As someone both working in the industry and writing about travel, I couldn’t agree more!
I think the ‘influencer craze’ is much to blame for this transformation. Over the last 10 years the pendulum shifted too far in favor of ‘travel content’ that, as it turned out, was maximized for algorithms and not for genuine connection or storytelling. Now, as you highlight too, I think we are seeing a correction back in favor of authentic tales, in-depth storytelling and original writing.
People are voting with their feet. The influencers have been unmasked (although there are some good, original ones out there… the pioneers, the ones that didn’t get into it for clicks and likes but saw that as a natural evolution of creating engaging material). No more checklists, no more likes. In with the real stuff. We are claiming travel back from the algorithm.
Yes, we crave storytelling that moves us. The best of travel writing is some of the best writing we have - full of humanity and connection, writing that challenges how we see the world. It’s soulful, and goes way beyond any algorithm.
So much food for thought here. I fall into the influencer category on Instagram and TikTok myself, but I find myself increasingly drawn to longer-form content and cultural storytelling vs listicles. Or perhaps a difference kind of list - for example, sharing reading lists and music playlists for the destinations I cover. I definitely think that audiences (myself included) are looking for alternatives to the sugar rush of algorithmic social feeds, and as writers/creators it’s more important than ever to have a distinct voice that helps us stand out against the AI-generated landfill.
Beautiful piece — social media is overflowing with fake, posed, copy-paste travel content. We’re all tired of it. Readers want something different now: authentic stories, real perspectives, lived experiences. That’s exactly the kind of travel writing I try to pursue too: fewer postcards, more truth.
Really great article that resonates with my own feelings. I absolutely detest distilled and love reading actual stories describing real experiences. I try to write those too, though I haven't really progressed from being a blogger to being a writer.
Couldn't agree more. My wife and I are both travel writers and became so frustrated with guidebook publishers wanting the sort of travel writing 'lists' anyone could produce from research rather than experience that we published our own guide. As well as giving us more satisfaction at being able to demonstrate specialist knowledge and a more fluid narrative, it also brought us better earnings.
Personal travel stories are what I do! I write and publish articles on the blog ‘Claire in Crete’ every two weeks (Emily can keep Paris - Crete is the place for me’) Check out my last two blogs at claireleesingham.substack.com. The first in November was about the end of the long season in Crete and Agios Nikolaos - and what the place really feels like when the holidaymakers have gone home. It’s called ‘Wintering’. The last at the end of November, the month of Remembrance, was about a visit to Moni Toplou near Sitia - and discovering its connection to a story of Crete’s forgotten Resistance women during WW2!
Lots of useful and accurate information here 🙌 Well written and nicely constructed article as well. I'm a new Substack user, and as someone who has theoretical but more importantly, practical experience in the tourism industry, we can witness a massive shift of people who are actively looking for something "different". In my opinion people are just tired of the constant noise both in their day to day life but also on their trips.
Interesting, the long form is moving online and with more value 💡 - I think/ hopel you're right as all these things are my niche 💚 There should be caution thrown at 'authentic' 'experiential' 'green' being in the 'repeatable' category though, it's why travel print is becoming a smaller place and perhaps gentrifying its own readers away - they need to be cautious of becoming catelogs of culture. It doesn't suprise me more writers are moving online, at IMM last year I spoke to an influencer/ creator (around 1,000 followers) - they were paid for their article, digital extras as extra and paid for their actual stay somewhere when writing it (posting on social media) - whereas print travel isn't offering expenses, and even when it does there's no guarantee of publication... and now outlets are asking for digital content & photography included in the article price...
Hi Lauren, lot’s to think about in this space. I might write something longer as a post but in essence we’re all leaning increasingly towards personalisation and experiential travel (and by extension that can reach into planning) - there is so much information that is generic (there’s just such high volume) that we’re all yearning for curation. Especially those pressed for time but who want unforgettable travel experiences. Guides that ‘take you there’ (there’s a range of ways that could work from ‘follow along’ to stacked content) or guides that are more bespoke feel fresher.
Strongly agree with this. I've been travelling as a digital nomad for a year.. I tried to write an article about some cafes in south east Asia, and was bored to tears. So instead I started writing about my experience and the ethics of digital nomadism - then I wrote a piece about a wonderful beach location that might be destroyed and the power of serendipity - found my groove. This year I plan to be a 'local nomad' and enjoy what the UK has to offer and do historical trips (I'm off to Dublin in a few days). I have deleted TikTok because I cannot bear to see one more gen Z tell me about all the waterfalls I need to see in X location. Give me depth please!
Thanks for sharing, appreciate that. Always think a reader can tell when the writer is emotionally invested in the stories they write - it jumps off the page, and I’d always sooner read something written that way too. Also agree re how we can be ‘local nomads’ - and look more closely, with more depth, at the places nearby. Travel and exploration really don’t equate to distance. Enjoy Dublin!
I’ve lately been dabbling in literary non-fiction, telling stories about places I’ve been in a way that allows me to be little more creative. An example if anyone is curious:
Your writing always puts those thoughts I can’t yet process on paper. Thank you for these insights. It helps me to remember why I wrote about travel in the first place. I lose a part of my soul every time I write a listicle, assuming it’s what readers want. More in depth, experiential storytelling is what I want to write and hopefully what others want to read. Loved this. Will refer to it often!
Yes, travel is so much more than trying to take a photo at an iconic spot. Exploring new places and discovering the world is about deeper human connection and enrichment😊
As someone both working in the industry and writing about travel, I couldn’t agree more!
I think the ‘influencer craze’ is much to blame for this transformation. Over the last 10 years the pendulum shifted too far in favor of ‘travel content’ that, as it turned out, was maximized for algorithms and not for genuine connection or storytelling. Now, as you highlight too, I think we are seeing a correction back in favor of authentic tales, in-depth storytelling and original writing.
People are voting with their feet. The influencers have been unmasked (although there are some good, original ones out there… the pioneers, the ones that didn’t get into it for clicks and likes but saw that as a natural evolution of creating engaging material). No more checklists, no more likes. In with the real stuff. We are claiming travel back from the algorithm.
Yes, we crave storytelling that moves us. The best of travel writing is some of the best writing we have - full of humanity and connection, writing that challenges how we see the world. It’s soulful, and goes way beyond any algorithm.
So much food for thought here. I fall into the influencer category on Instagram and TikTok myself, but I find myself increasingly drawn to longer-form content and cultural storytelling vs listicles. Or perhaps a difference kind of list - for example, sharing reading lists and music playlists for the destinations I cover. I definitely think that audiences (myself included) are looking for alternatives to the sugar rush of algorithmic social feeds, and as writers/creators it’s more important than ever to have a distinct voice that helps us stand out against the AI-generated landfill.
Hi Amy, interesting to hear your thoughts on this. Appreciate the comment. ‘Sugar rush’ is a good way to put it.
Beautiful piece — social media is overflowing with fake, posed, copy-paste travel content. We’re all tired of it. Readers want something different now: authentic stories, real perspectives, lived experiences. That’s exactly the kind of travel writing I try to pursue too: fewer postcards, more truth.
Thanks, glad it resonated for you.
Really great article that resonates with my own feelings. I absolutely detest distilled and love reading actual stories describing real experiences. I try to write those too, though I haven't really progressed from being a blogger to being a writer.
Hi Ron, yes, always love a transporting story.
Couldn't agree more. My wife and I are both travel writers and became so frustrated with guidebook publishers wanting the sort of travel writing 'lists' anyone could produce from research rather than experience that we published our own guide. As well as giving us more satisfaction at being able to demonstrate specialist knowledge and a more fluid narrative, it also brought us better earnings.
Thanks for sharing this Jack. Interesting to hear!
Personal travel stories are what I do! I write and publish articles on the blog ‘Claire in Crete’ every two weeks (Emily can keep Paris - Crete is the place for me’) Check out my last two blogs at claireleesingham.substack.com. The first in November was about the end of the long season in Crete and Agios Nikolaos - and what the place really feels like when the holidaymakers have gone home. It’s called ‘Wintering’. The last at the end of November, the month of Remembrance, was about a visit to Moni Toplou near Sitia - and discovering its connection to a story of Crete’s forgotten Resistance women during WW2!
Lots of useful and accurate information here 🙌 Well written and nicely constructed article as well. I'm a new Substack user, and as someone who has theoretical but more importantly, practical experience in the tourism industry, we can witness a massive shift of people who are actively looking for something "different". In my opinion people are just tired of the constant noise both in their day to day life but also on their trips.
Interesting, the long form is moving online and with more value 💡 - I think/ hopel you're right as all these things are my niche 💚 There should be caution thrown at 'authentic' 'experiential' 'green' being in the 'repeatable' category though, it's why travel print is becoming a smaller place and perhaps gentrifying its own readers away - they need to be cautious of becoming catelogs of culture. It doesn't suprise me more writers are moving online, at IMM last year I spoke to an influencer/ creator (around 1,000 followers) - they were paid for their article, digital extras as extra and paid for their actual stay somewhere when writing it (posting on social media) - whereas print travel isn't offering expenses, and even when it does there's no guarantee of publication... and now outlets are asking for digital content & photography included in the article price...
Hi Jen, agree. Look forward to reading your writing.
Thanks as always for sharing so generously! I'd love to hear more about what you see changing around "interactive guides"
Hi Lauren, lot’s to think about in this space. I might write something longer as a post but in essence we’re all leaning increasingly towards personalisation and experiential travel (and by extension that can reach into planning) - there is so much information that is generic (there’s just such high volume) that we’re all yearning for curation. Especially those pressed for time but who want unforgettable travel experiences. Guides that ‘take you there’ (there’s a range of ways that could work from ‘follow along’ to stacked content) or guides that are more bespoke feel fresher.
Strongly agree with this. I've been travelling as a digital nomad for a year.. I tried to write an article about some cafes in south east Asia, and was bored to tears. So instead I started writing about my experience and the ethics of digital nomadism - then I wrote a piece about a wonderful beach location that might be destroyed and the power of serendipity - found my groove. This year I plan to be a 'local nomad' and enjoy what the UK has to offer and do historical trips (I'm off to Dublin in a few days). I have deleted TikTok because I cannot bear to see one more gen Z tell me about all the waterfalls I need to see in X location. Give me depth please!
Thanks for sharing, appreciate that. Always think a reader can tell when the writer is emotionally invested in the stories they write - it jumps off the page, and I’d always sooner read something written that way too. Also agree re how we can be ‘local nomads’ - and look more closely, with more depth, at the places nearby. Travel and exploration really don’t equate to distance. Enjoy Dublin!
Som great insights!
I’ve lately been dabbling in literary non-fiction, telling stories about places I’ve been in a way that allows me to be little more creative. An example if anyone is curious:
https://open.substack.com/pub/drexeljohnpurtelle/p/wandering-through-dublin-part-1-waiting?r=2dvwsw&utm_medium=ios
I feel like the challenge of writing in depth is so much of the media today is built for videos and clicks. That’s why I love Substack
Your writing always puts those thoughts I can’t yet process on paper. Thank you for these insights. It helps me to remember why I wrote about travel in the first place. I lose a part of my soul every time I write a listicle, assuming it’s what readers want. More in depth, experiential storytelling is what I want to write and hopefully what others want to read. Loved this. Will refer to it often!
Look forward to reading, and thanks for such a soulful comment ✨💛
Unpopular opinion: I don’t want to see Tops or City Guides on Substack! I want to read REAL, raw travel stories
Yes, travel is so much more than trying to take a photo at an iconic spot. Exploring new places and discovering the world is about deeper human connection and enrichment😊
Exactly!