Why (Most) Travel Content Is Broken
There has never been more travel content available, and yet planning a great trip often feels harder than it should.
You start with a simple search and suddenly you’re toggling between blog posts, review sites, Instagram reels, Reddit threads and hotel websites while trying to piece together what’s real, what’s sponsored, and what’s simply repeated.
Everything sounds exceptional: every hotel is “stunning,” every restaurant is “unforgettable.” And somehow that makes it more difficult to know what’s actually right for you.
I was reminded of this recently when a client wanted to book a specific property that had been widely reviewed as a “top luxury resort for families” in her destination city. Bloggers and influencers had posted glowing write-ups. After her visit, she expressed surprise at several inconveniences that hadn’t been mentioned: the room had limited storage and no space for a stroller, the bathroom offered little privacy, the shades weren’t fully blackout, and kid programs were regularly cancelled without notice. But yet, none of those realities appeared in the dozens of posts she had read beforehand.
Most of today’s travel content is built around clicks. Posts are either compensated directly by the brand or written to drive affiliate bookings. There is very little motivation to include the small, inconvenient truths that might cause a reader to choose a different option than the one being featured.
Most people we work with aren’t looking for endless options. They’re not trying to “hack” the best deal, instead they want clarity and confidence that what they’re booking will feel as good in person as it did online.
Our business is built on referrals and reputation. We’re not launching content to build a travel blog lifestyle. We’re developing curated city profiles, checklists and decision-making frameworks, along with occasional booking links for those who prefer to handle arrangements independently.
Travel should feel considered and seamless, not like a research project.
Stay tuned, we’ll be sharing more here for travellers who feel the same way.
