It is 2am in New York City with sleep alluding me. I find myself scrolling through my iPhone to pass the time: Instagram, Twitter, Facebook, Bloglovin’—I routinely keep a pulse on what other travel bloggers are up to the way a financier might keep one eye always trained on the stock market. I take note of the blog posts that rise to the top of the pile on Bloglovin’, make an effort to comment and like the work of my peers, look at what is working for other bloggers and the brands they are partnering with.
As I scroll through my updates on this particular evening, I am struck by a striking realization-all the travel bloggers are beginning look the same. Every photo seems to be of a fellow twenty-something with sun-kissed skin and ocean-drenched hair, staring off at a sunset with an inspirational quote as the caption. Every blog post appears to be a quick listicle with lifeless tips: buy this, eat that, sleep here, go there.
Is travel blogging starting to lose its soul, its feeling, its story telling? I can turn to guide books for that dry and easy-to-read city guide but if I’m on your website I want to hear your story and travel tips picked up along the way. Tell me about the whirlwind romance you had in Buenos Aires, about the time you got lost and found the best street food in Vietnam. Regale me with stories of solo traveling, of finding yourself across Europe, of feeling lonely in Dubai, of making new friends at a hostel in Istanbul, of getting lost in Morocco and learning about yourself in Colombia. I recently read a piece about a young travel blogger with a degenerative eye disease who is seeing as much of the world as she can before she goes blind. The story was powerful and raw, it was genuine and real; above all it was unique and unlike any other story I’ve read.
In the end, our content overlaps, our photos look interchangeable and the horrifying question arises: are all travel bloggers becoming alike?
My solution has been to find ways to turn The Pin the Map Project into my own domain; to walk that fine line between following that formula to success without losing the aspects of my site that make it unique. Dispatch is my answer to this, my attempt to bring in my love for long form journalism (a dying breed) and to churn out blogposts that can be provocative, hard hitting and even controversial. Similarly, Journal is where my writers and I bare our souls and dare to be real; dare to share a story that is our own.
In my Open Letter to Travel Bloggers—published a few months ago—I shared these same thoughts that we all work hard to look idyllic on social media and end up looking exactly the same as a result. All of us in idyllic locations, with idyllic poses and idyllic quotes.
Cartwheeling across open roads, spinning in front of monuments, looking profoundly into the distant horizon; we’re all guilty of it.
But here’s what I’m thinking; what if we allowed some imperfections to shine through our images and writing? What if we dared to talk about the time we got sick in Africa? Share the story of the time we were lost abroad? Show images of our flaws and travel mistakes? Write blog posts that challenge and question the norm? Wouldn’t that differentiate us, make us more unique by sharing our unique stories and opinions? Wouldn’t it make travel seem more accessible to our readers rather than painting traveling as this unattainable ideal of perfection? I think so.
What do you think? Are travel bloggers starting to look alike? How do you find ways to stand apart from the rest? Share your thoughts, comments and questions below!
While I get where you’re coming from, I do think not everyone goes to travel blogs for stories. Sorry but if I don’t know you, I probably don’t care about your one night stand in Buenos Aires or that amazing night of partying with friends in Croatia. I’d rather know where to go for the best view of the city in New York or the best food in Hong Kong. This is what I try to keep in mind for my own posts, I want them to be super helpful (preferably with a little flavor of my own humor and tone of voice because that’s what make them YOURS). Luckily the internet is big enough for all flavors, and success is such a non-defined concept anyway 🙂
I was thinking about the same things lately! especially on instagram, everything is looking the same… I need to admit that the instagram game is still something I need figure out…
Sometimes I’m raising my eyebrows when a blogger is writing after visiting a city for a few days a post about “10 best places to eat in X”
I, personally prefer posts about personal experiences in a country and useful information instead of posts a la “oh look at this pretty beach” Especially when I see posts about Singapore - or better about the Marina Bay Sands, I think every time that Singapore is much more than a hotel with a famous rooftop pool. I don’t travel to stay in fancy hotels, I love learning about new cultures and food.
I totally agree Nikki, I find myself unfollowing or losing interest in so many of the other bloggers who I used to love because they all just started posting the same things (sometimes even the same type of posts on the same days). It’s so hard to find someone who publishes real raw experiences that you can relate to and connect with.
Agreed! It’s hard not to be guilty of it as well because travel is such a visual thing and when you see someone who is getting thousands of likes and comments on a photo or post, you take note on what works.
I admit that my Instagram can look very similar to other travel bloggers’ so I do wonder if it’s perhaps unavoidable to a degree to have overlap. After all, how can hundreds of images of someone standing infant of the Eiffel Tower or a sunset look different? I’m the same way with posts though-while I do enjoy getting practical, unbiased tips from other travel bloggers I think it’s their personal experiences that make it a unique read.
I definitely respect that and I think everyone looks for something different when visiting travel blogs. I too write destination guides and posts, but I try to layer in some personal stories to make it somewhat unique and stand out. My thoughts are this: we have Lonely Planet, Fodor’s, Rough Guides and countless other travel platforms that have perfected posts about best views, best food, where to sleep, where to eat so why would a reader go to a travel blog over that trusted resource? My guess would be for the personal, unique details.
Now that you mention it, I do think a lot of travel blogs are starting to seem the same. In fact I tend to prefer following blogs where you are following along with travels a little more in the moment. I like to feel like I am along on the travel with them and you really get to know that blogger. I feel like so many blogs are starting to feel very impersonal.
I also think there is something special about following someone’s travels in real time and as a travel blogger, it can be tricky to keep people coming back when you’re in-between trips. There’s just something about live updates from on the road that makes it feel personal and like you’re along for the trip.
I really appreciate this piece - and couldn’t agree more! It’s the personal perspectives and stories that really pull me into a piece. Yes, I will open that top ten list and scroll all the way through, but often I find myself not actually reading the whole thing. I’m guilty of it to at times, but am making efforts to inject more of myself into even the most basic feature/story/list.
I’m looking forward to your upcoming longer pieces!
Wow, that’s actually very true! I have noticed it but wasn’t really aware of it until you just brought it up. It’s a little sad to me because we are definitely missing out on some great stories, especially since traveling is such a personal experience for everyone who takes part in it so no two stories are ever going to be the same. While city guides are pretty helpful, I do agree with this and I miss the storytelling style.
I do enjoy the city guides that bloggers share but I think mixing those with personal experiences and how they came to discover that hidden restaurant in Vienna or their experience at that hostel in Amsterdam would be a better way of sharing that information than just telling us what the hostel or restaurant is.
Thanks! I am guilty of skimming articles too. It’s only when I’m caught in the beginning by a personal story do I read the whole thing usually.
It’s definitely something I’ve been thinking about a lot lately! I’m still relatively new to travel blogging and developing my niche (and grappling with the idea of having one in general). My boyfriend and I talk a lot about voice — especially because he DOESN’T read travel blogs. Thinking about this has changed the way I travel a bit too. While i love getting inspiration for trips from travel blogs and social media, if I follow only blogs I’ll have the exact same trip!
So I’m trying something new here in Mexico. I didn’t consult any travel blogs before I left. I’ve got a few places I know I want to go and am relying on my guide book, locals, and other travelers for the rest. I’ll probably end up going to a lot of the same places that have already been covered by other travel bloggers, but I’m hoping at least to come to them with a fresh perspective of my own. Thanks for this post!
That’s a great approach and a cool way to try and get fresh perspective and in the very least make sure that when it comes time to writing about the trip it’s without the influence of other travel bloggers. Where in Mexico? I’m headed on a road trip to Oaxaca next week!
Ha, I’m actually working in a cafe in Oaxaca right now! I started in Mexico City, spent a couple nights in Puebla, and arrived here in Oaxaca yesterday. So far it’s my favorite of the trip (might have something to do with the weather. 🙂 But it’s such a vibrant, chill city too!). I’m headed to Isla Holbox on Saturday or Sunday, then hopefully hitting Tulum on my way to Belize City. None of these destinations are too unusual, but as a solo female traveler who speaks very little Spanish, I’m ok with that. 🙂
Haha i’ll be headed to Mexico city on Friday and then making my way through Oaxaca to Puerto Escondido! I’ve been to Tulum and it’s gorgeous! Enjoy and safe travels!
Hi, Nikki!
Really interesting post, thanks for bringing into attention this important topic.
What you are writing about might be true to some extent, and I actually wrote the whole post dedicated to all the reasons why I read and support travel blogs )) However, I am really glad that there are quite a few travel bloggers I can relate to and find them quite interesting and inspiring. Like courage, keeping it real language and storytelling of Liz from Young Adventuress, funny sense of humor and quirky topics of Mags from Mags on the Move, impressive multilingualism and international experiences of Yulia from Miss Tourist, expat life and intercultural relationship of Polly from Let’s Love Local and honesty and integrity of Casey from Land of Marvels. And a few others. Also, I really liked your post about women’s rights; it was definitely interesting and thought-provoking. May be, we, as travel bloggers, should strive to more authenticity, originality and honesty in our posts, and write about what inspires and interests us also. At least, I try to do so personally.
Wishing you much success with your travels, blog and travel writing!
Nadia.
I appreciate this post. I think about that a lot when I write travel posts. I have a lot of the “must do, must see, where to eat” posts because they are helpful for others planning their trips. But I always get more comments and interaction on my posts where its just about daily life. I like to have a good balance between those types of posts, I agree it reminds people that you are a real person! Thank you for this 🙂
Absolutely agree! I think the best posts are born from topics that the blogger is genuinely passionate about as it shines through in the writing. I know that in my own writing, my articles are significantly better when injected with emotion, personal stories and passion.
That’s interesting you get more response on your personal posts! I feel like I tend to get more interaction on destination guides and topline “listicle” posts than I do on personal ones, which is why I tend to put emphasis on guide posts. It’s something I’m looking to change though as I like an even mix of the two.
Wow. This is exactly what I’ve been thinking about the past month.
Being a new blogger, I realized how easy it is to be trapped by these habits.
In my opinion, authenticity scares me. It means putting yourself out there.
Being vulnerable to be judge…critic.
It can be scary. But without it, we loose ourselves in the process.
So thank you for the push 🙂
Thanks for your comment! I agree, authenticity and sharing personal stories can be scary and vulnerable but at the end of the day it is your story that makes you unique!
It’s true that there can be a bit of a “mould” that travel bloggers tend to fall into, but I think there’s still something unique and different about every blog that sets them apart! Your blog has its own unique and quirky style which is very much different from others that I read, so don’t worry! I do miss the “storytelling” element you mentioned instead of the endless lists of “to do, to eat, to visit” that you see more often nowadays though, because reading about someone’s personal travel experience is always something amazing and transports the reader to the place along with the writer! 🙂
Thank you for saying it, I was thinking about since a while now. I’m not a travel blogger myself, though I love travelling, taking pictures and I do have a blog. I do scroll for hours to feed myself with exotic set ups and perfectly beautiful photos, but I began to be a bit disgusted by all this perfection and all those similarities. I’m not feeling anything anymore really, it’s became a bad habit to “feed” myself in reading those blogs. I still like this visual and everyday inspiration but I want to feel more, to learn more. I’m more and more looking for personnal blog, personnal meaning as different every personn on this planet can be.
You and the Travelettes team are doing a amazing job, please continue 🙂
Solid post. I was recently interviewed about getting into the travel blogging scene and was also speaking about trend of every travel blogger sharing the same content, photos, etc. The market is incredibly saturated, and that’s fine. I heavily encourage people exploring somewhere new. But don’t make the world your checklist for social media shares! Take it in, grow from it, and share something real. Keep up the awesome work!
Absolutely spot on. The amount of times you see the same types of people writing about the same things, they are so boring. The same places people write about and the things you ‘must see’ is getting out of hand.
Couldn’t agree more. There is a very definite formula which the majority of travel bloggers seem to follow - I guess because it’s the quickest way to achieve what most people seem to want to achieve, ie. enough social media followers and enough page impressions that they can start monetising their blog. It does result in an awful lot of bland, repetitive content though. I live in hope that Google’s next algorithm update rewards original writing over clickbait headlines, keyword-driven content and endless list posts… Although I guess the popularity of this style of blogging over longer form writing is probably a fairly accurate reflection of our goldfish attention spans these days!
I’d agree with you, Nikki. Maybe I’m an outlier (*), but to be honest I personally really don’t care what the best food is in Hong Kong, or where the best view of New York City skyline is -> I want to discover these for myself, find somewhere new maybe, or find somewhere popular but which works for me, but find them on my own terms. Sure I’ll take advice and guidelines from bloggers, but I’m more likely to use guidebooks or notable travel websites for this kind of thing.
But of course the world is big enough for us all, so I’m not demeaning how people post, or where they get their information from!
My own preferences are clouded by the fact I prefer to travel more on what you might call ‘The Road Less Travelled’. I prefer countries, destinations, sights which are less often on people’s radar - not *because* they’re less popular, but more because there’s less written about them so I feel like I’m venturing into ‘newer’ areas. But even then I prefer my street food, my budget accommodations, my local buses; I’m not going to post “Top Eating Spots In Cotonou” because I wouldn’t tend to look for the best places to eat even there; I would however post “I Got Propositioned In A Cotonou Backstreet Cafe”, because that’s more likely where I’d end up. (It happened; not the strangest thing to have happened on my trip, but it happened!).
I guess I prefer too seeing the quirky side of life and travel, rather than the mundane!
In general, I think my observation would be: Whether consciously or subconsciously, travel bloggers seem to tend to write as if they *are* the Lonely Planet or the Rough Guide, so will tailor their content and style accordingly. Fewer people write travel ‘diaries’ any more, and travelogues (detail & history about a place, the ‘why’ not just the ‘what’) also don’t seem to be too much in vogue; a pity as that’s where my interest lies.
(* I am an outlier. I’m male and 40 years old, with skin as white as you’d expect if you live in a climate where it rains all the time, and hair whose natural state appears to resemble a brush that’s lost a fight with a hedge… :p)
I agree! I’ve written a fair share of ’10 best .. in Europe’ or ’10 most beautiful places to visit for…’ blogposts myself. The thing is that these articles just work for getting a lot of views. People click on these articles to find out whether or not they have visited some of these places or whether or not they are going to book a trip to one of these places. There are just more people who get inspired by these types of posts and therefor more people read it.
I think that around a year ago I decided not to write these posts anymore because they simply don’t add anything anymore to the internet as everyone writes them. Next to the fact that articles like these probably have a very low number of words and depth. Not even talking about lists with places you haven’t even visited yourself (just like the 10 places where you should eat when you’ve only visited the city for 1 day).
It is easy to get trapped in the travelblog ‘formula’ because seeing the numbers go up in Google Analytics just gets very addictive. We all know how important numbers seem to be as a blogger - especially with so many bloggers out there.
I try to write as unique as I possibly can. And I think that so far I am doing a pretty good job. Recently I wrote an article about ‘what to do when your bf doesn’t want to travel.’ - the most personal story I ever put online on my blog. Insane how many people related to that, how many people I’ve helped, and how many new readers I have because of that article! It taught me that personal (and long haha) stories absolutely count!
thetouristoflife.com
That sounds like a great story angle and I can see why it wold resonate with many people-it’s not a topic I have seen covered too much before.
I agree with you that the “10 best….” type posts are a sort of necessary evil of travel blogging. They’re quick reads with stunning photos that appeal to many readers are good “click bait” as we like to call them in advertising. I think just striking a balance between the unique content you want to write and the click bait sort of content you need to write is key.
Thanks for reading!
I agree with you Nikki. It is a shame that (most) bloggers are no different from travel guide books these days. The key is in balance, I believe. I am just starting to write my travel stories so I can only comment as a reader or traveler. Even if I hire a guide, I would want him/her to provide the basic information I need but I would hire him again if he told me personal stories as well along the way.
I agree!! I really enjoyed this post. I’m a photographer in Namibia (born and bred) and I REALLY really really want to try my hand at Travel Blogging - apart from being too busy with photographing weddings and other shoots, I struggle to get started with blogging, cause like you said, all I see now, are beautiful blonde solo travelers taking lovely photos of themselves in waterfalls, etc. I really want to be stand out and do travel blogging in a different way - especially being from Namibia, I think I should focus more on my own country and then move out and write about other countries around the world……
hi Nikki, I really enjoy your writing. It feels like reading short stories. I didn’t realize that these days the travel bloggers are starting to look the same until you mentioned it. I found your article very useful for me especially I am starting to do one soon.
Thank you Cindy! I’m glad that you enjoy my writing and I hope that every article on here is entertaining on some level and reads like a story rather than a dry, destination guide 🙂
Really appreciate for this! Would love to Thank for such helpful stuff.
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Yeah, blogger’s lifestyle is quite specific. Especially while you’re a travel blogger and wat to be a popular one…
Hi…
In the end, our content overlaps, our photos look interchangeable and the horrifying question arises: are all travel bloggers becoming alike?
I think Yes! But your blog is really specially… i read all your posts!