In an image-building job, the principle of  – see and be seen – is paramount. The job destination is typically a city heavily frequented by tourists, especially during peak season. The job involves getting paid to party, much like many models and celebrities. The rationale behind these image-building jobs is that popular destinations like Ibiza, St. Tropez or Mykonos are extremely crowded during the summer season, while tourism is minimal in winter. Therefore, all income must be generated during the high season.

The difficulty of understanding the situation in these tourism-dependent locations is particularly challenging for someone from Hamburg. Hamburg is home to many of the world’s leading industrial companies, especially in the port and technology sectors, and is not dependent on tourism.

The situation is quite different in Miami, Santorini, or Dubai. These are all typical vacation destinations that rely almost entirely on the hospitality industry. Therefore, the idea of ​​enhancing this industry through the presence of aesthetically pleasing image models and offering vacationers an attractive audience is appealing.

In this role as image models, you’re paid to eat in restaurants and party in clubs. These are often newly opened establishments that need promotion. Furthermore, these holiday destinations often have a surplus of male patrons in expensive clubs where entrance fees of up to €1,000 and all-inclusive table packages of €5,000 are not uncommon.

Therefore, the organizers want to diversify the male-dominated clientele with visually appealing female presence. This isn’t about you interacting with the guests – in fact, this is often explicitly discouraged by the organizers. After all, you’re meant to appear unattainable, like a jewel gracing the club or restaurant. Simply dance, have fun, eat and drink, and increase the female representation. For the public and the press, especially at opening and closing events, this luxurious ambiance simulates a successful and popular club or a trendy restaurant, justifying the high price.