If HuffPostTravel can declare that the “Old Travel Show is Dead, Long Live the New York Travel Festival,” then we might be right in declaring that “Travel Destination Articles Are Dying, Long Live Social Media Travel Content.”
So, when a senior editor at Technorati told me that, going forward, all travel-related content had to have a Social Media spin, had to be presented via a Social/New Media filter, I knew the travel content game had changed. No more colorful destination pieces?
And then I read about a Travel Trends Blogger Conference in New York this month, further proof of the nichification of travel content, and the trend toward travel trends.
And then this: Travel Writing is Dead from the nihilistic publication 3am Magazine
No more straining for appropriate adjectives and stumbling over cliches.
Technorati, after all, has millions of unique visitors a month, and while the content site is not especially known for its travel articles, the Technorati Travel home page is petty vibrant with article Tweets typically running in the 20-50 range in any 24-36 hour period and many, many Facebook shares.
Personally, I had been noticing on New Media Travel the movement away from high-page views for destination content (The ‘Wow’ of the Caribbean), and the increasingly high numbers of page views for travel articles with a travel news/trends/social media orientation, like “SocialMedia Powers Family Travel Tends.” In many cases the disparity was dramatic.
It seems descriptions of blue waters, great dining experiences, famous landmarks, cozy inns, and distant places can be found almost anywhere in our totally Googleized world. Friends and friends of friends share images and tales on Facebook and Twitter and Instagram, and the many review sites.
But content on family travel trends or how new technologies will enrich travel or how airline booking sites can personalize their information and flex with a customer’s specific travel needs, are more sought after.
On the other hand, content on how a specific Caribbean island reaches out to its visitors and co-creates the island travel experience through Social Media, works. It’s simply more relevant to today’s traveling digital natives who are “in touch,” and sharing useful, relevant information at every stage of their decision-making process and travel experience.
They are co-creating travel, and today’s travel content reflects that change from the passive travel article, to one that highlights the engaging, Social Media dynamic of travel today.