Travel Talker: The Tinder approach for travel media trips

Freebie media trips have always been the bread and butter of travel industry PR, but is the current organizational model absolutely the most effective way? One new startup thinks not and aims to cut through ‘the hazy landscape of the travel media industry.’  We’ve all likely been on media trips where there has been one or two curious choices regarding a journalist’s target audience bearing little or no relation to the destination. Chad Chisholm, founder of Travel Talker takes up the story:

"I was on a FAM for luxury writers once. Our accommodations were incredible, we ate at wonderful restaurants and experienced luxury spa treatments but there was one writer on the trip who was an equestrian writer. There were no horse angles and it was clear to me that a significant investment had been made on a writer who was not appropriate for the trip," Chisholm said.

"I’ve come across this mismatch on more than one occasion as a writer, and came up with the concept for Travel Talker after having similar conversations with other content creators, and hosts, about their FAM trip challenges."

With the advent of the blogosphere and social media it is becoming more difficult to vet content creators and opportunities. The Travel Talker platform hopes to streamline the often time consuming process to ensure the right people are on the right trips.

It doesn’t promise game-changing, wholesale disruption for the industry but rather facilitates the communication between journalist and host or a relevant PR rep. Think of it as a media FAM trip dating app.

Here’s how it works:  the host organization, or designated PR rep simply posts details of an upcoming media trip (or an open ended invitation) and then sets the qualifying criteria. As a host this is where you can get uber creative in this travel industry dating game whether you are after the big numbers or a niche market. Looking for 100K followers minimum? Seeking experts in luxury boomer travel or backpacking with Letters of Assignment? Simply set the ground rules and wait for the inquiries to come flooding in.

For the media, Travel Talker serves as a platform to market their compatibility for any given trip, and once they express an interest, the host company (or their PR) can peruse their bio, credentials, or published clips to make a vetted decision – by accepting, rejecting, or kicking off communication to seek more information. On a trip listing hosts are able to set terms such as whether it is a fully comp engagement or offering discounted media rates.

The platform’s raison d’être is to facilitate this professional hospitality hook-up. From this point forward it is down to the host organization and content creator to flesh out an agreement mutually beneficial to both parties. In essence, it differs from the traditional FAM trip model in that the onus is on the travel writer/photographer/blogger/Instagrammer to reach out to the host rather than a PR firm having to scramble around trying to find the right mix for a trip.

So for deals which are primarily struck on a barter system with no money changing hands, what’s in it for Travel Talker? The business model works on a two-way ‘credit’ system. Media members receive five credits a month for free or can opt for a paid for Business Class membership offering 10 credits a month, or unlimited credits with a First Class membership. There is also a three-tier system in place for trip hosts, ranging from $25 per month, up to $50 a month for up to 50 users.  

"All FAM trips are created equal in Travel Talker.  One credit equals one trip application. We are currently offering a two-month complimentary trial offer for hosts, so that they can test the system and host a trip for free to see how it works. Hosts can take advantage of this using code TRIAL at checkout," Chisholm says.

Travel trade media trips are all about the ROI so any small way that helps streamline the planning phase has got to be a good thing, right? While the primary aim of Travel Talker is to avoid the compatibility mismatch that almost always inevitably happens on large FAM trips, Chisholm touts a few added side benefits too.  

"Travel Talker helps cast a larger net to a global content creator audience so PR firms and destinations alike can utilize the service to bring fresh blood into their circles. Also, small resorts or tour operators that can’t afford a PR firm are now able to host a FAM or individual trip on the scale that is appropriate for them," he said.

It can also be utilized for filling that urgent last-minute slot on a trip without giving the impression you were always ‘second choice.’  Take it from me. A travel writer’s fragile ego is not to be toyed with.