TikTok Innkeeper Influencers Occupy a Cottagecore World
Gilmore Girls looms large in the world of innkeeper-fluencing. “Have you wondered what Lorelai Gilmore actually does for a living?” says Caroline Cardamone, a 20-something innkeeper at a bed-and-breakfast in Wisconsin, in one of the dozens of TikToks she’s posted about picking up breakfast burritos for guests, dusting a lot of doily-adorned wood, and doing laundry. John Lavin, who bought a century-old bed-and-breakfast in Blue Ridge, Georgia, in early COVID and soon started posting about it on TikTok, has been described by followers as “Luke Danes and Lorelai Gilmore rolled into one person.” Lavin says he’s never watched the show, but understands what they’re getting at: “People project this kind of fairy-tale life.”
What concerns me about the audience for this shit is their shared point-of-reference. When our only touchstones are characters from a terrifically uninspiring television show from twenty years ago? When you can make a Gilmore Girls reference and that somehow conveys meaning?
Are we not through the looking glass when media becomes more real than reality?