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Reputation of journey influencers: finish clap for conventional guides?

Want recommendation on selecting your subsequent journey? Whether or not the vacation spot is in France or overseas, most of us do our analysis on the net, and are impressed specifically by the suggestions of journey bloggers slightly than turning to conventional journey guides. Are these two branches of the tourism business in competitors or are they complementary?

Routard, Petit Futé, Lonely Planet or Michelin, so many names of journey guides which might be acquainted to the numerous generations of French folks they’ve accompanied. Whereas they’re nonetheless fashionable as we speak and much from falling into disuse, the emergence of bloggers and influencers over the previous decade raises questions on everybody’s place on the chessboard of the tourism world. It’s now really easy to seek out your subsequent vacation spot in your dream trip by searching the web and social networks, however as soon as there it’s nonetheless very sensible to have a journey information. So has the emergence of journey bloggers actually had an influence on the journey information business?

Tour guides and journey bloggers: what makes them completely different?

Journey information publishers and bloggers agree: they’re essentially completely different. The 2 don’t deal with the identical viewers and produce content material which, even when they cope with the identical theme, stay essentially distant. For Stéphan Szeremeta, editorial director of Le Petit Futé, the distinction between journey bloggers and vacationer guides lies within the experience of the latter: “ An influencer usually lives in his area and can restrict himself to this area, which he is aware of nicely, or he’ll uncover a vacation spot. As a writer of journey guides, what pursuits us is to systematically have native authors and to have high quality requirements in relation to that.. […] The influencer can’t be a specialist in every thing. Our historical past, structure or gastronomy sections are all made by consultants in these respective fields. Our content material is knowledgeable as a result of it’s the results of a collective work. »

Contacted by, blogger Bruno Maltor emphasizes this explicit and extra private imaginative and prescient of journey bloggers and influencers: “ I attempt to deliver a special imaginative and prescient by my movies. I attempt to spotlight lesser identified issues, or a minimum of otherwise. What I do not essentially discover within the guides. With out, nevertheless, searching for to enter criticism of journey guides, he identifies sure disadvantages particular to the latter. ” In my view, the issue with the guides is their record of addresses, particularly of eating places. They’re usually victims of the recognition of journey guides and can see a mass of French vacationers arrive of their institution. Despite the fact that my movies will get a variety of views, lots of people will not go straight to the vacation spot. In my movies, it’s potential to seek out completely different and higher “hidden” addresses than in conventional journey guides. Nonetheless, I keep away from giving the placement of sure particular locations in order to not fall into the dangerous impact of Instagram specifically “, he explains to us.

Two opinions shared and synthesized by Michelin publishers: “ The tourism information is written by tourism consultants and gives its collection of locations to see, its favourites, its addresses. The influencer is the opinion of a single individual however who could be fascinating when you have the identical affinities as her. Everybody approaches the theme of journey from a special angle and imaginative and prescient, intimately linked to the kind of target market.

Bruno Maltor: “a contest that has no place”

If on the one hand journey guides have a digital model, some influencers and bloggers try their hand at publishing sensible guides to the locations they’ve visited. However this pattern, on one facet or the opposite, on no account characterizes competitors between the 2. For Bruno Maltor, “ there isn’t a want for this competitors, within the sense that we’re not going to eat in the identical approach. We might discover good ideas in guides that we cannot discover in blogs, and vice versa. For me, there isn’t a cannibalization of the 2 markets, they complement one another. That is how I see issues anyway “. That is additionally the opinion of Lesly and Jérémy, a pair often called Lylylifestyle on the TikTok platform, who don’t contemplate themselves to be in competitors with journey guides both, regardless of their standing because the TikTok account dedicated to probably the most journey. fashionable in France.

The 2 modes of recommendation coexist and could be complementary
Michelin Editions

Stéphan Szereneta, for whom the ” coexistence occurs naturally » and Michelin editions are in settlement and don’t assume that some have an effect on the exercise of others. ” The 2 modes of recommendation coexist and could be complementary. Other than the Covid interval, the vacationer information market has been pretty steady for a few years and is rising in pocket codecs. “, add the Michelin editions which proceed to promote 6 million copies annually. If for the editorial director of Le Petit Futé the paper model of journey guides is however in decline, he retains the adaptability of publishers who’ve all developed a digital model which perpetuates the recognition of journey guides and their relevance. They nonetheless have a vibrant future forward of them.

An influencer travels making a video

Between occasional collaborations and robust symbolism, two industries on the service of vacationers

Removed from getting in the way in which, bloggers and journey information publishers generally search to collaborate on sure events. ” The director of Lonely Planet France had contacted me to make a e book “, testifies Bruno Maltor, despite a venture lastly aborted. ” I most popular to develop a board sport, which is extra unique for my part. However I additionally do not rule out transferring in direction of making books in the future.. Lastly, he pays homage to journey guides by emphasizing the symbolic dimension of a few of them: Lots of my buddies purchase guides for his or her libraries to have this reminiscence of their vacation spot “.

Bloggers or representatives of well-known journey guides thus all agree on one level: neither of them encroaches on the flower beds of the opposite. Thus, with out essentially working hand in hand always, they all the time pursue the identical purpose: to supply full and diversified recommendation to any public eager on journey and journey.

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