Whether you “fly and flop” to relax and recharge, or you put on a backpack for a physically active break to reset and escape, travel offers unique experiences and opportunities to break out from “normal” day-to-day mundaneness. We all know the benefits that travel should bring us. However, does using social media to decide where you go and what you see alter the benefits you get?
How do you plan?
I love to travel. A large part of that is the planning and research. Being “old school”, I embrace the excuse to head to my local bookshop and find the latest Lonely Planet Guide, (other guidebook publications are available but I fell in love with Lonely Planet years ago and still smitten now!). I use them as a starting point for ideas on country info and history and the key highlights that I should visit.
I know that for many of us, travel influencers are the only sources for travel recommendations. According to Expedia Group’s 2025 Traveler Value Index, 73% of travellers say that influencer recommendations have led to booking decisions. Am I missing out by not using social media? Is there a balance to be struck between analogue and digital that allows us to maximise the benefits of both?
Old School or not?
The Lonely Planet Guide for Saudi Arabia was hard to find, which made it all the sweeter when I managed to get it. The pages have been read and re-read, marked and folded throughout the planning process and when using it in country. It tells the story of my time there. I pull it off the shelf now and am reminded of thoughts, observations and feelings when flicking through it. It is personal, private and physically mine.
The written guidebook provides a trusted, researched and in-depth background into how the country came to be the way it is now. There is a good overview of each region and the key characteristics as well as what is recommended as “unmissable”. It is written by experienced writers who have spent a reasonable amount of time in country and so understand its quirks and oddities. These facts and place details are available whether my phone has power or internet coverage or not. All the information is in one place, saving me time not having to trawl multiple websites trying to find the information I needed.
Whilst the facts about how the country came to be and the culture tend not to change it is true that the list of hotels, restaurants and places to visit will change: entrance fees go up, businesses go bust and so some pages of the written guide become factually out of date.
Travel Influencers provide beautiful images that fill you with the desire to jump right in – to be at that beach bar, to cool off under that waterfall or dance underneath that star filled sky. It highlights individual locations, the best café or restaurant that week. Whilst you can save the post it can sometimes be hard to find later. Videos are now known to keep our attention better than a paragraph of text and successful influencers are just that, successful because they are good at creating the content we want to see.
In addition to gorgeous, enticing photos, there are so many influencers/content creators online now that you are sure to be able to find one who shares your exact circumstances and preferences. Many now offer suggestions about “new discoveries” trying to “de-influence” popular spots by showcasing alternatives that might offer a similar experience with fewer crowds.
Most influencers also suggest itineraries and provide quick links to travel operators and hotels, making it as easy as possible to book. They offer beautifully crafted itineraries to follow, saving you time having to read through other suggestions. Influencers try to convince us that we can also live that experience.
Convenience v Authenticity
Single click booking and following someone else’s experiences is simple. It is the easiest thing to do when your time is precious. It’s definitely quicker than buying a guide and reading through it to make your own itinerary. On-line information is in my hands quicker but is it too easy to abdicate decisions and responsibilities for choosing my adventure? Do I end up just doing someone else’s?
By not reading wider I am not checking out whether everything I’ve seen from the influencer is correct. I could also be missing out on other place to visit and stay at. Many have hidden commercial bias and sponsored content. The experiences could be misleading or they recommend a hotel not because it is the best but because the influencer has a hidden paid partnership.
The success of the travel influencer, coupled with greater disposable income has led to many tourist attractions being over-crowded or communities changing. Barcelona is an example[1] where higher profits are chased through renting accommodation through AirBnB rather than to locals for a long-term rent. That ideal photo opportunity? Only in the split second before another traveller walks across the shot. The over-popularity of attractions is the direct result of travel influencers. Tourists now flood internet-highlighted locations to the detriment of the intended experience and the environment of that location. The many posts entitled “Top 10 must sees” etc have created a demand for followers to go get that same shot. But because they have done what everyone else has, that amazing sunrise, which should be a moment of calm and awe, is noisy, over-crowded and ruined.
Travel should be authentic and kind to both the people and physical places. Your time on holiday is precious and limited. Your trip should be exactly that – yours. Filled with your experiences. So, should our travel research and decisions be a blend of both guidebooks and influencers? Doing your own research into what the country has to offer – to get an idea of what you can see and do, what the culture and food are like – can help you start to form ideas of where you want to go and what you want to do. On-line content can then help when in country – providing up to date details of cafes and restaurants that are open together with their prices.
Not following the online crowd is more likely to lead you to secret coves, awe-inspiring sunsets and magical moments together. You can have instant gratification from the “lovely pic!” comments from friends on the photos on your socials. But for added longevity, use your guidebook to note your reflections and thoughts. It’s a great place to tuck those travel keepsakes too! They then wait to transport you back there when you open it later, long after the tan has faded.
How do you plan? If you want to have an authentic holiday that is unique to you by balancing research with influencers content but don’t have the time, I can do that for you. Check out the services I offer here: Travel Planning Services
