How Travel Writing Evolved Into Travel Blogging, and What Brands Get From Both

Destinations turn to niche influencers with trusted tastes

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For decades, attracting travel writers to your destination meant countless hours of PR cajoling and coordination, followed by month after month of waiting for the story to hit the pages of a glossy print journal. While that system hasn't gone extinct, it's hardly the norm for travel writing anymore.

Increasingly, brands want storytelling that is more immediate, more experiential and guaranteed to be shared far and wide across social media. They'll often seek out a travel blogger—someone who's a proven influencer in online circles and who's no stranger to sharing strategically on every social platform.



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