While most readers of the FT wouldn't drop six figures on a watch, the people who would spend that are more likely to be FT readers than most, so it's the right

While most readers of the FT wouldn't drop six figures on a watch, the people who would spend that are more likely to be FT readers than most, so it's the right place to reach them. As for Instagram influencers: who are the people staying in these hotels? Sure, a lot of them are likely to be the sort who read the FT or the Economist, but a good chunk of them are going to be honeymooners, for example, who I'd imagine are exactly the sort who would look to Instagram for ideas. Likewise there are obviously people in their 20s who could afford to stay in these places, and not all of them spend their time on HN. I'd guess Instagram is as good a place as any to reach them.