The New York Times reports that the rise of culturally significant music festivals like Coachella are driving some hotels to host festivals of their own in an attempt to “lure travelers obsessed with finding the next thing to post about on social media.”

“In December, the Hotel Paseo in Palm Desert, California put on an ‘Airstream Palooza,’” a free music festival arrayed around renovated airstream trailers,” the newspaper reports. “In November, the Careyes resort in Jalisco, Mexico, hosted its third annual music festival, Ondalinda, a bacchanal that Vogue has called ‘the luxe Burning Man.’ In Bali, Indonesia, the pop stars Fergie and Liam Payne performed at the Mulia hotel’s music-fueled, Labor Day weekend bash. In February, the electronic dance music, or EDM, D.J.s Calvin Harris and Zedd headlined the opening weekend festival of the Vidanta resort in Los Cabos, Mexico.”