Bloggers are well on their way to becoming part of the media establishment when it comes to politics and certain industries, like technology.
But what about travel?
I’ve been asked that question twice in a week (and the week isn’t over yet) so I thought I should post my answer on my own Web journal.
Think travel agents.
In 1996, before commission caps and the Internet led to a process called “disintermediation,” agents were more or less your only choice when you wanted to book a trip. In the following years, a variety of market forces took away some of the agents’ power and influence.
The traditional media is a lot like the old, transaction-based agents were back then. They are set in their ways and unaccustomed to real competition. They are not pleased with the blogging revolution, because they believe it threatens their very existence. They don’t want to be “disintermediated.”
But fast forward a decade later: today there are fewer agents, but they’ve managed to reinvent themselves. They’re offering the kind of personalized service that online agents still can’t deliver, and many of them are thriving.
It is unlikey the old media, like newspapers, TV or radio, will go belly-up because of bloggers. But blogging will change them, no doubt about it. Maybe as much as disintermediation has changed travel agents.
So how do travel bloggers fit in?
I think that when it comes to travel, bloggers are only starting to find their place. That was the conclusion of a story I wrote for The New York Times a few weeks ago. My colleague Joe Sharkey recently pointed out a few bloggers that he thinks are worth following.
To his list (which I mostly agree with) I add my own: Gary Leff’s View from the Wing, Steve Broback’s InflightHQ and Edward Hasbrouck’s Practical Nomad blog.
I think travel bloggers have the potential to be as influential in their industry as political bloggers and tech bloggers to their respective niches.
What’s holding them back? Two things. First, their numbers (there are still relatively few credible travel bloggers). And second, the fact that this is the travel industry.
Travel attracts the kind of journalists who want to enjoy the good life: free rooms, fine dining and first class seats. It doesn’t normally draw in malcontents who want to change the world. But eventually, there will be enough of them to become an issue.
If I were running a public relations department, I would do everything I could to woo the blogging community with the same enthusiasm as I’ve gone after traditional journalists. Offer them exclusives. Build relationships with them. Invite them to your media briefings.
If I were a travel company, I would start paying serious attention to travel bloggers. They don’t operate by the same rulebook as their old media counterparts. This might be a good time to consider your own blog (yes, you can do that). Check out Randy Baseler’s blog at Boeing for an example of how it’s done right.
If I were a travel writer, I would start my own blog. Now.
It may be a few years before travel bloggers realize how much influence they have. But why wait?
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{ 1 comment… read it below or add one }
As a “news” source, some bloggers focus far too narrowly on specific segments of the travel market to attract a wide readership. They concentrate on particular airlines, or hotel chains, or geographical destinations, and frequently reflect the individual blogger’s personal biases (or financial interests). Their appeal is limited from a general interest perspective, which is different from the way that the NY Times writes its articles to appeal to a wide swath of travelers.
On the other hand, look at the wide range of travel websites that post comments from their members (the equivalent of a multiperson blog?). Those that seem to do well focus on a narrow segment of travelers – e.g., cruisecritic.com, frequentflier.com, etc. – and attract travelers who post extensively on those sites. On the other hand, those that try to broaden themselves to appeal to a multitude of travelers – e.g. – Tripso.com – tend to have relatively fewer comments on their posts.
Strange, hmmmmm?