their own sound system. 

'That same evening another influencer couple were outraged when they arrived with a suitcase and tripod and were turned away.

'Enough was enough. Those signs went up; the website amended; security employed; and it was made clear that this type of filming was unacceptable.'

Further afield, hotels and destinations in Europe and worldwide have noticed a similar trend, and adjusted policy accordingly.

Monaco, a haven for the uber-wealthy and influencers portraying this elite lifestyle, has introduced laws banning photographing hotel or casino guests without consent.

Aman resorts meanwhile, also a favourite of the rich and famous, has also cracked down on content creators, specifically at its ultra-luxury desert resort and spa, Amangiri, in Utah. 

The firm's policy says: 'Casual personal photography and videos are permitted during your stay. 

'To preserve the privacy, comfort and tranquility of Amangiri for all guests, photography and filming should remain discreet and respectful and should not intentionally capture other guests, visitors or members of the Amangiri team without their consent.

'Staged, professional, commercial, promotional, influencer, editorial, advertorial, sponsored or wedding-related photography or filming requires Amangiri's prior written approval.'

Guests who wish to organise a filming or photography session must contact the hotel in advance for written approval. 

Understandably, it is the aim of many of these luxury resorts to foster an ambience of privacy and exclusivity – often at odds with the goal of social media content, which invites public viewing of intimate spaces.

Hotel du Cap-Eden-Roc in Antibes, a typically glamorous French Riviera spot, has enforced rules against photo shoots without permission, The Guardian reports. 

The hotel's manager, Sophie Volant, told Travel Weekly: 'As much as [guests] appreciate having people in the restaurants and in the bars, they also want their summer home to remain private. We had to think about a solution.'

Indeed, travellers are following suit, with more and more seeking holidays not purely encouraged by social media. 

New research points to a shift away from the 'Instagram holiday', with nearly seven in ten (69 per cent) British holidaymakers saying how a holiday makes them feel matters more than how it makes them look online.

The survey of 2,000 holidaymakers, conducted by 3Gem Media Group on behalf of Tourism Tasmania, also found that more than three-quarters consider personal wellness and growth important on their holidays. 

This suggests Brits are placing greater value on meaningful experiences than on posting holiday snaps or chasing social media bragging rights.

Kilimanjaro, a bucket-list destination for many and one such meaningful (and challenging) trip, might not enforce strict anti-photography rules - capturing the experience on camera is essential for lots of tourists climbing the African mountain.

But, says Brian Raffio, consultant for Climbing Kilimanjaro: 'Photography isn't the problem. The issue is when people take photos to the point that it starts affecting the experience of those around them. Hotels like it when guests share their experiences. 

'But what if people take things too far? What if they're blocking areas or harassing others to get a shot? I can understand people being upset if that happened to them.

'Hotels know guests want the freedom to enjoy things at their own pace, and they do everything they can to give guests that experience. You see that same expectation at hotels and on Kilimanjaro. People are excited to document their time there, and they can enjoy their climb and the achievement of reaching the summit without feeling like they have to walk through someone else's photoshoot.'

So, what is the solution? Explains Brian: 'Banning pictures wouldn't be the right answer. People spend a long time saving up for these trips, and a picture is something they'll cherish for the rest of their lives. On Kilimanjaro, climbers are encouraged to take pictures at every step of the journey.

'Taking pictures of your own experience is totally different from taking pictures to commercially exploit a destination. Drawing that line certainly seems fairer than banning guests from taking photos because a few people have chosen to act disrespectfully.'